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1996 (Click here to open/close this panel)   

The 8th Symposium on QFD & The 2nd International Symposium on QFD (ISQFD'96-Novi) (ISBN 1-889477-08-7)

Conjoint Analysis 1996

Conjoint Analysis - A Useful Tool in the Design Process by Prof. Bo Bergman, Ph.D., Fredrik Ekdahl, and Anders Gustafsson of Linköping University, Sweden

This paper presents conjoint analysis as a tool to help elicit customer's priorities. It illustrates a possible work flow for conjoint analysis and provides an example of the information collected.

Reposable Medical Device Development - Creatively Meeting Customers' Needs (Applied Conjoint Analysis & QFD) by George J. Marcel, Heidi Youngkin, and Bob Anthony of Guidant - Origin Medsystems, Inc., USA

This case study provides the initial results on integrating marketing and quality tools in a medical device application - a reposable (partially reusable, partially disposable) instrument used in Minimum Invasive Surgery. It addresses how use of combined disciplines can provide an improve product that meets or exceed the customer requirement in quality, cost, and timing.

Construction 1996

QFD in Building Design by Petri Laurikka, Antti Lakka, and Mikko Vaino of VTT Building Technology, Finland

Rapid and quality completion of buildings tailored to individual needs of customers is setting new challenges to methods of building design. Success in temporary project organizations may require systematic working procedures and appropriate tools. This paper reports three construction projects that applied QFD as a team decision-making tool to listen to the voice of the customer to achieve common understanding, consensus, and commitment in design objectives and design solutions. The depth in which QFD was applied followed the tradition of the construction industry - "quick and dirty." Nevertheless, the result were encouraging: QFD provided a systematic method for the analysis of the customer demands. Each case project resulted in several design changes that were appreciated.

QFD on a Construction Project Process for a Multi-compartment Silo by Luiz Roberto Prates, M. Roscoe S.A. Engineering, Brazil

This paper reports a construction project of a multi-compartment silo for a cement industry that used the QFD processes. The main objective was to assure quality as well as reduction in project time and cost. The project team was composed of a civil construction company, project office, mechanical assembly company, and the cement company (the client). The relationship among the phases of civil construction methods, control parameters, mechanical assembly, and the silo project quality characteristics were analyzed. New solutions and execution methods were developed.

QFD in Building Construction by Syed M. Ahmed and Roozbeh Kangari, Hong Kong Polytechnic University, Hong Kong; Roozbeh Kangari of the Georgia Institute of Technology, USA

This paper proposes a QFD model for construction industry which consists of: 1) Client Requirements Diagram that identifies the top, intermediate, and basic client satisfaction events; 2) Responsibility Matrix which identifies clients, architects/engineers, and contractors responsibilities; and 3) Quality Charts based on the necessary and sufficient conditions required for quality work in planning, design, and construction. The model can be applied to keep track of the interdependencies and interrelationships of different parties involved in the industry. By closely monitoring these complex and often grey areas of responsibilities, a continuously improving process can evolve, ultimately resulting in increased client satisfaction.

Design of Experiments 1996

QFD Implementation in DOE by Dr. Eli A. Glushkovsky of TelRad, Israel

At the stage of DOE planning, QFD may successfully provide: Cause-and-Effect Diagram analysis, selection of appropriate factors and number of actor levels, choice of DOE type and resolution. At the state of DOE execution, advanced QFD makes it possible: 1) to create visual models based on expert rules such as "if factor A is high, then responsive variable is low"; 2) to apply thee models for "what-if" simulation and optimization.

Electronics 1996

Product Development System Using QFD and Other Methods at Kinpo Electronics by Jyh-Ren Yang and Chen Hsiu Li of the China Productivity Center, Taiwan

Kinpo Electronics, one of the world's leading manufacturer of calculators and facsimile machines, used QFD to construct a product development system of their own that would connect related activities through their 28 departments as well as shorten the product development cycle.

Improvement of Memory Product Development System Through Quality Function Deployment by Ju-myoung Lee, Semiconductor Business, Samsung Electronics Co., Ltd., South Korea

Samsung began QFD in 1994. In the second application project, a small cross-functional team was composed to complement the development system of the memory products and to reduce the development time through defining the requirements for product development and systematizing QA activities. This paper presents a Comprehensive QFD project within the Samsung Semiconductor Business.

Food Industry 1996

Exploring a New Market for Sausage Using QFD by Francisco M. Ormenese, et al of Sadia Concórdia, Brazil

This study was to develop a new fresh pork sausage for the southern areas of Brazil. Through qualitative consumer research and supermarket supervisors direct interview, consumer and market needs were identified. Good understanding of these needs simplified prototype development. The quantitative consumer research found the newly developed prototype obtained superior performance in comparison with the product of the main competitor. The consumer voice was efficiently translated to the QC process chart using QFD methodology.

Bagel Sales Double at Host Marriott with QFD by Glenn Mazur of Japan Business Consultants, Ltd., USA

Three recent trends have lead to changes in the way travelers view airport food: 1) Healthier and lighter food; 2) more women travelers; and 3) fewer on-board meals being served. Host Marriott, which operates 70% of the U.S. airport food and beverage market, wanted to assure that its product offering were keeping up with customer demands. What they discovered was that their traditional approach to new product and service development was penny profit driven and not customer focused. QFD was employed to make quality and customer satisfaction more important. Within one month of completion, sales doubled.

Food Product Upgrade Using QFD by Ioanis Athanase Sarantópoulos et al of of Sadia Concórdia, Brazil

Sandia, the largest meat processor in Brazil, used QFD to regain market share, reduce costs and improve intrinsic quality of the product as perceived by the consumer. The conceptual model was developed viewing the production flow process from downstream to upstream, starting with the quality characteristics of raw materials, followed by quality characteristics of auxiliary raw materials, of intermediate products, and finally , of the finished product. The final response of consumers after launching the product clearly indicated fulfillment of the proposed goals and the benefits of QFD method for the company.

General Industry 1996

The Keys to Successful Selling of QFD: Helping Management Choose to "Do QFD" by Diworth Lyman of Viewpoint & Understanding Enhancement, USA

Successful use of QFD on a company-wide basis requires a significant commitment of resources. This paper addresses the issue of getting management buy-in to QFD by selling QFD as a solution, not just a new technology.

Strategies to Implement QFD in the Basque Country of Spain by Mikel Sorli and Alberto Gomez Telletxea of LABEIN, Spain

The implementation of QFD in Spain, in particular in the Basque Country has been slow and without the expected successes. A new strategy based on the synergy between Quality Assurance System ISO 9000, is doing the QFD process backwards, starting with manufacturing and ending with the House of Quality or A-1 Matrix. At first look, this flow is completely opposite to the current view of QFD, but the reason is found in the early beginnings of QFD.

Customer and Product Profiling in the "Fuzzy Front End" by M. Larry Shillito of Kodak, USA

Company and customer focus are too often lacking in the front end of the commercialization process. This causes significant downstream course corrections which increase unit manufacturing cost, extended cycle time, and offset the balance between company and customer needs. This paper proposes the Customer Profile and Product Profile, two front-end, macro-level converging tools to focus product and projects, that can can be applied before application of QFD, to reduce mid-stream design engineering process changes.

How to Connect Technology Seeds to Customer Needs by Prof. Kozo Koura of Asahi University, Japan

"Seeds" is defined here as a material or technology that was developed based on the social and technological trend forecast (anticipated needs) or in the course of R&D. This research paper discusses "Seeds-derived QFD," a focus of a research committee at the Japanese Union of Scientists and Engineers since 1988.

Conflict Management in Design by Stephan Jacobs and Michael Gebhardt of Ericsson Eurolab Deutchland, Germany

Conflicts are not necessarily destructive. They motivate, stimulate, and initiate improvement. Effectively managed, conflicts are a necessary precondition for creativity. This paper presents a conflict management theory and a toolkit for conflict management support that are based on the QFD principles.

Product Differentiation Through QFD by R.H ales of Proaction Development, Inc., USA

QFD teams should use QFD to create product differentiation by avoiding certain failures. This paper discusses the benefits and how to use QFD in product development to create differentiation from competitors.

Why QFD Fails and What to Do About It by Gershon Blumstein, EDS, USA

Many individuals would like to view QFD as just another management fad. This paper proves that this perspective is seriously flawed. As a methodology to support Concurrent Engineering, QFD is even more critical than it was originally introduced in North America. This paper explains the common mistakes that organizations make in implementing QFD and provides guidance to avoid those mistakes.

Integration of Total Quality Methodologies with Simultaneous Engineering Concepts in a Comakership Frame by Mikel Sorli and Alberto Gomez of LABEIN, Spain

This paper is on the importance of rapid reaction to market requirements and meeting or exceeding customer expectation and reducing lead time and cost. Based an experience developed from 1993 to 1995 within the frame of a Brite European Project.

Healthcare 1996

A Customer Integrated Decision Making/QFD Project by a Multi-function Team of Health Care Providers Planning a Treatment System for Adults with Attention Deficit Disorder (ADD) by Douglas W. Penz, PhD, Judith Daniels, MD, Thomas E. D'Erminio, LISW, BC, and Bill Barnard, BS, CS, CPIM, USA

A team including a physician, clinical psychologist, and clinical social worker is using CIDM/QFD to identify customers and their needs for treatment of adult ADD. The treatment facility is expected to open in the summer of 1996.

Information Systems 1996

IT Support for QFD: An Innovative Software Concept Providing Project Management and Team Tools by T. Pfeifer, Albert Neumann, Robert Grob of Laboratory for Machine Tools and Production Engineering, Aachen University of Technology, Germany

This paper describes a new and innovative IT approach to support QFD efforts. Deriving from observation of failed QFD projects in Europe, the paper proposes factors for a successful QFD implementation and shows the general software concept for for project management and team tools.

The Role of QFD in Quality Information Systems by Syohei Ishizu of Aoyama Gakuin University, Japan

Information systems and databases are important to product planning, design, manufacturing, etc. QFD can be used to help construct those systems.

Manufacturing 1996

QFD in a Brazilian Steel Company by Carlos Augusto de Oliveira of Belgo-Mineira Steel Company, Brazil

One of the largest Brazilian manufacturers of wire rods and drawn wires used QFD to reduce costs and increase market share in rods and bars for car suspension springs. Matrices of quality, cost, reliability deployment, FMEA, Taguchi Methods and regression analysis were combined. This effort resulted in 23% cost reduction, 90% customer complaints, and a steady increase in market share.

QFD at Kawasaki Heavy Industries by Susumu Yamamoto, Kawasaki Heavy Industry, Japan

Kawasaki, a major manufacturer of heavy machinery, ships, vessels, cars, motorbikes, and plant equipment in Japan, presents their their unique approach to QFD with special focus on product liability and safety through improvement of the upstream design quality. Exemplary QFD charts are included.

Beyond the First Chart: QFD for Process Improvement by Mike Graetz, 3M Tape Manufacturing Division, USA

This presentation demonstrates some techniques especially useful for process industries and improving the existing product and process. Specifically, the QA/QC planning chart, process stage chart, and process control strategy charts are proposed, and their purpose and usage are explained.

Product Development System Using QFD and Other Methods at Kinpo Electronics by Jyh-Ren Yang and Chen Hsiu Li of the China Productivity Center, Taiwan

Kinpo Electronics, one of the world's leading manufacturer of calculators and facsimile machines, used QFD to construct a product development system of their own that would connect related activities through their 28 departments as well as shorten the product development cycle.

Medical Device 1996

Reposable Medical Device Development - Creatively Meeting Customers' Needs (Applied Conjoint Analysis & QFD) by George J. Marcel, Heidi Youngkin, and Bob Anthony of Guidant - Origin Medsystems, Inc., USA

This case study provides the initial results on integrating marketing and quality tools in a medical device application - a reposable (partially reusable, partially disposable) instrument used in Minimum Invasive Surgery. It addresses how use of combined disciplines can provide an improve product that meets or exceed the customer requirement in quality, cost, and timing.

Reliability 1996

QFD and Product and Process Reliability by Ian Ferguson of Ian Ferguson Associates, UK

This paper shows how post-House of Quality data can be used for reliability, test planning, and risk analysis with such tools as Fault Tree Analysis; how it can be used with experimental design, product and process design to ensure robustness to uncontrollable events. The point is illustrated using examples from automotive, health care, and software engineering industries.

Service 1996

Bagel Sales Double at Host Marriott with QFD by Glenn Mazur of Japan Business Consultants, Ltd., USA

Three recent trends have lead to changes in the way travelers view airport food: 1) Healthier and lighter food; 2) more women travelers; and 3) fewer on-board meals being served. Host Marriott, which operates 70% of the U.S. airport food and beverage market, wanted to assure that its product offering were keeping up with customer demands. What they discovered was that their traditional approach to new product and service development was penny profit driven and not customer focused. QFD was employed to make quality and customer satisfaction more important. Within one month of completion, sales doubled. 

QFD Implementation in Hospital Housekeeping Services by Noriharu Kaneko, Service Quality Management Ltd., Japan

One of the greatest threats to patient health is infectious disease. Hospitals must go to great lengths to see that disease does not spread from one patient to the next. This paper reports how the author's company is pursuing ISO9000 compliance to assure cleaning crews to the job right the first time.  

Experiences from QFD Techniques in Service Development by Niklas Hallberg and Toomas Timpka, Linkoping University, Sweden

This research paper presents a study on the impact of QFD in services and development of a QFD model for service department. The use of QFD in service development was evaluated in three project experiences: Development of customized socio-medical services, development of computer support for teamwork at primary health care centers, and determination of support methods for participatory design projects. The result showed the House of Quality and QFD were useful in service development.

Software 1996

Developing Multimedia Integrated Circuit Solutions Using Customer Integrated Decision Making (CIDM) by Carrie Richardson, Motorola, USA; Bill Barnard, Barnard-Norman Associates, USA

This is a case study involving an internationally located team using CIDM to interview customers and focus on value and choice in order to arrive at technical specifications for multimedia solutions, leading to the development of an integrated circuit, its software and development tools.

Measuring the Success of a QFD Project by a Pilot Project with the German Software House SAP by Georg Her zwurm, Ph.D., University of Cologne, Germany

A QFD pilot project with the largest software house in Germany, the SAP AG, included the development of a method for measuring the success of QFD. This method is based on a structured questioning of all project members concerning their personal factors of success and attitudes before and after the QFD.

Making the Millennium Decision: Applying QFD to the year 2000 Century Change Issue by William J. Jagrowski, Andersen Consulting, USA; Robert L. Pike, Consumers Power Company, USA

The century change date poses one of the greatest development challenges ever for software engineering. Literally, billions of lines of software code will have to be evaluated and extended pulling developers away from developing new software products. This lost production may never be regained. QFD has helped a major utility develop its strategy for next few years to cope. The case study offers an example of how QFD and the analytical hierarchy process (AHP) techniques can be used to facilitate a decision facing a company grappling with legacy system obsolescence, including the Year 2000 problem.

How to Apply the Power of Computing to the QFD Process by Karla Kuzawinski, Xerox Corp., USA

This paper presents recommendations on when to consider and how to use computers to support various part of the QFD process. Not all aspects of the process should be automated since group discussion and interaction is a very valuable part of developing a common level of understanding of customer requirements. The recommendations in this paper also include a look at existing off-the-shelf computer tools that can be applied to QFD and thoughts on other aspects of QFD team support.

A Computerized Database to Assist QFD by Larry A. Stauffer and Linda J. Morris, University of Idaho, USA; Dileep V. Khadilkar, Project Advisors International. Ltd., USA

Based on QFD, a computerized database was developed to assist design teams with the product definition process. The database provides a framework for eliciting and managing customer information, the associated engineering information, and the resulting product specifications. A the heart of the database is a taxonomy of consumer and manufacturing issues. A case study of an industrial application is presented along with experiments to validate its usefulness.

Strategy 1996

Applying the Power of QFD to Strategic Planning by Karl Hummel of The Change Factory, USA

In the past three years, the Change Factory applied QFD to a variety of planning tasks ranging from service design to strategic planning. This paper discusses the application of QFD to the creation of a strategic plan for the University of Vermont so that it can be initiated across all departments and functions.

Building and Sustaining an Industry Leader with QFD: Deve Hydraulic Lifts Australia Pty. Ltd. by Robert Hunt, Macquarie University Graduate School of Management, Australia; Fernando Xavier, Deve Hydraulic Lifts Pty. Ltd, (Australia

After finding their TQM activities were running out of steam and lacked focus and fearing increased competition, Deve Hydraulic Lifts Australia (DHA) adopted a QFD-like approach to setting corporate strategy and aligning all the major improvements of the organization toward achievement of the vision. Gemba visits by the DHA's top management team and multiple matrices and function trees were used.

Taguchi Method 1996

A Robust Quality Design Model that Integrated QFD and Taguchi Methods by Yann-Fang Chu of National Defense Management College, Taiwan

This paper proposes a two-phase robust quality design model and process that integrates enhanced QFD and parameter design. It uses QFD to be the transformation and communication interface of customer's requirement and system design. It also uses AHP to evaluate the character importance of the requirement and analyze the major quality character and related design parameters. It then uses the experiments of Taguchi Methods to get the optimal sets of robust quality design or to revise the value of requirement goal in accordance with the major quality character.

Telecommunication 1996

Motorola's Six Pack QFD Total Customer Satisfaction Team by Fred Stickel, Sherry Bosserman, John Forsberg, and Fred Stickel of Motorola, American's Parts Division, Land Mobile Products Sector, USA

A case study for a Motorola Total Customer Satisfaction Team for the America's Parts Division, this project focused on improving unacceptable customer satisfaction ratings in the areas of product and pricing information for the company's aftermarket components. Voice of customer analysis yielded seven critical misinterpretations of customer needs. Today, customers are 60% more satisfied.

TRIZ 1996

Enhancing the Value of the Correlation Matrix through Utilization of the Theory of Inventive Problem Solving, TRIZ by Dana W. Clarke, Sr., Ridge Tool Co., USA

This paper shows how correlations in the roof of the House of Quality can be used to enhance innovation and how this can lead to significant innovative opportunities.

TRIZ/Ideation Methodology for Customer Driven Innovation by B. Zlotin, A. Zusman, S. Malkin, L. Kaplan, G. Zainiev, S. Vishnepolskaya, V. Oleynikov, V. Prosyanic of Ideation International Inc., USA

The purpose of this paper is to introduce and provide understanding of the TRIZ/Ideation Methodology to QFD theoreticians and practitioners and how this method can be applied to the QFD process. It contains an overview of the main tools, problem formulation process, system of operators, anticipatory failure determination, and directed product and process evolution.


1995 (click here to open/close this panel)

The 7th Symposium on QFD(ISBN 1-889477-07-9)

Aerospace 1995

Parametric Cost Deployment by E. B. Dean, NASA Langley Research Center, USA

Parametric cost analysis is a mathematical approach to estimating cost. Parametric cost analysis uses non-cost parameters such as quality characteristics, to estimate the cost to bring forth, sustain, and retire a product. This paper reviews parametric cost analysis and shows how it can be used within the cost deployment process.

Architecture, Building, Construction 1995

Quality Function and Cost Deployment in Ceramics Industry: A Case Study by P. Sophatsathit, National Electronics and Computer Technology Center; T. Chuenchom, International Institute of Technology, Thammasat University; N. Nisapakultorn, Quality Training, Thailand

This study looks into current obstacles encountered by a ceramic tile manufacturer with the goals to 1) reduce design and development time for a new ceramic product, and to 2) optimize the product cost and quality to concur with the requirements. These coals were accomplished by means of a quality/cost chart derived from customer's requirements and target costs using Quality and Cost Deployment. The result show a 30% reduction in the design and development time, as well as the product cost by a significant factor.

QFD and ProVE: Applications in the Building Industry by James F. Meredith (AIA), Dennis O'Bierne (AIA), Giffels Associates, Inc., USA

While there have been precedents in the architecture and engineering practice which would lead to QFD implementation, its deployment throughout the construction industry is generally non-existent. The authors believe that QFD in the construction industry practice could yield many benefits such as higher owner and customer satisfaction, better coordination among a construction team members, and reduced disputes and litigation associated with the design and construction process. This paper presents a window into QFD-like practices in the local industry, indicates a process for further integration of QFD principles and practices, and shows a direction for further development.

Automotive 1995

QFD Status in the U.S. Automotive Industry by Harold Ross and Kioumars Paryani, GM Systems Engineering Center, NAO Engineering Center, General Motors, USA

As Dr. Akao has stated in many of his lectures, mass production has caused a great separation between the workers and the customer, both in distance and in layers of management. In large organizations that cannot deal on an individual basis with the customer, QFD is being used to translate customers wants and needs into technical requirements. This paper attempts to provide a brief description of the current usage, integration, and understanding of the QFD process within the context of General Motor's product development process.

Fuelguard Lower Tie Plate Product and Process Re-Design Using QFD and Robust Design by D. Adams and G. Waymire, Siemens Power Corp., USA; S. Macfarlane, Black Sheep Engineering Services, USA; P. Walsh, Ehrhardt Tool and Machine, USA

A multi-functional team from Siemens and vendors redesigned a fuel assembly component, using QFD and Robust Design. The initial product design met an important customer requirement, while improvements in the manufacturing process were being considered. The team used quality deployment and Pugh Concept Selection to generate a new concept and Robust Design to optimize the product. Process deployment using QFD further enhanced the manufacturing capability. The new design reduced manufacturing costs and time by approximately 40% and improved the quality and strength of the component.

Lessons learned From A QFD On A Decklid System by G. Blumstein and H. Graves, EDS, USA

A QFD of a Decklid system was conducted over a five month period by a small cross-functional team with an aim to assist in defining the requirements of the system. The study, which incorporated VOC analysis and many different engineering disciplines, showed a direct relationship between downstream engineering decisions and upstream VOC statements. It also determined if the design decisions had a high interaction with the Hows that was carried over from the previous houses. As a result, the final design optimized the Decklid system instead of optimizing the Decklid's subsystems and sub-optimizing the Decklid system..

Computer and Software 1995

Quality Function Deployment - Integrating Product Development into the Systems Development Process by Mark P. McDonald, Andersen Consulting, USA

This paper examines the need for incorporating product development activities related to customer satisfaction into the software development process. QFD is an established technique for understanding and satisfying customers that is readily applicable to software development. This paper provides an overview of QFD, its role in the systems development process and an example for study. The case study offers an example of how this advanced quality technique applies to software development.

Integrating QFD with Object-Oriented Software Design Methodologies by Walter M. Lamia, Software Engineering Institute, Carnegie Mellon University, USA

Object-oriented methodologies have emerged as a popular paradigm for software design and analysis. Several variants of Object-oriented methods are in use, but they all share significant similarities in their approaches to modeling the application domain. QFD is also a design analysis and domain modeling technique with many parallels to Object-oriented methods. This paper gives an overview of Object Oriented design concepts, and shows how familiar QFD techniques are an effective aid for the Object-oriented analyst. QFD is a much easier way to approach to the initial information collection and provides easy to understand structuring tools that do not require extensive training in Object-oriented concepts and methods.

Defining the Unknown Customer Wants and Needs- Applying the Reflector Method into QFD by Noriyuki Neil Takeuchi, Integrated Quality Dynamics, Inc., USa

In software development, quality requirements frequently change depending on the wants and needs of the customer. Once a durable system has been decided upon, the specifications will ultimately transform. The Reflector is a new method for QFD that defines the demanded quality items perfectly with the voice of the customer analysis. It develops he necessary information, such as demanded quality and function based on the customer voice, which is defined by the mirror that can cast future customers' wants and needs. This paper introduced how to use the Reflector in the QFD software field.

Quality Function Deployment (QFD): An Effective Technique For Requirements Acquisition by Tuyet-Lan Tran and Joseph S. Sherif, Jet Propulsion Laboratory Software Assurance, California Institute of Technology, USA

A general accepted understanding of how to capture requirements, allocate or flow-down top level requirements, verify and validate lower level requirements is not rigorously sought in practice. Often the customers are blamed for not properly articulating their requirements or understanding their own needs. However, the problem is deeper than that, and it involves not only the customers but also the system analysts or engineers, and designers as well. This paper puts forward QFD as an effective tool for the acquisition of customer requirements.

Education 1995

QFD-Building Quality Into English Universities by M. Clayton, Aston University

Aston University is testing the power of QFD as a tool to ensure that customer needs are reflected at each stage of the design, development and execution of degree programs. Initial experimentation is taking place in the Dept. of Vision Sciences. Market share issues are being addressed through planning cost-effective, high-quality learning for optometrists throughout their career, beginning with undergraduate study. This paper reports on progress, including definition of "quality" in universities.

Using QFD for Curriculum Design by J. Hillman and F. Plonka

QFD principles are being applied to design an engineering education curriculum. To determine a reasonable 'product life cycle,' i.e., a typical career for a manufacturing engineer in this case, four elements - career, competencies, roles, and knowledge - were examined as well as their relationships. The paper reports the application process of this on-going project.

QFD in the Development of Engineering Studies by Per Nilsson, Bengt Lofgren, and Gunnar Erixon, Centre of Industrial Engineering and Management, University College of Falun Borlange, Sweden

Shorter development time, the need to satisfy customer needs and demands, and increasing competition are common requirements of product development processes. The same kind of requirements might also be put on the engineering students passing through an educational system. This analogy has been used in the planning of engineering studies at this Swedish university programs. This paper reports the use of QFD in developing an education a system that provides high quality engineers well adapted to a productive life and capable of life-long learning.

Electronics 1995

QFD for Prediction of Phased-in Customer Benefits by Carol Boehm, Motorola, USA; Ted Squires, Effective Product Foundations, USA

The Quartz Products Division of Motorola utilized QFD for developing a long-range improvement and implementation plan for the Division's computer integrated manufacturing system. The end deliverable in this project was a long-range road map for the implementation of the system over multiple phases where essentially system modules would be developed at each phase. This technique was instrumental in getting customer buy-in to the system concept, by quantitatively showing the customer benefits on a phase-by-phase basis.

Energy & Utilities 1995

QFD and Deming Prize Activities at FPL by Bob Bodziony, Florida Power & Light, USA

This paper reports the FPL's commitment to quality that began in 1981, its quality improvement program, TQM initiatives, and Deming Prize activities and the role of QFD in the Deming effort, as well as the challenges and benefit, the resulting cultural changes, and post Deming QFD activities.

Food 1995

The Introduction of Quality Function Deployment At A Large Food Company by J. Rodriquez, The Q2000 Group, Inc., USA

As a part of the TQM process at this $5 billion food manufacturer, the management decided to try QFD. A unique piloting process was used which entailed volunteer teams and the simultaneous development of tailored QFD training. Some new market research approaches were used. Successful new products and packages were developed using these methods.

General Industry 1995

Evaluating QFD Relationships Through The Use Of Regression Analysis by B. Yoder and D. Mason, EDS-Management Consulting Services, USA

The "relationship strength" approach is inadequate in providing a clear indication for the input and output relationships as well as what level of output performance is optimal in targets setting. Regression analysis provides a more useful and defensible picture when sufficient data is available. This paper describes the details and advantages of the regression analysis, a methodology for incorporating regression analysis into a common QFD methodology, and examples of the output and lessons learned from a QFD study using this process.

Quality Programs and Quality Profits: Using QFD to Evaluate the Profit Impact of Customer Satisfaction by B. Klein, Applied Marketing Science, USA

EPICS (Evaluating the Profit Impact of Customer Satisfaction) is an interactive, PC-based model that uses QFD as the paradigm for linking programs to customer satisfaction, customer behavior and profitability.

Determination of Design Parameters Using QFD by Anwar-ul Islam and Ming C. Liu, Wichita State University, USA

This research paper proposes a methodology that combines various customer inputs through Analytic Hierarchy Process (AHP) and multi-attribute utility function to provide a sound theoretical basis for determining product design parameters. A linear programming model is developed to maximize customer satisfaction and to optimize design parameters that satisfy customer attributes.

The Balancing of QFD Matrices: The Key to Understanding Your Customer Needs by D. L yman, Int'l TechneGroup, USA

This paper shows how to look at three different viewpoints using three matrices, how to check these matrices mathematically for misunderstood or misrepresented information, how to use computerized tools to find the problems and the point of diminishing returns, and how to extend these techniques to other parts of the QFD process.

Comprehensive QFD by D. Powers and R. Harter, CSG Card Services, USA

Doing the House of Quality (A-1) or 4 Phase QFD may not be enough to get the results required from the QFD process. Comprehensive QFD allows the QFD project to include customer, cost, reliability, technology, and other requirements in the study without overpowering each other and losing important information. This paper describes the similarities and differences of 4 Phase and Comprehensive QFD.

Are They My QFD Rules or Are They New QFD Rules? -or- How to change a Technology by D. Lyman, Int'l TechneG roup, USA

Changing a technology is the key to successful application of any technology, including QFD. This paper discusses how we can adapt QFD and adapt to QFD for successful outcome, how to know when you have improved or changed it, and how to know when you have created something new.

An Investigation into Quality Function Deployment (QFD) Usage in the U.S. by John J. Cristiano, Jeffrey K. Liker, Ph.D., and Chelsea C. White, III, Ph.D., University of Michigan Dept of Industrial and Operational Engineering, USA

This paper is an overview of the research results of the U.S. portion of a QFD survey being conducted in the U.S. and Japan. The objective of this paper is to describe the traits, attributes and general approaches to the usage of the 4-phase QFD model in the U.S. The preliminary results shows differences in the application of the QFD as well as reported benefits in the U.S. and in Japan.

VOC with a Future Dimension by Larry Shillito, Kodak, USA

To remain competitive, it is necessary to periodically reevaluate customer needs along with changes over time. To do this, Delphi inquiry, Molecular Explosion Model, impact analysis, and monitoring are integrated into an effective model to explore the future customer voice. This paper reports the tools and how they can assist in locating sensitive areas and explore the effects of interactions, impacts, and trends on the business as well as on products and services.

Electronic QFD In A Geographically Distributed Development Network by M. Mehta, Ph.D., Environmental Research Electronic.

This paper discusses an application of QFD to electronic planning, execution, monitoring and stat, using of multiple technical tasks in the Composites Automation Consortium, adapting the QFD methodology across a consortium, expanded implementing of TQM tools over the CAC's concurrent engineering electronic collaboration infrastructure, linking various technical tasks and deliverables by QFD, and above all, how the process of team building, interaction among remotely-located CAMI contractors, and program coordination was achieved in one of the nation's first paperless industry groups.

Quality Function Deployment and Quality Policy Deployment In The South West Pacific Rim by R. Hunt, Macquarie University, Australia

This research presents the framework and preliminary insights of research into some 80 QFD projects that responded to questions "how successful has QD been in Australia?," "in what areas has it been successful and unsuccessful and why?," and "what are the lessons to be learned for the future?"

Incentive Pay For Customer Satisfaction by R. Klein, USA

The practice of basing an employee's incentive compensation on customer satisfaction may maximize a firm's profit, but the process of surveying customers to determine satisfaction has too many problems. But if internal metrics can be linked to customer needs and satisfaction these matrices can form the basis for a compensation program that achieves all the goals of a satisfaction-based system.

Healthcare 1995

QFD Robust Design and Professional Services: Hospital Emergency Room Case by S. Macfarlane and K. Eager, Black Sheep Engineering Services, USA

This paper describes a new application of Robust Design Methods. This study challenges the paradigm that Robust Design does not apply to a service or social science. The point is made through a case study involving optimization of the process of a hospital emergency in which average patient length of stay was reduced by 25% without major capital investment for an expanded facility.

Happy Feet, Part II: The Return of the Princeton Foot Clinic -or- The QFD Viral Strategy by J. Gibson, Baptist Health System, USA

A hospital-based foot treatment service was developed, using QFD principles to identify the spoken and unspoken needs of customers, including comprehensive patient self-care, and timely follow-up on patient outcomes to referring physicians. This paper reports the QFD process and the results, that not only enabled the clinic to overcome internal political hurdles, but also led to greater awareness of the customer among all parties involved with the clinic and strengthen the customer focus in the larger rehabilitation services and the entire outpatient scheduling system.

Reconciling Different Customer Needs by I. Ferguson, Ferguson Associates, UK

This paper shows the identification of the internal/external supplier - customer - supplier - customer hierarchy as illustrated in the healthcare industry. An effective two stage mechanism is described that evaluates the design features at each level of deployment, by linking the relative level needs, enabling a rational choice of values to be made at each level that will result in high satisfaction at teach level of customer.

Hoshin Planning 1995

QFD and Hoshin Planning: A Look at the Synergies by J.F. Colletti, USA

This paper explores the synergy between QFD and Hoshin Planning, two new methodologies that were introduced to the North America a few years ago. It describes examples of how these two methodologies can be integrated to create synergy.

Human Resources 1995

QFD for Quality of Work Life by B. Harries and Matthew Baerveldt, TELUS, USA

This paper outlines the theory and its application in improving the quality of employees' work life. The application was done in three stages: a Quality of Work Life survey to find out what employees want, QFD to design a system for improving the quality of employees' work lives and identifying and designing priority areas for improvement, and SPC to maintain the gains made. The three states are described in terms of the Plan, Do, Study, and Act learning cycle. The study shows QFD can be applied to soft business issues. It redefines and clarifies the role of business leadership as purveyors of service to employees..

Kano Model 1995

Using an Objective Sales Point measure To Incorporate Elements of the Kano Model Into QFD by W.G. Robertshaw, Arbor, Inc., USA

This paper describes ASCENTsm Model methodology developed by this firm that redefines the sales points and uses the sales point information to clarify type of Kano element.

Manufacturing 1995

Taguchi's Philosophy Helps Manufacturing Deployment by John Terniko, Responsible Management Inc., USA

This paper presents a brief introduction to a comprehensive QFD project where the VOCT and the design matrix were used to define the desired quality and priority. This information, plus failure modes, were used to define the environment for an in-depth discussion of robust design applied to an injection molding process.

QS-9000 1995

QFD's Role in QS-9000 Automotive Standards by Chad Kymal and Dennis W. Hughey, Omnex, USA

Presentation slides on the topic of using the QFD tool to satisfy the QS-9000 automotive standards.

Service 1995

Elicit Service Customer Needs - Using Software Engineering Tools by Glenn H. Mazur, Japan Business Consultants, Ltd., USA

Defining customer requirements can be especially problematic for service organizations whose product is highly transitory and people-dependent. Since service consists primarily of processes, the author has been exploring other process intensive fields such as software engineering for more systematic techniques. This paper looks at use of the Sate-Transition Diagram, Data Flow Diagram, Event Table, and Event Tree to better define service customer needs. It should be noted, however, the goal is not to depersonalize or mechanize service providers, but to use the process analysis power of these tools to enhance understanding of customers interact with provides and how they make buying decisions. The paper presents examples.

Quality Function Deployment as a Tool for Creating Service Innovations by Alexander Held, Catholic University of Elchstaff

A dissertation paper on the development of a comprehensive framework for creating new services by means of QFD, as well as the guidelines on how to structure and create an entire process of innovating services.

Effecting Customer Satisfaction through the Use of RHI©, Triple Triangle© and X Factoring© by R. Yap, Solutionsgroup

This paper introduces new methods to understand customer happiness, customer support engineers job satisfaction, and how to model business delivery processes with inputs, outputs, and feedback.

Strategy 1995

Monopolize Your Business Strategy With QFD by JA.R. Atkins, Ph.D. and L.M. Crisafi

Utilizing a multi-tiered approach, McDonnel Douglas Technologies, Inc. has developed a novel use of a classical TQM tool to link the VOC to all levels of the company. Starting with the strategic 'whats,' the next level of management teams develop the 'hows' which become the 'wants' for the second tier set of QFD Houses. .

Team Building 1995

Teaming Using Customer Integrated Decision Making CIDM/QFD In International Projects by M. Holtzlieter and S. Nelson, Senco Fastening Systems and B. Barnard, Barnard-Norman Associates, USA

This paper is about the importance and value of teams having direct involvement with the customer, a process that will support these efforts, the results of two projects that required cross-functional and cross-cultural teams, and how they used a "customer integrated" approach to support the objectives during the project

Telecommunication 1995

Voice of the Customer: Linking Your System of Measures to Customer Needs by Lorraine Pennington and Gayle Sweeney, AT&T, USA

This paper shares AT&T FTS200 experiences in implementing the Voice of the Customer process and their application of QFD in defining customer needs and satisfaction for FTS2000 service quality. It also provides an insight on what they learned, pitfalls to avoid, and on techniques that were successful.

QFD and Training in a Reengineering Environment by John Cominsky, Pacific Bell, Inc. and R. Norman, Barnard-Norman Associates, USA

This paper shows the use of QFD as a planning tool to facilitate competency evaluation and overall training management in an evolving environment.

You Want What? You Want It When? - A Dual House of Quality Approach to Service Deployment by Patrick Brown, AT&T Bell Laboratories, QUEST Partnership, USA

Recently, telecommunications service improvement teams have found a dual-HOQ approach valuable in defining both the attributes of a given service and its delivery process characteristics; the result: better coherence between definition and delivery parameters and reduced interval for total service deployment. This paper describes how one business unit is applying the dual-HOQ approach to services..


1994 (Click to open/close this panel)

The 6th Symposium on QFD (ISBN 1-889477-06-0)

Aerospace / Aviation / Defense 199

QFD Applications At NASA Lewis Research Center by Y. Liou, Cleveland State University; D. Swec and D. Sender, NASA Lewis Research Center, USA

The Process Action Teams at NASA Lewis Research Center encountered colleague resistance when it began TQ process. Some of the teams used QFD to obtain personnel's wants and needs on the research center issues such as management information system, recognition system, and new employee pilot orientation program. The center also used QFD to capture the voice of rocket and thruster users and manufacturers. This paper presents the QFD tailoring processes and the difficult issues experienced in implementing QFD in a R&D environment.

Quality Function Deployment In Concurrent Engineering And System Development Process by David L. Melton, ITT Aerospace/Communication Division, USA

System Engineering and System Development techniques have been standard in the U.S. Dept of Defense for decades. The QFD initiative in the US for hardware developed items follows a similar structured and disciplined process very analogous to the system engineering process implemented by DOD. This paper illustrates how QFD can be used to enhance the system engineering and system development process and provide a visual capture of the decisions and target values made as the program transitions from system development through to product and process design.

Integrating Quality Function Deployment (QFD) in to the System Engineering and System Development Process by David L. Melton, ITT Aerospace/Communications Division, USA

This paper illustrates how QFD can be used to enhance the system engineering and system development process and provide a visual capture of the decisions and target values made as the program transitions from system development through to product and process design. It shows how QFD can be integrated into the system engineering and system development process to provide complementary benefits and aid decision making in defining and specifying a system.

Aligning Process Improvement With The Voice Of The Customer by M. Zubeck, Space Systems/Loral; Frank Nibley, Leemak, Inc, USA

This paper reports an overview of how QFD tools were used to align the company's continuous improvement initiatives to the voice of the internal customers at Space Systems/Loral. This study highlights a 3-step roadmap for collecting the VOC and setting the direction for deploying a successful process improvement program.

QFD Addresses The Mobility Of NATO Tactical Aircraft by S.P. Bergman, McDonnell Douglas, USa

NATO commissioned the Advisory Group for Aerospace Research and Development to conduct a study to determine ways of improving the mobility of NATO tactical aircraft. McDonnell Douglas introduced QFD to this study, and successfully facilitated the use of QFD to both decompose the problems associated with aircraft development and to generate and prioritize options for minimizing these problems. The paper describes the genesis of the 3 linked matrices and the lessons learned from applying QFD in a multi-national team environment.

QFD And Information Technology: Designing The C31 System1 System by P.J. Hofman, CQE Air Academy Associates, USA

Designers of Command, Control, Communication and Intelligence Systems for the military consistently face the challenge of effectively applying the latest information technologies in systems that satisfy the user's needs as well as minimize overall life-cycle cost. This paper outlines how to use QFD to identify operational needs, evaluate different design options, highlight tradeoffs that should be optimized using Design of Experiments, and analyze the effect of certain failure modes on operational , design and functional requirements. The "Designer's Dozen," a systematic process of applying QFD that combines the structure of the Four Phase Method with the flexibility of the Matrix of Matrices is also included.

Automotive 1994

Making The Neon Fun To Drive by J.E. Fernandez, J.L. Chamberlin, E.G. Kramer, J.H. Broomall, H.A. Rori, and R.L. Begley, Chrysler Corporation, USA

The paper recounts the QFD and PDCA efforts utilized by Chrysler's Small Car Platform teams in the development of the "Fun to Drive" steering and suspension characteristics of the 1995 Neon. Starting with customer requirements, the teams established the relationship of the requirements to engineering measurements at the vehicle level and identified which of the important vehicle characteristics were associated with what vehicle components. The project resulted a profitable small car program in North America. The QFD process brought all parties to become of a single mind and work in concert toward a specific goal - Fun to Drive, QFD.

Utilization Of QFD Principles For Defining The Functional Objectives Of Future Jeep And Dodge Truck Vehicles by TS. Zaydel, Chrysler Corporation, USA

This paper reports the application of QFD at Chrysler for deigning the functional objectives of future jeeps and trucks. It discusses an overview of the methodology in use at Jeep and Truck Engineering to provide the customer with a truck that is competitive as to application and price and still has the qualities that will influence the customer to purchase a Jeep or Dodge Truck over the competition. QFD principles served as the backbone for the process utilized to achieve this goal.

Using QFD To Improve Process Of Automotive Painting by C. Miller, Ford Motor Company, USA

The pilot application of QFD to improve an automotive painting process is reported. QFD was used to understand the relationships between what customers want in a paint job and process variables, to focus resources on the most important process variables for measurement and control. The report from the on-going project focuses on the process of performing QFD on a manufacturing process.

Automotive Electrical Distribution System Junction Box-Current QFD (CQFD) by D.L. Fluharty, AFL Automotive, USA

AFL conducted a three-phase concurrent QFD (CQFD) to support development of its Junction Box for Ford's 1996 PN-96 light truck program. Engineering and manufacturing CQFD team participants found that the process gave them insight they would not have had without the CQFD. It enabled them to focus attention on customer priorities, make trade-offs apparent, identify several manufacturing opportunities and improve communication with key vendors.

Statistical Consistent Transformation Algorithm For Output Calculations Within The QFD Matrix by R. Vrancken, Siemens Automotive, Canada

The basic concept of the QFD matrix is to translate requirements of any kind (Whats) into controllable characteristics (Hows). QFD cascading systems use the How-importance ranking of a first matrix as What-importance ranking for a next matrix. Using the statistical probability distribution of What-values and the matrix elements to calculate the importance ranking of Hows, an algorithm was developed by a team at the Central Quality Division of the Siemens Company in Munich Germany. The paper describes this algorithm and report an application at Siemens Automotive Division in Ontario Canada.

Computer & Electronics 1994

Multiple Matrices For A Marketing QFD by M. Ackerman, B. Buckland, Digital Equipment Corporation, Semiconductor Operations, USA

This study outlines a multiple matrix process used at a QFD facilitated marketing organization of DEC. Customers, business partners, and DEC sales and marketing personnel joined together to identify customer input into the quality, functionality, and deliverability of a hardware/software solution being delivered to a marketing segment. The study demonstrated how over a five day period, customers' input evolved into actions and resource requirements through the use of multiple QFD matrices.

Developing A New Generation '14' Color Set by S. Salminen, Nokia Home Electronics; Ian Ferguson, Ian Ferguson Associates, UK

Nokia approached the development of a new television set using the logical discipline of QFD, to bring the new product to market on time with excellent customer acceptance. The paper describes how QFD was used by a multi-disciplined team, in both a process design role and in complementary system role. The benefit was the smooth introduction of the product onto the production line, and in the necessary ramp-up of production to meet scheduled demands.

Education 1994

Integrating The CustomerÕs Voice To Improve Educational Services Through QFD) by M. Grimes, J. Malmberg, and G. LaBine, Lakeshore Technical College

Lakeshore Technical College selected as a priority for 1992-93 school year to complete a comprehensive study, identify alternatives, and develop recommendations to address the school's facilities needs. QFD was chosen as the methodology to be used. The paper reports the progress made to date, the role of QFD in looking at a problem in an nontraditional way, and the unexpected outcomes that resulted.

General Industry 1994

QFD Outside North America- Current Practices in Europe, The Pacific Rim, South America, and Beyond by Glenn H. Mazur, QFD Institute, USA

This paper summarizes QFD activities outside the U.S. to this day (1994). Overseas organizations that have been central to QFD dissemination, application and research are featured. Recent QFD research being conducted in Japan is also introduced. The countries covered in this report include: Germany, Italy, Spain, Sweden, UK, Japan, Australia, Taiwan, and Brazil.

Linking QFD To Planning by M. L. Shillito, Eastman Kodak Company, USA

Even though QFD is a planning and design process, often it iis not checked against company plans at all or after it is too late. This paper proposes the PQFD (Planning QFD) model in which three planning matrices are used to bridge the gap between business plan and product design. It shows a planning matrix chain from company mission to the House of Quality.

QFD For Small Business - A Shortcut Through The 'Maze of Matrices' by Glenn Mazur, Japan Business Consultants, Ltd., USA

A number of leading North American firms have discovered the powerful approach of QFD and are using it to improve their products and services and more. QFD can be even more powerful in small businesses because of the unique characteristics. This paper discusses why small businesses should embrace QFD; it describes the QFD tools and deployment steps for small businesses through customer satisfaction stories.

Prioritization Of Your Customer Wants Through The Use Of A Pre-planning Matrix by B. Yoder and J. Sosenko, EDS-Management Consulting Services, USA

This paper describes the pre-planning matrix methodology including selection of criteria, relating these criteria to customer wants, and methods for incorporating these criteria into the final composite importance rating. It also present some of the methods for determining the influence each criteria has on the composite importance rating that are mathematically rigorous but provide more accurate input into further QFD work.

Quality Function Deployment In Concurrent Engineering by R. Hales, Int'lTchne Group Inc, USA

The QFD process which are commonly taught are not well suited to Concurrent Engineering and many actually encourage traditional serial product development. This paper describes a QFD process which concurrently addresses the need of all stakeholders. The means of integrating concept selection matrices into process will be also described.

A Road Map For Gathering Data From Customers: Lessons From Experience by M. Liner, Raychem Corp.; D. Daetz, HP, F. Laurentine, Sun Microsystems; R. Norman, TrailHead Learning Systems, USA

Members of the San Francisco Bay Are User Group, a collaboration among local company representatives and consultants, share a QFD-based roadmap to successful, structured planning and decision-making. The collaborative paper outlines a six-step process for ensuring team data-gathering for a successful House of Quality as illustrated by their experiences.

How To Develop Correct and Significant Relationship In A QFD Matrix by M.J. Cooke, Electronic Data System; T.J. Zalewski, General Motors Corporation, USA

In developing a QFD matrix, a team has to determine whether a relationship exists between two items. This paper describes how a facilitator can help a team successfully develop relationships by first aiding in the identification of the team's objective and then by asking specific questions that the paper discusses how different questions can influence the outcome of a matrix.

DFM2 Designing For Manufacturability and Marketability Designing For Manufacturability and Marketability by C. A. Kline, CIPM, QCS Ltd, USA

In 1991, Diagraph Corp. recognized an urgent need for new products and processes to enhance quality and functionality. A rapid engineering project was established with extensive use of QFD and concurrent product and process design techniques. This paper explains the development of customer and technical requirements into a product HOQ and the structure and evolution of the diverse teams throughout the concept, design and build phases.

Healthcare 1994

Applying QFD In Health Care Services - The Princeton Foot Clinic by J. Gibson, Baptist Health System, USA

Increasing competition, shrinking bottom lines and the push for health reform are forcing hospitals to differentiate in the delivery of services. One way to achieve this is to consistently deliver what customers want and further, what will delight them. The paper reports how the Clinic's task force consisting of clinicians, marketers and TQM staff was able to design a new service with built-in quality with the help of QFD and ensure clinicians to hear the voice of the customer above the high tech din of healthcare.

Designing The Voice Of The Customer Into A New Hospital Surgery Center by S. Macfarlane and K. Eager, Quality Advisor, Inc., USA

Healthcare is changing. Kennewick General Hospital in Washington needed to stay competitive. But how do you change the process by which hospitals and their employees provide care in an efficient, customer oriented way? This paper reports the progress made at the hospital by a cross-functional QFD team to design the surgery process for their new surgery center. The method, what worked and what did not, and recommendations for others in a similar situation and hospitals wanting to remain competitive.

Cardiac Arrest! QFD On The Heart And Soul Of A Medical Center by V. Alterescu, D. Newhart, and F. Tiedemann, John Muir Medical Center, USA

This is a case study involving three distinct QFD projects in separate clinical service areas: Cardiology, Oncology, and Rehabilitation, all undergoing radical market and governmental reform and competitor threats. Through the use of QFD, an interdisciplinary team was able to focus on developing services which are systematically tied to customer desires in each project. Had QFD not been done for these projects, the organization would have attempted a very different set of services built around the voice of single internal customer. The paper reports their QFD steps in three projects.

QFD In Health Care: Identifying Methods To Tailor QFD To A Service Industry. A Case Study At The University Of Michigan Medical Center by D. Erlich and E. Kratochwill, University of Michigan Medical Center

The University of Michigan Medical Center piloted QFD in a new unit which consolidated several diagnostic procedures into one unit. The objective was to learn when QFD is mot appropriate for a hospital, and to stimulate service volume at the new unit. The paper discusses 1) UMMC QFD approach, 2) the difficulties experienced in applying QFD to healthcare, 3) the benefits derived from QFD, and 4) the ways to tailor QFD to healthcare and the service sector.

Human Resources 1994

Managing To Meet Employee Expectations by R. Woods, PHR, Dow Corning, USA

This paper describes the application of quality tools including QFD to the task of understanding and meeting the employee expectations of the employer and company.

QFD - A Service Application In Human Resources by L. Harper, T. O'Driscoll, T. Yardley, and M. Zapata III.

The QFD process was used within the human resources department at North Carolina State University to perform existing process assessment. The research project led by the students provided a training tool for HOQ mechanics and an assessment tool for existing process. The exercise was effective in achieving buy-in for the QFD process from the HR executive management team.

Marketing 1994

Quality Elements To Consider In Deriving The Voice Of The Customer by Robert L. Brass, Development II, USA

The fabric of QFD is dependent upon the validity of its inputs - the Voice of the Customer. And yet, often a clear understanding of the potential customer is inadequately done. This paper discusses the importance of valid market research that is based on solid disciplines and experience combined with carefully assessed quality criteria.

Manufacturing 1994

QFD in existing Manufacturing Operations by im Folaron, 3M Company, Ultratec Tijuana, C.D. Ballon, AIA Raychem Corporation

Some of the basic elements of QFD - such as cross-functional teams, listening to and translating the Voice of the Customer, setting targets for both technical measurements and customer opinions, and displaying the information in a concise, understandable manner - are used to understand and improve existing manufacturing operations including outgoing product quality as well as communications between departments. Using three application examples, this paper details specific activities that were conducted using these QFD elements to identify and prioritize continuous improvement opportunities.

We Design It With Our Ears by S. Blondin, S. Cancellieri, D. Grace, and S. Maynard, The Wiremold Company, Inc., USA

QFD provided the core competency for new product development at the leading manufacturer of wire management products. The paper reports how the QFD process reduced their new product development times by 75%, increased the ability to develop and market many more new products than before, produced higher quality products and increased sales and productivity.

Beyond The House Of Quality: Dynamic QFD by C. Adiano, I B M and A.V. Roth, University of North Carolina, USA

The research paper presents a dynamic approach to QFD that translates customer wants and needs into relevant product and process parameters. The paper describes the concept, conceptual illustration of the mechanics of the approach, and application case at Austin  I B M assembly plant.

The Power of QFD in Designing a Manufacturing Facility by C. Douglas Ballon, Raychem Corporation, USA

In this building project application, QFD served not only to facilitate gathering the business and technical requirements but also it helped establish inter-personal links that far exceeded expectations, building a broad consensus among a vast array of people from the factory floor workers to the company's top executives, architects, environmentalists, tax experts, industrial engineers, real estate brokers, material supplies and the paying customers. The report describes the process used in adapting QFD to the task of planning a manufacturing facility.

Medical Device 1994

Additional Applications Of QFD Matrices by A. Uber III and D. Gigler, Medrad Inc.

This paper reports two QFD applications at Medrad. The first was in relating parts to phenomena, and phenomena to phenomena in a complex electromechanical device. QFD proved to be a good method for organizing all of the relationships. The second was to assist Medrad's senior managements in balancing the choices among various potential projects. The methodology helped show which project combinations could be most effective and illuminated the assumptions hidden in previous decision making process.

Service 1994

The Ritz-Carlton Housekeeping System: Service QFD Application by J.N. Kirk and A.F. Galanty, Ritz-Carlton Dearborn, USA

Based on the customer-identified critical processes vital to continued patronage, the Ritz-Carlton Hotel Company established the reliability of the housekeeping system at their Dearborn, MI property. Incorporating QFD methods of focusing on customer wants and needs, the House of Quality was built by a cross-functional team consisting of the Housekeeping, Laundry, Engineering and TQM group. Process identification techniques led to a surprising paradigm shift and resulted in a 65% cycle time reduction. The paper discusses the journey of the efforts and the reality of change in a customer-centered luxury hotel operation.

QFD Applied To An Engineering Service Delivery Proposal by G.D. Githens, MaxiComm Project Services, USA

This case study describes the design of a program management structure, based on a case of a proposal team responding to a Request for Proposal to provide environmental assessment services to the Army. The paper develops a QFD-based solution for design of a program organization structure and delivery system.

Software 1994

Implementing Software QFD On Large Projects by D.S. Newton and M.P. McDonald, Anderson Consulting, USA

Software QFD is a powerful tool supporting the development of high quality systems that deliver business value. The capability to define value and communicate it to the project team makes software QFD ideal for large complex projects. This paper covers Andresen Consulting's recent success with software QFD in support of development project involving over 200 people.

Towards Better Object Oriented Software Designs With QFD by E.S. Zawacki, Jet Propulsion Laboratory; Ellen Domb, GOAL/QPC, USA

QFD was used for the requirements and design analysis of a program in the Sequence Subsystem of the Advanced Multi Mission Operations Systems. QFD provided a methodical approach of capturing the voice of the customer across a diverse group of people and culture and played an important role in developing and tracing requirements. The paper describes how QFD focused the team's effort to produce an internal product for internal customers with diverse needs and how it was expanded for use with modern object oriented design software technology.

Telecommunication 1994

QFD Introduction To Motorola-A Study In Change Management by S. Bossserman and J. Stoner, Motorola, USA

This paper presents an overview of the experiences with the QFD process at Motorola since its introduction in 1980. The paper also introduces several change management concepts. Described in detail is the first completed QFD activity at Motorola including a critique of the exercise from the perspective of the change management process.

Textile 1994

QFD Study On Brake Chamber Diaphragm by D.B. Wootton, Milliken Industries Ltd., US; J. Newbold, Northern Rubber Company, Ltd., USA

The QFD process was worked through with a team consisting of personnel from Milliken and their customer Northern Rubber, to achieve full understanding of critical parameters and requirements of the materials as well as the final product, Air Brake Chamber diaphragms. The customer needs were established, the HOQ and other matrices were created up to part characteristics. Then a series of design of experiments were undertaken to optimize certain aspects of the process.

Tools and Methods 1994

Exceeding Customer Expectations by A. Gustafsson and N. Gustafsson, Linkoping University, Sweden

The purpose of this research was to determine where QFD fits into the development process when working with innovations. It describes conjoint analysis, another tool in customer communication process, and how it can be combined with QFD to bring a result that exceeds customer expectations.

Set-Based Target Setting With Precise Rate Of Improvement Weights In QFD by J.J. Cristiano, C.C. White III, Ph.D., J.K. Liker, Ph.D., University of Michigan, USA

The research paper presents a process based on the QFD paradigm for determining a set of targets for quality planning and the quality characteristics of new product design. It addresses the basic challenge of producing customer preferred products by integrating multi-attributes decision analysis into the framework of QFD to aid the experience and judgment of the design team by providing a set-inclusion description of the preferred region of the parameter design space. By integrating multi-attribute decision analysis techniques with QFD, which provide an underlying mathematical and behavioral basis for the selection of targets, the experience and judgment of the design team can be enhanced.

Training 1994

Training Development Using QFD Curriculum Planning and Development by K. Richter, Cheveron USA; D. Lyman, Int'l Techne Group, USA

QFD was used to establish a curriculum that properly supports the objectives and meets the needs of management. The paper describes how QFD helps plan the details of course development, how to use it to address management's as well as employees' concerns about a new training.


1993 (Click to open/close this panel)

The 5th Symposium on QFD (ISBN 1-889477-05-2)

Aerospace 1993

Concept Selection "A Process For Aerospace Design Decisions" by D. Hamilton, McDonnell Douglas Aerospace - East, USA

Many recent quality-related initiatives at McDonnell Douglas Aerospace-East have focused on Integrated Product Development and Systems Engineering approaches to the design of their products. Within the scope of these initiatives, there was a clear requirement to develop a traceable, unbiased, repeatable, and systematic approach to innovative design development, particularly design or concept selection. This paper presents a concept selection methodology which has been adapted from Stuart Pugh's concept selection process and applied for several design selection activities at the company.

Quality Function Deployment For Large Systems by E. B. Dean, NASA Langley Research Center, USA

This paper reports efforts to extend QFD to large scale systems within NASA. It links QFD to the system engineering process, the concurrent engineering process, the robust design process, and the project measurement process. It includes issues, project functions, and resource utilization as a part of a tightly linked project structure of high dimensionality which provides a high quality, low cost, and hence a competitive product. A pre-QFD matrix linking customers to customer desires and the decomposition and mapping of customer value as a means of project activity prioritization are described.

Use of QFD to Design a Simulation System by David L. Molnar, McDonnell Douglass Technologies Inc., USA

This paper describes the use of QFD to design a scenario generator for a system that electronically generates test targets for radars. The explicit primary goal was to use QFD as a tool to formally determine design requirements. Additionally, QFD was used to facilitate team building among two groups of people who had different technical expertise and had not worked together before this QFD project.

Automotive 1993

QFD Implementation at Chrysler - The First Seven Years by Robert J. Dika, Chrysler Corporation, USA

QFD appears to be a simple and rational method to translate customer requirements into appropriate company technical requirements. It is also the nature of QFD to challenge some of the basic assumptions and traditions of the new product development systems in mature organizations. Since it demands a change in the ways that we think and act as a company, it will meet resistance. This paper presents the story of successes and struggles that Chrysler has experienced in the integration of QFD into its development process. It reports the steady growth in both the number and significance of QFD projects over a seven year period, and shows that QFD can be a strategy in the movement toward a TQM culture.

Utilization of QFD Principles In Chrysler's 1995 Small Car Program by Monte G. Myers, Chrysler Corporation, USA

Is it possible for an American automobile manufacturer to design and build an affordable, fun to drive small car, in North America and at the same time make a profit? Chrysler's Small Car Platform Team not only believes that this is possible, but is on the verge of proving it to the world. This team has continually challenged itself to "Dare To Be Different" in all aspects of the automobile design and development process in an effort to challenge this paradigm. This paper presents a case study of a large scale, total vehicle program. It discusses the QFD process as used by Chrysler's Small Car Platform Team during the design and development phases of the new small car slated for an early 1995 model year introduction.

Application of QFD to Launch of G.M. D-Car Air Bag by Leonard Pavia, Mexican Industries in Michigan, Inc., USA

As a tier two supplier for air bags, Mexican Industries does not interact with the end item customer to be involved in the first phase of QFD in determining the customers demands or wants and translating them into design requirements. However, the company does become actively involved in Phase Two "Part Deployment," Phase Three "Process Planning" and Phase Four "Production Planning." This paper explores the application of these three phases of QFD to a vary unique air bag designed to meet the customer demand of protecting not only the regular passenger but also the third person sitting in the front seat.

Volvo's E.C.C. (Environmental Concept Car) - QFD applied to a Future Concept Car by S. Voegele, Volvo Monitoring and Concept Center

While the majority of the world's automakers are involved in intense R&D of battery-powered electric cars that will meet the CAFE requirements, Volvo has taken a different view: Meet California's zero emission vehicle standard set for 1998 but also take the desires of Volvo customers into consideration. The voice of the Volvo customer guided the entire concept development process. Using QFD as a concept development tool provided product requirements that were surprisingly different from initial expectations.

Strategic Management of (Standard) QFD by Keith B. Termaat, Ford Motor, USA

After five years of QFD, things right and things wrong with QFD were evaluated to specify a Ford standard process to achieve faster cycle time, reduced engineering workload and better direct marketing research and software institutional support. This paper describes a Ford proprietary QuickQFDTM process which relies on templates for wants, hows, and interactions to rapidly focus on no more than a couple of dozen each.

Aligning The Product Development Process Using Momentum(R) QFD: A Case Study In Letting The Voice Of The Customer Drive The Conceptualization Of a New Leak Detector by R. Nor man, Leemak Training Systems, USA

Using a case study, this paper examines the phases a company went through to implement a process for concurrent product development. The first phase included Voice of the Customer alignment and tools, the second phase embodied the tools and techniques of QFD, and the third phase involved implementing the plan.

Computer & Electronics 1993

Optimizing QFD by G. Brubaker and P. Dunham, NCR Corporation

This paper traces the introduction, optimization process, and training of QFD that took place and has been going on at NCR since the methodology's introduction to the company in 1989. Barriers to success, high performance QFD teams, and improvements made in market research brought by QFD are also discussed.

Successful Quality Function Deployment (QFD) Application at Digital Equipment Corporation - Unique Approaches and Applications of QFD to Address Business Needs by Michelle Ackerman and Bob Buckland, Digital Equipment Corporation, USA

DEC is applying QFD concepts to successfully improve internal business performance. Application of general QFD concepts to everyday business issues such as strategic planning, problem solving, and process development, in addition to more traditional software and hardware design and development, is shared.

Building Beyond the House of Quality: Concept Development by Donald E. Demallie, Unisys Corporation, USA

Designing a product that satisfies customer requirements has often been considered an art rather than a science. Using concept development changes that perception. By eliminating guess work, concept development applies a disciplined approach to developing products that best satisfy customer requirements. This paper describes the concept development process and defines the relationships between the process, the house of quality, the parts deployment matrices, and the use of Pugh's concept selection process.

Eliminating Customer Dissatisfaction Using Negative Relationship Matrix by David H Green, Michael Cooke, Ian C. Wild, Electronic Data Systems Consulting Division, USA

This paper describes how to use customer feedback to make trade-off decisions so that product features are not offered at the expense of the important customer requirements. The methodology involves the use of a "Negative Relationship Matrix," which was derived from the QFD technique. The example used illustrates how an automotive company might provide the best possible fuel economy to its customers.

Beyond the House of Quality - Dynamic QFD by Adiano, IBM Austin; Aleda V. Roth, Duke University, USA

Incorporating the voice of the customer into manufacturing is a multi-step process that poses the conundrum on how to link the voice of the customer with the manufacturing processes efficiently and effectively. The problem is technically solved through "Dynamic QFD," which is designed to optimize manufacturing's capability to enhance product quality and solution timeliness. The paper describes the method.

Construction 1993

QFD: A Step-Change Planning Tool for Engineering and Construction Projects by Thomas H. Oswald, P.E., Quality Management Consultant, USA

This paper describes recent research into the use of QFD in the project management processes of the engineering and construction industry (E&C). It addresses the unique nature of large E&C projects as complex, customized packages in which joint planning, teamwork, and communication between customer and supplier are often as important as decisions regarding materials, systems, and other aspects of physical configuration. The paper discusses industry differences which create challenges in adopting QFD in the E&C process, and concludes by setting forth implementation issues currently being investigated by the author.

Defense 1993

The Application of QFD to a National Security Issue by Greg A. Mann, Sandia National Laboratories, USA

On Aug. 4, 1990, the U.S. Senates passed a resolution requesting that Department of Defense investigate the feasibility of installing a post-launch destruct mechanism in all intercontinental and submarine-launched ballistic missiles deployed by the U.S. The feasibility investigation required the complex analysis of high level political, technical, environmental, operational, and security issues by a cross-functional team from DOE and DOD. Clarity and conciseness of the investigation results were of critical importance. This case study reports how modern quality tool, QFD, was modified and used successfully to organize the study, prioritize customer requirements, document decisions, evaluate technical options, and to identify critical system's characteristics necessary to respond to this national security issue.

QFD's role in Advanced Tactical Aircraft Development by Suzanne Bergman, Mcdonnell Douglass Aerospace - East, USA

Advanced aircraft design requires solutions to postulated future problems. MacDonnell Douglas Aerospace - East has developed a process which uses QFD to aid in the understanding of potential world futures and their implications. Beginning with national goals, successive matrices capture the flow down of requirements through the prioritization of technologies to be applied to advanced tactical aircraft. This paper describes how National Goals can be linked with successive levels of military policy in order to illustrate the impact of these policies on future aircraft force structure requirements. A method for examining the sensitivity of these requirements to eternal variables, such as the defense budget, potential U.S. and world futures, is also discussed.

QFD for Military Technology Development Planning by Robert A. Fiske and William J. Adams, North American Aircraft Division, Rockwell International, USA

The U.S. Air Force and U.S. Navy crew escape communities are merging forces to develop requirements and technology programs intended to produce an advanced ejection seat for fighter pilots. With the participation of this joint-service team Rockwell International and LME, Inc. executed QFD for bridging the large set of conflicting escape system requirements to a technology development plan. The first House of Quality embodied 6 Customer Voices, 12 requirements as Whats, and 33 technology goals as Hows. Subsequent matrices revealed key technology projects and technology development programs and culminated in a Technology Development Roadmap planning document.

Using QFD to Establish and Improve Internal Customer Satisfaction by Linda K. Hoffman, FMC Corporation, USA

Effective use of information resource technologies is critical to the success of a product development program. In June 1992, a TQM team was assembled to establish the desired interface between Information Resources and development program at a FMC Corp. in MN. Using QFD, the team analyzed customer data obtained from experienced development program mangers. This paper describes the steps taken and products of using QFD.

An Application of QFD in Product Support Services by Jeff Litwin, Rockwell International, USA

QFD for Military Technology Development Planning, Robert A. Fiske, Ph.D. and William J. Adams, Rockwell International, Walter R. Peck, LME, Inc. This study looks at the application of QFD at Rockwell International's Collins Avionics & Communications Division (CACD) in the product support area. Management had developed a goal of an average turnaround time for the repair of customer equipment. To address this target and identify opportunities for breakthroughs necessary to achieve such a goal, a QFD project was initiated. This paper reports the initial application of QFD of this project that is still in progress.

Education 1993

QFD in Academia: Addressing the Customer Requirements in the Design of Engineering Curricula by Mahesh Krishnan, Cincinatti Bell Information Systems; Dr. Ali A. Housmand, University of Cincinati, USA

Can the powerful methodology of QFD be used in academia? This paper describes a QFD model that can be used in the design of engineering curricula and how it can be implemented at a university setting. Specific success stories from the University of Cincinnati are used to illustrate the effectiveness of the model.

General Industry 1993

Using Fuzzy Set Theory To Derive An Overall Customer Satisfaction Index by G. Wasserman, Wayne State University, Agus Sugjianto, C. Wisry Sanrow, Quality Engineering Consultants and Contractors. Inc., USA

This paper details on how one may construct an overall customer satisfaction index based on the use of the Technique for Order Preference by Similarity to Ideal Solution (TPSIS) found in multi-attribute utility theory. The index is derived using competitive customer assessment information contained in the (A1) QFD planning matrix.

Measuring Improvements in Customer Satisfaction Through QFD by Jose A. Santos, Universidade de Sao Paulo, Brazil

This research paper presents a unified methodology to measure product improvement, based on the concept of QFD.

Quality Function Deployment for Product and Service Improvement by Daniel Hanson, Weyerhaeuser Company, USA

Applying QFD to existing product lines, a cross-functional team developed innovative design requirements which are now used to measure product and service performance. This paper outlines the steps the company took and processes used to build the initial house of quality, including the barriers the team faced and how they handled them, breakthrough leanings that took place as a result of using QFD, and how this created an important link between external customers and the company's manufacturing facilities. Also discussed are the diverse resources used, how QFD allowed the company to consolidate vast amounts of information into a few clear, concise pages of the most critical information, and the realization that QFD, used well, can create a significant competitive advantage.

QFD And Selecting Best Design by Ian Ferguson, Ian Ferguson Associates, UK

The balance between quality of design that ensures market share, cash generation for investment payback requirements, and the assurance and confidence of reliability is a fine one. This paper shows how QFD, particularly beyond the House of Quality, can reconcile these demands by generating eight sets of benchmarks that make a selection of Best Design one that will meet pre-set targets.

Quality Function Deployment - A Systems View by Dr. S. Nelle, Decision Management Australia; Byran Frew, Global Strategies

This paper explores QFD from the perspective of General Systems Theory. Examining QFD from this perspective helps explain the major reasons for the failure of the process and QFD projects. General Systems Theory provides a structure from which to teach and present QFD to ensure the process is understood and used successfully. The paper draws on experience from consulting assignments in Australia.

The Strategic and Tactile Use of QFD in the product Planning and Development Process by Kenneth L. Pia, Creative Research Services, Inc., USA

The benefits of QFD can be greatly enhanced if the strategic direction for product development is defined by the organization prior to the actual technical development of products by R&D or engineering. This paper details the process developed by this consulting firm to define and integrate strategic focus with tactical development of new products, using QFD as the platform.

Healthcare 1993

Applying QFD to Health Care Services: A case Study at the University of Michigan Medical Center by Deborah M. Elrich, Ph.D. and Dennis J. Hertz, University of Michigan Medical Center, USA

The University of Michigan Medical Center piloted QFD in a new unit which consolidated several separated diagnostic procedures into one unit. Based upon early TQM success, the organization employed QFD to realign resources to meet the valid customer requirements of the combined groups in order to stimulate service volume by better satisfying customer desires. The team is now completing the A-1 matrix. This paper discusses the Medical Center's approach, reports experiences learned, identify changes which have been implemented, quantify the financial benefits which have resulted from these changes, and offer ideas on how best utilize QFD at a referral hospital.

Market Expansion Analysis Through QFD by J. A. M iller, Quality Processing Consulting; H. N. Tucker, Clintec Nutrition, USA

This paper presents the approach and findings from a House of Quality based analysis of how the market leading company could cause expansion of the entire clinical nutrition business worldwide.

Human Resources 1993

QFD for Improving Employee Morale by Gary Ekstrom, IBM Skill Dynamics, USA

This paper illustrates the use of QFD for improving the overall morale of employees within a company. The process used by the QFD Team is illustrated along with the top employee wants and needs and a prioritized list of characteristics. A complete QFD diagram provides the team results and the subsequent actions taken based on those results.

Research & Development 1993

FD Applied To R & D Activities by M. Soril and Z. Goifi, LaBein Centro de Investigacion Technologica Quality

This paper reports the LaBein's efforts in application of the QFD to its R&D lines and services by a qualified Quality Improvement Team in order to a) identify the customer's current and future needs, b) improve the accuracy of its own projects, research guidelines and other activities, and c) help its management to adjust the organizational long-term vision, customer driven master plan and yearly strategies, d) improve employee satisfaction and motivation while matching their profiles and academic careers to the market requirements, and e) launch a TQM program with the short term goal of accomplishing ISO-9000 accreditation.

Safety 1993

Application of QFD to a "Soft" Issue by John Crossley, The Clorox Company, USA

The Clorox Technical Center Health and Safety Team had a concern. But an unusual application of the QFD process quickly solved the problem. The paper describes how QFD was able to surface the cause of the H&S committee's problems and allow them to develop a recommendation, that in combination with other data from the analysis, resulted in a much improved system.

The Application of Quality Function Deployment In the Los Angeles River Rescue Task Force by Kathleen Butler, Robert Litwin, John Marzec of Rocketdyne, Rockwell International; Tony Ennis, Los Angeles City Fire Department, USA

Each year, on the average, six people drown in the L.A. area flood control system. After a highly publicized tragedy in 1992, the City Council formed the River Rescue Task Force. One of the objectives was to develop new technology as may be necessary to assure rescue of people from the flood channels. QFD was used as a means to sort through the various concepts. Rocketdyne provided training and team facilitation to the Task Force as they worked through the QFD process. They have completed the House of Quality and the Pugh concept selection. Prototypes will be tested and recommendations made to the City council.

Service Industry 1993

QFD for Service industries: From Voice Of Customer To Task Deployment by Glenn Mazur, Japan Business Consultants, USA

Traditional quality approaches to assuring service quality often focus on work standards, automation to eliminate people, or Quality Improvement Teams to empower employees to solve problems. As manufacturers are finding out, however, consistency and absence of problems is not a competitive advantage when only good players are left. Exciting, positive quality must be created that adds value to the customer. This paper discusses why the service industry should be embracing QFD to stay ahead of the game. It includes an excellent explanation of what the Kano model really means, what is QFD, how to identify key customers, how to implement QFD steps, what are the deployments of Service QFD and how QFD can be successfully implemented in small businesses. A 1985 case study of a translation business is used to illustrate the points, in which the use of QFD increased the revenue by 28.5% in the first year, 150% the second year, and 215% the third year.

Strategy 1993

Does QFD Support Corporation's 35-Year Vision? by John Terninko, Responsible Management, USA

Why and when should QFD be used? The Check-Act-Plan-Do cycle is the critical process connecting an organization's vision to the design process. The design process defines the tasks and functional assignments which may require QFD activities. This presentation formally connects vision, TQM, design process and QFD, providing a road map for the practitioner. A service application for healthcare consultation is used to present the idea.

Team Building 1993

QFD and Personality Type - The Key to Team Energy and Effectiveness by D. Lyman, Int'l Techne group, USA; Ken Richter, Chevron Chemical Company, USA

This paper discusses the company's use of MBTI as an aid to improve the effectiveness of QFD teams. The paper shows how the MBTI was used as a tool to educate teams and improve the effectiveness of their QFD efforts.

Concurrent Engineering and the Entire QFD Process: One Year After Start-Up of a New Mill by D. M. Scheurell, Ph.D., Kimberly-Clark Corporation, USA

In the previous year's symposium, the company reported a paper that emphasized how their company went about forming the QFD team, the strategies to get around the barriers, results, and the transformation. This year's paper follow up on the program and postulates what they believe are the keys in obtaining all possible benefits from QFD. The importance of the team charter, a shared vision, and the team empowerment is stressed.

Just Do it! by John Stit and Cheryl York, Kimberly - Clark, USA

This paper describes the obstacles to implementing QFD in an older Kimberly-Clark mill, the team dynamics used to overcome the obstacles, and the changes that took place within the QFD team and spread to other departments within the mill.

Supporting Technique to Improve Cycle Time When Using QFD by William J.Riordan, Howard Hohnson, Catherine Olin, Tom Salyers, GDE Systems Inc., USA

The QFD enhancement discussed in this paper is based on Delphi theory and aims at balancing individual efforts and team needs while minimizing the time needed to achieve mutual understanding and group solidarity. The paper describes the theoretical basis of the method, the integration of computer tools, and the mechanics of the total process and how the enhancement was used in two QFD efforts (service and management related projects)

Telecommunication 1993

QFD Adaptation Under Changing Business Directions - An Application for Product Fulfillment Systems by Sherry M. Bosserman, Motorolla, Inc., USA

After four years since the introduction of QFD and 12 completed QFD projects in various applications, the QFD facilitators at Motorola began to see the patterns of successful QFD teams vs. unsuccessful ones. Why did some QFD projects succeed and others fail? And what can be done to enhance success rate in the future? This paper reports detailed analysis of the various factors that were present in the past QFD efforts, and identifies a several key points that are critical to successfully bringing QFD into a technology-driven culture.

DMOQs: Measuring Yourself Against the Voice of the Customer by Patrick G. Brown, Dianne M. Thompson, AT&T Bell Laboratories, USA

The QFD toolset is a superb mechanism for driving all aspects of an enterprise by the voice of the customer. At AT&T, QFD techniques have been used to define service offerings, strategic plans, quality improvement programs, and business metrics that are closely aligned with customer needs and expectations. This paper describes how the QFD approach has been used at AT&T to generate customer-focused metrics called "direct measures of quality," to help ensure that the aspects of the products and services that are most relevant to satisfying their customers' needs are measured.

Enhancing Customer Service Through QFD by Lori A Frantzve, Mahesh Krishnan, Cincinnati Bell information Systems, USA

This paper describes the use of QFD to improve customer service at Cincinnati Bell Information Systems. It looks at the process of handling external customer calls related to product/service information, on-line systems support and other customer and product needs. The paper also speaks to how QFD fits into the TQM cycle.

Energy / Utilities 1993

QFD at PG&E - Applying QFD To The residential services of Pacific Gas & Electric by A. Tessler and N. Wada, PG&E, USA; R. Klein, App lied Marketing Science, USA

In 1992, PGE began using QFD to identify programs and services that would improve customer satisfaction and overall favorability. The first application focused on residential customers system-wide with the San Jose division as a test site. The pilot program went so well that the company expanded the program to other geographic divisions and customers. This paper reports the use of the Voice of Customer to link market research, SPC, continuous improvement teams, systems modeling, and information systems design and development, as well as the resulting benefits of using QFD.


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