Quality Function Deployment

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Molly Mitchell
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1 Quality Function Deployment Customer Driven Product Development Illustrated by Example

Define Identify CCRs Design Optimize for 6 Validate Define the Project Business Case, Opportunity Statement, Goal, Scope and Boundaries Capture & Analyze Voice of the Customer Identify Critical

2 Define Identify CCRs Design Optimize for 6 Validate Define the Project Business Case, Opportunity Statement, Goal, Scope and Boundaries Capture & Analyze Voice of the Customer Identify Critical Customer Requirements (CCRs), Establish System Level Engineering Specifications via HOQ 1 Identify System Design Concept Determine System Functionality Flow Down of CCRs to Sub-Assemblies and parts Develop Detailed Design Relate CCRs (Ys) to Design Parameters (x s) Design for Robust Performance Minimize Sensitivity to Design & Operating Variations Design for Manufacturability Minimize Sensitivity to Mfg Variations Predict Quality Predict Iterate to Meet Quality Target OK Test & Validate Assess Performance, Reliability, Mfg,... OK Deliver to Customer Typical DFSS Process Source: Design for Six Sigma, K. Yang

3 House of Quality Discussion Objectives Understand purpose of each Room in the House of Quality (HOQ) Illustrate 7-step approach to HOQ, via example Identify Critical Customer Requirements (CCRs) Establish System Level Engineering Design Specifications

4 What Is Quality Function Deployment? Tool to assist in data based decision making System of matrices translating Customer Needs into Engineering Specifications Tool to reduce design uncertainty Applied to Product, Service, Process, IT, or Software Designs

5 What is a House of Quality? Graphical representation of the logic flow... Direction of Improvement Customer Needs Relationship Matrix Strong Moderate Weak Weight 9 1 Primary Want Secondary Want Key: Competition Comparison Impt 1 2 How Important Target Engineering Design Specifications Technical Evaluation 2 1

6 House of Quality... Room 1 Source of Input VOC 7 Roof Direction of Improvement Measures (how) 2 VOC Team Team 1 Customer Needs (What) Relationships (What vs. How) Importance Customer Rating Team Team Team 6 Targets How important Technical evaluation

7 Customer Needs (Room 1) Objective: Orderly summation of Customer s Needs... from Voice of Customer... 1 Customer Needs Collected early in Identify Phase of DFSS

Example: Customer Needs Primary Friendly staff Secondary Willing to answer questions Treat me nicely Knows loan procedure Knowledgeable staff Knows market Understands my situation Speed Accurate

8 Example: Customer Needs Primary Friendly staff Secondary Willing to answer questions Treat me nicely Knows loan procedure Knowledgeable staff Knows market Understands my situation Speed Accurate Money when I need it Application quickly filled out Don t make mistakes Give me the right rate Tip: List of needs should be less than 20 Source: Design and Management of Service Processes, R. Ramaswamy

9 Customer Rating (Room 2) Objectives: Documents Importance Ratings of Customer Needs.. Indicates Perception (opinion) of our offering and competitors offering Importance Customer Rating 2 Information comes from Quantitative Voice of Customer

10 Customer Rating (Room 2) Determine importance of each Customer Need Rating scale (1, with as highest rating) Frequency of response in Qualitative VOC does not automatically indicate importance Plot Customer s opinion of our performance and that of our competition

11 Example: Customer Rating Key: My Bank The Bank Bank One Competition Comparison Primary Want Secondary Want Import 1 2 Friendly Staff Willing To Answer Questions Treat Me Nicely Knows Loan Process Knowledgeable Staff Knows Market Speed Understands My Situation Money When I Need It Application Quickly Filled Out 2 Accurate Don t Make Mistakes Give Me The Right Rate Source: Design and Management of Service Processes, R. Ramaswamy

12 Design Measures (Room ) Objectives: Translate from Customer Speak to Engineering Design Speak Measures (how) Objective Measures that can be conducted during product development Ensure Customer Satisfaction

13 Example: Measures (Room ) Target Goals Relationship Matrix Strong Moderate Weak Weight 9 1 Primary Want Secondary Want Time To Answer Phone # Of Calls Answered/Hr # Of Customer Complaints Time Allocated To Customer # Errors In Entry Process # Callbacks To Customer # Of Return Visits % Callbacks Time To Complete Loan Process Time To Complete Application Form # Of Errors/Customer Variance From Actual Rate # Of Errors In Application Key: Import My Bank The Bank Bank One Competition Comparison 1 2 Friendly Staff Knowledgeable Staff Speed Accurate Willing To Answer Questions Treat Me Nicely Knows Loan Process Knows Market Understands My Situation Money When I Need It Application quickly filled out Don t Make Mistakes Give Me The Right Rate 2 Source: Design and Management of Service Processes, R. Ramaswamyn

14 Correlation (Room 7) Objectives: Establish direction of improvement for each Design Measure 7 Correlation Target goals Determine which Measures are related, and extent of Relationship Identify Design Conflicts that lead to compromise or Trade-off

15 Example: Correlation (Room 7) Facilitation Question: As I Maximize, Minimize, or Target, (Measure) do I help or hurt my ability to Maximize, Minimize, or Target? (Measure) - _ Direction of Improvement Time To Answer Phone # Of Calls Answered/Hr # Of Customer Complaints Time Allocated To Customer # Errors In Entry Process # Callbacks To Customer # Of Return Visits % Callbacks Time To Complete Loan Process Time To Complete Application Form # Of Errors/Customer Variance From Actual Rate # Of Errors In Application Source: Design and Management of Service Processes, R. Ramaswamy

16 Relationships (Room ) Objective: Establish relationship between Design Measures and Customer Needs Relationships (What vs. How)

17 Relationship Methodology Using 9 (strong), (moderate), and 1 (weak)... rate relationship between each Measure and each Customer Need Use Relationship Matrix symbols Calculate the score for each cell by multiplying the Importance Rating (Room 2) by the Relationship Rating Add up the individual scores for each Measure to determine the How Important value

18 Example: Relationships (Room ) Facilitation Question: As I Maximize, Minimize, or Target, (Measure) what direct positive impact does it have on satisfying? (Customer Need) Relationship Matrix Strong Moderate Weak Weight 9 1 Primary Want Friendly Staff Knowledgeable Staff Speed Accurate Secondary Want Willing To Answer Questions Treat Me Nicely Knows Loan Process Knows Market Understands My Situation Money When I Need It Application quickly filled out Don t Make Mistakes Give Me The Right Rate Time To Answer Phone # Of Calls Answered/Hr # Of Customer Complaints Time Allocated To Customer # Errors In Entry Process # Callbacks To Customer # Of Return Visits % Callbacks Time To Complete Loan Process Time To Complete Application Form # Of Errors/Customer Variance From Actual Rate How Important # Of Errors In Application Key: Import 2 My Bank The Bank Bank One Competition Comparison 1 2 Source: Design and Management of Service Processes, R. Ramaswamy

19 Technical Evaluation (Room ) Objective: Factual picture of how we technically compare to the best of our competition Best in class Technology Innovative technology Technical evaluation

20 Example: Technical Evaluation (Room ) Relationship Matrix Strong Moderate Weak Weight 9 1 Primary Want Secondary Want Friendly Staff Knowledgeable Staff Speed Accurate Willing To Answer Questions Treat Me Nicely Knows Loan Process Knows Market Understands My Situation Money When I Need It Application Quickly Filled Out Don t Make Mistakes Give Me The Right Rate How Important Time To Answer Phone # Of Calls Answered/Hr # Of Customer Complaints Time Allocated To Customer # Errors In Entry Process # Callbacks To Customer # Of Return Visits % Callbacks Time to Complete Loan Process Time To Complete Application Form # Of Errors/Customer Variance From Actual Rate # Of Errors In Application Import 2 Key: My Bank The BankBank One Competition Comparison 1 2 Target Technical Evaluation 2 1 Source: Design and Management of Service Processes, R. Ramaswamyb

21 Completed House of Quality Example Primary Want Friendly Staff Willing To Answer Questions Treat Me Nicely Knows Loan Process.. Relationship Matrix Knowledgeable Knows Market Staff Understands My Situation Money When Speed I Need It Application quickly filled out Don t Make Mistakes Accurate Target Goals Strong Moderate Weak Weight 9 1 Secondary Want Give Me The Right Rate How Important Technical Evaluation 2 1 Time To Answer Phone # Of Calls Answered/Hr X # Of Customer Complaints Time Allocated To Customer # Errors In Entry Process # Callbacks To Customer # Of Return Visits % Callbacks Time to Complete Loan Process Time To Complete Application Form # Of Errors/Customer Variance From Actual Rate # Of Errors In Application Key: Import 2 My Bank The Bank Bank One Competition Comparison 1 2 Source: Design and Management of Service Processes, R. Ramaswamyn

22 Example Aircraft APU

23 Example Manufactured Module

24 Establish Design Specifications Establish Targets, Upper Specification Limit (USL), and Lower Specification Limit (LSL) for each Measure in the HOQ Set Target Values to: Ensure Customer Satisfaction Gain Competitive advantage Be sure to document Design Specs in row on bottom of HOQ

25 Developing Further Houses House of Quality #2 Processes (Hows) House of Quality # Critical Processes Production Controls (Hows) Processes (Whats) #1 Function (Hows) Critical Functions Function (Whats) House of Quality CCRs Measures (Whats) Customer Requirements (Whats) Measures (Hows) House of Quality # Source: The Roadmap to Repeatable Success, B. Bicknell

26 House of Quality Discussion Summary Defined the purpose of each Room in the House of Quality (HOQ) Illustrated HOQ, via an example Provided algorithm to determine Critical Customer Requirements (CCRs) Illustrated establishment of System Level Engineering Design Specifications

27 Questions?

House of Quality and Solution Selection Matrices

House of Quality and Solution Selection Matrices Customer Driven Product Development Illustrated by Examples Voice of Customer House of Quality Identify Define the Project Identify CCRs Charter Conceptual