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Make the Most of QFD and the Voice of the Customer in Six Sigma EnvironmentsQuality Function Deployment (QFD) techniques have helped thousands of organizations deliver higher-quality, more user-focused product designs. Now, Lou Cohen's classic guide to QFD has been thoroughly updated to fully align QFD with Design for Six Sigma (DFSS) and other state-of-the-art Six Sigma methodologies.Revised by world-class Six Sigma expert Joe Ficalora and his team at Sigma Breakthrough Technologies, this new edition's up-to-date perspective on QFD reflects dozens of successful Six Sigma and DFSS deployments. They offer a start-to-finish methodology for implementing QFD, and systematically illuminate powerful linkages between QFD and Six Sigma, DFSS, Marketing for Six Sigma (MFSS), and Technology for Six Sigma (TFSS). An expanded, start-to-finish case study demonstrates how QFD should function from all angles, from design and marketing to technology and service.Learn how toIdentify the roles and advantages of QFD in today's global business environmentUnderstand every element of the House of Quality (HOQ)Use QFD to drive more competitive product and service developmentMove from the processes you have to the processes you wantAnticipate QFD's unique challenges, overcome its obstacles, and deploy it successfullyExtend the HOQ concept all the way through project completionDeploy powerful Voice of the Customer (VOC) techniques throughout all phases of development, not just planningAdapt QFD for software development, service development, and organizational planningWhether you're working in operations, engineering, marketing, technology, or service development, this book will help you drive maximum value from all your Six Sigma, QFD, VOC, and DFSS investments.
Contents
Foreword xvPreface xviiAcknowledgments xxiiiAbout the Authors xxvPart I: ABOUT QUALITY FUNCTION DEPLOYMENT AND SIX SIGMA 1Chapter 1: What Are QFD and Six Sigma? 31.1 Brief Capsule Description 31.2 What Is Six Sigma? 101.3 History of QFD and Six Sigma 191.4 What Is QFD Being Used for Today? 271.5 Discussion Questions 29Chapter 2: How QFD Fits in the Organization 312.1 The Challenge to the Organization 322.2 Increasing Revenues 342.3 Decreasing Costs 352.4 Dealing with Market Shifts and Cycle-Time Reduction 362.5 Challenges to Rapid Product Development 382.6 QFD's Role as Communication Tool 432.7 Concurrent Engineering: A Paradigm Shift 442.8 Kano's Model 472.9 The Lessons of Kano's Model 522.10 Summary 532.11 Discussion Questions 53Chapter 3: Tying QFD to Design, Marketing, and Technology 553.1 QFD and Design for Six Sigma (DFSS) 563.2 QFD and Six Sigma Process Design 633.3 QFD and Marketing for Six Sigma 673.4 QFD and Technology for Six Sigma 693.5 Summary 753.6 Discussion Questions 76Chapter 4: Support Tools for QFD 794.1 The Seven Management and Planning Tools 804.2 Affinity Diagram 814.3 Tree Diagram 894.4 The Matrix Diagram 914.5 The Prioritization Matrix 934.6 Additional Tools for QFD Practitioners from Six Sigma 974.7 Summary 1094.8 Discussion Questions 109Chapter 5: Overview of the House of Quality 1135.1 Tour of the House of Quality 1145.2 Summary 1185.3 Discussion Questions 119Chapter 6: Customer Needs and Benefits Section 1216.1 Gather the Voice of the Customer 1236.2 Sort the Voice of the Customer into Major Categories 1266.3 Structure the Needs 1376.4 Summary 1396.5 Discussion Questions 140Chapter 7: The Product Planning Matrix 1417.1 Importance to the Customer 1447.2 Customer Satisfaction Performance 1517.3 Competitive Satisfaction Performance 1547.4 Goal and Improvement Ratio 1587.5 Sales Point 1627.6 Raw Weight 1647.7 Normalized Raw Weight 1667.8 Cumulative Normalized Raw Weight 1687.9 Summary 1707.10 Discussion Questions 171Chapter 8: Substitute Quality Characteristics (Technical Response) 1738.1 Top Level Performance Measurements 1768.2 Product Functions 1818.3 Product Subsystems 1848.4 Process Steps 1868.5 Summary 1898.6 Discussion Questions 190Chapter 9: Impacts, Relationships, and Priorities 1919.1 Amount of Impact 1929.2 Impact Values 1969.3 Priorities of Substitute Quality Characteristics 1979.4 Negative Impacts 1989.5 Many-to-Many Relationships 2009.6 Summary 2029.7 Discussion Questions 202Chapter 10: Technical Correlations 20310.1 Meaning of Technical Correlations 20310.2 Responsibility and Communication 20610.3 Correlations Network 20710.4 Other Considerations 20910.5 Summary 21010.6 Discussion Questions 210Chapter 11: Technical Benchmarks 21111.1 Benchmarking Performance Measures 21311.2 Benchmarking Functionality 21411.3 Summary 21511.4 Discussion Questions 215Chapter 12: Targets 21712.1 Numerical Targets 21912.2 Nonnumeric Targets 22312.3 Summary 22512.4 Discussion Questions 226Part III: QFD FROM 10,000 FEET 227Chapter 13: The Larger Picture: QFD and Its Relationship to the Product Development Cycle 22913.1 Cross-Functional Communication 23013.2 Enhanced QFD and Concept Selection 23213.3 Robustness of Product or Service 24013.4 Summary 24213.5 Discussion Questions 243Chapter 14: QFD in an Imperfect World 24514.1 Marketing Functions in Engineering-Driven Environments 24614.2 Engineering Functions in Marketing-Driven Environments 24714.3 QFD in Engineering-Driven Organizations 24814.4 QFD in Marketing-Driven Organizations 25014.5 Manufacturing and QFD 25114.6 Sales and QFD 25114.7 Service and QFD 25214.8 Exerting Influence Beyond Organizational Barriers 25314.9 Summary 25514.10 Discussion Questions 256Part IV: QFD HANDBOOK 257Chapter 15: Introduction to the Handbook 25915.1 The QFD Manager's Role 26115.2 Summary 262Chapter 16: Phase 0: Planning QFD 26316.1 Establish Organizational Support 26416.2 Determine Objectives 26516.3 Decide on the Customer 26616.4 Decide on the Time Horizon 27716.5 Decide on the Product Scope 27816.6 Decide on the Team and Its Relationship to the Organization 27916.7 Create a Schedule for the QFD 28116.8 Acquire the Facilities and Materials 29716.9 Summary 30016.10 Discussion Questions 301Chapter 17: Phase 1: Gathering the Voice of the Customer 30317.1 Voice of the Customer Overview 30417.2 Qualitative Data and Quantitative Data 30817.3 Gathering Qualitative Data 30917.4 Reactive Versus Proactive Modes 33417.5 Analyzing Customer Data 33517.6 Quantifying the Data 33717.7 Classifying Customer Needs 33817.8 Summary 34317.9 Discussion Questions 344Chapter 18: Phase 2 and Phase 3: Building the House and Analysis 34518.1 Sequencing of Events 34518.2 Group Processes/Consensus Processes 35018.3 Summary 35418.4 Discussion Questions 354Chapter 19: Beyond the House of Quality 35719.1 The Clausing Four-Phase Model 35919.2 The Akao Matrix of Matrices 36319.3 Summary 36619.4 Discussion Questions 367Chapter 20: Special Applications of QFD 36920.1 QFD in DFSS Environments 36920.2 Total Quality Management 37320.3 Strategic Product Planning 37420.4 Organizational Planning 37820.5 Cost Deployment 38120.6 Software Development 38220.7 QFD for the Service Industry 38420.8 QFD and TRIZ Environments 38620.9 Summary 38720.10 Discussion Questions 388Chapter 21: QFD in Service Businesses 38921.1 QFD in a Residential Solar-Power Installation 39221.2 VOC and QFD in an Urban Coffeehouse Renewal 42121.3 Discussion Questions 434Index 435
