Transcript Products and Services - Winthrop University College of

Products and Services
Chapter 5, Part 2
Copyright 2006 John Wiley & Sons, Inc.
Quality Function
Deployment (QFD)
 Translates voice of customer into technical
design requirements
 Displays requirements in matrix diagrams


first matrix called “house of quality”
series of connected houses
Copyright 2006 John Wiley & Sons, Inc.
5-2
Importance
House of Quality
5
Trade-off matrix
3
Design
characteristics
1
4
2
Customer
requirements
Relationship
matrix
Competitive
assessment
6
Target values
Copyright 2006 John Wiley & Sons, Inc.
5-3
Competitive Assessment
of Customer
Requirements
Competitive Assessment
Easy and
safe to use
Irons
well
Customer Requirements
1
2
3
Presses quickly
9
Removes wrinkles
8
AB
X
Doesn’t stick to fabric
6
X
BA
Provides enough steam
8
AB
Doesn’t spot fabric
6
X AB
Doesn’t scorch fabric
9
A XB
Heats quickly
6
Automatic shut-off
3
Quick cool-down
3
X
Doesn’t break when dropped
5
AB
Doesn’t burn when touched
5
AB X
Not too heavy
8
X
Copyright 2006 John Wiley & Sons, Inc.
B A
4
X
5
X
B
X
A
ABX
A B
X
A
B
5-4
Irons
well
Presses quickly
-
Removes wrinkles
+
Doesn’t stick to fabric
-
Provides enough steam
+
+
+ +
-
-
+ - +
+
-
Automatic shut-off
+
Quick cool-down
Doesn’t break when dropped
-
Copyright 2006 John Wiley & Sons, Inc.
- +
+ + +
Doesn’t burn when touched
Not too heavy
Automatic shutoff
+ +
+ + +
+ -
-
Protective cover for soleplate
+ + +
+
Heats quickly
Time to go from 450º to 100º
-
+
Doesn’t scorch fabric
Time required to reach 450º F
Flow of water from holes
Size of holes
Number of holes
- + + +
Doesn’t spot fabric
Easy and
safe to use
Material used in soleplate
Thickness of soleplate
Size of soleplate
Weight of iron
Customer Requirements
Energy needed to press
From Customer
Requirements
to Design
Characteristics
+
+ -
-
- +
+
+
+ + +
5-5
Copyright 2006 John Wiley & Sons, Inc.
Automatic shutoff
Protective cover for soleplate
Time to go from 450º to 100º
Time required to reach 450º
+
Flow of water from holes
-
Size of holes
-
Number of holes
Material used in soleplate
Thickness of soleplate
Size of soleplate
Weight of iron
Energy needed to press
Tradeoff Matrix
+
+
5-6
Copyright 2006 John Wiley & Sons, Inc.
Protective cover for soleplate
in.
cm
ty
ea
3
1.4
8x4
2
SS
27
15
0.5
45
500
N
Y
4
1.2
8x4
1
MG
27
15
0.3
35
350
N
Y
2
1.7
9x5
4
T
35
15
0.7
50
600
N
Y
3
4
4
4
5
4
3
2
5
5
3
0
3
3
3
3
4
3
3
3
4
4
5
2
1.2
8x5
3
SS
30
30
500
*
*
*
*
*
*
*
Automatic shutoff
Number of holes
Time to go from 450º to 100º
Material used in soleplate
Time required to reach 450º
Thickness of soleplate
lb
Flow of water from holes
Size of soleplate
ft-lb
Size of holes
Weight of iron
Objective
measures
Units of measure
Iron A
Iron B
Our Iron (X)
Estimated impact
Estimated cost
Targets
Design changes
Energy needed to press
Targeted Changes in
Design
mm oz/s sec sec Y/N Y/N
5-7
Completed
House of Quality
SS = Silverstone
MG = Mirorrglide
T = Titanium
Copyright 2006 John Wiley & Sons, Inc.
5-8
A Series of Connected
QFD Houses
Part
characteristics
Process
characteristics
A-2
Parts
deployment
Operations
A-3
Process
planning
Process
characteristics
House
of
quality
Part
characteristics
A-1
Product
characteristics
Customer
requirements
Product
characteristics
A-4
Operating
requirements
Copyright 2006 John Wiley & Sons, Inc.
5-9
Benefits of QFD
 Promotes better understanding of customer
demands
 Promotes better understanding of design
interactions
 Involves manufacturing in design process
 Breaks down barriers between functions and
departments
 Provides documentation of design process
Copyright 2006 John Wiley & Sons, Inc.
5-10
Desired service
experience
Service Concept
Service Package
Targeted
customer
Physical
items
Sensual
benefits
Psychological
benefits
Performance Specifications
Customer
requirements
Activities
Copyright 2006 John Wiley & Sons, Inc.
Service
Provider
Design Specifications
Customer
Service
Design
Process
Customer
expectations
Facility
Provider
skills
Cost and time
estimates
Delivery Specifications
Schedule
Deliverables
Location
Service
5-11
Service Design
Process (cont.)
 Service concept

purpose of a service; it defines target
market and customer experience
 Service package

mixture of physical items, sensual
benefits, and psychological benefits
 Service specifications



performance specifications
design specifications
delivery specifications
Copyright 2006 John Wiley & Sons, Inc.
5-12
High v. Low Contact
Services
Design
Decision
High-Contact Service
 Facility  Convenient to
location
customer
 Facility
layout
Low-Contact Service
 Near labor or
transportation source
 Must look presentable,  Designed for
accommodate
efficiency
customer needs, and
facilitate interaction
with customer
Source: Adapted from R. Chase, N. Aquilano, and R. Jacobs, Operations Management for Competitive
Advantage (New York:McGraw-Hill, 2001), p. 210
Copyright 2006 John Wiley & Sons, Inc.
5-13
High v. Low Contact
Services (cont.)
Design
Decision
High-Contact Service
Low-Contact
Service
 Quality
control
 More variable since
 Measured against
customer is involved in
established
process; customer
standards; testing
expectations and
perceptions of quality
and rework possible
may differ; customer
to correct defects
present when defects
occur
 Capacity
 Excess capacity
required to handle
peaks in demand
 Planned for average
demand
Source: Adapted from R. Chase, N. Aquilano, and R. Jacobs, Operations Management for Competitive
Advantage (New York:McGraw-Hill, 2001), p. 210
Copyright 2006 John Wiley & Sons, Inc.
5-14
High v. Low Contact
Services (cont.)
Design
Decision
High-Contact Service
Low-Contact
Service
 Worker skills
 Must be able to
interact well with
customers and use
judgment in decision
making
 Technical skills
 Scheduling
 Must accommodate
customer schedule
 Customer
concerned only
with completion
date
Source: Adapted from R. Chase, N. Aquilano, and R. Jacobs, Operations Management for Competitive
Advantage (New York:McGraw-Hill, 2001), p. 210
Copyright 2006 John Wiley & Sons, Inc.
5-15
High v. Low Contact
Services (cont.)
Design
Decision
High-Contact Service
Low-Contact
Service
 Service
process
 Mostly front-room
 Mostly backactivities; service may
room activities;
change during delivery
planned and
in response to
customer
executed with
minimal
interference
 Service
package
 Varies with customer;
includes environment
as well as actual
service
 Fixed, less
extensive
Source: Adapted from R. Chase, N. Aquilano, and R. Jacobs, Operations Management for Competitive
Advantage (New York:McGraw-Hill, 2001), p. 210
Copyright 2006 John Wiley & Sons, Inc.
5-16