QUALITY

FUNCTION
DEPLOYMENT

CHAPTER
17


UNIVERSIDAD AUTÓNOMA DE NUEVO LEÓN

Facultad de Contaduría Pública y Administración
Lic. Negocios Internacionales
Profesor. Ulises Antonio de la Garza
Administración de calidad
EQUIPO 1. 7BI
1846522. Fernández Cepeda Alejandro
1860808. Bautista Bautista Karla Michelle

1993230. Cantú Keissy Larissa

1869990. Esparza Leal Jesús Mario

1863875. Castro Obregón Mauricio

1881689. Arrieta Cavazos Ivanarah Alejandra

1871865 Claudio Emanuel Garza De la Garza (POCA

PARTICIPACION)

Ciudad Universitaria, San Nicolas de la Garza, Febrero 3, 2022.

Indice:

QUALITY FUNCTION DEPLOYMENT

Introduction to quality function deployment.
Objetives
What is quality function deployment?
Gathering customer needs input.
Using the affinity diagram.

CHAPTER 17:
Customer important
Planning the improvement strategy:
Matrix 1
Matrix 2
Matrix 3
Matrix 4
Matrix 5
Matrix 6
Conclusion general and individuals.
References
VIDEO 1
Introduction
The average consumer today has a multitude of options available to select
from for similar products and services. Most consumers make their selection
based upon a general perception of quality or value. Consumers typically
want “the most bang for their buck”. In order to remain competitive,
organizations must determine what is driving the consumer’s perception of
value or quality in a product or service. They must define which
characteristics of the products such as reliability, styling or performance
form the customer’s perception of quality and value.
 Introduction to Quality Function Deployment

At the core of QFD is a set of interconnected

networks knows as the House of Quality (HOQ),
so called because the entire network takes the
form of a home. A cross-functional QFD team
that uses HOQ to take customer input
requirements and translate them into a range of
customer needs is known in the QFD world as
the "Voice of the Customer" (VOC). New (or
improved) that are more responsive to VOCs.
 Objectives
Identify the needs and expectations of customers, both external and
internal.
• Prioritize the satisfaction of these expectations based on their
importance.
• Focus all resources, human and material, on meeting these
expectations.
• Reduction of development times for new products and services.
• Optimization of the product or service for the expectations of the
target customer.
• More efficiency: efforts are concentrated on “doing what needs to be
done”.
• More efficiency: costs due to failures are reduced.
 WHAT IS QUALITY FUNCTION
DEPLOYMENT?

Quality function deployment (QFD) is a

specialized method for making
customer needs/wants important
components of the design and
production of the product or service.
We advise you not to get hung up on
the name of the process.
Gathering Customer Needs
Input

The premise of QFD is that before any product or

service is designed, the producer should have a
good understanding of his potential customers’
needs inorder to improve the likelihood that the
product or service will be a market success.
Refining the Customer Needs
Input

Once the cross-functional QFD team has assembled

sufficient information on what characteristics,
attributes, and features customers say they need, the
information must be distilled into something useful.
 Affinity diagram are
used to promote creative
thinking. They can be
very helpful in breaking
down barriers created by
past failures and getting
people to give up
ingrained paradigms
that impede our ability
to find new and different
approaches.

Using the Affinity Diagram

 Using the Tree
Diagram

Tree diagram can beused for countless purposes. It will be used here simply to refine the
affinity diagram results to make the list of customer needs.
 Customer importance is Customer
usually based on a scale of 1 to 5
with 5 being the highest Importance
priority.

This information is solicited

from customer sources, but
unanimity in ranking by
customers is unlikely

So the team has to do its best to

evaluate and assign priorities as
they believe the aggregate of
customerwould.
 PLANNING THE IMPROVEMENT STRATEGY:
HOUSE OF QUALITY MATRIX NUMBER 2
Competitive Benchmarking Planned Customer Satisfaction Performance
We are interested in customer Will be the team’s desired customer satisfaction
satisfaction ratings of competing performance for the new product for each of the customer
products because they will come needs.
into play in determining what we Improvement Factor
have to do to make our products The equation for Improvement Factor with a 1 to 5 scale is:
more appealing than those of our Improvement factor = {(Planned CS Rating
competitors. In order to obtain - Existing CS Rating)0.2} + 1
that information, we might use a where CS is Customer Satisfaction
focus group to compare our For example, if a planned CS rating is a “4” and our CS
product against its competition. rating for our existing product is a “3,” then the
Improvement
VIDEO 2
Sales Point
A strategic marketing factor, sometimes called a Sales Point, may also be
placed in the Planning Matrix.

Overall Weighting
Overall Weighting = Customer Importance * Improvement Factor * Sales Point

Percentage of Total Weighting

The percentage of total weighting is calculated by the following equation:
% of Total Weighting = (Overall Weighting , Sum of Overall Weightings) * 100
 SELECTING THE TECHNICAL REQUIREMENTS (HOW'S):
HOUSE OF QUALITY MATRIX NUMBER 3
The Technical Requirements room of the HOQ states how the company intends to respond to each of
the Customer Needs. It is sometimes referred to as the voice of the company. We must state at the
outset that the technical requirements are not the design specifications of the product or service.
Rather, they are characteristics and features of a product that is perceived as meeting the customer
needs.
They are measurable in terms of satisfactory achievement. Some may be measured by weight,
strength, speed, and so on. Others by a simple yes or no, for example a desired feature, appearance,
test, or material is or is not incorporated. The other side of the coin is that the technical
requirements must not be lim- iting, but must be flexible enough to allow the company to consider
every creative possibility in its attempts to satisfy the need.

 SELECTING THE TECHNICAL REQUIREMENTS

(HOW'S): HOUSE OF QUALITY MATRIX NUMBER 3

The technical requirements are generated by the QFD team through discussion and
consultation with the Customer Needs and Planning matrices used as guidance. The
team may use affinity or tree diagrams to develop, sort, and rank the requirements,
similar to the Customer Needs develop- ment process. The difference here is that the
input is from within the company rather than from external customers.
EVALUATING INTERRELATIONSHIPS BETWEEN WHATs
AND HOWs: HOUSE OF QUALITY MATRIX NUMBER 4

Now that we have the QFD team’s

technical requirements (HOWs) in
the HOQ, the next step is to
examine how they relate to the
WHATs of the Customer Needs. The
results will be shown in the
Interrelationships matrix, which
links the HOWs and the WHATs.

At each intersection cell of the interrelationship EVALUATING

matrix the team must assess the degree of INTERRELATIONSHIPS
relationship between the WHAT and the BETWEEN WHATs AND
corresponding HOW. This is usually done using
scales of significance of 1 to 5 or 1 to 9, with the HOWs: HOUSE OF
higher number indicating a stronger QUALITY MATRIX
relationship. Sometimes these numbers are NUMBER 4
entered, but often symbols are used. For our
example we will use symbols as follows:
 VIDEO 3

Video
HOUSE OF QUALITY
MATRIX NUMBER 4
EVALUATING THE DIRECTION OF CORRELATION BETWEEN
HOWs: HOUSE OF QUALITY MATRIX NUMBER 6

The HOQ is almost complete, needing only a final section

called Design Targets . If the customer requirements
describe WHAT the customer needs, and the design
requirements tell HOW the company is going provide the
product characteristics necessary to address those needs,
then the design targets specify HOW MUCH of the
characteristic needs to be provided.
 VIDEO 4

Video
Conclusions

 CONCLUSION GENERAL
We can conclude on the importance of QFD which is a process that ensures that customer wants
and needs are translated into technical features. These features are managed by the company
through the design function, or better yet, through a multi-functional team that includes sales,
marketing, design engineering, manufacturing engineering and operations.

The main objective of the functions performed is to focus the product or service on satisfying
customer requirements. QFD is a valuable tool that can be used by the entire company. Its
flexibility and adaptability allows it to perform well in the manufacturing and service industries.
Customers' expectations and needs are gathered through market research techniques: interviews,
surveys, surveys market research techniques: interviews, surveys, exhibitions, etc.

Through the house of quality data obtained are organized through the house of quality. The use of
matrices is the key to build the house of quality. house. The matrix shows the relationships
between consumer needs and design features. design features.
 Esparza Leal Jesús Mario
1869990
The house of quality is a very good tool to contribute to the planning and
development of the product. Another means of ensuring customer
satisfaction on a potential project is the Kano model. In this model, the
prospect's perspective also plays an important role.It brings advantages
when it is fully developed, because it allows you to obtain important
information for planning and development at a glance. In this way, both the
set of graphs and the matrix can be queried in the further course of product
development.
 Bautista Bautista Karla Michelle 1860808

As we have already talked about QFD is an important process and a fundamental part for any
company, since it can bring multiple benefits that I would like to highlight, because it has less
development time from concept to production start, in addition, few engineering changes with the
product in production, a design consistent with customer needs and expectations, through
multidisciplinary teams.
multidisciplinary teams, satisfying customer needs, while translating customer requirements from
ambiguous language to specific design requirements for product development and
I found it really interesting to learn more about this topic, to say the least.
 Keissy Larissa Cantu
1993230
This chapter gave us the opportunity to look in depth about the "Quality
function deployment" approach also known as QFD. It is a good strategy for
organization because it provides continual improvment in both products and
servieces. In other words, it is used to see what the customer needs or wants
so that organizations can producet it. During this evidence we also saw how
diagrams are useful to provide some type of order around the enterprise and
theri areas as well as processes.
 Ivanarah Alejandra Arrieta Cavazos
1881689
It is a fact that this methodology is quite useful for companies to have a
clearer idea of ​h ow to win over their market, knowing what they like and
what they don't, trying to meet their expectations. I also think that this
methodology is quite well structured. It is clear that customer satisfaction
is what ensures the success of your product or service, so it is quite
important for us, future professionals or entrepreneurs, to know any type
of methodology to achieve our goals.
Castro Obregón Mauricio Alberto 1863875

With the QFD analysis we have achieved the following, Know what our customers
want (list of WHAT) and know what are the essential aspects that our product
needs and what are the superfluous aspects where it is not worth investing time
and money (weighting of WHAT).
 Alejandro Fernandez Cepeda 1846522

In this project i saw a lot of thing a that are so important to the quality
managmen, i learned a lot of how improve the quality with the matrix, and
now i know how much matrix are and the importance of this, because its a
lot important to know how to use a matrix to improve the quality in the
Job, and become effectivenes.
 REFERENCIAS
McCombs School of Business at the University of Texas at Austin. (2021, 17 junio). Role
Morality - Ethics Unwrapped - UT Austin. Ethics Unwrapped. Recuperado 20 de marzo de
2022, de https://ethicsunwrapped.utexas.edu/video/role-morality

Revista Venezolana de Gerencia. (2003, 22 abril). Lo ético de la ética empresarial. Redalyc.org.

Recuperado 22 marzo de 2022, de https://www.redalyc.org/articulo.oa?id=29002207

David L. Goetsch & Stanley Davis. Quality Management for Organizational Excellence

Last updated by Jeff Hajek on December 6, & Hajek, J. (2021, December 6). Policy deployment
matrix / X-matrix (+form +video). (+Form +Video). Retrieved March 24, 2022, from
https://www.velaction.com/policy-deployment-matrix/