2006: The 18th Symposium on QFD  (ISBN 1-889477-18-4)

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Using a Spec Document, the Customer Voice Table, and a QFD Matrix to Generate a CTQ (Critical to Quality) List by Bruce White, Staff Statistician, QFD Black Belt®, Imation, USA

Keywords / Topics: Critical to Quality List (CTQ), Customer Voice Table, QFD matrix, Design to Spec, Importance Prioritization, Modern QFD

Abstract:  When all you have to work with is a large specification document and you need to identify what specs are truly important to the customer, the techniques outlined in this paper will help you... Imation is a leading memory device manufacturer. This presentation will report how they were able to identify from specs, a Critical to Quality List (CTQ), the most important, measurable characteristics of the finished product that are strongly linked to customer requirements. The technique involves using the Modern QFD and a matrix to structure customer need statements, weigh and access the importance and relationships between the customer need statements and the specs. It can be very useful for any OEM supplier as well as internal customers. The paper discusses the Modern QFD tools used for this technique, the process, and how successful the outcomes were.


Finding Customer Delights Using QFD by Carey Hepler, QFD Black Belt®, Integrated Market Intelligence, Blue Cross Blue Shield of Florida, USA; and Glenn Mazur, QFD Red Belt®, Japan Business Consultants, Ltd., USA

Keywords / Topics:  Healthcare QFD, Health Insurance,  Health Maintenance Products, Voice of the Customer (VOC),  Unspoken Customer Needs, Healthcare Product Development, Customer Retention, Exciting Quality, Delightful Quality, Kano Model, Modern QFD

Abstract:   Changes in market demographics and the regulatory environment are creating many new opportunities for health-care and related organizations. As the oldest and most respected health insurance organization in the State of Florida, Blue Cross Blue Shield of Florida (BCBSF) strives to stay ahead of the competition by quickly responding to these changes with new and improved insurance and health maintenance products. Recently, we have begun to use QFD to discover the unspoken customer needs for an underserved portion of our population. QFD has allowed us to convert their needs into new products, services, and features to delight and attract new customers as well as retain current customers. This paper describes some of the new opportunities we are facing, and shows step by step how we are addressing them by understanding the Voice of the Customer and innovating and implementing exciting solutions.


Pair-wise House of Quality (HoQ) Matrices: Turning poor perception to customer satisfaction by Rituparna Maji, Six Sigma Black Belt, Sr. Quality Consultant, Wipro Technologies, INDIA

Keywords / Topics: Voice of Customer (VoC), House of Quality (HoQ), DBA (Database administrator), B2B IT Service, Gap Analysis, Expected Quality

Abstract:   During a review of a project for database production support in a financial services company, the customer expressed unhappiness in terms of ‘processes being loose, not being hands-free’ and a host of others. Lacking clear direction from the customer, it became difficult for the team to arrive at any tangible actions. A pair of House of Quality (HoQ) matrices was innovatively used in this scenario to convert Hazy customer perception to Concrete pain areas to Focused improvements to Customer satisfaction. This application is an attempt at gap analysis by comparing a pair of HoQs, one representing the current level of performance of processes and the other reflecting its corresponding desired level as perceived by the customer. The paper reports the beauty of this method that it can be used to perform a gap assessment of "expected vs. actual' in any kind of an environment where the pain area spreads across multiple aspects of service delivery and/or there is a dearth/absence of data.


Challenges in Rapid Deployment of New Services in Healthcare by Michael Scutero, Six Sigma Master Black Belt, Quest Diagnostics Inc., USA; Sonja Draganic, Six Sigma Black Belt, Quest Diagnostics Inc., USA; and Angela Rylsky, Six Sigma Black Belt of Quest Diagnostics Inc., USA

Keywords / Topics:  Design for Six Sigma (DFSS), Healthcare QFD, Patient Flow Management, Turn Management, Patient Service Centers (PSC)

Abstract:   Through careful application of QFD in the early phases of a DFSS activity, we show solutions to customer queuing problems.  The problem occurs in patient outreach, or service centers (PSC) that are responsible for patient blood draws and specimen collection.  Patient flow through PSC sites, when disrupted, often results in delays and dissatisfaction.  Patients are essentially  “pushed” through the sites.  The new and improved services generated include personnel redeployments, customer routing, customer flow regulators, supply chain efforts and improved transportation.  In addition, we uncover needs & solutions for implementation of these new services to over 40 geographically separated PSC sites in a relatively short time. This paper reports Project Management activity (PM), new product introduction (NPI), Design for Six Sigma (DFSS), QFD deliverables, QFD application, and case study success.


QFD-based Curriculum Planning for Vocational Education by Catherine Y. P. Chan, QFD Green Belt®, Institute of Textiles & Clothing, The Hong Kong Polytechnic University, Hong Kong.

Keywords / Topics: Vocational Education, Demanded Quality Deployment Chart, Quality Elements Deployment Chart, Modern QFD for Education

Abstract:  Originally set up by the government in the “Golden Age” of manufacturing, the vocational education institutions in Hong Kong are struggling to adapt to the profound changes brought by today's global market. It will show how QFD enables a paradigm shift in vocational education to face a changing world and how Modern QFD tools and methods can be applied to college curriculum design. The paper reports the concept, system, tools and the mechanism of incorporating Modern QFD into curriculum planning, as well as a pilot study using Blitz® QFD to identify important industry-specific knowledge. A Customer Voice Table for identifying the job needs of the clothing industry, Affinity Diagram, Customer Needs Hierarchy table, and Maximum Value Table are also included.


An Analysis of Methods for Prioritizing Design Characteristics in Quality Function Deployment by Marcus J. McLeese, Maintenance Supervisor, Coca-Cola Enterprises, Alsip Operations, USA; and Bruce DeRuntz, Ph.D., Southern Illinois University Carbondale, USA.

Keywords / Topics:  Prioritization methods, House of Quality, Simple Additive Weighting, Modified Simple Additive Weighting, Order Preference, Traditional QFD

Abstract:  Practitioners of traditional QFD often choose between three popular methods for ranking design characteristics in the House of Quality: Simple Additive Weighting; Modified Simple Additive Weighting; and Technique of Order Preference by Similarity to Ideal Solution. In this research, these three methods were simulated and statistically tested to identify whether a significant difference existed between the outcomes and the pros and cons associated with each. Practitioners of Traditional QFD will find this research helpful in knowing what options are available, which method works best, and what they should be aware of when using each method. It is also of historical interest to those who practice Modern QFD and Six Sigma in understanding the strength and weakness of the traditional QFD math models and how they are different from the methods taught today.


Controlling Innovation as a Basis for Continuous Success - An Executive Overview of Systemology by Greg Yezersky, President, Institute of Professional Innovators, USA

Keywords / Topics:  Innovation Process, Systemology, System Evolution, Business Process, TRIZ

Abstract:  The Russian born Theory of Solving Inventive Problems (TRIZ) has provided a systematic roadmap for tapping into existing yet hidden solutions and solving physical contradictions to invent innovative engineering solutions. Now, this underlying principles of TRIZ have been evolved into a General Theory of Innovation (GTI) for non-manufacturing organizations and general business management. When we design a product or service, we must follow the laws of physical science. Similarly, if we expect business to be successful, we must follow the laws of system evolution. This practice, often done intuitively by business executives, can help businesses achieve continuous innovation if it is better articulated and strategically applied. This paper introduces the General Theory of Innovation (GTI), an evolutionary development of TRIZ for non-manufacturing organizations and general business management, and how to control the innovation process and outcomes by applying GTI to business processes, just as TRIZ has done to manufacturing and engineering problems.


Kano Model: The Latest Developments by Glenn Mazur, QFD Red Belt®, Executive Director, QFD Institute, Executive Director, International Council for QFD; Richard Zultner, QFD Red Belt®, QFD Institute, USA

Keywords / Topics:  New Kano Model, Kano Diagram, Exciting Quality, Expected Quality, QFD

Abstract:  The Kano model is often cited by experts in quality, design, and marketing. And yet, it is one of the topics that are often misunderstood. What is the historical background of this concept? Are there methods that product developers and marketers can apply beyond the visually-interesting diagram? What is the relationship between QFD and Kano's model, and how it can be integrated into QFD? What should QFD practitioners know about applying this in their project? This paper examines the Kano Model, including the latest developments as presented in the October 2006 Kano master class taught by the master himself, and introduces new application methods and models that are currently being developed by the QFD Institute through its on-going international research.


Appendix I: Bonus Case Studies

QFD Applications in Health Care and Quality of Work Life by Glenn H. Mazur, Japan Business Consultants, Ltd., USA.; Jeff Gibson, Baptist Health System, Birmingham, Alabama, USA; Bruce Harries, TELUS Corporation, Edmonton, Alberta, Canada

Quality Function Deployment for a Medical Device by Glenn Mazur, Japan Business Consultants, Ltd.

Making The Neon Fun To Drive by J. E. Fernandez; J. L. Chamberlin; E. G. Kramer; J. H. Broomall; H. A. Rori; R. L Begley, Small Car Platform Engineering, Chrysler Corporation

The Application of Quality Function Deployment (QFD) To Design a Course in Total Quality Management (TQM) at The University of Michigan College of Engineering by Glenn H. Mazur, Adjunct Lecturer, The University of Michigan College of Engineering, Executive Director, QFD Institute, U.S.A.


Appendix II: Abstracts of Papers from Symposia on QFD 1989-2005


More Abstracts

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2006  (you are here now)

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