Transcript QUALITY FUNCTION DEPLOYMENT (QFD) Ömer Yağız Department of Business Administration EMU Originally prepared for the IE 591 seminar series at the IE Department, EMU. Changes made.

QUALITY FUNCTION
DEPLOYMENT (QFD)
Ömer Yağız
Department of Business Administration
EMU
Originally prepared for the IE 591 seminar series at the IE Department, EMU.
Changes made for use in EMBA5602, Dept. of Bus. Adm., METU. 2009
Critical Success Factors
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Goods & service design
Quality
Process & capacity design
Location selection
Layout design
Human resource and job design
Supply-chain management
Inventory
Aggregate planning, scheduling
Maintenance
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Competitive Priorities
 Competing on
 cost
 lean manufacturing/service creation
 quality
 meet/exceed customer expectations
 “fit for intended use”
 flexibility
 adjust to changes in market conditions
 adjust to changes in product mix,
production volume and design
 flexible manufacturing systems (FMS),
mass customization
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Competitive Priorities
 speed (response)
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design & development
production (agile manufacturing)
delivery
after-sales service
 differentiation
 uniqueness of product/service
 mass customization
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Common Definitions of Quality
 quality means “fitness for use.”
 quality is “meeting or exceeding
customer expectations.”
 quality is “the totality of features and
characteristics of a product or service
that bear on its ability to satisfy
needs” (ANSI/ASQ definition)
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The logical thing to do...
 subscribe to the view that “the
customer is the only judge of quality”
 listen to the “voice of the customer”
 design, develop, produce, and deliver
goods/services which will satisfy
customer requirements and needs
QUALITY FUNCTION DEPLOYMENT
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Two basic problems
 how to determine what really matters
to customers in terms of their needs,
requirements, and expectations, and
 how to translate these needs and
requirements into requirements that
are meaningful to and can be acted
upon by designers and producers of
goods and services
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QFD in Japanese
 Hin Shitsu Ki No Ten Kai
"A group of courageous people
working in harmony pursuing the
finest detail to unlock the
organization and roll out products
that the multitudes in the
marketplace will value."
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QFD – Kalite Fonksiyon Göçerimi
Kobe tersanelerinde geliştirilen yöntemin orijinali yani
Japoncası : "Hin Shitsu Ki Nou (ya da Ki No) Ten Kai" olarak
bilinmektedir(Guinta ve Praizler, 1993,ss.4-5;
Revelle,1998,s.6; Cohen,1995,s.17). Bu isim, İngilizce'ye
"Quality Function Deployment" olarak tercüme edilmiştir.
Japonca'da her sözcük çeşitli anlamlar taşıyabildiğinden,
İngilizceye yapılan tercüme aslında tam olarak yöntemin
orijinal adının verdiği anlamı karşılayamamaktadır. Zira
aşağıdaki tabloda da görüldüğü gibi her bir Japonca terime
karşılık birden fazla İngilizce terim karşılık gelmektedir.
Yöntemin adı bir de İngilizceden Türkçe'ye tercüme edildiğinde;
her sözcüğe daha fazla anlam yüklenmektedir. Yöntemin
adından anlaşılması gereken; ürün ya da hizmette müşterilerin
bulunmasını istedikleri ve ihtiyaç duydukları niteliklerin, bu
nitelikleri yerine getirecek ya da gerçekleştirecek fonksiyonlara
dönüştürülüp, bu fonksiyonları gerçekleştirme görevinin örgüt
içindeki uygun birimlere aktarılmasıdır.
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QFD – Kalite Fonksiyon Göçerimi
Kalite Fonksiyon Göçerimi; ülkemizde tanınmaya
başlandığından beri Türkçe'ye çeşitli şekillerde tercüme
edilmiştir. Kalite ve Fonksiyon sözcükleri zaten Türkçe'ye
yerleşmiş sözcüklerdir ve daha fazla anlam kaybının önlenmesi
için değiştirilmelerine gerek yoktur. Ancak "deployment"
sözcüğü tercüme edilmelidir. Japonca'da "deployment" yani
"ten kai"; İngilizce'deki tanmından daha geniş bir anlam ifade
eder: "Faaliyetlerin genişletilmesi"(Kogure ve Akao,1983,s.26).
Bu sözcüğün yerine getirilebilecek en iyi sözcük "göçerim"dir.
Zira KFG'nin yaptığı iş; daha sonraki bölümlerde de anlatıldığı
gibi, esas itibarı ile her aşamada en önemli kriterlerin
belirlenmesi ve bunları gerçekleştirmek için yapılması
gerekenlerin bir sonraki aşamada bulunan; kişilere, parçalara,
fonksiyonlara, planlara vb. atanması ya da göçerilmesidir
(Göçerim sözcüğünün içerdiği anlam "yetki göçerimi" terimi
düşünüldüğünde daha iyi anlaşılacaktır). Yukarıda açıklanan
nedenlerden dolayı "Quality Function Deployment"; Türkçe'ye
en iyi "Kalite Fonksiyon Göçerimi" olarak çevrilebilmektedir.
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(http://www.qfdturkiye.org)
What is QFD?
 QFD is a comprehensive quality
system that systematically links the
needs of the customer with various
business functions and organizational
processes, such as marketing, design,
quality, production, manufacturing,
sales, etc., aligning the entire
company toward achieving a common
goal
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What is QFD?
 Quality Function Deployment is
 a planning, communication, and
documentation technique
 a structured process for translating
customer values and requirements
into specific product or service
engineering characteristics, and for
specifying the processes and systems
to produce that product or service
 a disciplined and integrative approach
to product design, process
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engineering, and production
History of QFD
 Drs. Shigeru Mizuno and Yoji Akao in
the 1960’s.
 purpose was to develop a quality
assurance method that would design
customer satisfaction into a product
before it was manufactured.
 first application -- Kobe Shipyards of
Mitsubishi Heavy Industries, Ltd. in
Japan (design of an oil tanker-1972)
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History of QFD
 Toyota and its suppliers began to use
it by adapting to auto industry
 Japanese designers used it for
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consumer electronics
home appliances
clothing
construction equipment
swimming pools
retail outlets
planning apartment layouts
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History of QFD
 Ford and Xerox first used it in the
USA
 Taurus and Mondeo models by Ford
 big role in Xerox’s comeback
 I have heard that it is being used in
Turkey by Brisa, Beksa, Arçelik, and
Netaş
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Voice of the Customer
 A fundamental principle of QFD is to
determine directly from the customer
what they would like a particular
product or service to do. There are
many different approaches to achieve
this goal. They include:
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one-on-one customer interviews
focus groups
in-context customer visits
other more refined techniques
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Benefits of QFD
 reduced time to market
 reduction in design changes
 decreased design and manufacturing
costs
 improved quality
 increased customer satisfaction
 enhanced (almost forced) cooperation
among marketing, design engineering,
and production
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Benefits of QFD
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QFD Process
 The Four Steps of the QFD process:
1. Product Planning (House of Quality)
2. Product Design (Parts Deployment)
3. Process and Production Design (Process
Planning)
4. Quality Planning
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QFD Process (Stages)
1. Product Planning (House of Quality)
Customer requirements translated to
technical characteristics
2. Product Design (Parts Deployment)
Parts and components determined &
their properties and specifications set
…
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QFD Process (Stages)
3. Process and Production Design (Process
Planning)
Convert characteristics of key parts into
the process to manufacture these parts
and convert characteristics of key process
operations into detailed production
procedures and control methods
4. Quality Plan
Set of tolerances, procedures, methods,
and sampling techniques to ensure that
the production process meets customer
requirements
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Basic steps of QFD House of Quality
 Identify customer wants
 Identify how the good/service will
satisfy customer wants
 Relate customer wants to product hows
 Identify relationships between the firm’s
hows
 Develop importance ratings
 Evaluate competing products
 Compare performance to desirable
technical attributes
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Houses of QFD
Deploying resources through the
organization in response to
customer requirements
Quality
plan
Customer
requirements
House
1
House
of
quality
House
2
Parts
deployment
House
3
Production
process
Design
characteristics
Design
characteristics
Specific
components
Specific
components
Production
process
House
4
Quality Plan
Process &
Production
Design
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QFD House of Quality
What the
customer
wants
Target values
Technical
evaluation
How to satisfy
customer wants
Relationship
matrix
Competitive
assessment
Customer
importance
ratings
Interrelationships
Weighted
rating
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House of Quality Example
 Your team has been charged with
designing a new camera for Olympus,
Japan
 The first action is
to construct a
House of Quality
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House of Quality Example
Interrelationships
What the
Customer
Wants
What the
customer
wants
Lightweight
Easy to use
Reliable
Easy to hold steady
Color correction
Relationship
Matrix
Analysis
of
Competit
ors
How to Satisfy
Customer Wants
Technical
Attributes and
Evaluation
3
4
5
2
1
Customer
importance
rating
(5 = highest)
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House of Quality Example
Ergonomic design
Paint pallet
Auto exposure
Auto focus
What the
Customer
Wants
Analysis of
Competitors
How to Satisfy
Customer Wants
Aluminum components
Low electricity requirements
Interrelationships
Relationship
Matrix
Technical
Attributes and
Evaluation
How to Satisfy
Customer Wants
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House of Quality Example
Interrelationships
High relationship (5)
Medium relationship (3)
Low relationship (1)
Lightweight
Easy to use
Reliable
Easy to hold steady
Color corrections
What the
Customer
Wants
Analysis of
Competitors
How to Satisfy
Customer Wants
Relationship
Matrix
Technical
Attributes and
Evaluation
3
4
5
2
1
Relationship matrix
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House of Quality Example
Interrelationships
Ergonomic design
Paint pallet
Auto exposure
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Analysis of
Competitors
Relationship
Matrix
Technical
Attributes and
Evaluation
Auto focus
High relationship (5)
Medium relationship (3)
Low relationship (1)
What the
Customer
Wants
Aluminum components
Relationships
between the
things we can do
Low electricity requirements
How to Satisfy
Customer Wants
House of Quality Example
Interrelationships
What the
Customer
Wants
Analysis of
Competitors
How to Satisfy
Customer Wants
Relationship
Matrix
Technical
Attributes and
Evaluation
Lightweight
Easy to use
Reliable
Easy to hold steady
Color corrections
Our importance ratings
Weighted
rating
3
4
5
2
1
22
9
27 27
32
25
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Interrelationships
House of Quality Example
Technical
Attributes and
Evaluation
How well do
competing products
meet customer wants
Lightweight
Easy to use
Reliable
Easy to hold steady
Color corrections
Our importance ratings
3
4
5
2
1
22
Company B
Relationship
Matrix
Company A
What the
Customer
Wants
Analysis of
Competitors
How to Satisfy
Customer Wants
G
G
F
G
P
P
P
G
P
P
5
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Interrelationships
House of Quality Example
2 circuits
2’ to ∞
75%
Target
values
(Technical
attributes)
0.5 A
Technical
Attributes and
Evaluation
Panel ranking
Relationship
Matrix
Failure 1 per 10,000
What the
Customer
Wants
Analysis of
Competitors
How to Satisfy
Customer Wants
Company A 0.7 60% yes 1
ok G
Technical
evaluation Company B 0.6 50% yes 2
Us
0.5 75% yes 2
ok F
ok G
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Company B
Company A
Ergonomic design
Paint pallet
Auto exposure
Auto focus
Aluminum components
Lightweight
3
G P
Easy to use
4
G P
Reliable
5
F G
Easy to hold steady 2
G P
Color correction
P
1
P
Panel ranking
Failure 1 per 10,000
2’ to ∞
75%
Target values
(Technical
attributes)
2 circuits
Our importance ratings 22 9 27 27 32 25
0.5 A
Completed
House of
Quality
Low electricity requirements
House of Quality Example
Company A
0.7 60% yes
1
ok
G
Technical
Company B
evaluation
0.6 50% yes
2
ok
F
0.5 75% yes
2
ok
G
Us
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Houses of QFD
Deploying resources through the
organization in response to
customer requirements
Quality
plan
Customer
requirements
House
1
House
of
quality
House
2
Parts
deployment
House
3
Production
process
Design
characteristics
Design
characteristics
Specific
components
Specific
components
Production
process
House
4
Quality Plan
Process &
Production
Design
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Some interesting applications
 Florida Power & Light Co.
 winner of deming Prize in 1990
 Univ. of Michigan Medical Center
1991
 Univ. of Wisconsin at Madison
 to assess and respond to the needs of
faculty of ME department
 Univ. of Michigan
 to design a course in TQM
 Univ of Cincinnati IE dept
 balance between research & teaching37
Local government services
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public transportation
recreational facilities
waste disposal
library design and operation
social services
educational & cultural activities
city planning and zoning
health services
sports & athletics
environmental programs
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QFD Sources
 QFD Institute (http://www.qfdi.org)
 Glenn Mazur
(http://www.mazur.net)
 International Council for QFD (ICQFD)
(http://www.icqfd.org)
 Akao Prize
(http://qfdi.org/who_is_qfdi/akao_prize.htm)
 Isixsigma (http://www.isixsigma.com)
 QFD Türkiye (http://www.qfdturkiye.org)
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QFD Sources
 DRM Associates
(http://www.npd-solutions.com)
 QFD at Univ. of Sheffield
(http://www.shef.ac.uk )
 QFD2000
(http://www.qfd2000.co.uk)
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QFD Software
 QFD/CAPTURE by QFD Capture
 QFD2000
(http://www.ipmmarketing.co.uk/QFD2000.htm)
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