Page 160 - DMGT524_TOTAL_QUALITY_MANAGEMENT

Unit 11: Quality Function Deployment

Time Savings Notes
Enables to change the design in the starting itself
Limits the problems after introduction of the product
Reduces the time for redesigning since all changes are made in the first step itself
Team Work
Based on every one’s ideas

Creates good communication flow
Identifies team work and recognition to each team member
QFD minimizes the later engineering changes and results in better quality because the
clearer product definition helps in better product development cycle.
The analytic vigour of QFD causes streamlining of processes and helps in elimination of
many internal processes that do not add value to the new product development process.
QFD through documentation helps in building product development intelligence,
preventing recurrence of errors, helping new engineers to learn processes faster without
assistance of senior managers and engineers.

Self Assessment

Fill in the blanks:
4. …………………… must be clearly communicating priorities of projects so that teams can
plan accordingly.

5. Effective …………………… is key for success for QFD teams.
6. The …………………… vigour of QFD causes streamlining of processes and helps in
elimination of many internal processes that do not add value to the new product
development process.

11.4 Voice of the Customer

The “voice of the customer” is a process used to capture the requirements/feedback from the
customer (internal or external) to provide the customers with the best in class service/product
quality. This process is all about being proactive and constantly innovative to capture the
changing requirements of the customer along with time and as per changing tastes.

The “voice of the customer” is the term used to describe the stated and unstated needs or
requirements of the customer. The voice of the customer can be captured in a variety of ways:
Direct discussion or interviews, surveys, focus groups, customer specifications, observation,
warranty data, field reports, complaint logs, and other various sources which can get significant
information.
This data is used to identify the quality attributes needed for a supplied component or material
to incorporate in the process or product.
Traditionally, Marketing has had responsibility for defining customer needs and product
requirements. This has tended to isolate Engineering and other development personnel from
the customer and from gaining a firsthand understanding of customer needs. As a result,
customer’s real needs can become somewhat abstract to other development personnel.
Product development personnel need to be directly involved in understanding customer needs.
This may involve visiting or meeting with customers, observing customers using or maintaining

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