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QFD Symposium Transactions

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1992 (Click here to open/close this panel)

The 4th Symposium on QFD (ISBN 1-889477-04-4)

Aerospace 1992

Use of QFD in Liquid Rocket Engine Power Cycle Selection by Arthur H. Weiss, Kethleen N. Butler, Rocketdyne, USA

The National Launch System is a joint NASA/Air Force program to develop a flexible and reliable launch capability. The NLS will be a heavy lift launch vehicle which will provide assured access to space for significantly lower space transportation costs. The goal of the program is to reduce current costs without sacrificing reliability. The power cycle for this engine was selected by using QFD in new ways. The paper describes in details the use of the GOAL/QPC A-1 matrix, evaluation of the cycle selection criteria, the cycle values, a cross-check against the validity of the technique, evaluation of each cycle at the component level and the results of the three approaches and the team's recommendation.

QFD and Aerospace: A Success Story by Thomas B Buell, American Supplier Institute, USA

The principles of QFD were successfully applied at Rosemount Aerospace division in 1990-91, for a number of tasks in addition to product development and improvement.

Automotive 1992

The Utilization of QFD in the LH Powertrain Program by Glenn W. Czupinski, Don H. Kerska, Chrysler Corporation, USA

The LH was the first major program at Chrysler Corporation to use QFD beginning at the total vehicle level and then prioritizing critical system areas for more detailed study. The LH powertrain project was one of five strategically identified areas requiring further analysis. As a result of the QFD study, four critical subsystems of the LH powertrain were identified needing extra design attention in order to ensure customer satisfaction. The paper discusses the challenge to the engineers and the major benefits of implementing QFD in this project.

Reducing Time to Market for New Products: QFD in Action by Kevin O'Brien, Ph.D. , Raychem Corporation, USA

This project illustrates how QFD can be used to significantly reduce the time to market required for the development of new products. Focusing on the automotive industry, the paper explains how this can be achieved using the matrix approach to analyze critical processes to determine critical process parameters and coupling the information with designed experiments and SPC to assist in improving the final product delivered to the customer.

Chemical 1992

QFD in the Design of a Pipeline Distribution Center by James W. Cole, Ph.D., Process Management International, Gary Williams, Chevron Pipe Iine, Co., USA

This paper reports a case study describing an effort to blend the voices of the customer (four populations) and the voice of the engineer, while developing multiple houses to support the design of a pipe line distribution center. The design of a supervisory control and data acquisition pipeline distribution center posed unique problems that QFD appeared to address. The new center to be build had to have increased capacity and better data information handling Design (construction) houses were developed to support the design of a new replacement control center. Concurrently, service houses were developed to support quality management of the control center.

Listening to the Customer by John Crossley, The Clorox Company, USA

Understanding what the customer is really saying is not an easy task. Understanding how these customers' wants fit into the business needs present an even more difficult problem. But the success at translating the voice of the customer into actuality can be obtained. It requires developing a well defined process prior to any contact with the customer. Such a process is described in this paper.

QFD In Strategic Planning - A Study In Product Direction by D. L yman, Int'l Techne Group; R. Beusinger, J. Keating, Chevron Chemical Company, USA

This paper examines a case study in which QFD was used to help a business unit to choose what products to develop. First, the position of the business unit within the company was considered. Next the market issues, existing manufacturing capabilities, and the status of the company technology were considered. The paper discuss how all of these considerations were applied to the choice of product to pursue.

Consumer Products 1992

Taking QFD through to the Production Planning Matrix: Putting the Customers on the Line by Diane M. Scheurell, Ph. D., Kimberly-Clark Corporation, USA

Most QFD efforts to date within the Divisions of the Kimberly-Clark have focused on the House of Quality. This paper discusses a program in which the company undertook the development of the 2/3 and 4th matrices for a new product and process. Barrier to forming the QFD team, the strategies used to get around the barriers, and the transformation of the QFD meetings from matrix development tasks to strategy development for the program are also discussed.

Defense 1992

Use of Correlation Matrices in Quality Auditing by Alan B. Rothman, Department of Defense, USA

Traditional quality audits is based on a bean-out approach, where every deficiency stands alone, carrying equal weight, and contractor performance is judged solely on numbers of defects found, instead of a systemic view of the quality system. This paper proposes a new better way to do quality audit, in which correlation matrices were used to weigh individual findings against each area reviewed, to get a factor of relevance of deficiencies to the system. It also explains a method to track real-time audit performance and a 2-step auditing method under development.

Education 1992

Flowing Customer Demanded Quality from Service Planning to Service Design by Greta Stamm, Educational Services Institute, Inc., USA

This paper reports a case study that used QFD for the design of a guidance program at a large Midwestern high school.

Using the QFD A-1 Matrix to Identify software Development Risks by Walter M. Lamia, Carnegie Mellon University, USA

The Risk Program at the Software Engineering Institute is investigating the problem of how to manage the technical risks inherent in the design and implementation of large software-dependent systems. While DoD policy mandates identifying major risks in programs, little guidance exists, particularly for the software components. In hope to develop systematic ways of identifying and resolving technical risk, an adaptation of the QFD A-1 matrix is being used. This paper describes simplifications made to standard QFD practice to facilitate its use when only a brief time is available to interact with program staff. Heuristics have been developed with which to analyze the matrix to identify risks that threaten the success of a program.

General Industry 1992

Gaining the Strategic Advantage: Implementing Proactive Quality Function Deployment by Satoshi Nakui, GOAL/QPC, USA

This presentation discusses the process of QFD and how to create matrices. It explains what is QFD, how to hear and interpret the Voice of the Customer and how to fine-tune the customers message (VOCT) and analyze them, together with the purpose and objectives of each phase.

Using Quality Function Deployment to Align Business Strategies and Business Processes with Customer Needs by Bill Barnard, NCR

This paper explores the use of QFD to align a company's strategies with the business processes. The author's recommended process to be followed when involving QFD in accomplishing these objectives is explained.

Quality Function Buying by Vincent F. Elliott, Elliott Affiliates, Ltd.

Quality Funciton Buying (QFB) is a TQM, continuous improvement approach to meeting the needs of the customer through acquisition, rental, leasing and buying means. The paper describes the QFB which uses the structure of QFD

Integration of Quality Assurance Into Business Functions by Stuart Chalmers, KAIZEN Institute of America, USA

The U.S. companies have been bombarded with improvement processes over the last few years, such as Quality Circles, TQC, JIT, TPM and more. Many companies have tried to integrate this barrage by trying certain ideas out and blending them. This paper explains that these ideas are coming from the same base - the continual push to improve the way a company works. It shows that Kaizen, or continual improvement, is at the core of the thinking of all these new ideas.

Using QFD to Prioritize Design Resources by Gary S. Wasserman, Wayne State University, USA

Designers need to know how to evaluate the costs and benefits associated with each design requirement, a planning model is introduced which makes use of the information content of the normalized QFD product planning matrix. This research paper shows the model is equivalent to an integer relaxation of the classical knapsack problem in operations research, thus a sample ranking of technical importance to effort required index is sufficient for deciding how to best allocate design resources.

QFD: A TQM Cornerstone For Quality Business Operations and Consolidation Factoring: A QFD Enhancement for Quality Business Decisions by A. L. Weisbrich, ENECO

QFD, if used appropriately, is proposed to be a principal cornerstone in the broad-based pursuit of a TQM culture. This paper attempts to show why and how QFD can be used to improve business operations. A specific QFD improvement, the Consolidation Factor, will be introduced and illustrated for enhanced QFD use in making comprehensive business decisions.

Customer Oriented Product Concepting: Beyond the House of Quality by M. Larry Shillito, Eastman Kodak Company, USA

QFD and the HOQ may not always be the appropriate technology for designing products. Customer Oriented Product Concepting was specifically developed for designing new or revolutionary products and services. This paper explains this method, the steps to use and matrices.

QFD, Program Management and Product Development processe by Mark D. Gavoor, Colgate-Palmolive Company, USA

The Product Development Process is one of the critical processes for any business. For many companies, this process needs to be formalized. Both QFD and Program Management are methods for influencing and improving the Product Development Process. This paper compares and contrasts the two methods and explores how they may be integrated into the Product Development Process.

The Customer Process Table: Hearing Customer's Voices Even If They're Not Talking by Dale L. Nelson, Dale Nelson Consulting, USA

The customer process table is a tool that can enhance the understanding of latent customer needs and lead to the development of differentiable products. This article describes the customer process table, how it works and how it can be used to enhance product development efforts.

Healthcare 1992

Hospital Marketing's Role in TQI: QFD by Duane Loller, Meadville Medical Center, USA

With the advent of TQM programs in hospitals, the marketers have a unique opportunity to both further the objectives of marketing effort and develop a close link to operations. This paper examines the experience of the Meadville Medical Center with the development of a research system using QFD tools. The linkage of existing market research programs with a QFD matrix has yielded improved quality of customer research and improved acceptance of the output.

Multi-phase QFD Studies for Product and Services Development by Joe Miller, The Focus Consulting Group; Armando Bombino, Baxter Healthcare Corporation, USA

When QFD is implemented as a structured component of a customer satisfaction driven TQM process, it helps link the basic concepts of TQM into the product and service development processes. Training cross-functional product or service development teams in multiple phase applications of QFD and facilitating those teams to rapidly develop all of the QFD matrices pertinent to the full cycle from concept through product introduction enables critical decision and information needs to be identified earlier in the development cycle. This is demonstrated through a range of applications in this paper.

Medical Device 1992

How QFD Saved A Company - The Renaissance Spirometry System by O. Kaelin, P. Bennett, R. Klein, App liedMarketing Science

The Boston Division of Puritan-Bennett, a maker of spiro-meters, faced a crisis in 1990. A competitor had introduced a new product priced at half of their product's current price. The company chose to fight and used QFD to develop a product that would meet this threat. This case study reports how a small company identified the Voice of the Customer, linked it to engineering characteristics, and then used that information to guide the development of the product that has saved the company.

Related Tools 1992

Synergy of Taguchi's Philosophy with Next Generation QFD by John Te rninko, Responsible Man agement

With increasing levels of sophistication and refinements in understanding for QFD and Taguchi, it is time to take advantage of the synergy between these two systems of design.

Service 1992

QFD in Emergency Road Service by Adnan Aswad, Ph.D., Diana Glowski, University of Michigan Dearborn; David J. Zink, Ford Motor Company, USA

QFD was applied for the improvement of emergency road service for an organization. Competitive service must be accurate, efficient, timely and courteous. A case study illustrates the benefits of using QFD in customer service.

Task Deployment of Service by Richard E. Zultner, Zultner & Company

The Task Deployment subsystem of QFD brings the power of QFD to any process, such as a service, which requires the execution of a sequence of tasks for customers. Process QFD is essential to QFD for Service, and is very useful for many process improvement applications.

QFD in the Service & Administrative Environment by K. Hofmeister, ASI

Use of QFD IN Market Driven Education Service Study by Allen I. Sharkey, Thomas W. Suther, IBM Corporation

Software 1992

TQM and Software Engineering: A personal Perspective by Barbera Liston, Equal Partners

Software engineering and manufacturing can mutually benefit from each other's best practices and may even wish to benchmark each other in areas of key strengths. This paper outlines some of the similarities in the quality efforts in the two industries, offers techniques used in software development to obtain and verify the voice of the customer, and then looks at additional best practice tools and techniques used in software development.

QFD as a Structured Design Tool for Software Development by Takami Kihara, Charles E. Hutchinson, Dartmouth College, USA

This paper introduces the concept of QFD for software development utilizing QMIII (Quantification Method of Type III) to organize the complexity of requirements. A focus is given on the requirement analysis phase of the software development cycle, the most important phase of software development. Citing a case study, QFD is introduced as an approach for structured design of software and QMIII is introduced to facilitate organizing the requirements.

Team Building 1992

Quality Teamwork for Quality Deployment by Bruce L. Dockstader, Ph. D. The Goodyear Tire & Rubber Company, USA

QFD requires cross-functional teamwork. But effective teamwork does not always happen by accident. Teams must be carefully organized and managed to obtain their best results. The model discussed here considers the organizational factors of team vision, mission, goals, roles, procedures, interpersonal influences and communications, as these factors contribute to team effectiveness. Also discussed are the five stages of team development: forming, norming, storming, performing, and ending. Application of the team building model can move a team quickly through the early stages to the performing stage.

Telecommunications 1992

QFD as as a Process Redesign Tool: An AT&T Case Study by Catherine (Kate) Mellina, AT&T Bell Laboratories, USA

This paper describes how an AT&T team used QFD in the redesign of a complex order fulfillment process. It explains 1) a set of QFD matrices useful for process applications, 2) how customer, benchmarking, and process data were collected and integrated into charts, and 3) lessons learned about applying QFD to the reengineering of a complex process.

Training 1992

Developing Company Specific QFD Training: A Customer Driven Approach by M. Liner, Raychem Corporation, USA

This paper outlines the process used at one company to develop a culture-sensitive QFD training system and to integrate QFD methods into product development. The results of research into success factors are presented, and the system under development is described.

QFD Training Program by Jude Heimel, AT& T Bell Laboratories, USA

One of the reasons for companies having difficulty implementing QFD can be attributed to lack of appropriate training support. This includes inadequate training, the wrong type of training, and too much training. AT&T Bell Laboratories Kelly Education and Training Center addressed this problem by providing a QFD training program using an integrated understanding of 1) TQM and organizational change, 2) adult learning models and instructional technology, 3) training management, and 4) QFD. The paper provides QFD champions on other companies with description of the development and delivery of AT&T QFD training.

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1991 (Click to open/close this panel)

The 3rd Symposium on QFD (ISBN 1-889477-03-6)

Aerospace 1991

Using QFD with Dynamic Customer Requirements by J. B. ReVelle, Ph.D., Hughes Aircraft Company, USA

Existing explanations of QFD presume that the customer importance value for each of the customer requirements are constant. Recognizing that customer requirements are dynamic and cannot be controlled by a supplier, this paper uses the Taguchi inner-outer tableau to achieve a robust requirements matrix. A simulated case study has been created to demonstrate the methodology.

Automotive 1991

Overview of Quality Function Deployment by R. J. Dika, Chrysler Corporation, USA

Within the community of quality and reliability professionals, there has been an explosion of interest in QFD, study and discussion on the subject. This paper presents in a global way, a statement of what QFD is and a brief description of its universal elements, essential principles, and mechanics and definitions, with intent to set a common starting place for all Symposium participants.

Concept Development Through Teamwork - Working for Quality, Cost, Weight and Investment by Robert J. Dika and Ray L. Begley, Chrysler Corporation, USA

This paper resents a method for developing a product design and manufacturing process concept, before project final approval, which integrates several other methodologies and uses cross-functional teams. It is a method for completing a "paper" study which quickly considers many of the downstream stems of product development, which will be conducted in greater detail later. It results in a selection of the best design and process for the overall product application and supports this selection with sound numerical targets for quality, cost, weight, investment and process capability.

Application of a QFD and Other Quality Tools to a Trunk System by Bill Biondo, General Motors, USA

A QFD application case study presented by General Motors. The project goal was to produce a quality trunk system which meets or exceeds the customers expectations by understanding the customer's requirements, and the resulting product, process and production floor requirements. The process began with the VOC, translation of the voice into product characteristics, and assessment of strength of the characteristic relationships. Competitive benchmarking was done to determine the priority of each characteristics and the level of complexity. The processes continued from system to component to process to production floor. At each level, the critical elements were focused on and studied.

Computer 1991

Requirements Gathering Techniques Used with Quality Function Deployment by A. I. Sharkey, IBM Corporation, USA

Presentation slides on four basic steps in gathering wants and needs, cross-functional management system, VOC process, account selection guidelines, customer input gathering and analysis, etc.

General Industry 1991

Getting the Voice of the Customer by Glenn H. Mazur, Japan Business Consultants, Ltd., USA

Presentation slides. What is the Voice of the Customer?; Who is the customer?; When to get VOC?; How to use VOC data?; and VOC Table samples.

The Hows by R. Hales, Int'l TechneGroup, USA

Presentation slides. The House of Quality or Product Planning Matrix; Purpose; Guidelines; Types; Sources; Problems; Results.

Total Quality Management and Quality Function Deployment by S. Ungvari, ASI

This paper discusses 1) What is TQM?; 2) What is QFD?; 3) Dynamic TQM; and 4) QFD and the TQM Tools.

Comprehensive QFD System by Satoshi "Cha" Nakui GOAL/QPC, USA

Comprehensive QFD system is presented, including Voice of Customer Tables, how to enter data, what is demanded quality, rules, demanded quality deployment, function analysis, function deployment, failure mode analysis, reliability deployment, concept deployment, capability deployment, plus many example charts and matrices.

Building QFD into a Comprehensive Product Development System for Competitive Advantage by C. Nicholson, Oregon Cutting systems Division - Blount Inc., USA

The international construction and manufacturing company describes how they began QFD to bring customer focus to their improvement activities and shift to "market in" approach from "product out" thinking which they traditionally held. The strategic product development system resulted, achieving measurable improvement in their product development and market share.

Filling in the Blanks: QFD & Technical Optimization by J. Quinlan, ITEQ International, Ltd.

The work of Dr. Taguchi offers technical theories and processes that provide methods by which technical personnel can accomplish upstream development work that leads to high performance products downstream. An example of a toy suction cup dart gun is used.

Structured vs. Non-Structured Approach to QFD by W. H. Slabey, ASI

Presentation slides on the key customer demands, myths about QFD, and American Supplier Institute (ASI) approach to QFD vs. GOAL/QPC approach to QFD.

Using the QFD Concept in Non-Product Related Application by R. G. Day, Total Quality Management, Inc.

People who have used the QFD concept for product planning frequently find that the QFD matrix concept has natural extensions to other planning applications. This article explores a few such examples of the use of the QFD concept in non-product related applications based on the experience of several organizations.

Concurrent Engineering a Harris - Lessons Learned by J. A. Lugo, W. J. Vitaliano, J. S. Lutz, Harris Corporation

During the 1990 fiscal year, the concurrent engineering team at Harris set an ambitious goal: the creation of a concurrent engineering training course, including QFD methodology, and the initiation of two concurrent engineering pilot projects. The goal was successfully met and exceeded, and seven pilot projects were started. This article summarizes Harris experiences and future plans.

Voice of the Customer Analysis & Other Recent QFD Technology by Glenn Mazur, Japan Business Consultants, Ltd., USA

This paper details what is the Voice of the Customer, why it is important, and how it is gathered and analyzed. Other technologies and applications included in this paper are Kansei Engineering, QFD for regulatory and environmental compliance, QFD for chemical processes, and QFD for service industries.

QFD Assumes You have an Imagination by John Terninko, Responsible Management

A skilled QFD practitioner is not restricted by ASI's four-phase approach or GOAL's matrix of matrices. The examples from actual cases which are presented in this paper use neither approach. They do use Taguchi's loss function in the house of quality for technical evaluation. Product mix is selected by simultaneously looking at market segments and needs.

Enhancements to the QFD Process by E. H. Vannoy, P.E., Product Engineering & Reliability Engineering Consultant

Presentation slides on QFD study, product planning matrix, paired comparison matrix, QFD matrices.

Before the House: The Voices of the Customer by Richard E. Zultner, Zultner & Company

An approach is presented for applying QFD to complex products and services with multiple types of customers before the A-1 or "House of Quality" matrix. In addition to enhancing the ability of developers to hear the "voices of the customers" more clearly, a more accurate deployment of weights can be accomplished by the consistent use of ratio scales, such as produced by the Analytical Hierarchy Process (AHP) throughout QFD.

Who Needs QFD User Groups? by R. Norman, R. F. Hales, D. Lyman, Int'l Techne Group

QFD is rapidly becoming a powerful decision-making process in many business. Much has been written about QFD, what it is, how it works, and its benefits, but practical case studies are not usually published due to the fact that companies consider the QFD data highly proprietary. One approach to a more open sharing of implementation information is to form localized user groups. This paper discusses the concept, same examples of how user groups have been started successfully and the implications for QFD's future.

Amplifying the Voice of The Customer by M. C. Lyons, J. A. Alexander, Impact Group, Inc.

This paper focuses on the use of Voice of the Customer information within the more traditional "telling and selling" role of marketing and sales. It gives concrete examples of how marketing and sales assess broad customer expectations in a simple "report card," and then utilize that information to correctly "position" in the customer's mind the value of the products and services that the selling organization already delivers.

Manufacturing 1991

QFD Study of CATV Connector by M. Liner, Raychem Corporation, USA

This paper describes a product development team's use of QFD on an indoor coaxial cable connector for the cable television market. Both the 4-Phase and the Matrix of Matrices approaches are used. A summary of the team's evaluation outlines advantages, key problems, and suggestions for future work with QFD. Significantly higher customer satisfaction at product introduction resulted from using QFD.

Medical Device 1991

The Strategic Approach to Market Research by D. A. Ginder, Mech Group, Inc.; N. Donforio, G.E. Medical Systems

This paper discusses a new approach to market research using QFD to focus research activities on Key Customers and how GE Medical applied the tool. Systematic definition of company requirements, focused market opportunities, customer definition, and customer requirements become the driving factors for new product development or validation of an existing product line. This approach enables Marketing to perform research which is more meaningful, economically focusing resources on customers with the greatest potential opportunity to meet the company's long and short term goals. This strategic approach to is replacing the more traditional market research approaches such as conjoint analysis, which are more of a statistical shotgun.

Software 1991

Quality Function Deployment to Gather Customer Requirements for Products that Support Software Engineering Improvement by J. Moseley, J. Worley, Texas Instruments, USA

During late 1990s and early 1991, the QFD process was used to gather customer requirements for products to support software engineering process improvements for Texas Instruments. These requirements were compressed into twenty customer need categories and were given the priorities as received from the customer using the QFD process. These needs were further developed into twenty-two measurable characteristics, which were then analyzed and five key characteristics were identified for further development. The QFD process provided an effective means of gathering and categorizing customer requirements for software engineering process improvement products.

Electronic Exchange of QFD Data by R.Hales, D. Lyman, R. Norman, Int'l Techne Group

The time has come for vendors of QFD software to establish a common exchange format. This paper discusses the requirements for this type of standard. It also proposes a preliminary format.

Generalized Approach to Adapting QFD for Software by A. I. Sharkey, IBM Corporation

Presentation slides on QFD approach used in IBM, QFD software translations, QFD software samples charts, market segmentation and QFD deployment, and implementation at IBM.

Training 1991

The need for Quality Function Deployment Quality Function Deployment by K. R. Hofmeister, American Supplier Institute

An excerpts from the ASI's 3-day workshop based on their four-phase QFD model.

Taguchi Method 1991

QFD & Taguchi for Design with Environmental Elegance by Dr. C. M. Overby, Ohio University, USA

This paper illustrates how Taguchi and QFD ides, ideas about "defect prevention by design" have parallels in concepts of "pollution prevention and waste minimization by design," and how these "quality" ideas might help us move toward environmental elegance in design for the entire life cycle in engineering practice and education.

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1990 (Click to open/close this panel)

The 2nd Symposium on QFD (ISBN 1-889477-02-8)

Aerospace 1990

Lessons Learned from a QFD on the Space Transportation Engine by D. Lecuyer, Pratt & Whitney

A QFD of the Space Transportation Engine (STE) was conducted to assist in defining the requirements for the main liquid propulsion engine for the Advanced Launch system. This paper describes the QFD processes that took place, the resulting outcome, several situations that arose during the course of the QFD project that adversely affected the QFD, how they were successfully addressed, and specific recommendations and lessons learned to assist in future QFD efforts.

Automotive 1990

Overview of Quality Function Deployment by R. J. Dika, Chrysler Corporation, USA

Within the community of quality and reliability professionals, there has been an explosion of interest in QFD, study and discussion on the subject. This paper presents in a global way, a statement of what QFD is and a brief description of its universal elements, essential principles, and mechanics and definitions, with intent to set a common starting place for all Symposium participants.

Steering Column Concept Selection for Low Cost and Weight by R. L. Begley, Chrysler Corporation

Most engineers approach the "Design" sequence in fashions which they have learned while on the job. Very little formal training exists at the university level which translates directly into how an engineer might choose the appropriate design for the task at hand. Additionally, very few corporations offer courses instructing the engineering community on what techniques should be used to select an appropriate design and then to improve it. Through an example of the selection process for a steering column assembly experience at Chrysler, this paper demonstrates the application of QFD, Competitive Benchmarking and Value Engineering as very powerful tools for the engineer to use in the design process.

Ford - GE Blower Motor Project by H. Wadke and A. Palumbo, Ford Motor Corporation; M. Cicala, American Supplier Institute.

Presentation slides on an application of QFD in the Ford-GE blower motor project.

Quality Improvement - Start at the Beginning with QFD by W. H. Selecman, Ernst & Young

Most companies in the Automotive Industry are having great difficulty implementing SPC. They are typically satisfying Big 3 requirements but harvesting few benefits. This article discusses the rationale and impact of changing the approach for attaining quality improvement to employ QFD to focus more heavily on refining activities that must be done precisely. A series of lessons learned in instructing and applying QFD to automotive products are included. The linkage between QFD and other elements of the quality tool kit are explored.

Chemical 1990

Quality Function Deployment and Total Quality Excellence by M. G. Gavoor, Colgate-Palmolive Company, USA

Colgate-Palmolive is in the process of adopting a TQM philosophy and style based on the teachings of Dr. Deming. A corporate Quality Office was established and staffed by experienced professionals from outside Colgate. Much thought has been given to the structure of the program entitled Total Quality Excellence (TQE). This paper reflects the thinking to date (June 1990) on the structure of TQE, the primary tools and techniques associated with it and the coordination of those tools and techniques. Special attention is paid to QFD within TQE.

Defense 1990

QFD on a Defense Contract by P. L. Bersbach and P. R. Wahl, GM - Hughs Electronics

This paper describes a real life application of QFD to a factory of the future in the Aerospace and Defense industry that is high rate low cost microwave hybrid manufacturing facility. More a diary than a historical account, this paper describes an application that is still in progress (the completion of the project is planned for 1992), the resources required by QFD, the QFD tools and matrices needed, and in in-depth look into the obstacles encountered, including ignorance toward QFD and the approaches used to educate all.

Energy Industry 1990

Quality Function Deployment at FPL by J. L. Webb, Florida Power & Light, Inc.; W. C. Hayes, Qualtec, Inc., USA

This paper discusses both the macro and micro application of QFD at FPL. In service industry, it has always been difficult to identify customer requirements and then to evaluate the organization's performance in meeting them. FPL has successfully used QFD at a higher level to identify customer requirements and basic quality elements. These were then deployed through all levels of the organization into each job function. Through customer segmentation, FPL has also begun to identify more specific applications of QFD in service, software, and product development. The first example provided here describes the "Customer Needs Table of Tables" and its use in deploying their Corporate Quality Elements. The second example shows how QFD was used to redesign the way in which the company responds to customer requests at their regional phone centers.

General Industry 1990

Fanatic QFD User by John Terninko, USA

This paper identifies many tools that responsible practitioners should use artistically to make QFD and quality initiatives effective. These include Taguchi, Control Charts, Group Dynamics, Fishbone Diagram, Process Decision Program Chart, and Fault Tree Analysis. Use of the tools is the core of this presentation.

Applying QFD in Various Industries by ASI, USA

Introducing QFD into an Organization by R. Stoy and D. McDonald, Beckman Industries, Inc.; James Naughton, Expert Knowledge Systems

This paper describes one practical way of establishing a supportive environment for the successful integration of the QFD process to the product life cycle. A concurrent QFD pilot project involving a management support team identified two organizational needs that would be crucial for the first development team's effort and the incorporation of QFD for any further projects. The first need was to satisfy the product development core team; the second was to establish the realistic expectations of the organization as a whole. Responses were formulated to these needs through the QFD methodology and many benefits were derived in the process.

What Do I Put in a QFD Chart? by J. Cavanagh, ASI

A four-page paper describing what data should be put in the QFD charts.

Management Aids for Summarizing House of Quality Information by G. S. Wasserman, Wayne State University, USA

Management must be able to extract the vital information which is contained within the QFD product planning matrices, even though a single matrix may be composed of tens of thousands of cells. This paper proposes a useful graphical design that aids easy identification of the voice of customer priorities and conflicts. Hypothetical products case studies are used.

New Directions for QFD - Go al/Q PC Research Committee 1989 Research Report by B. King and J.Moran, Goal/Q PC, USA

Each year various conferences bring together speakers to describe a wide variety of continuous improvement tools that will enable companies to achieve "world class" status. These tools are important and certainly have their place in the quality improvement process. The tools alone, however, cannot provide a solution to needed quality improvement. Fundamental changes to planning and listening to customers must occur if a company is to become a strong competitor. This paper presents one of the TQM planning tools - QFD. QFD provides activities that bring together all required disciplines to work and plan the product or service development efforts in a highly disciplined, communicative, and effective manner. QFD's focus on the voice of the customer contributes to a company's ability to attain quality levels that provide a cost competitive position in the world marketplace.

Deployment Normalization by D. Lyman, Int'l TechneGroup, Inc.

This paper is an investigation of the mathematical processes contained in the QFD matrix. This paper suggests modifications to the formulas that correct the distortions and are consistent with the matrix logic. It also proposes extensions that help you gain further insight while keeping the information consistent.

Marketing Research 1990

A Pilgrimage from the House of Quality to the Customer Cathedral by M. Lyons and J. Alexander, Impact Group

Presentation on the what and how of a "Customer Success SystemTM" process, i.e. how a company should use QFD to organize sales, technical service and marketing and then link that with the internal functions of design, manufacturing and delivery in order to install a customer success-oriented interface.

New Technologies for Listening to the Voice of the Customer by R. Klein, Applied Marketing Systems, Inc.

This paper focuses on the recent advances in the technology and methodology to identify and structure the Voice of the Customer for use in QFD and other quality improvement programs. These advances represent a fusion of U.S. marketing science technology with the Japanese methodology resulting in a procedure particularly appropriate for use by American industry.

Manufacturing 1990

Manufacturing Strategic Plan - QFD & The Winchester Gear Transfer by D. Calloway and B. Chadwell, Rockwell International

This paper demonstrates how QFD was used to help implement a World Class Manufacturing Program at a large manufacturing plant. The goal was established to achieve world class manufacturing, with the objective to streamline plant processes and reduce wasted effort. The paper provides insight about applying QFD to optimize the movement and relocation of a complete gear manufacturing process from one Rockwell facility to another, demonstrating the usefulness of QFD as a planning and prevention tool for improving an old design and manufacturing system.

QFD Planning Approach to a Supplier Quality Program by R. J. Pratt, ARCAD Corporation; G. J. Marcel, Rockwell International

The purpose of this project was to develop a process which could be used to establish and maintain an improved Supplier Quality Assurance (SQA) system. To date no SQA program bas been developed based on the QFD planning method, and the author proposes just that in this paper.

Medical Device 1990

Incorporating Market Research into the Product Development Process by T. Domke, GE Medial Systems

QFD provided the structure and customer focus in this product development project at GE Medical systems. The product development team gained its strength through a cross-functional development team, structured design process, and marketing research. Customer involvement from the onset of the program contributed to the success of the project. The paper also describes Simultaneous Multi-Attribute Level Trade Off (SIMALTO) that the GE team selected. Presentation slides.

Software 1990

Software Quality Deployment - Adapting QFD to Software by Richard Zultner, Zultner & Company

A framework is presented for applying QFD to software based on the experiences of several projects at different firms. Adapting the approach originally developed in Japan as a way of improving the product design process in manufacturing, software quality deployment is a powerful method for improving the entire software engineering process.

QFD Integrated with Software Engineering by M. A. Betts, Hewlett-Packard, USA

This paper is written to encourage people to apply QFD to software projects. The case presented here is Hewlett Packard's experience applying QFD to a Corporate Quality Information System project, PRIMA. The major point discussed are: the QFD domain, software engineering situation, life cycle, and the PRIMA project experiences.

Taguchi Method 1990

QFD and Taguchi Methods by J. Quinlan, ASI

Presentation slides on QFD vs. Taguchi Methods.

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1989 (Click to open/close this panel)

The 1st Symposium on QFD (ISBN 1-889477-01-X)

Automotive 1989

Vehicle Wiring QFD by D. Carter, K. Hasenstab and S. Schafer, Electro-Wire; R. Uroda, Ford B&AGO, USA

The QFD core team consisting of design engineering, advanced systems engineering, product engineering, and QA from Electro-Wire and Ford reports their pilot QFD efforts. The project involved application of QFD in the design, manufacturing, and assembly of the wiring harness for an entire vehicle. The objectives were to learn QFD methodology, establish foundation for future vehicles and impact current vehicle. The paper reports the steps taken and the resulting benefits.

Pre-Planning a Total Product:. The Key to Success in Complex Product Development Situations by C. W. Kurowski, Chrysler Motors, USA

Utilization of QFD sometimes resulted in a very long customer requirements list. This adds complexity to product planning and development of large and complex products. Using QFD as a tool to help systemize the total process plan, a macro "Pre-Planning QFD" has been developed to organize data to determine the two or three important product characteristics that will enhance the product for increased customer satisfaction. This paper explains this new concept and matrix.

QFD: A Systems Approach to Brake Design by T. J. Bodell and R. A. Russell, Kelsey-Hayes Company, USA

Kelsey-Hayes began using the concepts of the QFD process in 1986 and had done a couple of studies on developed components. A new vehicle program at one of the Big Threes directed them into the next study, which turned out to be a complete systems QFD study encompassing new products as well as all of the KH products. The paper reports their progress to date in the on-going initiatives.

Front End Accessory Drive Design - A QFD Approach by R. Ahoor, Ford/Engine Product and Manufacturing Engineering, USA

The front end accessory drive belt drive system was chosen for a QFD study, because of the extremely challenging performance and warranty objectives. This paper reports the benefits of the QFD experience specifically as it applied to the modular engine program, including the relationship of QFD to the use of engineering tools such as simulation program, design of experiments and cross-functional team approach for system design.

SMC Truck Hood by M. Gavoor and G. Marcel, Rockwell International; Greg MacIver, Ashland Chemical, USA

This paper provides an insight to Rockwell International Automotive Operation's philosophy and approach to QFD highlighting the SMC Truck Hood project. This project illustrates the organizational commitment necessary to successfully implement QFD. How QFD and existing product development procedures were integrated is explained.

QFD: A Road Map for Survival in the 1990's by D. Makie, Masland Industries, USA

Why can the Japanese introduce a new vehicle in half the time and with superior quality than the U.S. auto companies? A large part of the answer seemed to be QFD. For this reason, Masland employed QFD as a strategy for survival in the 1990's. This case study, the company's second QFD efforts, involved the development of a full floor carpet system. This reports explains how QFD principles were put to work in a step-by-step fashion and what they have learned through the process.

General Industry 1989

Developing Tree Structures that Include Qualitative Characteristics by J. Naughton, Expert Knowledge Systems

QFD and the Seven Management Tools offer means to acquire, organize, and use the essential information needed to satisfy customer quality requirements. As these approaches are used beyond manufacturing application, there is an increased need to deal with a greater volume of qualitative information. The quantitative information techniques must be supported with additional techniques in order to effectively build trees and other forms of information organization. This paper describes an overall approach to techniques for the inclusion of qualitative information in QFD projects.

Lessons Learned in Applying QFD by J. Moran, Polaroid Corporation

This paper reviews four QFD projects: A new product in development, a new product in the final design stages, a program to specify system design requirements to a vendor, and internal review of a human resource development program to deliver training. It then reports the lessons learned in applying QFD to these diverse programs.

Useful Enhancements to the QFD Techniques by H. Vannoy, AC Rochester, USA

This paper reports a QFD case study involving a catalytic converter. The steps of the QFD process taken are illustrated.

QFD: A Flexible Management Tool by R. C. Blaine, D. W. Burden and N.E. Morrell, The Budd Company, USA

This paper provides examples of the flexibility of QFD as a management tool beyond the new product design concept. Facts based on experience and opinion resulting from observations focus on why a technique with the powerful potential of QFD is often difficult to initiate, and frequently impossible to sustain through a satisfactory conclusion. It deals with recognizing a valuable concept and making it work within your environment.

Medical Device 1989

QFD in the Development of a New Medical Device by J. R. Rodriguez-Soria, Ernst & Whinney

This QFD case study covers the development of a new medical device, the first QFD application at this healthcare manufacturer. The case presents the unique aspects of connecting the Voice of the Customers, a customer model and building of the House of Quality.

Telecommunication 1989

QFD: A Systematic Approach to Product Definition by D. Thompson, AT&T Bell Laboratories, USA

AT&T began exploring the potential of QFD in 1986. Since then, they have studied the concept and applied the first phases of the QFD approach to several projects with very positive results. This paper provides a brief background of QFD in Japan and the U.S., and focuses on the company's experience with QFD through three case studies involving a network reconfiguration software system, network monitoring software for internal AT&T use, and a large system composed of software and hardware used in telephone central offices.

Computer & Software 1989

Implementing QFD at TI: What Worked and What Didn't by R. Porter, Texas Instruments, USA

Successful implementation of QFD requires a cultural change. This report traces the steps Texas Instruments took to implement QFD across the Materials & Controls Group worldwide. It highlights the "management process" with emphasis on the role of the Management Quality Improvement Team, training, revision to the Design Control Procedure, and synergism across the organization. Case studies from operations in Europe, Asia, and the United States are referenced to highlight the major specific outcome of the QFD project.

Thrill Your Customer by K. Shaikh, Hewlett-Packard, USA

Although Hewlett Packard has not succeeded in completely merging QFD with the software development process, they have found QFD to be valuable in developing a highly complicated software product. This case study shares how the QFD process was modified to meet the need of the software development team. It describes the benefits and advantages of using QFD for software products at Hewlett Packard. Difficulties and ways to alleviate barriers as well as some intangible fringe benefits to the organization resulting from use of this process is also discussed.

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