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TQM (Leadership)

Total Quality Management describes Quality Function Deployment (QFD), a systematic process developed in Japan in the 1960s to help businesses focus on customer needs and requirements. QFD links customer needs to product design and development through cross-functional teams. It was created to improve communication of customer wants throughout organizations and make product specifications directly traceable to customer needs.

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Muhammad Mateen
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53 views22 pages

TQM (Leadership)

Total Quality Management describes Quality Function Deployment (QFD), a systematic process developed in Japan in the 1960s to help businesses focus on customer needs and requirements. QFD links customer needs to product design and development through cross-functional teams. It was created to improve communication of customer wants throughout organizations and make product specifications directly traceable to customer needs.

Uploaded by

Muhammad Mateen
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PDF, TXT or read online on Scribd
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Total Quality Management

QUALITY FUNCTION DEPLOYMENT

By: Syed Shahwar Hasan


Dr. Yoji Akao, one of the
founders of QFD

"Time was when a man could order a pair of


shoes directly from the cobbler. By
measuring the foot himself and personally
handling all aspects of manufacturing, the
cobbler could assure the customer would be
satisfied," .
History of QFD

QFD was developed in Japan in the late


1960s by Professors Shigeru Mizuno and
Yoji Akao.

At the time, statistical quality control, which


was introduced after World War II, had
taken roots in the Japanese manufacturing
industry.
Why use QFD?
Once a team has identified the customers'
wants, QFD is used for two fundamental
reasons:

To improve the communication of customer


wants throughout the organization.

To improve the completeness of specifications


and to make them traceable directly to customer
wants and needs.
QFD means

QFD links the needs of the customer (end


user) with design, development, engineering,
manufacturing, and service functions.

QFD empowers organizations to exceed


normal expectations and provide a level of
unanticipated excitement that generates value.
What is QFD?

Quality Function Deployment (QFD) is a systematic


process for motivating a business to focus on its
customers.

It is used by cross-functional teams to identify and


resolve issues involve in providing products,
processes, services and strategies which will more
than satisfy their customers.
What is QFD?
 Understanding Customer Requirements.

 Quality Systems Thinking + Psychology + Knowledge.

 Maximizing Positive Quality That Adds Value.

 Comprehensive Quality System for Customer


Satisfaction.

 Strategy to Stay Ahead of The Game.


Quality Function Deployment
A team identified the following
customer groups:
 Users who are mainly concerned with functionality.

 Management who is mainly concerned with financial and


strategic issues.

 Distribution and Purchasing Agents who are concerned with


purchase transaction and availability issues.

 Internal workers who are concerned with how the product


will affect the quality of their work life.
How do we capture our
Customers' Requirements?

One on one customer interviews.


Focus groups.
In-context customer visits.
Point of Sale.
VOICE OF CUSTOMER
Prioritizing Requirements

What should we use to prioritize Requirements?

 Importance to the Customer.


 Our Current Product.
 Competitor One.
 Competitor Two.
 Our Future Product.
 Improvement Factor.
 Overall Importance.
 Percent Importance.
How does QFD differ from other
quality initiatives?

QFD is quite different in that it seeks out


both "spoken" and "unspoken" customer
requirements and maximizes "positive"
quality (such as ease of use, fun, luxury)
that creates value.
What are the characteristics
of QFD as a quality system?
 QFD is a quality system that implements elements of
Systems Thinking and Psychology of customer needs, what,
and how end users become interested.

 QFD is a quality method of good Knowledge.

 QFD is a quality system for strategic competitiveness.

 Quality Function Deployment (QFD) is the only


comprehensive quality system that satisfy the customer
throughout the development and business process -- end to
end.
Where to use QFD?

Which industry and business are using QFD?


QFD has been applied in virtually every industry and business,
from aerospace, manufacturing, software, communication, IT,
chemical and pharmaceutical, transportation, defense,
government, R&D, food to service industry.

Why is a conventional design process not


sufficient?
 Conventional design processes focus more on engineering
capabilities and less on customer needs.
What are "expected quality" and
"exciting quality?"

"Expected" quality or requirements are


essentially basic functions or features that
customers normally expect of a product or
service.
"Exciting" quality or requirements are sort
of "out of ordinary" functions or features of
a product or service that cause "wow"
reactions in customers.
BENEFITS OF QFD

Improves Customer Satisfaction


Reduces Development Time
Improves Team Work
Reduces Cost
Quick New Product Release
Documentation
Critical Quality Features
Right Technology
QFD – Contd.
QFD – Contd.
QFD – Contd.
QFD Details
QFD – House of Quality

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