Quality Control

Assurance & Reliability

-A presentation for Quality Function Deployment & Quality Circle

Quality Function Deployment

A process for determining customer requirements

(customer wants) and translating them into the
attributes (the hows) that each functional area can
understand and act on.

Quality Function Deployment

QFD was developed by Dr. Yoji Akao, in Japan in 1966.

QFD is designed to help planners focus on characteristics of a new or existing

product or service.

It is done from the viewpoints of market segments, company, or technologydevelopment needs.

The technique yields graphs and matrices.

Areas of application of QFD

QFD is applied in a wide variety of services, consumer products, military

needs. The technique is also used to identify and document competitive
marketing strategies and tactics.

QFD is considered a key practice of Design for Six Sigma.

It is also implicated in the new ISO 9000:2000 standard which focuses on

customer satisfaction.

House of Quality

House of Quality is a part of Quality Function

Deployment process that utilizes a planning matrix to
relate customer wants to how the firm is going to
meet those wants.

House of Quality

House of Quality is a diagram, resembling a house, used for defining the

relationship between customer desires and the firm/product capabilities.

It utilizes a planning matrix to relate what the customer wants to how a firm
(that produces the products) is going to meet those wants.

It also is reported to increase cross functional integration within organizations

using it, especially between marketing, engineering and manufacturing.

House of Quality
Its general format is made up of six major components:

customer requirements

technical requirements

a planning matrix

an interrelationship matrix

a technical correlation matrix

a technical priorities/benchmarks and targets section.

Basic design of House of Quality

Online Retailing Services: Baggy.com

Introduction to Online Retailing

The Quality Function Deployment (QFD) Technique was used to identify the
minimum set of design characteristics of a system that would meet online
customer requirements.

Relationships between each of the customer requirements and the design

characteristics were identified and established.

Thereafter, the design characteristics were ranked in absolute and relative

terms to identify order of importance.
Security

Aesthetics

Trust and
Reliability

Post Sales

Continuous
Improvement

Convenience

Performance

Pizza

Personalisation

Decision over product availability

Find out what the customer wants...
Wants Winning orders can be achieved through these wants...
Do we have ability to make product in accrodance to the wants...
How How we would be able to do that?
Product specifications are designed and discussed...
Design Final product through HOQ is designed and fabricated...
Final market test...
Test Evaluation for the product... Successful?

Questionnaire- How Italian you are?

Questionnaire- How Italian you are?

Wants of a customer- A finding from the

questionnaire

Trust and Reliability

Minimum pricing among competitors

Discounts and offers

Huge umbrella of choices

Mobile Technology

Quick shipment and delivery

Post Sales Service

Quick and convenient

Detailed and accurate information

Questionnaire Scores

Minimum pricing among competitors

Huge umbrella of choices
Quick shipment and delivery
Post Sales Service
Trust and Reliability
Discounts and offers
Detailed and accurate information
Quick and convenient
Mobile Technology

9
8
7
6
5
4
3
2
1

Identify how the service will satisfy the

customers wants

Retail logistics

Demand-driven supply

Unambiguous Purchase Transactions

Delivering customer value

Managing supply relationships

Transaction Privacy and Safety

Individualized Attention

Clear Return policies and Refunds

Error Free Processing

Hows (HOQ)
Tra
ns
ac
tio
n
Pri
va
cy
an
d
Saf
et
y

De
ma
nddri
ve
n
sup
ply

Re
tail
log
isti
cs

Una
mbi
guo
us
Purc
hase
Tran
sacti
ons

Del
ive
rin
g
cus
to
me
r
val
ue

Clea
r
Ret
urn
poli
cies
and
Ref
und
s

Err
or
Fr
ee
Pr
oc
ess
ing

M
an
ag
in
g
su
pp
ly
re
lat
io
ns
hi
ps

In
di
vi
d
u
al
iz
e
d
A
tt
e
nt
io
n

Identify relations between hows

Develop importance ratings

This step is quite difficult and longer. In this step, first well draw the
relationship matrix between the hows and the wants.

Then we determine the importance ratings for our final work to be started.

Develop Importance Ratings

Low relationship (1)

Medium relationship
(3)
High relationship (6)

Customer
wants

Develop Importance Ratings

Minimum pricing among competitors

Huge umbrella of choices

Quick shipment and delivery

Post Sales Service

Trust and Reliability

Discounts and offers

Detailed and accurate information

Quick and convenient

Mobile Technology

Evaluate Competing Services

In this step, well compare features of competing products of other

companies. For example, in market, we say Three companies (Flipkart ,
Amazon and Snapdeal) are competing for Online Retailing.

So, well first discuss and compare their retailing services to get a more
comprehensive and detailed report about Online retailing.

Evaluate Competing Services

G = good
F = fair
P = poor

Final HOQ
G = good
F = fair
P = poor
Low
relationship
Medium
relationship
High
relationship

Conclusion
The following advantages of QFD can be clearly seen from our study-:

Customer driven
The focus is on customers wants, not what the company thinks the customer
wants.The "Voice of the Customer" drives the development process.

Co-ordinated decision making

It helps organizations reach agreement on measurement systems and
performance specifications that will meet customer requirements.

Competitive analysis
Other products in the marketplace are examined, and the company product is
rated against the competition.

Prioritizing
It also prioritizes the steps that a business must take in order to satisfy the
spoken and unspoken requirements of the customer.

CONCLUSION
Reduced

development time
Careful attention to customer requirements reduces the risk that
changes will be required late in the project life cycle. Time is not spent
developing insignificant functions and features.

Reduced

development costs
The identification of required changes occurs early in the project life
cycle reduces development costs

Documentation
A knowledge base is built as the QFD process is implemented.A
historical record of the decision-making process is developed.

CONCLUSION

Improves teamwork
QFD ensures that your organization's teams work together by focusing them
on the same goal.

In essence, utilizing QFD helps businesses gain a competitive advantage.

References

Wikipedia (Wikipedia.org)

QFD Online (qfdonline.com)

QFD Capture (qfdcapture.com)

Google (google.com)

Encarta Encyclopedia (encarta.msn.com)

Britannica Online Encyclopedia (britannica.com)

QFD Institute (qfdi.org)

iSixSigma House of Quality (isixsigma.com/tt/qfd)

Operations Management by Jay Heizer

Public State HOQ (public.iastate.edu/~vardeman/IE361/f01mini/johnson.pdf)

Stanford University (mml.stanford.edu/publications/1998/1998.WISC.QFD.Martin.pdf)

US Csuchi Corp. (www.csuchico.edu/~jtrailer/HOQ.pdf)

CIRI Orgn. (www.ciri.org.nz/downloads/Quality%20Function%20Deployment.pdf)

Thank you!
Brainstorming, problem identification, analysis and solutions were a result of
contribution from all the team members in the QFD meetings.
Contributions in presentation are as follows:

Chintan Singhvi (2011B2A4811P)

Jalaj Chhabra (2011B2A4740P)

Shashank Gupta (2011B4AB718P)

Sachin Saxena

2011B1AB816P