Summary 2

5.1

Updated April-09

Lecture Notes

Chapter 5 Listening to the Voice of the

Customer

ENTERPRISE EXCELLENCE

5.2

Updated April-09

Learning Objectives

• Voice of the Customer (VOC)

• Quality Function Deployment

• CDOV Process

5.3

Updated April-09

VOICE OF THE CUSTOMER (VOC)

• Customer and market data supporting products and services, are re- ferred to as the voice of the customer (VOC)

• Voice of the customer (VOC) is the oxygen that enables the enterprise to survive and thrive

• Responding to the voice of the customer begins with identifying the markets, segments, and potential new entries

• After the voice of the customer has been evaluated and the Customer Requirements Model (CRM) developed, we begin the development of the Customer Performance Model (CPM). The CPM is the concept we will design, develop, and commercialize that will provide a competitive edge. The CPM often requires technology development.

• New technology or the application of existing technology is referred to as technology development, and is accomplished using system engineering

5.4

Updated April-09

VOICE OF THE CUSTOMER (VOC)

• This systems approach enables critical functional parameters to be transferred into new products, services, and processes.

• The process is a four-phase Process ((I2DOV): • Invent, Innovate

• Develop

• Optimize

• Verify

5.5

Updated April-09

QUALITY FUNCTION DEPLOYMENT

• Quality function deployment (QFD) is a specialized

method for translating customer needs/wants into the

design and production of a product or of a service.

• Developed in Japan by Dr. Yoji Akao in 1966, QFD

combines quality strategies with “function

deployment” from the field of Value Engineering.

• In a sense, with QFD the customer — the user of the

product or the service, becomes part of the design team.

5.6

Updated April-09

QUALITY FUNCTION DEPLOYMENT

• QFD uses the What-How matrix in a House of Quality (HOQ),

which generates a set of interrelated matrices known as the House

of Quality

5.7

Updated April-09

QUALITY FUNCTION DEPLOYMENT

• Matrix 1: Customer “Needs” input data are collected, refined, and prioritized (WHAT)

 Affinity and Tree Diagrams are useful tools for refining customer needs data.

 Coming out of this analysis of needs is an estimate of importance to the customer.

5.8

Updated April-09

QUALITY FUNCTION DEPLOYMENT

• Matrix 2: Planning the Improvement Strategy

 Competitive Benchmarking of our product vs. competing products

 Establish desired customer satisfaction goal for each need

 Establish Improvement Factors, Sales Points, and Weighting

5.9

Updated April-09

QUALITY FUNCTION DEPLOYMENT

• Matrix Number 3: Selecting the Technical Requirements (HOWs)

 Lists characteristics

and features of a

product perceived

as meeting the

customer needs.

 Developed using

Matrices 1 and 2.

State HOW we’ll

meet customer

requirements.

5.10

Updated April-09

QUALITY FUNCTION DEPLOYMENT

• Matrix Number 4: Evaluating Interrelationships between the WHAT and the HOW.

 At each

intersection of a

WHAT row with a

HOW column, an

estimate of strong,

medium, weak, or

nonexistent

relationship is

entered.

5.11

Updated April-09

QUALITY FUNCTION DEPLOYMENT

• Matrix Number 5 (Roof): Evaluates the Correlation (supportive or

impeding) between the Technical Requirements (HOWs)

 Each diagonal intersection of HOW columns in the roof triangle

is given a plus sign (for supportive), or minus sign (for

impeding) correlation between the two HOWs. If there is no

correlation the intersection is left blank.

 Examining each intersection assures that all important factors

are considered.

5.12

Updated April-09

QUALITY FUNCTION DEPLOYMENT

5.13

Updated April-09

QUALITY FUNCTION DEPLOYMENT

• Matrix Number 6: Selecting Design Targets of the Technical

Requirements.

• The customer requirements describe WHAT the customer needs,

and the Technical requirements tell HOW the company is going

provide the product characteristics necessary to address those

needs. Design targets specify how much (value) of the

characteristic needs to be provided.

• Design Targets has 3 sections:

 Technical Priorities

 Technical Benchmarking

 Design Target Values

5.14

Updated April-09

QUALITY FUNCTION DEPLOYMENT

5.15

Updated April-09

CDOV PROCESS

• The CDOV process uses the quality function methodology to provide the structure for developing a product or service. The process begins with the selection of the project.

5.16

Updated April-09

CDOV PROCESS

• Kano model states that there are four types of customer needs, or reactions to product attributes:

1. "Surprise and delight" factors

2. "More is better" element

3. "Must be" features (i.e., must-haves)

4. "Dissatisfiers“

• Kano demonstrates these reactions graphically

5.17

Updated April-09

• In this chapter, we have learned the following:

 Voice of the Customer (VOC)

 Quality Function Deployment

 CDOV Process

Wrap-up