Page 162 - DMGT524_TOTAL_QUALITY_MANAGEMENT

Unit 11: Quality Function Deployment

Needs that are assumed by customers and, therefore not verbalized, can be identified through Notes
preparation of a function tree. Excitement opportunities (new capabilities or unspoken needs
that will cause customer excitement) are identified through the voice of the engineer, marketing,
or customer support representative. These can also be identified by observing customers use or
maintain products and recognizing opportunities for improvement.

11.6 House of Quality

The House of Quality is the first matrix in a four-phase QFD (Quality Function Deployment)
process. It’s called the House of Quality because of the correlation matrix that is roof shaped and
sits on top of the main body of the matrix. The correlation matrix evaluates how the defined
product specifications optimize or sub-optimize each other. It is shown in the Figure below.

Figure 11.1: House of Quality

Inter-
relationships

Technical Requirements
How’s

Voice of the Relationship between Priorities of
customer customer requirements customer Competitive
evaluation
What’s and technical requirements requirements
Priorities of technical
requirements
Target Values

11.6.1 Building House of Quality

Characteristics or design requirements (vertical section) and the centre of the house.
A set of matrices used to relate voice of customer to a product’s technical requirements, component
requirements, process control plans, and manufacturing operations. House of Quality, introduced
by Hauser and Clausing, is the most commonly used matrix in traditional QFD methodology in
order to translate the desires of customers into product design or engineering characteristics
and subsequently into product characteristics, process plans and production requirements. The
house of quality is applied for identifying customer requirements and establishing priorities of
design requirements to satisfy CRs. The aim is providing right products for the right customers.
The house is made up of three main parts: the customer attributes or customer requirements
(horizontal section); engineering customer requirements section indicates “the voice of
customers”. It shows the requirement of the customers and what they think is important in the
product and also relative importance of the different customer attributes. Design requirements
section records the technical aspects of designing a product. It indicates, “How the customer
wants can be met”. The objectives and targets section (basement of the house) indicates the
relative importance of the different engineering characteristics and also indicates target levels
or measures of effectiveness for each. The roof of the house indicates the positive and negative
relationships between the design requirements. The centre of the house describes the correlation

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