IBITTQM

Understanding Customer Requirements

QUALITY FUNCTION DEPLOYMENTEngr. Mariam Altaf Tarar

LecturerInstitute of Quality and Technology Management

Punjab University

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Need to focusMoving in the wrong direction at a fast

pace is still moving in the wrong direction.

Wrong

Right

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Voice Of The Customer

Driving Force Behind QFD Customer Dictates Attributes Of Product

Customer Satisfaction Meeting Or Exceeding Customer Expectations Customer Expectations Can Be Vague & General In

Nature Customer Expectations Must Be Taken Literally, Not

Translated Into What The Organization Desires

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Information on QFD….

Developed in Japan in the mid 1970s Introduced in USA in the late 1980s Toyota was able to reduce 60% of cost

to bring a new car model to market Toyota decreased 1/3 of its

development time Used in cross functional teams Companies feel it increased customer

satisfaction

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Why….? Product should be designed to reflect

customers’ desires and tastes. House of Quality is a kind of a conceptual

map that provides the means for interfunctional planning and communications

To understand what customers mean by quality and how to achieve it from an engineering perspective.

HQ is a tool to focus the product development process

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QFD Target

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Important points Should be employed at the beginning of every

project (original or redesign) Customer requirements should be translated

into measurable design targets It can be applied to the entire problem or any

subproblem First worry about what needs to be designed

then how It takes time to complete

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Components of House of Quality

Customer Evaluation

Units

Targets

This

Pro

duct

This Product

Targets

Who

Whats

Who

vs.

Wha

ts

Hows vs Hows

Hows

Whats vs Hows

Now

Now

vs

Wha

t

How MuchesHows vs

How Muches

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Extensions to House of Quality

Customer Evaluation

Technical Difficulty

Units

Targets

Weighted ImportanceImportance %

This Product

This

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Use

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ata

Tar

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Rat

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Step 1: Who are the customers?

To “Listen to the voice of the customer” first need to identify the customer

In most cases there are more than one customer consumer regulatory agencies manufacturing marketing/Sales

Customer Evaluation

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duct

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Who

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vs.

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Hows vsHows

Hows

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vsW

hat

How MuchesHows vs

HowMuches

Customers drive the development of the

product, not the designer

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Step 2: Determine the customers’ requirements

Need to determine what is to be designed

Consumer product works as it should lasts a long time is easy to maintain looks attractive incorporated latest technology has many features

Customer Evaluation

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Who

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vs.

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Hows vsHows

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Whats vsHows

Now

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vsW

hat

How MuchesHows vs

HowMuches

List all the demanded qualities at the same level of

abstraction

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Step 2: cont... Manufacturing

easy to produce uses available resources uses standard components and methods minimum waste

Marketing/Sales Meets customer requirements Easy to package, store, and transport is suitable for display

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Kano Model

Excitement

SatisfiersBasic

Perfor

mance

Fullyimplemented

Absent

Customer Satisfaction

-

+

Disgusted

DelightedBasic Quality: These requirements are not usually mentioned by customers. These are mentioned only when they are absent from the product. Performance Quality: provides an increase in satisfaction as performance improves Excitement Quality or “wow requirements”: are often unspoken, possibly because we are seldom asked to express our dreams. Creation of some excitement features in a design differentiates the product from competition.

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Types of customer requirements

Functional requirements describe the product’s desired behavior

Human factors Physical requirements Reliability Life-cycle concerns Resource concerns Manufacturing requirements

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How to determine the Whats?

Customer survey (have to formulate the questions very carefully)

If redesign, observe customers using existing products

Combine both or one of the approaches with designer knowledge/experience to determine “the customers’ voice”

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Affinity Diagram Provides structure for verbal data

by creating natural clusters or groups

Ensures that the list of demanded qualities are complete and expressed at the same level of detail

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Constructing Affinity Diagram

Set a brainstorming session to list all possible requirements Record each element of the list on small cards Place all cards on a table randomly Silent mode Spend time reading all demanded qualities Start at the same time, once everyone is ready - everyone

quickly and without thought find two demanded qualities that have something in common

If you find a demanded quality is not where you think it belongs, move it. If it is moved again, make a duplicate and talk about it later.

The process continues until all demanded qualities are in a group.

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Constructing Affinity Diagram

Discussion Mode Begin discussion after group composition for the demanded

qualities becomes stable First review the demanded qualities that seemed to have more

than one home Select a descriptive name for the groups. Group names must

also be demanded qualities, but at a higher level of abstraction Look at each group and judge if all elements are at the same

level of abstraction Check each group by asking “If this is the name of the group,

what elements should be included but are missing?” Next test for missing groups. Check with the types of customer requirements list

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Step 3: Determine Relative Importance of the Requirements: Who vs. What

Need to evaluate the importance of each of the customer’s requirements. Generate weighing factor for each

requirement by rank ordering or other methods

Customer Evaluation

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duct

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Who

Whats

Who

vs.

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Hows vsHows

Hows

Whats vsHows

Now

Now v

sW

hat

How MuchesHows vs

HowMuches

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Rank Ordering Order the identified customer requirements Assign “1” to the requirement with the lowest

priority and then increase as the requirements have higher priority.

Sum all the numbers The normalized weight

Rank/Sum The percent weight is: Rank*100/Sum

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Step 4: Identify and Evaluate the Competition: How satisfied is the customer now?

The goal is to determine how the customer perceives the competition’s ability to meet each of the requirements

it creates an awareness of what already exists it reveals opportunities to improve on what already exists

The design:1. does not meet the requirement at all2. meets the requirement slightly3. meets the requirement somewhat4. meets the requirement mostly5. fulfills the requirement completely

Customer Evaluation

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duct

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Who

Whats

Who

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Hows vsHows

Hows

Whats vsHows

Now

Now v

sW

hat

How MuchesHows vs

HowMuches

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Step 5: Generate Engineering Specifications: How will the customers’ requirements be met?

The goal is to develop a set of engineering specifications from the customers’ requirements.Restatement of the design problem and customer

requirements in terms of parameters that can be measured.

Each customer requirement should have at least one engineering parameter.

Customer Evaluation

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Who

Whats

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Hows vsHows

Hows

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Now v

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How MuchesHows vs

HowMuches

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Step 6: Relate Customers’ requirements to Engineering Specifications: Hows measure Whats?

This is the center portion of the house. Each cell represents how an engineering parameter relates to a customers’ requirements.

Customer Evaluation

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Who

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9 = Strong Relationship3 = Medium Relationship1 = Weak RelationshipBlank = No Relationship at all

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Step 7: Identify Relationships Between Engineering Requirements: How are the Hows Dependent on each other?

Engineering specifications maybe dependent on each other.

Customer Evaluation

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Targets

Thi

s Pro

duct

This Product

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Who

Whats

Who

vs.

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Hows vsHows

Hows

Whats vsHows

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sW

hat

How MuchesHows vs

HowMuches

9 = Strong Relationship3 = Medium Relationship1 = Weak Relationship-1 = Weak Negative Relationship-3 = Medium Negative Relationship-9 = Strong Negative RelationshipBlank = No Relationship at all

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Step 8: Set Engineering Targets: How much is good enough?

Determine target value for each engineering requirement. Evaluate competition

products to engineering requirements

Look at set customer targets Use the above two

information to set targets

Customer Evaluation

Units

Targets

Thi

s Pro

duct

This Product

Targets

Who

Whats

Who

vs.

Wha

ts

Hows vsHows

Hows

Whats vsHows

Now

Now v

sW

hat

How MuchesHows vs

HowMuches

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Customer Evaluation

Technical DifficultyImportance

Units

Targets

Customer Attributes

The first step is to list all the demanded qualities at the same level of abstraction

Relative Importance

Importance for each demanded quality needs to be determined

Customer Evaluation

Customer Evaluation

Record customer performance ratings for your Similar product and competitors’ products

Engineering Characteristics

Record Performance measures for each customer demanded quality

Engineering Influence Customer Qualities

Relationship between demanded customer qualities and Engineering Performance

Objective Measures

Units

Technical benchmarking

Relationships Among Engineering Characteristics

Identifying performance measure conflicts

TargetsTargets

Setting Technical TargetsDetermining

Important Characteristics

Technical DifficultyImportance

Technical Difficulty associated with achieving Targets/improvements and importance of

technical characteristics

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Components of House of Quality Customer

Evaluation

Units

Targets

Thi

s Pro

duct

This Product

Targets

Who

Whats

Who

vs.

Wha

ts

Hows vsHows

Hows

Whats vsHows

Now

Now

vsW

hat

How MuchesHows vs

HowMuches

Weighted ImportanceImportance %

RankTechnical Difficulty

Selected

Addition to the House of Quality presented in text book

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Creating the Requirement List

Contents of Requirement List Specify if the individual items are demands or wishes in

the clearest possible terms Tabulate Quantitative and Qualitative aspects Collect further information If possible rank wishes as being of major, medium or

minor importance Living document

Arrange the requirements in clear order Define the main objective and the main characteristics Split into identifiable groups

Enter the Requirement list on standard forms and circulate Examine Objections

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Requirement Listfor

Requirements list

Project, product

Changes DW Requirements Responsible

Dat

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Spe

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Replaces Issues of:

User

Objective or property with qualitative and quantitative data

IdentificationClassification

Page

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Name 1Name 2Name 3Requirement

List ExampleUse information from House of Quality as an starting point for creating the requirement list.

Need to identify requirements for the product that are basic and necessary but are not specified by the customers.

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Example House of Quality

Design a device to toast breads and other similar types of food

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House of Quality Example

Your team has been charged Your team has been charged with designing a new camera with designing a new camera for Great Cameras, Inc.for Great Cameras, Inc.The first action is The first action is to construct a to construct a House of QualityHouse of Quality

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House of Quality Example

CustomerCustomerimportanceimportance

ratingrating(5 = (5 =

highest)highest)Lightweight 3Easy to use 4Reliable 5Easy to hold steady 2Color correction 1

What the What the customer customer

wantswants

What the Customer

Wants

RelationshipMatrix

TechnicalAttributes and

Evaluation

How to SatisfyCustomer Wants

Interrelationships

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House of Quality ExampleWhat the Customer

Wants

RelationshipMatrix

TechnicalAttributes and

Evaluation

How to SatisfyCustomer Wants

Interrelationships

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How to SatisfyCustomer Wants

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Lightweight 3Easy to use 4Reliable 5Easy to hold steady 2Color corrections 1

House of Quality ExampleWhat the Customer

Wants

RelationshipMatrix

TechnicalAttributes and

Evaluation

How to SatisfyCustomer Wants

Interrelationships

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High relationshipHigh relationshipMedium relationshipMedium relationshipLow relationshipLow relationship

Relationship matrixRelationship matrix

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House of Quality ExampleWhat the Customer

Wants

RelationshipMatrix

TechnicalAttributes and

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How to SatisfyCustomer Wants

Interrelationships

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Relationships Relationships between the between the things we can things we can dodo

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House of Quality Example

Weighted Weighted ratingrating

What the Customer

Wants

RelationshipMatrix

TechnicalAttributes and

Evaluation

How to SatisfyCustomer Wants

Interrelationships

Ana

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Lightweight 3Easy to use 4Reliable 5Easy to hold steady 2Color corrections 1Our importance ratings22 9 27 27 32 25

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House of Quality Example

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How well do How well do competing competing products meet products meet customer wantscustomer wants

What the Customer

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RelationshipMatrix

TechnicalAttributes and

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How to SatisfyCustomer Wants

Interrelationships

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House of Quality ExampleWhat the Customer

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RelationshipMatrix

TechnicalAttributes and

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Interrelationships

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Target values(Technical attributes)

Technical evaluation

Company A0.760%yes 1 ok GCompany B0.650%yes 2 ok FUs 0.575% yes 2 ok G

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House of Quality Example

CompletCompleted ed House of House of QualityQuality

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House of Quality Sequence

Des

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char

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Specific componen

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House 2

Cust

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Design characteristi

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House 1

Spec

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Production process

House 3 Pr

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Quality plan

House 4

Figure 5.4Figure 5.4

Deploying resources Deploying resources through the organization in through the organization in response to customer response to customer requirementsrequirements

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Benefits Of Adopting QFD Reduced time to market Reduction in design changes Decreased design and

manufacturing costs Improved quality Increased customer satisfaction

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QFD Summary Orderly Way Of Obtaining Information & Presenting It Shorter Product Development Cycle Considerably Reduced Start-Up Costs Fewer Engineering Changes Reduced Chance Of Oversights During Design

Process Environment Of Teamwork Consensus Decisions Preserves Everything In Writing