Quality Function Deployment(QFD)

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How do you develop new

services?

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Typical product development process...

A company crisis prompts action… Angry customer Hot selling product/service from competitor Obsolescence

Negative Reactionary Impacts Poor selling dud Hot selling, but defective Lots of development but no product/service

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When should you use QFD?

Incremental Innovation Making improvements to an existing service (Easy to gather customer needs)

Operations Planning Matching a set of equipment/operators/IT resources

to a set of product families/service offerings Human Resource Strategy

Comparing current employee skillsets to the results of a strategic planning process

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The QFD Approach, Step 1 Identify the Customer

External Market segment? Use profile? Key success factors?

Internal Why is this product/process needed? Is it really valuable to meeting external customer

demands? Establish the project team!

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The QFD Approach, Step 2 Gather Needs Data

SurveysFocus GroupsStudiesComplaintsThe BlogosphereYour competitors’ products

Goal: Product features + relative importance

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Organize the InputAffinity Diagrams Find key conceptsTree Diagrams Identify Cause and effectPareto Charts Quantify results for factors

Be careful not to “bias” the results;

Ensure this is really the customers’ voice.

The QFD Approach, Step 3

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The QFD Approach, Step 4 Build the QFD, incorporating…

Customer needsDesign requirementsAbility to deliver on requirementsCompetitors’ performance

Examples to follow…

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How the QFD is Built….

Customer and Engineering/Company Relationships

Customer “What”Or “Needs”

Customer and Competitor Ratings

Design How’sOr Company offerings

Technical Ranking

Technical Values for Objectives

Category Header

Design Correlation TableThe elemental structure

of the house…

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First list the customer needs and the company’s offerings

Building the Relationships…

Company Offerings

Customer Needs

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Develop the relationship between a customer’s Needs and a Gym’s Offerings….

The Customer Needs are derived from interviews and surveys….

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QFD XL Interactive Demo