QUALITY MANAGEMENT

TOOLS I
QUALITY MANAGEMENT TOOLS
Today we will review quality management tools to design products and deploy the quality function

1. SIPOC diagram
High-level overview of the business, product or service
2. Voice of the Customer
Methodology to identify and prioritize customer needs and quality dimensions
3. Brainstorming
Methodology for generating and discussing ideas
4. Affinitizing
Sorting ideas into their related groups and naming their general theme
5. House of Quality
Product planning matrix based on customer requirements and benchmarking

xandrade@fe.up.pt
SIPOC DIAGRAM
The SIPOC diagram is a high-level view of a business, service or product

Grocery e-commerce delivers consumable goods to customers. The platform services suppliers by handling the logistics.

Suppliers Inputs Process Outputs Customer

• Grocery producers • FMCG 1. Receive • Goods at the • Consumer

• FMCG producers • Groceries 2. Stock consumer’s • Producer
• Energy distributors • Household products 3. Pick-pack-ship • Cash collected
• Labor contractors • Electricity 4. Deliver • Supplier paid
• Labor

xandrade@fe.up.pt
VOICE OF THE CUSTOMER
Methodology to identify and prioritize customer needs and quality dimensions

Verbatim Need Requirement

The explicit customer feedback Need extracted from feedback Measurable target

• I want the item I ordered and not

• Right item to the right person • 100% accurate deliveries
any other item
• I want the delivery to occur at the
• Deliver on-time and in-full • Deliver within a two-hour window
planned date
• I want the deliveryman to smile
• Polite deliverymen • <1% complaints
when delivers me my item

The VoC results can serve as a first step to define customer satisfaction. Brainstorming and Kano analysis to follow.

xandrade@fe.up.pt
BRAINSTORMING AND AFFINITIZING
Brainstorming is an idea-generating process created by an American advertising executive

Brainstorming principles for ideative efficacy:

1. Defer judgement
Judgement kills creativity by hindering the most disruptive ideas. It also makes participants
less willing to intervene.
2. Reach for quantity
In brainstorming, quantity is used to brute-force quality. The bigger the number of ideas
generated, the bigger the chance of producing an effective solution.

xandrade@fe.up.pt
BRAINSTORMING AND AFFINITIZING
Affinitizing is simply the process of organizing ideas to effectively reach for quality

Brainstorming principles for ideative efficacy:

1. Defer judgement
Judgement kills creativity by hindering the most disruptive ideas. It also makes participants
less willing to intervene.
2. Reach for quantity
In brainstorming, quantity is used to brute-force quality. The bigger the number of ideas
generated, the bigger the chance of producing an effective solution.

Affinitizing principles:
1. Sort the ideas
Sort the ideas into columns, stacking similar ideas together.
2. Group and classify
Group stacks, if needed, and name each group with a clear word or sentence.
3. Present and repeat
Relate the results, discuss them and, if needed, repeat the previous steps.

xandrade@fe.up.pt
 HOUSE OF QUALITY
Quality function deployment or redeployment should be used as a fresh product start – disruptive realignment

When should QFD be used?

• In a greenfield situation
• When you still have no quality function

When should QFrD be used?

1. Customers are complaining or aren’t satisfied with your product or service.
2. Market share has been consistently declining.
3. Extended development time due to excessive redesign, problem solving, or fire-fighting.
4. Lack of a true customer focus in your product development process.
5. Poor communications between departments or functions (over-the-wall product development).
6. Lack of efficient and/or effective teamwork.

xandrade@fe.up.pt
 HOUSE OF QUALITY
Product planning matrix

4. Interrelationships 6. Competitive assessment

3. How to satisfy customer wants

2. Customer importance ratings 5. Relationship matrix

1. What the customer wants

7. Technical evaluation

8. Target values

https://hbr.org/1988/05/the-house-of-quality

xandrade@fe.up.pt
CLASS ASSIGNMENT
Lets use the tools we learned to redesign the Quality Management course!
1. SIPOC diagram
High-level overview of the business, product or service
2. Voice of the Customer
Methodology to identify and prioritize customer needs and quality dimensions
3. Brainstorming
Methodology for generating and discussing ideas
4. Affinitizing
Sorting ideas into their related groups and naming their general theme
5. House of Quality
Product planning matrix based on customer requirements and benchmarking

xandrade@fe.up.pt
 HOUSE OF QUALITY
Product planning matrix

Step 1: Determine the customers’ requirements for the product (Camera):

Step 2: Determine Relative Importance of the Requirements

Assign 1 to the requirement with the lowest priority and

then increase as the requirements have higher priority

https://hbr.org/1988/05/the-house-of-quality

xandrade@fe.up.pt
 HOUSE OF QUALITY
Product planning matrix

Step 3: Generate Engineering Specifications: How will the customers’

requirements be met?

The goal is to develop a set of engineering

specifications from the customers’ requirements

Each customer requirement should have at least

one engineering parameter.
https://hbr.org/1988/05/the-house-of-quality

xandrade@fe.up.pt
 HOUSE OF QUALITY
Product planning matrix

Step 4: Relate Customers’ requirements to Engineering Specifications

High relationship This is the center portion of the house. Each cell
Medium relationship represents how an engineering parameter relates to a
Low relationship
customers’ requirements.

Blank → No relationship
https://hbr.org/1988/05/the-house-of-quality

xandrade@fe.up.pt
 HOUSE OF QUALITY
Product planning matrix

Step 5: Identify Relationships Between Engineering

Requirements: How are the “Hows” dependent on each
other?

Engineering specifications maybe dependent on each

other.
There could be some engineering requirements that are in
conflict. E.g., a car with a larger battery becomes heavy.

https://hbr.org/1988/05/the-house-of-quality

xandrade@fe.up.pt
 HOUSE OF QUALITY
Product planning matrix

Step 6: Make the weight of each “wants”?

5

Our importance ratings

Weighted rating is the sum-product of customer requirement importance times the

affinity with the engineering specification

https://hbr.org/1988/05/the-house-of-quality

xandrade@fe.up.pt
HOUSE OF QUALITY
Product planning matrix

Step 7: Identify and Evaluate the Competition: How satisfied is the customer
now?

The goal is to determine how the customer perceives the competition’s ability to
meet each of the requirements:
• it creates an awareness of what already exists
• it reveals opportunities to improve on what already exists

G: Good
F: Fair
P: Poor

xandrade@fe.up.pt
HOUSE OF QUALITY
Product planning matrix
Step 8: Set Engineering Targets: How much is good enough?

Target values

Our offer

Determine target value for each engineering requirement.

• Evaluate competition products to engineering requirements
• Look at set customer targets
• Use the above two information to set targets

xandrade@fe.up.pt