Quality function deployment (qfd)
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Transcript of Quality function deployment (qfd)
QUALITY FUNCTION
DEPLOYMENT (QFD)
Murali Raj K UNOM-DOMS
INTRODUCTION
• Quality - Meeting Customer Requirements
• Function - What Must Be Done ?
• Deployment - Who Will Do It? , When ?
DEFINITION
QFD may be defined as “A system for translating customer requirements into appropriate company requirements at each stage from research and product development to engineering and manufacturing to marketing/sales and distribution”.
“Customer Driven Product / Process Development”
TIMELINE OF QFD•1966-Development of QFD by DR. YOJI AKAO.
•1972-First application of QFD by Mitsubishi, Heavy Industries Ltd, Japan.
•1976-QFD implementation in production of mini vans by Toyota, Japan.
CUSTOMER REQUIREMENTS• In order to understand the area of customer requirements we must understand three distinct factors:
• The Customer Chain
• Obtaining Customer Requirements
• Organising of Customer Requirements
THE CUSTOMER CHAIN•A supply chain is a system of organizations, people, activities, information, and resources involved in moving a product or service from supplier to customer. Customer chain is the sequence of customers.
• Example,Manufacturer’s Product -Breakfast Cereal Customers-Supermarket - Parent who buys - Child who eats
OBTAINING CUSTOMER REQUIREMENTS
• The various sources of obtaining the customer requirements are:
•Customer Survey.
•Focus Groups.
•Direct discussions or Interviews.
•Market Survey.
ORGANISING CUSTOMER REQUIREMENTS
• The customer research techniques may not highlight all the customer needs but the common needs of the customers.
• To simplify the sampling the raw customer data is organised into groups of associated data.
• The process of organising the data allows the QFD team to reach a common understanding of customer needs.
CUSTOMER SATISFACTION MODEL
ExcitementNeeds
PerformanceNeeds
BasicNeeds
SatisfiedCustomer
DissatisfiedCustomer
Don’t HaveDon’t Do
IncludedDo Well
ExcitementNeeds
PerformanceNeeds
BasicNeeds
SatisfiedCustomer
DissatisfiedCustomer
Don’t HaveDon’t Do
IncludedDo Well
ORGANISING CUSTOMER REQUIREMENTS• In organising the customer requirements there are three categories into which they can be put. These are:
• Primary: Category of the product.
• Secondary: General specifications.
• Tertiary : Detailed specifications.
Eg: Mobile Phone
Technical Descriptors(Voice of the organization)
Prioritized TechnicalDescriptors
Interrelationshipbetween
Technical Descriptors
Cus
tom
er
Req
uire
men
ts(V
oice
of t
he
Cus
tom
er)
Prio
ritiz
ed
Cus
tom
erR
equi
rem
ents
Relationship betweenRequirements and
Descriptors
HOUSE OF QUALITY It is the primary planning
tool used in QFD .
It converts voice of customer into product design
It is also called as Quality tables.
QFD BENEFITS
Proactive Company
Reactive Company
Time - 14 Months90% Complete
Production Start
FEWER AND EARLIER CHANGES
LESS TIME IN DEVELOPMENT
PRODUCT DEVELOPMENT CYCLE TIME REDUCTION
1/3 TO 1/2
FEWER START-UP PROBLEMS
-5 -4 -3 -2 -1 0 1 2 3 4 5 6
Before QFD
After QFD
Production Start
Months
TOYOTA PRODUCTION START UP PROBLEMS
LOWER START-UP COSTS TOYOTA PRODUCTION START-UP COSTS
JAN 1977INDEX = 100
OCT 1997INDEX = 80
NOV 1982INDEX =62
APRIL 1984INDEX = 39
LOSSPREPARATION(TRAINING)
Production Start
TOYOTA EUROPEANRUST WARRANTY
FEWER FIELD PROBLEMS
BeforeQFD
AfterQFD
4 xProfit
SATISFIED CUSTOMERS
Focus onCustomer
Satisfaction
TANGIBLE BENEFITS• Elimination of late engineering changes.
• Early identification of high risk areas.
• Up-front determination of product process requirements.
• Significant reduction in development time upto 50%.
• Efficient allocation of resources.
• Significant reduction in operation costs.
INTANGIBLE BENEFITS• Improves customer satisfaction.
• Facilitates multidisciplinary teamwork.
• Establishes and maintains documentation.
• Strengthens relationship between company and the customers.
• Provides basis for improving planning.