copyright 2006 john wiley & sons, inc. products and services chapter 5, part 2

Copyright 2006 John Wiley & Sons, Inc.Copyright 2006 John Wiley & Sons, Inc.

Products and ServicesProducts and Services

Chapter 5, Part 2Chapter 5, Part 2

Copyright 2006 John Wiley & Sons, Inc.Copyright 2006 John Wiley & Sons, Inc. 5-5-22

Quality FunctionDeployment (QFD)

Translates voice of customer into technical Translates voice of customer into technical design requirementsdesign requirements

Displays requirements in matrix diagramsDisplays requirements in matrix diagrams first matrix called “house of quality”first matrix called “house of quality” series of connected housesseries of connected houses


House of QualityHouse of Quality

Trade-off matrix

Design characteristics

Customer requirements

Target values

Relationship matrix

Competitive assessment

Imp

ort

ance

11 22

33

44

55

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Competitive Assessment of Customer Requirements

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Competitive Assessment

Customer RequirementsCustomer Requirements 1 2 3 4 5

Presses quickly 9 B A XX

Removes wrinkles 8 AB XX

Doesn’t stick to fabric 6 XX BA

Provides enough steam 8 AB XX

Doesn’t spot fabric 6 XX AB

Doesn’t scorch fabric 9 A XXB

Heats quickly 6 XX B A

Automatic shut-off 3 ABXX

Quick cool-down 3 XX A B

Doesn’t break when dropped 5 AB XX

Doesn’t burn when touched 5 AB XX

Not too heavy 8 XX A B


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Customer RequirementsCustomer Requirements

Presses quickly - - + + + -

Removes wrinkles + + + + +

Doesn’t stick to fabric - + + + +

Provides enough steam + + + +

Doesn’t spot fabric + - - -

Doesn’t scorch fabric + + + - +

Heats quickly - - + -

Automatic shut-off +

Quick cool-down - - + +

Doesn’t break when dropped + + + +

Doesn’t burn when touched + + + +

Not too heavy + - - - + -

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From Customer From Customer RequirementsRequirementsto Design to Design CharacteristicsCharacteristics


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Tradeoff Matrix


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Units of measure ft-lb lb in. cm ty ea mm oz/s sec sec Y/N Y/N

Iron A 3 1.4 8x4 2 SS 27 15 0.5 45 500 N Y

Iron B 4 1.2 8x4 1 MG 27 15 0.3 35 350 N Y

Our Iron (X) 2 1.7 9x5 4 T 35 15 0.7 50 600 N Y

Estimated impact 3 4 4 4 5 4 3 2 5 5 3 0

Estimated cost 3 3 3 3 4 3 3 3 4 4 5 2

Targets 1.2 8x5 3 SS 30 30 500

Design changes * * * * * * *

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Targeted Changes in Design


SS = SilverstoneMG = MirorrglideT = Titanium

CompletedHouse of Quality


A Series of Connected QFD Houses

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House House of of

qualityquality

Product characteristics

A-1P

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Parts Parts deploymentdeployment

Part characteristics

A-2

Par

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Process characteristics

A-3

Pro

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Operating Operating requirementsrequirements

Operations

A-4


Benefits of QFD

Promotes better understanding of customer Promotes better understanding of customer demandsdemands

Promotes better understanding of design Promotes better understanding of design interactionsinteractions

Involves manufacturing in design processInvolves manufacturing in design process Breaks down barriers between functions and Breaks down barriers between functions and

departmentsdepartments Provides documentation of design processProvides documentation of design process


Performance SpecificationsPerformance Specifications

Service

Delivery SpecificationsDelivery Specifications

Physical Physical itemsitems

Sensual Sensual benefitsbenefits

Psychological Psychological benefitsbenefits

Design SpecificationsDesign Specifications Service Provider

Customer

Customer Customer requirementsrequirements

Customer Customer expectationsexpectations

ActivitiesActivities FacilityFacility Provider Provider skillsskills

Cost and time Cost and time estimatesestimates

ScheduleSchedule DeliverablesDeliverables LocationLocation

Service ConceptService Concept Service PackageService Package

Desired service Desired service experienceexperience

Targeted Targeted customercustomer

Service Design Process


Service concept purpose of a service; it defines target

market and customer experience Service package

mixture of physical items, sensual benefits, and psychological benefits

Service specifications performance specifications design specifications delivery specifications

Service Design Process (cont.)


Design Decision

High-Contact Service Low-Contact Service

High v. Low Contact Services

Facility location

Convenient to customer

Near labor or transportation source

Source: Adapted from R. Chase, N. Aquilano, and R. Jacobs, Operations Management for Competitive Advantage (New York:McGraw-Hill, 2001), p. 210

Facility layout

Must look presentable, accommodate customer needs, and facilitate interaction with customer

Designed for efficiency


Design Decision


Quality control

More variable since customer is involved in process; customer expectations and perceptions of quality may differ; customer present when defects occur

Measured against established standards; testing and rework possible to correct defects


Capacity Excess capacity required to handle peaks in demand

Planned for average demand

High v. Low Contact Services (cont.)


Design Decision


Worker skills Must be able to interact well with customers and use judgment in decision making

Technical skills


Scheduling Must accommodate customer schedule

Customer concerned only with completion date



Design Decision



Service process

Mostly front-room activities; service may change during delivery in response to customer

Mostly back-room activities; planned and executed with minimal interference


Service package

Varies with customer; includes environment as well as actual service

Fixed, less extensive

copyright 2006 john wiley & sons, inc. products and services chapter 5, part 2

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