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Products and ServicesProducts and Services
Chapter 5, Part 2Chapter 5, Part 2
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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
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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
66
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Competitive Assessment of Customer Requirements
Iro
ns
wel
lE
asy
and
sa
fe t
o u
se
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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En
erg
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ee
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We
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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 + - - - + -
Iro
ns
wel
lE
asy
and
sa
fe t
o u
se
From Customer From Customer RequirementsRequirementsto Design to Design CharacteristicsCharacteristics
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En
erg
y n
eed
ed t
o p
ress
Wei
gh
t o
f ir
on
Siz
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Th
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Mat
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Pro
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ole
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Au
tom
atic
sh
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--
++
+
Tradeoff Matrix
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En
erg
y n
eed
ed t
o p
ress
Wei
gh
t o
f ir
on
Siz
e o
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Th
ickn
ess
of
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Mat
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Tim
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ach
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Tim
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Pro
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ff
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 * * * * * * *
Ob
jec
tiv
e
me
as
ure
s
Targeted Changes in Design
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SS = SilverstoneMG = MirorrglideT = Titanium
CompletedHouse of Quality
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A Series of Connected QFD Houses
Cu
sto
mer
re
qu
irem
ents
House House of of
qualityquality
Product characteristics
A-1P
rod
uct
ch
arac
teri
stic
s
Parts Parts deploymentdeployment
Part characteristics
A-2
Par
t ch
arac
teri
stic
sProcess Process planningplanning
Process characteristics
A-3
Pro
cess
ch
arac
teri
stic
s
Operating Operating requirementsrequirements
Operations
A-4
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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
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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
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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.)
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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
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Design Decision
High-Contact Service Low-Contact Service
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
Source: Adapted from R. Chase, N. Aquilano, and R. Jacobs, Operations Management for Competitive Advantage (New York:McGraw-Hill, 2001), p. 210
Capacity Excess capacity required to handle peaks in demand
Planned for average demand
High v. Low Contact Services (cont.)
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Design Decision
High-Contact Service Low-Contact Service
Worker skills Must be able to interact well with customers and use judgment in decision making
Technical skills
Source: Adapted from R. Chase, N. Aquilano, and R. Jacobs, Operations Management for Competitive Advantage (New York:McGraw-Hill, 2001), p. 210
Scheduling Must accommodate customer schedule
Customer concerned only with completion date
High v. Low Contact Services (cont.)
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Design Decision
High-Contact Service Low-Contact Service
High v. Low Contact Services (cont.)
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
Source: Adapted from R. Chase, N. Aquilano, and R. Jacobs, Operations Management for Competitive Advantage (New York:McGraw-Hill, 2001), p. 210
Service package
Varies with customer; includes environment as well as actual service
Fixed, less extensive