Quality Function Deployment (QFD) is a customer-focused apporach to product development. Market and customer requirements determine the planning process for new products and services. User our Quality Function Deployment template (QFD) to analyze market and customer expectations. Then your business can optimize its development process and improve its products carefully targeted to satisfy client needs. Download this Quality Function Deployment PowerPoint template now: http://www.presentationload.com/en/business/Quality-Management/Quality-Function-Deployment.html In these slides you can also find explanatory diagrams for the Kano Model and House of Quality.

1. PREMIUM POWERPOINT SLIDES
Function Deployment

2. QUALITY FUNCTION
DEPLOYMENT
POWERPOINT TEMPLATE

3. If you don‘t listen,
you don‘t sell anything.
Caroline Marland, (Managing Director of the Guardian Group)

4. concept draft designed by
Matsushita (Panasonic
Corporation)
further development and
implementation at Toyota
concept was distributed
in the U.S. by ASI and
Ford
YOJI AKAO
“QFD is the planning and development of quality functions of products
according to customer expectations.”
BASICS
Historical Background
1966 1969 1972 1974 1978 1985 1987
Quality Function Deployment
was developed by Professor
Yoji Akao
QFD breakthrough at
Mitsubishi Heavy
Industries
Akao’s book was published first
application
in
Germany

5. BASICS
Key Terms
QUALITY
 Features
 Attributes
 Qualities
FUNCTION
 Mechanization
 Activity
DEPLOYMENT
 Diffusion
 Development
 Evolution
HIN SHITZU KI NO TEN KAI

6. GOALS
Customer acquisition
and customer
satisfaction to
generate profit
Qualityfunction deployment
 Is a work philosophy/ working style
 Pursues maximum customer satisfaction
 Uses strengths of all employees to
achieve goal
 Transfers customer expectations to product
 Develops product according to customer
needs
BASICS

7. BASICS
Customer-Focused Organizational Structure
CUSTOMERS
EMPLOYEES
MIDDLE MANAGEMENT
VICE PRESIDENTS
CEO
Total Customer
Focus
Direction of
serving
Direction of
thinking and
decision
making

8. Behind every complaining customer are 26 who are silent.
Each unhappy customer talks to 8 to 16 people.
Costs for gaining new customers are five times higher than keeping
existing customers.
91% of unhappy customers will make future purchases elsewhere.
But, 90% of customers who received excellent support after a
complaint will purchase again with the same company.
BASICS
The High Costs of Customer Loss

9. BASICS
Application Areas
PRODUCT
IMPROVEMENTS BUSINESS PROCESSES NEW PRODUCT
DEVELOPMENTS
SERVICES OF ALL
KINDS

10. THE QFD PROCESS
QFD Concept According to Akao
Quality Table
(Production Table)
Working StandardsProduction Method
QUALITYDEVELOPMENT TECHNOLOGYDEVELOPMENT COST DEVELOPMENT RELIABILITYDEVELOPMENT
CUSTOMER
REQUIREMENTS
FUNCTIONS
QUALITY
CHARACTERISTICS
PARTS
MARKET

11. THE QFD PROCESS
QFD 4 Phases
Customers
I
II
III
IV
Segmentation
0
PRODUCT
PLANNING
PARTS
DEPLOYMENT
PROCESS
PLANNING
PRODUCTION
PLANNING

12. THE QFD PROCESS
Preparing the Phases – Phase 0
ACQUIRING INFORMATION
CUSTOMER VOICE
 Collect all relevant information
before starting with phase 1.
 Gather all current and future
customer needs.
Sphere model
Kano model

13. Convert customer
demands to quality
characteristics
HOUSE OF QUALITY
Transfer important
characteristics of final
products to building
groups and differentiate
respective
characteristics.
Change from product
development to
production.
Detect and assess
critical process
attributes.
Add information on
process regulation to
process characteristics.
Establish detailed
examination guidelines.
THE QFD PROCESS
4 Phases Concept
PHASE 1
PRODUCT PLANNING
PHASE 2
PARTS DEPLOYMENT
PHASE 3
PROCESS PLANNING
PHASE 4
PRODUCTION PLANNING

14. THE SPHERE MODEL
Basis/ core
features of services
and products
Expectation field
Chance field

15. Define optimization
direction for each
engineering
characteristic:
minimize, maximize,
reach target value
Relations matrix
evaluates how the
customer
requirements relate
to engineering
characteristics
STEP 7
Roof of engineering
characteristics;
Rendering
correlations
STEP 8
Assessing technical
feasibility on a scale
of 1 to 5
TOOLS
House of Quality
STEP 5 STEP 6
RELATIONS
MATRIX
Optimization Direction
Engineering Characteristics
Correlation Matrix
Technical Difficulties
Objective Target Value
Technical Competitive Comparison
Technical MeaningDegreeofRequirements
ProductRating
(customerperceptions)
ProductandCustomerRequirements
1
2 3
4
5
6
8
7
9
1
0
1
1

16. IMPLEMENTATION
House of Quality – Example
ROOF: INTERACTION OF
FUNCTIONS
++ VERY POSITIVE
+ POSITIVE
0 NEUTRAL
- NEGATIVE
-- VERY NEGATIVE
COMPETITIVE EVALUATIONS
COMPETITION
PRODUCT
OWN PRODUCT
FUNCTION1
FUNCTION2
FUNCTION3
FUNCTION4
FUNCTION5
FUNCTION6
Functionmeaningforproductquality
How?
What?
Very
poor
Very
good
REQUIREMENT 1
REQUIREMENT 2
REQUIREMENT 3
REQUIREMENT 4
REQUIREMENT 5
VoiceofCustomer(VoC)
5
9
45
9
45
9
45
9
45
9
45
9
45
5
9
45
9
45
9
45
9
45
9
45
3
9
27
9
45
9
45
2
9
18
9
18
9
45
9
45
2
9
45
9
45
9
45
9
45
9
45
9
45
6,6Ptk. 4555,8 8914 22
45% 55,432,7 321,6 121
REQUIREMENT 6 1
9
9
9
9
1 2 3 4 5
+
+
-
-++
0

17. TOOLS
Value Stream Analysis 6 Steps
6. Standardization and Monitoring
 Control implementation
 Plan countermeasures if
necessary
 Standardize desired state
1. Define Product Family
Choose representative
products with similar
development process
2. Define Value Stream
Manager
Define value stream manager
who implements changes and
adjustments
3. Capture Current Status
Create recognized reflection of
the current state
4. Differentiate Desired Status
Detect and eliminate
wastefulness
-> Draft desired status
5. Implement Desired State
 Break down desired status into
process stages
 Define staff, deadlines and
milestones
 Implement process stages
Implementation Standardization
and Monitoring
DefineProduct
Family
DefineValue
Stream Manager
CaptureCurrent
State
Differentiate
Desired State

18. INPUT OUTPUT
TOOLS
Process Flowchart
PROCESSSUPPLIER CUSTOMER
 employees
 material
 Equipment
 energy
 information
 regulations
 product
 Installation
 error elimination
 services

19. TOOLS
Process Flowchart
Result
Processes begin and end with an event
Activity
Occurring in processes
Decision
Yes: down No: right
Sub program
ORDER MISSING
GOODS
CUSTOMER
ORDER
DELIVER
ORDER
CHECK ORDER
ANSWER QUESTIONS
BILL ORDER
DELIVERY
NOTIFICATION
ORDER
OK?
GOODS IN
WAREHO
USE?
COMMISSION
ORDER

20. IMPLEMENTATION
Cycle
COMPETITIVE ANALYSIS TO FULFILL
CUSTOMER REQUIREMENTS
DIFFERENTIATE ENGINEERING
CHARACTERISTICS
SHOW INTERRELATIONS OF
ENGINEERING CHARACTERISTICS
CREATE RELATIONS MATRIX
QUALIFY TECHNICAL SPECIFICATIONS
COMPETITIVE ANALYSIS OF
ENGINEERING CHARACTERISTICS FROM
MANUFACTURER PERCEPTIONS
EVALUATE ENGINEERING
CHARACTERISTICS : DO THEY MEET
CUSTOMER REQUIREMENTS?
EVALUATE CUSTOMER REQUIREMENTS
COLLECT CUSTOMER REQUIREMENTS QUALITY
FUNCTION
DEPLOYMENT

21. IMPLEMENTATION
Teamwork
ENFORCEMENT STYLE
 Command
 Assert
 Argue
 Delegate
 Share & Rule
QFD & THE TEAM
 Communicate
 Ask & Listen
 Collect Data
 Brainstorming
 Define Goals
 Working Together
EFFORT
TIME
DECISION ENFORCEMENT OBJECTIVE
RESULT
MONOLOG
RESULTEFFORT
TIME
DECISION ENFORCEMENT OBJECTIVE
DIALOG

22. IMPLEMENTATION
Example
CUSTOMER CLAIMS
FAST SERVICE/
CHECKOUT
O o O
FRIENDLY CASHIER X X o
ACCURACY O X o
EMPLOYEE
TRAINING
POS SYSTEM
QUALITY
STAFF LEVELS
o = weak O = moderate X = strong

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