Quality Function Deployment

Kaushik Bandyopadhyay

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 What is QFD
Quality Function Deployment (QFD) is a product development
methodology that “deploys” the Voice of the Customer throughout
the product development process.

QFD reportedly was developed at Mitsubishi's Kobe shipyard in the

early 1960s. Mitsubishi recognized that improving the quality of its
products was essential to business success, and this emphasis led
Mitsubishi to the conclusion that customer requirements simply had
to be integrated into the design of a product. (1972 by Yoji Akao)

Toyota reduced product development cost by 61%, by reducing

development cycle time and improving quality

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 Benefits of QFD
• Reduce product development time up to 50%
• Design cycle time shorten by 30-50%
• Start up and engineering cost reduce by 20-60%
• Shift organization focus to customer needs
• Useful toll to render customer needs into product design
• Identification of conflicting requirements and resolving
• Identification of conflicting technological requirement
• Reduce rework
• Reduction of quality costs
• Enables understanding of competitors and identification of competitive
edge
https://youtu.be/aWdwlZ6StA0
https://youtu.be/rOb315Mbrwk

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 House of quality

Inter-
relationship
between
How
How?
Voice of organisation

What? Planning
Voice of Inter-relationship matrix matrix/customer
customer perception

Prioritized technical
requirements

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 Voice of the customer
• Identify customers
• Determine customer requirement/constrain
• Prioritize customer requirements
• Put them in house of quality

Customer Primary Secondary

requirement
(What?) Process Accurate reports
performance Quick turn around
[Clinical
Laboratory] Reasonable cost
No delay at counter
Front Desk Friendly Technician
Friendly
pleasant
Prompt reply

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 Voice of the organizer
• What to do is known, answer how to do
• QFD team
• Identifying measurable characteristics

Good training Good equipment Adequate Good ambience

maintenance resources

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 Inter-relationship matrix
Good Good Adequate Good
training equipment resources ambience
maintenance

What Accurate reports

Quick turn around

Reasonable cost

No delay at counter

Friendly Technician

Friendly customer
service

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 Inter-relationship matrix
Good Good Adequate Reduced Improved
training equipment resources waste Quality
maintenance

Wha Accurate reports

t
Quick turn
around
Reasonable cost

No delay at
counter
Friendly
Technician
Friendly
customer
service

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 Technical correlation matrix

++

+ + + +

Good Good+ Adequate Reduced Improved

training equipment resources waste Quality
maintenance

++, strong positive; + positive; - negative; -- strong negative

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 Planning matrix
• Measure own performances
• Identify competitors
• Carry out reverse engineering of competitors’ product
• Measure performance of competitors against the customer requirements and rate
them
1 2 3 4 5
Accurate reports X A B
Quick turn around X A, B
Reasonable cost A B X
No delay at X A B
counter
Friendly X B A
Technician
Friendly customer X A, B
service

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 Prioritized customer requirement
Accurate reports 3 4 5 5 5 1.7 2 17

Quick turn 2 3 3 4 3 1.5 2 12

around
Reasonable cost 4 2 3 3 4 1 1.5 4.5

No delay at 2 4 5 2 4 2 1 4
counter Important requirements
Friendly 1. 2 Accurate 4report 3 1 3 1.5 1 1.5
Technician 2. Quick turn around
3. Reasonable cost
Friendly 2 4 4 1 3 1.5 1 1.5
4. No delay at counter
customer service
Our A B DIC Target Scale Sales Absolute
service up point weight
factor

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Prioritize technical requirements

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