IBIT

TQM
Understanding Customer
Requirements
QUALITY FUNCTION DEPLOYMENT


Engr. Mariam Altaf Tarar
Lecturer
Institute of Quality and Technology Management

Punjab University
IBIT
TQM
Need to focus
Moving in the wrong direction at a fast pace
is still moving in the wrong direction.
IBIT
TQM
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
IBIT
TQM
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
IBIT
TQM
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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TQM
QFD Target
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TQM
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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TQM
Components of
House of Quality
Customer
Evaluation
Units
Targets
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Targets
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Whats
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Hows vs
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Whats vs
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How Muches
Hows vs
How
Muches
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TQM
Extensions to House
of Quality
Customer
Evaluation
Technical Difficulty
Units
Targets
Weighted Importance
Importance %
This Product
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TQM
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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Targets
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Whats vs
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How Muches
Hows vs
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Customers drive the
development of the product,
not the designer
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TQM
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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Targets
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Targets
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Whats
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Hows vs
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Whats vs
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How Muches
Hows vs
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Muches
List all the
demanded qualities
at the same level of
abstraction
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TQM
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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TQM
Kano Model
Excitement
Satisfiers
Basic
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Fully
implemented
Absent
Customer Satisfaction
-
+
Disgusted
Delighted
Basic 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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TQM
Types of customer
requirements
Functional requirements describe the products
desired behavior
Human factors
Physical requirements
Reliability
Life-cycle concerns
Resource concerns
Manufacturing requirements
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TQM
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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TQM
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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TQM
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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TQM
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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TQM
Step 3: Determine Relative Importance
of the Requirements: Who vs. What
Need to evaluate the importance of
each of the customers requirements.
Generate weighing factor for each
requirement by rank ordering or other
methods
Customer
Evaluation
Units
Targets
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Targets
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Hows vs
How
Muches
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TQM
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
IBIT
TQM
Step 4: Identify and Evaluate the Competition:
How satisfied is the customer now?
The goal is to determine how the customer perceives the
competitions 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 all
2. meets the requirement slightly
3. meets the requirement somewhat
4. meets the requirement mostly
5. fulfills the requirement completely
Customer
Evaluation
Units
Targets
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TQM
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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Targets
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TQM
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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9 = Strong Relationship
3 = Medium Relationship
1 = Weak Relationship
Blank = No Relationship at all
IBIT
TQM
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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How Muches
Hows vs
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Muches
9 = Strong Relationship
3 = Medium Relationship
1 = Weak Relationship
-1 = Weak Negative Relationship
-3 = Medium Negative Relationship
-9 = Strong Negative Relationship
Blank = No Relationship at all
IBIT
TQM
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
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Targets
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Targets
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Hows vs
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Whats vs
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Hows vs
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TQM
Customer
Evaluation
Technical Difficulty
Importance
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
Targets
Targets
Setting Technical Targets
Determining
Important
Characteristics
Technical Difficulty
Importance
Technical Difficulty associated with achieving
Targets/improvements and importance of
technical characteristics
IBIT
TQM
Components of
House of Quality
Customer
Evaluation
Units
Targets
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Targets
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Hows vs
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Muches
Weighted Importance
Importance %
Rank
Technical Difficulty
Selected
Addition to the
House of Quality
presented in text
book
IBIT
TQM
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
IBIT
TQM
Requirement List
for
Requirements list
Project, product
Changes
D
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Requirements Responsible
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Replaces Issues of:
User
Objective or property with qualitative and quantitative data
Identification
Classification
Page
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TQM
Name 1
Name 2
Name 3 Requirement
List Example
Use 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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TQM
Example House of Quality
Design a device to toast breads
and other similar types of food
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TQM
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TQM
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TQM
House of Quality Example
Your team has been charged with
designing a new camera for Great
Cameras, Inc.
The first action is
to construct a
House of Quality
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TQM
House of Quality Example
Customer
importance
rating
(5 = highest)
Lightweight 3
Easy to use 4
Reliable 5
Easy to hold steady 2
Color correction 1
What the
customer
wants
What the
Customer
Wants
Relationship
Matrix
Technical
Attributes and
Evaluation
How to Satisfy
Customer Wants
Interrelationships
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TQM
House of Quality Example
What the
Customer
Wants
Relationship
Matrix
Technical
Attributes and
Evaluation
How to Satisfy
Customer Wants
Interrelationships
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How to Satisfy
Customer Wants
IBIT
TQM
Lightweight 3
Easy to use 4
Reliable 5
Easy to hold steady 2
Color corrections 1
House of Quality Example
What the
Customer
Wants
Relationship
Matrix
Technical
Attributes and
Evaluation
How to Satisfy
Customer Wants
Interrelationships
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High relationship
Medium relationship
Low relationship
Relationship matrix
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TQM
House of Quality Example
What the
Customer
Wants
Relationship
Matrix
Technical
Attributes and
Evaluation
How to Satisfy
Customer Wants
Interrelationships
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Relationships
between the
things we can
do
IBIT
TQM
House of Quality Example
Weighted
rating
What the
Customer
Wants
Relationship
Matrix
Technical
Attributes and
Evaluation
How to Satisfy
Customer Wants
Interrelationships
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Lightweight 3
Easy to use 4
Reliable 5
Easy to hold steady 2
Color corrections 1
Our importance ratings 22 9 27 27 32 25
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TQM
House of Quality Example
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G P
G P
F G
G P
P P
Lightweight 3
Easy to use 4
Reliable 5
Easy to hold steady 2
Color corrections 1
Our importance ratings 22 5
How well do
competing products
meet customer
wants
What the
Customer
Wants
Relationship
Matrix
Technical
Attributes and
Evaluation
How to Satisfy
Customer Wants
Interrelationships
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TQM
House of Quality Example
What the
Customer
Wants
Relationship
Matrix
Technical
Attributes and
Evaluation
How to Satisfy
Customer Wants
Interrelationships
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Target
values
(Technical
attributes)
Technical
evaluation
Company A 0.7 60% yes 1 ok G
Company B 0.6 50% yes 2 ok F
Us 0.5 75% yes 2 ok G
0
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5

A

7
5
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TQM
House of Quality Example
Complete
d House
of Quality
Lightweight 3
Easy to use 4
Reliable 5
Easy to hold steady 2
Color correction 1
Our importance ratings
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P P
Target values
(Technical
attributes)
Technical
evaluatio
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Company A 0.7 60% yes 1 ok G
Company B 0.6 50% yes 2 ok F
Us 0.5 75% yes 2 ok G
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5

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7
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22 9 27 27 32 25
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TQM
House of Quality Sequence
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Specific
component
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House
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Design
characteristics
House
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Production
process
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Quality
plan
House
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Figure 5.4
Deploying resources through
the organization in response to
customer requirements
IBIT
TQM
Benefits Of Adopting QFD
Reduced time to market
Reduction in design changes
Decreased design and manufacturing
costs
Improved quality
Increased customer satisfaction
IBIT
TQM
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