2009: The 21st Symposium on QFD  (ISBN 1-889477-21-4)

This volume of the transactions will be available in June 2010. Please contact QFDI.

2009Consumer Branding & Marketing

Why We Drink Beer: Using QFD, Kansei, and AHP to Understand How Consumers Identify with Brands  by Theera Vongpatanasin, QFD Black Belt®, Managing Director, Boonrawd Trading International Co., Ltd., Thailand; Glenn Mazur, QFD Red Belt®, QFD Institute / Japan Business Consultants, Ltd., USA.

Keywords: Gemba Study, Consumer Branding, Foreign Markets, Marketing, Kansei Engineering, AHP, Modern QFD

There are numerous approaches for understanding consumer motivation and insight. This paper explores the application of new product development methods such as Quality Function Deployment, Kansei Engineering, and Analytic Hierarchy Process to assist sales and marketing groups to better understand how customers feel about the products they buy. QFD is a Japanese created approach to translating the voice of the customer into product functional requirements, kansei is a Japanese created approach to identify product sensory attributes that affect consumer emotions and image, and the AHP is an American created method to determine priorities based on human decision making modes. The authors have applied these techniques to learn about how the image that Thailand’s premier beer, Singha, is perceived by consumers in the U.K. to apply the findings for future marketing and branding campaigns.

2009 Cost Cutting / Price Deployment

Cost-cutting QFD: How to Reduce Non-value Added Costs in Goods and Services  by Harold Ross, QFD Green Belt®, Director, QFD Institute, USA. 

Keywords: QFD Cost Deployment, Price Reduction, Value Engineering (VE), Reverse QFD, Customer Value

Since the 1960s, QFD has been used by companies around the world and in numerous industries to add quality, value, and customer satisfaction during the design and development of new products and services. Through a linked series of analytic tools, the Voice of the Customer can be deployed into design, build, and delivery specifications and identify the critical tasks to achieve them. Though most QFD studies focus on improving customer satisfaction by increasing the functionality or performance of the product, in these difficult economic times, "low cost" and "price" have become important elements in purchasing decisions. Price being defined as cost plus profit, traditional cost cutting approaches include value engineering to reduce design cost or lean activities to reduce manufacturing waste. QFD can offer an additional approach that enables companies to remove functions and performance that add little value to customers, bringing features in line with the benefits they give the customer — as defined by the customer. This paper will re-visit Cost Deployment, which was integrated by Dr. Akao in late 1970s but has never gained much traction outside Japan, as well as review additional tools that companies can use for Cost-Cutting based on Reverse-QFD, Value Engineering, and others methods.

2009 Gemba Visits / Machine Tools / International Operations

Globalizing Gemba Visits for Multinationals   by Nicklas Bylund, Ph.D., QFD Black Belt®, Sandvik Coromant, Sweden; Glenn Mazur, QFD Red Belt®, Japan Business Consultants, Ltd. and QFD Institute.

Keywords: Need Finding, QFD, Gemba, Product Development, Cutting Tools, Multinational, International VOC

There are approaches to improving a company’s new product development process by improving bits and pieces, but a more thorough impact is accomplished with a chain of well integrated methods in an educational package including certified skill levels. QFD is used by companies to better understand the spoken and unspoken customer needs and their priority, and then translate them into product requirements, assuring quality throughout the design, manufacturing, and after-sales phases. The traditional QFD tool set focuses on time consuming matrices, called 'houses,' but in today’s lean businesses, the resources available to do this depth of analysis are reduced. Furthermore the matrices have often overshadowed the true soul of QFD, i.e. drive customer needs through the whole process. More efficient methods have been introduced by the QFD Institute under the guidance of Dr. Yoji Akao, the founder of QFD. For a manufacturer with a worldwide presence, especially, translating the Voice of the Customer was found to take on cultural in addition to linguistic imperatives. Sandvik Coromant is a leading manufacturer of metal cutting solutions with worldwide presence, with a long history of innovative products. The company has put forward a goal to reduce by half the time from identifying customer needs to achieving peak sales. This paper will focus on the going to the customer’s Gemba (or machine shop in our case), one of the methods in modern Blitz QFD® methods and discuss the differences of applying Gemba in different countries and cultures where Sand-vik Coromant is active.

2009 Food Industry / Process Industry

The Use of QFD to Develop a New Food Offering with a Cross-functional Team—from Consumer Behavior to Formulation and Production   by Glenn Mazur, QFD Red Belt®, Japan Business Consultants, Ltd. and QFD Instituteitute.

Keywords: Modern QFD, House of Quality (HOQ), Cross-functional Product Development, New Product Development Process

This paper reports QFD application for food products industry using QFD's consumer-centric processes to enhance its existing product development process and to develop a new product. While the service aspects of this offering have been previously published, this paper focuses on the food product itself, and how QFD for a transforming chemical process (mixing and baking) differs from that of an assembled product or human process. Traditional tools such as the House of Quality (HOQ) as well as some of the tools of Modern QFD were integrated in this study as well. It discusses several steps necessary to focus the project and delivery channel, identify customers and their needs and preferences, and then work step-by-step through the process of the food product end characteristics, intermediate batch characteristics, ingredients and process parameters, and key manufacturing and final production quality control points. Sales impact will also be discussed.

2009 Lean Initiatives

Beyond Lean: Evolving into a Super Talent Factory  by Yong Yin, Visiting Scholar, University of Texas at Dallas, USA; Kathryn E Stecke, Ph.D., Ashbel Smith Professor of Operations Management, School of Management, University of Texas at Dallas, USA; Ikou Kaku, Ph.D., Professor, Akita Prefecture University, Japan

Keywords: Seru System, Next Generation Lean Manufacturing

Seru is a next-generation, lean manufacturing concept that has been taken up by some of major Japanese manufacturers in recent years but it is still largely unknown outside Japan. Seru is an inheritance and evolution of Toyota’s lean philosophy and Sony’s one-man production organization, but it is more efficient and flexible than lean when applied to industries such as electronics and auto components, bringing huge benefits. By using historic cases of many global leading companies (Ford, GM, Toyota, Sony, Canon, NEC and others), we will firstly review various evolutionary processes of manufacturing organizations throughout history. Then, we will explain what the "seru system" is and how to create and apply it. Finally, we will predict the expected important impacts of seru for industries.

Lean QFD: Evolving QFD for a Lean Six Sigma World  by Richard E. Zultner, QFD Red Belt®, Director, QFD Institute, Zultner & Company, USA

Keywords: Lean Six Sigma, Lean QFD, Lean House of Quality (HOQ)

Lean Six Sigma is becoming even more popular than Six Sigma. The next step in the evolution of QFD is both to add QFD to Lean, and apply Lean to QFD. This paper explores what QFD can do for Lean, and what Lean can do for QFD. This will result in a Lean QFD well suited for Lean Six Sigma. The House of Quality matrix will be used as an example, resulting in a Lean House of Quality.

2009 Industrial Product / QFD Training Experience

Thinking Outside the (corrugated) Box  by Michael Harrington, Director of Engineering, Alliance Machine Systems International, Inc., USA; Jack ReVell, Ph.D., USA.

Keywords: House of Quality (HOQ) QFD, A-1 Table, E-series Tables, 4-phase QFD approach, QFD Training

We’ve done all right in the past but need to do better going forward… How can we get new designs to the market place that hit critical specification targets? How can we make the lives of our sales force so easy that all they need to do is sit back and take orders because our customers are coming to us rather than us trying to convince them that our products will add value to their processes? We will share our experience in the initial training and applications of QFD and House of Quality (HOQ) matrix approach on a project to design a new industrial product for the corrugated box industry. It reports chronologically on the steps that the company took to obtain training and then implement QFD, including planning Gemba visits, data translation into a Voice of the Customer Table, use of A-1 table, E-series tables based on the 4-phase QFD approach, and noun/verb function analysis. We will then discuss the success we had and also highlight the areas where we can improve on the next implementation, including an insight on how to introduce the HOQ-based QFD into a small company and what pitfalls to avoid.

2009 Kansei Engineering / Rough Set Theory

Using Rough Set Theory to Efficiently Implement "Choice of Domain” Step in Kansei Engineering by Ali Ahmady, Ph.D. candidate, Wichita State University, USA.

Keywords: Kansei Engineering, Rough Set Theory

Kansei Engineering is a customer-oriented, product development approach which maps customers’ emotional values into product design. Identifying the consistent groups of customers based on their emotion is an essential part of the “choice of domain” step in Kansei engineering. This paper presents a method to identify the most influential users’ characteristics on different customers’ Kansei when there are inconsistencies of preferences within groups of people in a heterogeneous market for a specific product. These users’ attributes can be used as the bases for customer grouping in Kansei Engineering. This paper will introduce the proposed method and its validation through an application to a website example to identify multiple consistent sets of groups of users.

2009 Appendix: Bonus Case Studies

Consumer Encounters: Improving Idea Developments and Concept Optimization

By Cathy Rings & Brian Barton, Home Products Division, Rubbermaid Inc.; Glenn Mazur, QFD Institute

Kansei Engineering for Commercial Airplane Interior Architecture

By Jeanne Guerin, Payloads Concept Center, The Boeing Company

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 Mazur, QFD Institute

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2008: The 20th Symposium on QFD  (ISBN 1-889477-20-6)

KEYNOTE: QFD in Europe: State-of-the-art and Case Studies by Georg Herzwurm, Ph.D., Chair of Information Systems II, Universität Stuttgart,  certified QFD-Architect of QFD Institut Deutschland, Germany; Dipl. Wirt.-Inf. Sixten Schockert, researcher/lecturer, Universität Stuttgart, certified QFD-Architect of QFD Institut Deutschland,  Germany.

Keywords: QFD in EU, European industry, Volkswagen, T-Systems

The presentation will provide an overview on the state of the art of QFD in Europe. The first part covers a general analysis of QFD applications in Europe based on a literature review with focus on contributions in quality journals and past national and international QFD symposia. The underlying assumption of this analysis is that there may exist regional distinctions in the dissemination of QFD and in the industries QFD has been applied. The second part of the talk will present selected case studies from various representative industries like the automotive, the software and the service sector. Companies involved in these QFD applications include among others the Volkswagen Group and T- Systems.

2008 AUTOMOTIVE / BUILD-TO-PRINT SUPPLIERS

Value Based Product Development - Using QFD and AHP to Identify, Prioritize, and Align Key Customer Needs and Business Goals  by Chad Johnson, QFD Green Belt^®, Six Sigma Master Black Belt, TRW Automotive Braking Division World Headquarters, USA; Glenn Mazur, QFD Red Belt^®, QFD Institute / Japan Business Consultants, Ltd.

Keywords: automotive QFD, Modern QFD, customer value, key customer needs, business goals, AHP

In order to distinguish ourselves from the competitive pack, it is becoming increasingly important to seek a deeper understanding of value-driving customer needs during the early stages of product/process development. Although automotive suppliers are often asked to be creative and lean, we still often build strictly to given specifications. We receive data in the old "build to print" paradigm but we are often required to design in a more creative and lean one. To address this dichotomy and break away from the costly design- build-test iterative loop, Quality Function Deployment (QFD) suggests that we seek an understanding of customer's needs beyond the requirements specification and incorporate that understanding into the final product. In this case-study, you will hear how TRW Automotive has utilized QFD and augmented it with the Analytical Hierarchy Process (AHP) to develop a working model for project leaders to prioritize and focus their design efforts effectively. This model enables product/process design managers to comprehend, prioritize, and merge the various goals of the business (both corporate and project) with the derived needs of the customer(s). Further, it serves as a central, clarifying centerpiece of project direction and remains fluid - so if priorities are challenged, the model can be used to recalibrate the design focus.

2008 DEFENSE

Use of QFD & Technology Road Mapping to Develop a Mobile Data Collection System by Dr. Kim Stansfield, Programme Manager, CSC Computer Sciences Ltd., UK; Jeff Cole, Security Architect, CSC Computer Sciences Ltd., UK. 

Keywords: QFD for defense industry, mobile data collection system, government project, technology road mapping

The work described in this paper considers the systems engineering procedures used to select and design a 'mobile data collection' sub-system of a larger Enterprise Application Development project for a UK Government Client. A critical aspect addressed by the sub-project was to identify mobile devices that allow field operators to systematically log material found in-the-field such that all subsequent results of treatment and analysis could be linked to the item in an auditable manner. The customer required that the system integrator identify suitable devices meeting the requirements of the various customer stake-holders, and recommend the best fit, preferably a single device. The focus of this paper is to illustrate the benefits of combining Quality Function Deployment (QFD) processes with the Technology Road Mapping (TRM) process described in the European Industrial Research Management Association (EIRMA) report, Technology Road Mapping Delivering Business Vision. The structured framework incorporating Voice of the Customer (VoC) methods, QFD, TRM and Pugh Matrix allowed the supply team to rapidly identify the priority critical to quality characteristics for the system and its components, and to develop the engineering requirements from which design concepts could be developed.

Quality Function Deployment at Lockheed Martin MS2 by Jorge Pica, QFD Green Belt®, Deputy Program Manager, Lockheed Martin - MS2, USA; Mark Tracy, Electrical Engineering Manager, MS2 Hi-Team Lead, Lockheed Martin - MS2 ., USA; George W. Chollar, PhD, PE, Statistical Design Institute, LLC, USA.

Keywords: QFD for defense industry, government projects

 Since its inception, QFD has become a comprehensive tool for keeping customer focus at the forefront of any design activity. Flexible and tailor-able, QFD has also been adopted by our government customers which utilize the method for everything from contractor selection to technology assessment. At Lockheed Martin, QFD has been deployed in multiple areas from technical kick-offs to manufacturing process validation. This presentation will show a variety of QFD implementations at Lockheed Martin MS2, including power supply design efforts as well as several other hardware examples. Lessons learned from these QFD deployment efforts will also be summarized and reviewed. QFD techniques that integrate Parameter Diagrams, Boundary Diagrams and FMEA have now become part of mainstream QFD use. This presentation will also review how Lockheed Martin MS2 utilizes these Design for Six Sigma Tools in an integrated fashion to verify robustness and identify risks in its products and processes.

2008 Healthcare Insurance / Financial Products

Predicting Future Health Insurance Scenarios using Quality Function Deployment (QFD) and Analytic Hierarchy Process (AHP) by Carey Hepler, QFD Black Belt^®, Innovation Director, Blue Cross Blue Shield of Florida, USA; Glenn Mazur, QFD Red Belt^®, QFD Institute / Japan Business Consultants, Ltd.

Keywords: healthcare, health insurance / financial product development, market projection, Modern QFD, AHP

Election years breed uncertainty especially when the incumbent president and vice president are not seeking office. The 2008 U.S. presidential elections have additional healthcare related urgencies due to the impending retirement of the Baby Boomers and the shifting winds of global competitiveness. While forecasting the election outcomes is beyond the scope of this paper, just as many businesses do, Blue Cross Blue Shield of Florida (BCBSF) wants to anticipate how the next administration and congress might set new healthcare policy in order to begin planning for and implementing new processes for their members, providers, and business decision makers. To achieve this, this project used a combination of Quality Function Deployment (QFD), Analytic Hierarchy Process (AHP), and other forecasting tools to look at possible 2008 election and policy outcomes and what new opportunities might be created to service both their traditional members as well as the uninsured in the State of Florida. The identified scenarios can be used to map and prioritize different market segments, formulate key customer needs into value propositions, determine strengths and weaknesses in their current competencies and capabilities, and then initiate service quality projects to begin improving those areas where customers will need them most. Several quality methodologies have been used to design successful products.

Using QFD to Understand, Prioritize, and Develop Solutions to Address the Future Needs of Customers by Kathy Hines, QFD Black Belt^®, Innovation Leader, Blue Cross Blue Shield of Florida, USA; Glenn Mazur, QFD Red Belt^®, QFD Institute / Japan Business Consultants, Ltd.

Keywords: healthcare, health insurance / financial product development, market projection, Modern QFD, AHP

The way Blue Cross Blue Shield of Florida (BCBSF) defines "Service" today is likely to change over time. As the United States health insurance model continues to evolve, with increasing financial responsibility falling on the consumer, the opportunities for new and different interactions with the health insurance company are sure to follow. Consumers are already very savvy when it comes to evaluating alternatives in other industries and it's only a matter of time before the health care industry is also comparatively shopped like many other commoditized products and services. BCBSF must continue to evolve to create a service experience that enables and empowers members in their decision-making efforts. This project utilized the QFD methodology to anticipate the changing needs of consumers and how service might evolve. The requirements for the project included:

• Understanding the future-state of the industry;

• Anticipating and prioritizing future member needs as a result of new industry pressures;

• Developing a well defined goal for the service organization;
  Identifying solutions that target member needs;

• Validating solutions from the member's perspective;

• Selecting the best solution(s) given benefits and constraints; and

• Implementing solutions that are most valuable to the member and continue to differentiate BCBSF.

2008 Shipping Industry

Customer-driven Process Improvement in a Shipowner Company: Modern QFD Approach by Aysun Kapucugil Ikiz, QFD Green Belt^®, Research Assistant, Dokuz Eylul University, Turkey; Guzin Ozdagoglu, Research Assistant, Dokuz Eylul University, Turkey.  

Keywords: process improvement, requirement analysis, Modern QFD, shipping industry

Business operations can be broken down into development phases which require multiple business functions and processes to make a new product or service a reality. Success in one customer-driven design process is not sufficient unless every other phase of the operations is analyzed from a customer expectations point of view. That way, successful process can take root within an organization. Quality Function Deployment (QFD), a known requirements analysis technique for service/product design, can be also useful for redesign or reengineering business operations and processes. The main scope of this study is to analyze the operations of a commercial shipping line company to identify improvement opportunities. This paper reports a detailed requirements model of the operation process and improvement areas based on a 'gemba' analysis of internal customers and critical incident reports by external customers.

2008 SOFTWARE / IT

Getting AHEAD: Applying AHP for Software Technology Evaluations by Karen Smiley, QFD Black Belt®, Principal Consulting Software Engineer; Elizabeth Kielczewski; and Qingfeng He, ABB Corporate Research, USA.  

Keywords: software architecture, AHP, Modern QFD, technology evaluations

Evaluations of software technologies and components can be complicated, and are easily influenced by acknowledged or latent technology biases. The Analytic Hierarchy Process (AHP) is a natural choice for neutralizing these biases, and bringing greater objectivity to the evaluations. This paper reports on an industrial case study for software technology evaluation which complemented the Software Engineering Institute's (SEI) Attribute-Driven Design (ADD)  technique by applying AHP for importance ratings and for comparing the prototype implementations. We present our Attribute Hierarchy-based Evaluation of Architectural Designs (AHEAD) methodology, our findings, and our analysis of the evaluation. This project is a pilot application of Modern QFD in the Requirements Engineering research led by a provisional QFD Black Belt®.

2008 Appendix: Bonus Case Studies

QFD to Direct Value Engineering in the Design of a Braking System, by Jim Dimsey, Hayes Brake, USA, et. al.

Future Combat System Concept Development: Integrating Service and Product Requirements in QFD, by Kirk Kirkpatrick, Lockheed Martin Missiles and Fire Control; Maj. Shel Jones, US Army; Glenn Mazur, Japan Business Consultants, Ltd.

Defining Customer Needs for Brand New Products: QFD for Unprecedented Software Development, by Richard Zultner, Zultner & Company, USA

QFD Addresses The Role of NATO Tactical Aircraft, by Suzanne Bergman, McDonnell Douglass Corporation, USA
 

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2007: The 19th Symposium on QFD & 13th International Symposium on QFD  (ISBN 1-889477-19-2)

2007 TUTORIAL: General Theory of Innovation to Design a Superior Corporate Strategy by Greg Yezersky, President, Institute of Professional Innovators.  Why is business success so random? Why can't more companies realize the power of strategy and come up with a successful one? Why can't former leaders employ a new strategy and repeat success more often? What is the connection between strategy and innovation? Is there a robust process to engineer powerful strategies on demand? How can we come up with the right strategies? If we can identify the formula for the science of innovation, we will be able to control the process and create better strategies on demand. The General Theory of Innovation (GTI) is just such a theory that can be used for gaining control over the process of innovation. GTI evolved from the Russian-born inventive problem-solving technique called TRIZ and since 1988 has gone through rigorous tests in real-world conditions with consistently successful results.

2007 TUTORIAL:  Replacing Pugh Concept Selection with the Analytic Hierarchy Process (AHP) by Richard Z ultner, QFD Red Belt® and Six Sigma Master Black Belt, QFD Institute / Zultner & Company.  AHP contains two phases: prioritization of criteria, and prioritization of alternatives using those criteria (the "ratings method"). This second phase is less discussed in QFD circles, but can be used to enhance Stuart Pugh's matrices into an even more powerful approach to technology concept selection. This tutorial will introduce the basics of both AHP and Pugh Concept Selection, and present the four fundamental types of selection criteria (bigger is better, smaller is better, absolute judgment, and relative judgment), as well as hands-on practice with the cross-tabulation techniques used for enhanced "super Pugh" concept selection. An MS Excel template will be provided, so bring your laptop.

2007 KEYNOTE: The Quality Revolution by Glenn Mazur, Executive Director, QFD Institute and International Council for QFD.  The 2007 Symposium in Williamsburg, Virginia serves a special reminder for what we can learn from history to build a better future. This year marks the 400th anniversary of nearby Jamestown, the first permanent English settlement in America which began as a business venture to improve the lives of its citizens through new trade routes, new sources of raw materials, and new opportunities for economic advancement. The descendents of these early settlers would grow wealthy in the next 150 years and begin demanding political and economic rights equal to those of their fellow citizens still in England. Now thirteen colonies spread over a continent and a Babel of different ethnicities, economies, and religions, they were able to come together in common cause to resist and eventually revolt against British control. This keynote discusses how technological advancements led to improved product quality and choice, and how this new found choice of goods inevitably led to a demand for freedom of choice in all aspects of life, the revolutionary path from industrial revolution to to consumer, lifestyle, and political revolutions. QFD is about the Voice of the Customer. Once unleashed, this voice continues to demand more and more from the marketplace and beyond. Those who supply goods, services, and ideas will see that when the customer wins, we all win.

2007 KEYNOTE: QFD and Knowledge Management: QFD Application on the Development of a Finger Vein Authentication Device by Akao Yoji, Ph.D., Yamagata University, Japan.  Founder of QFD methodology, Dr. Yoji Akao will present a case study on the development of a new finger vein authentication device using the state-of-art near-infrared light transmission technology by Hitachi Omron Terminal Solutions, Ltd. QFD and Knowledge Management were applied to understand the customer needs of a medical application. And then, this knowledge was used to develop a brand new product for the financial and security industries, enabling the company to enter the new markets successfully. The presentation will show the entire flow of the QFD project, how knowledge management fits into the process, as well as new technology deployment. The product was released into the Japanese market just last year with great success.

2007 KEYNOTE: The Analytic Hierarchy Process: How to Measure Intangibles in a Meaningful Way Side by Side with Tangibles by Thomas L. Saaty, Ph.D., 2007 Akao Prize Recipient, University of Pittsburgh, USA.  One of the best decision-making methods available today, the Analytic Hierarchy Process (AHP) is a mathematically rigorous and yet relatively easy to use multi-criteria prioritization method that has become an integral part of Modern QFD. Dr. Thomas Saaty, Ph.D., renowned architect of AHP, discusses in this keynote the fundamentals of AHP through colorful application examples ranging from estimating the cereal industry market share and dominance of various drinks in the U.S. to predicting the outcome of a world chess championship match (Karpov-Korchnoi match) and U.S. presidential elections (1980: Carter-Reagan; 1992 Perot-Bush-Clinton).

AHP 2007

The Many Faces of AHP - How to use AHP with Different Audiences for Maximum Results by Carey Hepler, QFD Black Belt®, Innovation Director, Blue Cross Blue Shield of Florida, USA; Glenn Mazur, QFD Red Belt^®, QFD Institute / Japan Business Consultants, Ltd.

Keywords: Analytic Hierarchy Process (AHP); healthcare insurance planning; insurance / financial product development; Modern QFD

Blue Cross Blue Shield of Florida (BCBSF) is the oldest and most respected health insurance organization in the State of Florida. This paper will discuss thee company's use of Analytic Hierarchy Processing (AHP) in terms of audience and technology delivery, as well as the advantages and disadvantages of each of the technologies when working with our constituent groups.

AEROSPACE 2007

Development of Highly Reliable Valves for H-IIA Rocket  by K. Kojima, M. Matsuda, and K. Yoshikawa of Mitsubishi Heavy Industries; H. Nanri, K. Okita, and M. Fukuoka of Japan Aerospace Exploration Agency; Yoji Akao, Ph.D., Asahi University, Japan.  

Keywords: QFD; reliability; valve design; aerospace rocket

H-IIA rocket is Japanese main launch vehicle to put about four tons payloads into Geosynchronous Transfer Orbit at an altitude of some 36,000 kilometers. The rocket consists of many components including tanks, engines, valves and electric equipments. In these components the valves are very important flow-control equipment that controls rocket flight operation, including startup and shutdown of the engine, keeping the tank pressure at a desired level, feeding propellants to the engine, and controlling vehicle attitude in flight. Reliability of the valve is utmost critical to the space mission, launch schedule, and operational costs. This paper reports a joint project by Mitsubishi Heavy Industries and Japan Aerospace Exploration Agency where QFD methods were used to improve reliability of the H-IIA rocket valve design which led to the development of a new model. The presentation will show the QFD approaches, development process for this high reliability valve, and the project accomplishments.

BUSINESS PROCESS 2007

QFD for Effective Business Design by Hideaki Haraga, Business Development Center, Konica Minolta Technology Center, Inc., Japan

Keywords:  business function; expectations; business function deployment; relational diagram; business management tool

This paper introduces an example of business function deployment in which expectations and business functions are extracted from the project targets and goals by using a relational diagram. An application method is proposed as a business management tool in which progress is recorded in a matrix of business functions and expectations.

Context Sensitive Solutions (CSS) / Government Projects 2007

Context Sensitive Solutions: The Application of QFD for Developing Public Transportation Projects in the U.S. by Theodore Hopwood II, P.E., Kentucky Transportation Center, University of Kentucky, USA; Glenn H. Mazur, QFD Red Belt®, The QFD Institute, USA.

Keywords: Context Sensitive Solutions (CSS) and QFD; community Voice of the Customers (VoC); sustainable development; QFD for transportation and civil engineering projects; QFD for public projects; Modern QFD

For many years, the selection of transportation routes, design of roadway features, etc. were based mostly on engineering considerations. QFD has developed since the 1960s a powerful tool set for new product development that enables engineers to listen to the Voice of the Customer and translate the most important needs into design requirements and then assure their quality in the resulting goods and services. This paper will show how QFD tools can be adapted for Context Sensitive Solutions (CSS) and Design in road building and other large projects.

EDUCATION 2007

Application of QFD to Curriculum Planning of Vocational Education by Catherine Y. P. Chan, QFD Green Belt®; Gail Taylor; and W. C. Ip of The Hong Kong Polytechnic University, Hong Kong

Keywords: QFD; vocational education; course development; curriculum design; Modern QFD techniques; AHP

Winner of 2007 Akao Scholarship for QFD. This paper proposes a conceptual framework for applying QFD to curriculum planning for vocational education. A study on the content planning of an in-house staff development program illustrates the application method, which can be  useful to vocational education institutions in Hong Kong and elsewhere.

Application of QFD in Engineering Education: Assurance of Learning Outcomes Fulfillment by Zbigniew Prusak, Ph. D., Central Connecticut State University, USA

Keywords: engineering education; learning outcomes; Bloom’s Taxonomy; engineering design

Principles of QFD used in assessment of engineering students’ activities during classroom and laboratory instruction. Twenty two types of student activities were analyzed for their contribution toward fulfillment of thirty learning outcomes. Each type of student activity was also assessed in terms of its level according to Bloom’s taxonomy in senior level courses in engineering design and manufacturing processes. Design projects, concept generation, individual formal presentations and forensic studies proved to be the most universal activities, developing a wide range of professional skills.

Design of a Methodology to Elaborate Curriculo CIM of the Industrial Engineer in Spain, Based on QFD by Isabel Melina Balderrama Durán, Institut Quimic de Sarria, Spain / Bolivia

Keywords: Computer Integrated Manufacturing (CIM); Delphi method; QFD; industrial engineering curriculum design

Developing a methodology that will allow construction of industrial engineering curriculum that teaches Computer Integrated Manufacturing (CIM) technology requires the support of methods like QFD and other tools such as Delphi, Diagrams of Affinity, Analysis of Systematization of the hierarchy, etc. This research uses QFD and Delphi methods to design a CIM curriculum, translating industry requirements into design characteristics of an online course.

INNOVATION 2007

Using QFD to Involve All Employees in the Corporate Innovation Process by Kathy Hines, QFD Black Belt®, Innovation Leader, Blue Cross Blue Shield of Florida, USA; Glenn Mazur, QFD Red Belt^®, QFD Institute / Japan Business Consultants, Ltd.

Keywords: QFD application; innovation process; employee Voice of the Customer (VoC), QFD for diversity; healthcare insurance industry; Modern QFD

With competition at an all time high, more and more companies are seeking ways to capture that next "big" idea, including Blue Cross Blue Shield of Florida (BCBSF) which currently has over 9,000 employees, each with an idea on how the company can increase membership, reduce costs, differentiate products and services from our competitors and expand our distribution channel. Random idea creations, however, can become a drag on resources and lead to disappointment among those whose ideas are not utilized. When the Voice of the Customer is used to drive idea creation and selection process, then the diversity of our internal resources can be fully harnessed.

KANO MODEL & QFD 2007

QFD Kano Model for Designing College Women's Dormitory by Yoji Akao, Ph.D., Japan

Keywords: QFD and Kano Model; exciting quality; facility design

This paper reports using the Kano Model to find out how various functions and features of a dorm facility are being perceived differently by the student residents and their parents and how this finding can be used in the planning stage of a QFD project. Dr. Yoji Akao, Ph.D., founder of QFD, in presenting this research by his students, discusses how you can integrate QFD and the Kano Model to create customer delights in your product and service.
 

LIFECYCLE 2007

Fusion of QFD and PLM by Tadao Nakamura, Dassault Systemes K.K., Japan

Keywords: Product Lifecycle Management (PLM)

This paper introduces the fusion of QFD and PLM to aim the smooth and quick digital simulation in the concept stage of the product development. At first, PDM to manage the criteria and standard of various areas made by QFD, then, 3D-CAD simulates various matters with using the specified and quantitative information from PDM seamlessly.

Applying Quality Function Deployment to the Product Life Cycle of an Aluminum Wheel Project by Ja vaid M. C heema, VP-QA, Molex Interconnect Inc. and Mu hammad I. Hu ssain, Sr. Mfg. Engineer, General Motors, USA.

Keywords: VOC, PLC, Kako Tora, Pyramid of Human Needs, Kano’s Model of Customer Satisfaction, DRBFM, TQM, BPR, TSS, Balanced Scorecard, Customer Needs Prioritization Matrix, Kiken Yochi, Nemawashi

This study was based on a project for the design, development, production, and aftermarket service management of a cast aluminum wheel program for a Japanese OEM customer. QFD was applied to all stages of a product life cycle.

LOGISTICS 2007

Requirements for Structuring of Logistic Demands in the Run-up to QFD by A. Crostack, Ph.D., Robert Refflinghaus, Ph.D., Nadine Schlueter, and Katharina Noll of University of Dortmund, Germany

Keywords: requirements; logistics; structure; QFD

In order to develop a customer-oriented logistic facility, the marketing research and developer have to work together. They must take into consideration such requirements as the whole life-cycle identified through market research, in order to achieve optimum in both facility and service. This paper reports a study, conducted by the University of Dortmund Chair of Quality, that aimed to develop a procedure for structuring, analyzing, and displaying unsystematic requirements into a QFD structure in the development of such logistic facility.

METHODS INTEGRATION 2007

Design of the Product Development Process in Cooperation with QFD, TRIZ and Taguchi Method (II) by Hiroyuki Okamoto, RICOH Engineering Process Innovation Center, Japan; Yoshiharu Isaka, IDEA Inc., Japan; Yukio Miyamura, SANYO Electric Evolution PJ Management Gr., Japan; Masaaki Todoroki, Q-teck consulting Co., Ltd., Japan.

Keywords: integration of QFD, TRIZ, and Taguchi

This paper reports the second phase of a joint research which was first reported at 2006 International Symposium in Tokyo. This paper describes an integration flow illustrating the authors' concept for fusing QFD, TRIZ, and Taguchi method by the "function" of a product, a common thread identified among the three techniques, and a hypothetical case study using this technique.

A Framework of e7-QFD as the 3rd Generation QFD in Japan by Kazushi Nagai, T. Ohf uji of Tamagawa University, Japan; Kei Inayoshi, Asahi University, Japan

Keywords: QFD; quality assurance; Taguchi method; TRIZ; Blue Ocean strategy; sustainable growth; QFD research

At the 11th and 12th International Symposium on QFD, the authors proposed a new framework called e7-QFD (evolution 7-QFD) which unites QFD with new quality control tools such as statistical method, strategy plan, and Taguchi method. Seven techniques had been independently treated in the proposed e7-QFD method so far. This paper will report this continuing research and explains the causal relationships of the techniques as well as systematization of e7-QFD.

QA-QFD — The making method in the Quality Table which can be Utilized by Masaaki Todoroki, Consultant, Q-tech Consulting, Co. Ltd., Japan

Keywords: QFD; QA; product development

This paper and presentation will explain how to make the Japanese-style Quality Table and better utilize it in product development.

PROCESS INDUSTRY 2007

Multiple Progression QFD: A Case Study of Cooking Product Functionality at Arla Foods by Thomas Lager, B&L Innovation AB (blinab), Sweden; Åsa Kjell, Project Manager Innovation, Arla Foods, Sweden.

Keywords: Quality Function Deployment (QFD); multiple progression QFD; process industry; Arla Foods; product development

This paper reports a project at Arla Foods, the largest dairy company in Europe. The objective was to advance knowledge of how the production process and ingredients could influence the cooking functionality of a certain dairy product and how to measure such product properties, so that this knowledge could be used in subsequent product developments/improvements. QFD methodology was used to guide and structure the information-gathering processes and to link individual sub-project information. A new lean QFD project management approach which the authors developed for process industry and tested will be discussed.

SOFTWARE / IT 2007

An Application of 'System’s Near Decomposition' to Software Structure Analysis by 'T2T' Tool for QFD by A. Amemiya; T. Kuroda; M. Yoshikawa; Y. Watanabe, Ph.D.; H. Shindo, Ph.D. of University of Yamanashi, Japan; Y. Anang, Sync-Information System Co., Japan

Keywords: system's near decomposition; QFD tool; software structure analysis; QFD research

Using "Object-Oriented Design" concept, a software tool for QFD can be described as a table made of "function" and "component" viewpoints in the integrated software development environment "Delphi". Authors applied the processes of nearly decomposing a system to the QFD's Quality Table by using "QM3 (Quantification Method III)" in order to decrease the complexity. As the result, the structure of the software tool became more understandable and some design problems have been identified, leading to a re-design of the software tool structure and better design.

IT Service Deployment by Wolfram Pietsch, Ph.D., Aachen University of Applied Sciences, Germany

Keywords: Service Management; IT Service Level Agreement (SLA); Service QFD

 If IT is reduced to a fundamental technical commodity like a power supply, its business value will degrade ('IT doesn't matter'). In order to survive the outsourcing battle, full potential IT service must shift their focus to the business requirements and needs of their customers. This paper shows how a QFD framework can be utilized in the IT business in order to develop customer-focused products and services encompassing customer requirements, performance criteria, and functions to process improvements.

QFD-based Method to Choose a Suitable CAQ-system by Robert Refflinghaus, Ph.D., University of Dortmund, Germany

Keywords: Computer-aided Quality (CAQ) system; vendor selection

Choosing a suitable Computer Aided Quality (CAQ) system is an important decision for an enterprise. It requires high investments in costs, time and manpower, and therefore, a sound and rational decision process is very important. To support this, we have developed a QFD-based instrument for selecting a CAQ-system. The aim of this instrument is to reduce the choice of CAQ-suppliers from about 100 to three to five.

QFD in the Development of a WIKI: A QFD-WIKI by Georg Herzwurm, Ph.D. and Sixten Schockert of Universität Stuttgart, Germany.

Keywords: WIKI; QFD Application; QFD Knowledge Distribution; QFD Community Building

A wiki is a web based software which allows all visitors of a website to change its content by editing the site online in a web browser. With this key capability a wiki is an easy to use platform for collaborative working on hypertexts. This paper is about the development of a wiki on QFD and all its aspects as the content of the website. The so called QFD-Wiki is not only on QFD, it is also developed using QFD as the product planning method.

TELECOMMUNICATIONS 2007

Route of the Quality Model: Translating the Voice of the Customer in Process Improvement by Edmundo Eutrópio Coelho de Souza, Telemar Norte Leste S/A, Brazil; Rosangela Maria Pereira Catunda, Pontificia Universidade Catolica, Brazil; Claudia Massena Barbara, Pontificia Universidade Catolica, Brazil

Keywords: Quality; Route of the Quality; Process Improvement; Voice of the Customer (VoC); Telecom Industry

This paper presents the Telemar Norte Leste – TNL Route of the Quality model, describing the methodology, step by step application process, and the main results achieved. The Route of the Quality is a QFD-based methodology developed to implement actions for improving customer-perceived quality. It is followed by surveys to measure the customer satisfaction and link the important indicators to the customer focus, strategic objectives of the company,  regulatory frameworks, and establishment of goals that portray the reality of the company.

The Improvement of Telecom Service Quality Based on QFD by Wei Xiong and Jun Xia, ZheJiang University School of Management, China

Keywords: customer satisfaction (CS); Quality Function Deployment (QFD); telecom service; quality improvement

This paper proposes application of QFD-based Telecom Service Quality Improvement Model (TSQIM) to Chinese telecommunication service. TSQIM analyzes service requirements of telecom customers and translates these requirements into telecom quality characteristics through use of HOQ (House of Quality); a series of HOQs can be used to design an optimization program for the network quality, to improve telecom service and increase customer satisfaction. The model has been applied to the PHS network business of Lishui Telecom Company.

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

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

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, a leading memory device manufacturer, will report how they were able to identify from the 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®, President, Japan Business Consultants / Executive Dir, QFD Institute, USA

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

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

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.

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.

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, USA

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, USA; and Richard Zultner, QFD Red Belt®, Director, QFD Institute, USA

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 1989-2006

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2005: The 17th Symposium on QFD (ISBN 1-889477-17-6)

Education / Clothing Industry / BPO

The Applicability of QFD for Designing Vocational Courses for Clothing Industry in Hong Kong.  Yin Ping (Catherine) Chan, Dr. K. Chan, and Dr. S. F. Chan, Institute of Textiles & Clothing, Hong Kong Polytechnic University, Hong Kong.

For decades, the Hong Kong clothing industry has been a leading supplier of clothing within the developed world as the receiving end of the global outsourcing practice. Now their position is being threatened by emerging countries that offer even cheaper labor and business costs.

The socio-economic changes in the last two decades, coupled with the structural transformation of the clothing industry since the late 1980s, had put an end to the “Era of Quantity.” Declining local exports, together with the recent government policy to reduce the financial support, have accelerated the industry's need for change.

As the “Era of Quality” begins, the Hong Kong Vocational Education and Training (VETC) institutions can no longer remain just production centers. They must become commercial enterprises. The usefulness of Quality Function Deployment (QFD) for improving various aspects of education has been demonstrated by numerous studies.

This presentation will report how one Hong Kong VETC institution is trying to embark on a new strategic direction through application of QFD to develop new courses that would best serve their customers in this changing global market and to prepare graduates who would carry on the future of the Hong Kong clothing industry.

Lifestyle QFD / Kansei Engineering / Emotional Design

Lifestyle QFD: Incorporating Emotional Appeal in Product Development.  Glenn H. Mazur, The QFD Institute, Japan Business Consultants, Ltd., USA.

Outsourcing and the search for the lowest cost producer has lead to increasing commoditization of products. Companies in developed nations are searching for the next "edge" that will help them produced highly profitable, differentiated products and services.

This paper will explore an emerging area in applying QFD to lifestyle, image, and psychological needs. The basics approach, easily available software tools, and case studies will be presented, including a review of Boeing's application of these methods to their brand new B787 Dreamliner commercial aircraft, which is priced higher than competitor Airbus and yet is "set to jet past " them, according to a recent article in the Wall Street Journal.

Six Sigma / DFSS

Driving Cultural Acceptance in a Six Sigma Implementation.  Mike Scutero and Doug Conklin, Quest Diagnostics, Inc., USA.

When business leaders desire an expansion of continuous improvement techniques, they must increase their awareness regarding cultural acceptance.

To transition a business that has successfully employed classical Six Sigma DMAIC defect-reduction methods into a business that fully embraces the Lean and Kaizen method-variation reduction techniques requires a re-visitation of the cultural enablers, behaviors and anchors.

Often this is easier said than done. This presentation will discuss an interesting application of QFD for identifying the right behaviors to accelerate business performance and translate company values into action.

Linking Design for Six Sigma (DFSS) and QFD.  Richard Zultner, Zultner and Company, USA.

DFSS is the expansion of the Six Sigma improvement process to tackle critical issues in the design of new products and services. While traditional Six Sigma focuses on improving existing products and processes, DFSS is an approach to prevent problems in the first place, and to incorporate positive customer satisfaction into the initial design intent from the beginning.

Experienced QFD practitioners will immediately recognize the role they can play in DFSS, and if fact, the House of Quality is one of the core tools in the DFSS approach. But, as QFD has continued to evolve since its "4-House" model in the early 80s, our latest tools can help DFSS professionals make their training programs more competitive. For example, we now incorporate
strategic planning, project selection and management, customer visits, identifying unspoken needs, and a valid mathematical model for the DFSS transfer function.

This paper will cover the most significant improvements to QFD and how they can improve DFSS training and application.

Supply Network / Logistics Management

Agile Supply Network Transition Matrix: The QFD-Based Tool for Creating an Adaptive Enterprise.  Manisra Baramichai and Emory Zimmer, Enterprise System Center, Lehigh University, USA.

Volatility has become an undeniable and consistent feature of the current business world. Companies have increasingly reached the point where they need to be more adaptive – intelligent, fast, agile, flexible, and responsive to changes.

One of the strategies that can help a company make a successful transition toward becoming an adaptive enterprise is to leverage the partnership and create agile supply networks through outsourcing. Although the need for adaptability is now widely appreciated, the adoption of an agile supply network is still in its infancy. Companies require a tool to help them successfully transform their business.

This research will propose a new QFD-based tool, Agile Supply Network Transformation Matrix, which can be used to relate the change domains with the strategies needed for agile supply network configuration. By addressing the relationships among the change drivers, change response capabilities, design principles, key deployment areas, and supplier selection strategies through the phase progression methodology, this tool can assist managers complete the entire transition process. The presentation will include an industry case study to illustrate the implementation of this new tool.

Public Projects / Regional Development / Government / EU Compliance

LORD (Local Opportunity – Regional Development) and TASQUAM (Technical Assistance Services Quality Management) : Applying QFD-based Applications for Quality Management of  Technical Assistance Services in Regional Development Areas.  Witold Edmond Witowski, Ph.D., Ministry of Economic Affairs & Labor, Poland.

In Poland, over 400 business support organizations have applied for assessment and accreditation from the National Support Systems program overseen by the Ministry of Economic Affairs & Labour since its initiation in 1996. The program provides public financing to regional and local development projects and related technical assistance, training, and other services.

This involves a significant amount of public funding that the Ministry is responsible for managing. A budget of 900.000.000 EUR is allocated for Small and Medium Enterprise technical assistance alone for the period of 2005-2008. Additionally, over 1,500.000.000 EUR will be spent on human resource development activities including trainings and advisory services, and over 3.000.000.000 EUR on regional and local development projects.

It is important, therefore, to implement a clear and transparent method for evaluating the projects and programs in such way that efficiency and adequacy of public money spending can be accounted for. EU Directives of Polish regulations also recommend applying quality factors for programming, contracting and evaluating public-financed projects. Hence, a QFD-based methodology was developed to address the specific problems of the Technical Assistance services as well as compliance with the ISO 9001:2000 requirements.

The author of this paper has used this method since 1996 and states that it could be also used as a tool for creating, evaluating, and improving quality systems. The presentation will include the modification details and application history and examples.

2005 Appendix I: Bonus Case Studies

QFD to Direct Value Engineering in the Design of a Braking System. Jim Dimsey, Hayes Brake, USA.

Case Study - Applying QFD for the development of the World’s First High-Quality 3D Home Theatre System. Pierre-Hugues Routhier, Sensio, Canada.  

Defining Customer Needs for Brand New Products: QFD for Unprecedented Software Development.  Richard Zultner, Zultner & Company, USA

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

How QFD Saved A Company - The Renaissance Spirometry System. O. Kaelin, P. Bennett, R. Klein, USA.

2005 Appendix II: Abstracts of Papers from Past Symposia on QFD 1989-2004

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2004: The 16th Symposium on QFD (ISBN 1-889477-16-8)

Aerospace / Kansei Engineering QFD

Kansei Engineering for Commercial Airplane Interior Architecture.  Jeanne Guérin, Human Factor Specialist, The Boeing Company, USA; Glenn Mazur, QFD Red Belt^®, QFD Institute / Japan Business Consultants, Ltd.  Kansei Engineering process was used to ease the difficult task of down-selecting the final interior architecture concept for the Boeing's new commercial airplane that is under development. This paper reports the Kansei experiment performed by the design team, simultaneously with several other methods in a project that is still on-going. To be presented at the symposium are: the Kansei Engineering methodology used for this project including extraction of the Kansei words from a market research study, the Kansei Domain and Physical Domain, examples of Kansei Engineering matrices and software, and the results, as well as the experience and lessons learned by the project team.

Chemical / Packaging

Implementing QFD for Product Development through Action Research. P. A. Cauchick Miguel, Quality & Methodology Research Group, Faculty of Engineering, Methodist University of Piracicaba, Brazil.  A number of organizations have implemented QFD, but to what degree is a question that is difficult to tell from outside. This paper will report an 'action research' project which began in 2000 in Brazil. It will present the 'action-oriented' research through a case study of QFD implementation by a flexible packaging film manufacturer. To be included in the talk are: the new product development process employed by this company, how QFD was part of their product development practice, in what stages QFD was used, data and results of this three year research project, and the results of QFD implementation in a pilot project.

Critical Chain Project Management / Theory of Constraints

Maximize Shareholder Value in A Growing Economy —How Utilizing Critical Chain Project Management in Your QFD Can Maximize Shareholder Value Through Better Project Management and Getting More Done in Less Time.  Tony Rizzo, Product Development Institute, USA.  Many projects experience delays despite careful planning. Project managers, wanting to be realistic in project estimates, tend to build 'safety' into new project planning, while management, being pressed for decreasing time-to-market, tend to ax the project schedule: a vicious cycle. This paper will propose extending QFD's scope to include the project team's concerns for schedule and time-to-market, through utilization of Critical Chain Project Management, an application of the Theory of Constraints. Through examples of projects which successfully reduced the development time by 15-25% without increasing risk or resources, this presentation will explain how shifting paradigms in project management could benefit business and introduce technical details on how this can be done.

Modern QFD Methods

QFD for Innovative Companies: Using Voice of Customer to Focus Opportunities.  Glenn Mazur, Japan Business Consultants, USA.  America's technology-driven juggernaut roars unabated by economic uncertainty, employee outsourcing, and even international opinion. Our innovative capacity is the engine for a successful tomorrow. Yet, both marketing and engineering groups within these companies complain of the same problems: too many opportunities with too few resources, products too new for customers to define their requirements, and an organization too immature to cope with it all. What is needed is a systematic, repeatable approach to:

1. prioritizing projects and allocating human, schedule, and budget resources accordingly,

2. exploring key customers for those projects to discover unspoken needs that can win customers away from the current technology, and

3. organizing management and technical processes to efficiently deliver value to all stakeholders.

Quality Function Deployment (QFD) is a powerful system of processes and tools that harness the efforts of managers, sales, and technical people by focusing them on what matters most to the customer. This paper will explore some of the major front end deployments in QFD, including Strategy Deployment, Project Deployment, Customer Deployment, Voice of Customer Deployment, Quality Deployment, and Schedule Deployment, as well as key processes and tools, to achieve this.

2004 Appendix I:  Select Papers from North American Countries

Sensio - The Evolution of a Revolution: QFD Applied to the Development of New Businesses. Pierre-Hugues Routhier, Sensio, Canada. 

Large Scale System Redesign Using QFD. Robert Gerst, Converge Consulting Group Inc., Canada.

Prioritizing Customer Needs at Spectator Events: Obtaining Accuracy at a Difficult QFD Arena. rancisco Tamayo-Enríquez, Arnecom; González-Bosch, Mercadotecnia Estrategia Dirigid; and Javier Santa Cruz-Ruíz, Mexico. 

2004 Appendix II: Abstracts of Papers from Past Symposia on QFD 1989-2003

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2003: The 9th International Symposium on QFD (ISQFD'03) and The 15th Symposium on QFD (ISBN1-889477-15-X)
 

Automotive / Reliability 2003

QFD for Preventing Failure.  Masaaki Todoroki, Q-tech Consulting Co., Ltd., Japan. Ever-changing product conditions have made traditional reliability activities less effective because it has become increasingly difficult to verify individual design values and process control values in a short term development. QFD has had a component of reliability deployment but often this is not put into practice. This paper proposes a method that combines FMEA and QFD to address this issue. The proposed method can predict failures and determine the design values and process control values through the use of a quality table, thus determining the conditions for failure prevention. The presentation will include description of the method and a case study of an automotive part development where the failure rate was decreased by one third by this method.

Concurrent Engineering 2003

QFD, MATE-CON and 3DCE - A Truly Collaborative Product Development Process. Esteban Guerrero and David Stagney, MIT Leadership in Manufacturing Program, Mexico/USA.  Design engineers look at their supply base to design products, for they need to know their technical capabilities and the price. Concurrent engineering guidelines require companies to design products and processes concurrently. So, it is only natural to design product, process and supply chain simultaneously. That is the concept of 3DCE (Fine, 1998). However, the authors have yet to locate a process in industry that takes advantage of this powerful concept operationally. From this perspective, QFD is not really a 3DCE process, since it does not make explicit the need for supply-chain considerations. After exploring the strengths and weaknesses of several tools, we developed an overarching framework that defines a 3DCE process. This includes QFD to best read customers’ needs and translate stakeholders’ requirements into attributes and MATE-CON (the Multi-Attribute Tradespace Exploration with Concurrent Engineering tool) to best conduct a tradeoff process among Engineering, Manufacturing, Marketing and other stakeholders.

Concrete and Construction 2003

QFD Application in Concrete Industry.  Emin Arca, Marmara University, Turkey; S. Serdar Yoruk, QFD Green Belt®, Marmara University, Turkey; and Esra Atac of Yeditepe University, Istanbul, Turkey.  QFD is used in improving as well as developing new products and services. This paper shows an application of QFD in the development of a new plasticizer product used in concrete production. The QFD team used the results of a survey applied to 17 plants in Turkey to prioritize the customer requirements and determine the focus areas of product and related services to achieve high market share and customer satisfaction. The customer's evaluations of the two competing firms were also taken into consideration. The project, their results, and lessons taken will be discussed.

Consumer Electronics 2003

Sensio - The Evolution of a Revolution: QFD Applied to the Development of New Businesses. Pierre Routhier, Sensio, Canada.  The next chapter in one of the top presentations in 2002. Sensio's world's first Stereoscopic Home Theatre System was the fruit of a four-year effort in QFD and Value Management, which led to an instant success. The next logical step was to bring this immersive experience to larger market venues. Building on their earlier product development success, Sensio again set to invest in understanding and integrating the needs of its customers and partners. This case study will follow the different phases of this new product's development, and demonstrate the system developed by Sensio to define which needs are assessed at which stage of the development process to maximize the effectiveness of the marketing and engineering efforts.

Defense 2003

Using QFD to Select an Explosive for an Army Munition.  Richard Rhinesmith and Bruce Williamson, US Army Armament Research Development and Engineering Center, USA.  QFD methodology was used by a team from the U.S. Army's "Excalibur" 155mm artillery munition development program to down-select among several "Insensitive Munition" (IM) explosives candidates.  This talk will describe the lessons learned from conducting this "real world" effort, where issues such as safety, schedule, cost, expert judgment, and multiple customers and interests compete for supremacy.  Was QFD a success in this application?  Should it be used in something so specialized and potentially hazardous as the arcane world of explosives development and use?  Should this be better left alone to the experts who use their traditional methods of haggling things out?  These and other questions will be addressed in this talk.

The Next Generation Explosive Ordnance Disposal (EOD) Robotic Controlled Vehicle: Using QFD to Define the Operational Analysis.  Bruno Eddy and Dave Schroeder, QFD Green Belt®, Applied Research Associates; and Glenn Mazur, QFD Red Belt®, Japan Business Consultants, Ltd., USA.  In this Operational Analysis (OA), QFD was used to identify and quantify DoD user requirements for the next generation EOD remote controlled vehicle. The OA data was obtained using joint armed service focus groups, surveys, and one-on-one interviews with 322 DoD unit-level EOD technicians. This paper presents the NGEODRCV Operational Analysis, including the methodology, process, and a prioritized list of seventy technical characteristics. This OA identifies user prioritized technical characteristics and desired abilities, and will aid program managers in identifying technology solutions and prioritizing developmental efforts for the Next Generation EOD Remote Controlled Vehicle.

Education, Online 2003

e-Learning System for QFD with improving contents and mentoring in "e-TQM" Project. Masanobu Yoshikawa, Yoshimichi Watanabe, and Hisakazu Shindo of University of Yamanashi, Japan; Masao Takeshita of Japanese Standards Association; and Naofumi Takayama of SYNC Information System Co., Ltd., Japan. This research examines the learning patterns of the students participating in the Internet-based e-learning programs in order to develop an effective online TQM course that provides both support and educational ease to the students, as well as evaluation formula and quality control. It examined these issues: (1) How to automatically collect data on students' learning process; (2) How to analyze the data so we can find ways to improve the content and learning; and (3) How to discourage students from retiring. The result is an e-learning system for an online TQM course that alerts instructors when to update the contents, when to mentor students, and. The finding has been implemented in some of the online courses offered by the Japanese Standard Association.

Government / Public Sector 2003

Large Scale System Redesign Using QFD. Robert Gerst, Converge Consulting Group Inc., Canada. This paper will report QFD applications in the public sector large system design. It will describe the consulting firm's experience in using QFD to: 1) analyze and redesign the system of funding and service delivery in providing support for those living with HIV/AIDS in southern Alberta; and 2) analyze the entire social and health services (human services) system for the regional municipality of Wood Buffalo in Alberta; and 3) analyze and redesign the system for providing services to the deaf and hard of hearing in the city of Calgary. The resulting benefits and reactions of the local government agencies are also included in the report, as well as other potential areas of QFD application.

 Adapting QFD for Evaluating Employment Initiatives.  Geert M.J. Clijsters, Limburgs Universitair Centrum, Belgium; Maurice J. Oude Wansink, OWP Research, The Netherlands; Ludo M.K. Peeters, Limburg University Centre, Belgium; and Wolfgang E. Baaske, Studienzentrum für Internationale Analysen, Austria. QFD is applied to obtain quality scores for local employment initiatives, enabling them to monitor, evaluate and benchmark themselves. Calculating quality scores of products (employment initiatives), instead of identifying core quality characteristics (performance measures) expands the standard application possibilities of QFD. However, several methodological issues arise due to this extension of the methodology. In order to overcome scaling problems, the authors introduce a nonparametric approach to scale efficiency. Nevertheless, some other problems could not be solved yet within the framework of this research and are pointed out for further research. This publication partly refers to the interim results of the European project Evaluation Tools in Support of Local Commitment for Employment, a European Community funded project with partners in Belgium, Germany, Italy, Ireland, The Netherlands and Austria.

QFD and Administrative Knowledge Management. Yoji Akao, Ph.D. and Kei Inayoshi, Lecturer, Faculty of Management Studies, Asahi University. This Keynote proposes the use of Knowledge Management to accommodate the short and long-term needs of citizens. Traditional QFD tools such as Scene Deployment, Affinity Diagrams, AHP, and Quality Tables will be employed to identify and prioritize public sector job functions and detailed governmental tasks.

Information Technology / Financial Institution 2003

Quality Infrastructure Improvement: Using QFD to Manage Project Priorities and Project Management Resources.  James LePrevost, QFD Green Belt®, National City Bank and Glenn Mazur, QFD Red Belt®, Japan Business Consultants, Ltd., USA.  National City Bank has applied QFD to help identify and prioritize the needs of the customers, and then used these findings to evaluate each IT project for its benefit contribution and degree of complexity to assign appropriate resources. This presentation will show customization of the QFD process through the QFD Green Belt® training of the QFD Institute, development of a list of internal customer needs which became the criteria for determining project benefit, and further development of another set of criteria for determining project complexity and technical skill level required to work on the project. This case study demonstrates how IT projects can be prioritized and optimum human resource assignment can be determined through the use of QFD in order to deliver the greatest value to the customers. The paper will include charts and matrices defining the process.

Lean Manufacturing 2003

QFD application for tackling Internal Customers Needs as a base for building a Lean Manufacturing System. Javier Santa Cruz-Ruíz; Francisco Tamayo-Enríquez, and Verónica González-Bosch, Mercadotecnia Estrategia Dirigid, Mexico.  In the fast-paced and lean economy that modern manufacturing nowadays has as its environment, we propose that the ability of applying QFD tools and principles along the whole manufacturing chain will turn critical, mainly because of 2 factors: (1) Lean Manufacturing allows no waste [1] and therefore, a complete match between resources and customer needs is required. (2) Rapid organizational redesign is needed to adapt to the ever-evolving customer needs and therefore company-wide understanding, alignment of purpose and common language (memes) are required. A successful application of an internal customer case will be presented as a reference for implementation.

QFD Theory / Math 2003

Linear Algebra for QFD Combinators - A Tutorial for QFD Practitioners: How to Combine Measurements with Deployments.  Thomas M. Fehlmann, Euro Project Office, Switzerland.  One of the most prominent tools in QFD is the matrix. Matrices are well known in mathematics as a means to represent linear mappings between vector spaces.  We use similar matrices to represent cause and effect correlations. From this viewpoint we immediately face two questions: 1) Is the matrix invertible?; and 2) What does it mean when it is?  On a more practical side, one might have this question: The matrices are constructed from the cause and effect relationships. Thus they represent a linear mapping from the solution space into the goal space. However, when calculating the solution weights, we use the matrix the other way round.  Is this correct?  This paper gives answers both from a mathematical viewpoint and from practical experiences.

Service 2003

Prioritizing Customer Needs at Spectator Events: Obtaining Accuracy at a Difficult QFD Arena. Francisco Tamayo-Enríquez, Arnecom; González-Bosch, Mercadotecnia Estrategia Dirigid; and Javier Santa Cruz-Ruíz, Mexico.  Once customer needs are extracted from customer verbalizations and field observations, it is critical to understand the relevance that each need has to customers. Accurate information must come directly from customers, but sometimes due to the complexity of gemba this information needs to be obtained very quickly. Direct evaluation of needs without tradeoffs is easy to perform, but can lead to serious deviations from reality. On the other hand, comparison-based techniques such as AHP may be impossible to perform effectively at some gemba. An effective solution was devised by the authors while applying QFD for improving services at spectator events.

Six Sigma Integration 2003

Keynote: Integration of QFD into Design for Six Sigma. Gregory H. Watson, Business Systems Solutions International, Inc., USA.  Quality activities traditionally have focused on improving existing products and processes. Six Sigma brought important enhancements to traditional TQM (ex: integration of multiple tools and systems, improved process and education with competence testing, greater use of statistical and analytical tools, etc.) With new products, however, processes may not yet be determined, let alone product functions and design features. Additionally, a weakness of many design teams is that they expect what the customer asks for is only what they want. Numerous studies have shown that it is only a starting point for design. Integration of QFD and DFSS will bring power to these weaker links. This presentation describes a Six Sigma Design architecture that uses QFD to structure the design process and apply it as a program management tool across the entire DFSS process, making it the organizing principle and methodology hat links all tools and methods into a coherent whole.

The Integration of Comprehensive QFD, TRIZ, and Six Sigma in an Axiomatically Driven Total Product/Process Development System.  Michael S. Slocum, Breakthrough Management Group, and E llen D omb, PGQ Group, USA.  This paper will demonstrate an application of the methodological integration through a case study from the food and packaging sciences. The case will demonstrate the entire TP2DS (Total Product/Process Development System) from the given condition of a societal need (SN) through the establishment of process variables (PV's). QFD will be shown to be the underlying directional force that guides the development and coordinates design activities with the fulfillment of customer needs. A modified House of Quality will be presented that indicates what scenarios direct the additional application of TRIZ or Six Sigma to the development process.

Software 2003

QFD for Software Development Considering Future Design Risks.  Yuji Kyoya, Kunio Noguchi, Takashi Nakano, Tatsuhiro Nishioka, Software Engineering Center, Toshiba Corporation, Japan.  In the field of software development, many software systems are suffering from the problems such as "frequent specification changes" and "functional requirement-biased Voice of Customers (VoC)." These problems cause future risks such as inconsistency in required specifications and increase in maintenance cost. This paper proposes Software-FMEA to avoid these risks during the phase of requirement analysis. Software-FMEA is based on traditional FMEA but it is also used to complement non-functional requirements. The proposed method also aims to address the Voice of the Managers (VoM) by paying as much attention to it as we normally do to VoC, so as to ensure maintainability and fail-proof future expansion. This paper describes the process of a software product's basic design from requirements analysis through policy extraction of a software design. The resulting effects are also evaluated.

The Support of Quality Function Development by the Customer-orientated Evaluation of Software Tools.  Georg Herzwurm and Stefan Reiß, University of Stuttgart Information Systems, Germany.  This paper reviews available software tools and rates them on the basis of a customer orientated evaluation. The subjects of the paper are (1) a market survey of QFD software tools, (2) the development of a customer oriented evaluation, and (3) customer interviews on the basis of the customer-orientated criteria list which was formerly developed. The main issue of the research is the development of an evaluation system that is able to rate the value of customer orientated software. The research was established in two stages; accordingly an overview of the customer requirements (by using the critical event method in the first) and the rating of customer satisfaction (by using a multifunctional measuring tool in the second step). Two interview series with members of the QFD Institute Germany (QFD-ID) and international subscribers of the QFD-ID mailing were made on the basis of the evaluated conception.

Strategy 2003

QFD as a Model for an E-Intelligent Revolution. Verónica González-Bosch, Mercadotecnia Estrategia Dirigida; Francisco Tamayo-Enríquez, Arnecom; and Javier Santa Cruz-Ruíz, Mexico.  In the Information Era, success will be of those who are able to think, learn, solve problems and take effective actions faster and better. Organizations must continuously maximize its Organizational Intelligence OI) to learn, and solve problems, and adapt in this dynamic competitive environment because people are discovering and inventing new ways to share relevant knowledge about a product or service at blinding speed. This paper proposes the concept of OI conceptual formula, Speed of change for adaptation capability (S), and organizational E-Intelligence, a fundamental element for E-Businesses success. Looking at a example of restaurant.com, a Mexican dot-com who uses QFD to develop core strategic decisions and redesign, the authors propose that QFD Systems can significantly increase E-Intelligence and help in the development of these characteristics.

Customer Driven Strategy: Solving the Fuzzy Front-End Using Outcome Based Segmentation and Innovation. Robert Hunt, Ph.D., Macquarie University, Sydney, Australia; and Mike Walker, Customer Driven Strategies Pty Ltd, Brisbane, Australia. Customer-driven organizations are a given concept these days. However, like most simple concepts it is not a trivial task to apply to the development of an organization's vision, mission and the strategies. What will give the organization a unique, valuable and sustainable position in the markets in which it decides to operate? Indeed what markets should it operate in? Most approaches to strategy are very weak on this "fuzzy front end". However, approaches to strategy using QFD principles provide a coherent methodology that has been successfully applied by many organizations both large and small. This paper focuses mainly on the issues in the fuzzy front end of strategy, and gives an overview of the rest of the strategy process.

Business Priorities and Quality Function Deployment: A Case Study. Tan Kay Chuan and Vijayalakshmi Raghavan, National University of Singapore, Singapore; Puhazhendi Kaliyappan and Ravi Ramaswamy, GE Medical Systems, India.  With the advent of quality function deployment, there has been tremendous use of this tool in product design and development. While QFD prioritizes the technical attributes of a product based on the voice of the customer, businesses often encounter unforeseen risks in executing these attributes. This paper integrates the two concepts of circle-of-control and the effort-impact matrix into QFD. The purpose is to help businesses to objectively analyze the feasibility and organizational efficiency of implementing the technical attributes. A case study done at GE Medical Systems, India, is presented. The case brings to light the advantage of this new perspective in achieving operational excellence and customer satisfaction. 

Appendix II: Abstracts of Papers from Past Symposia on QFD 1989-2002

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2002: The 14th Symposium on QFD (ISBN1-889477-14-1)
 

Automotive 2002

QFD to Direct Value Engineering in the Design of a Braking System. Jim Dimsey, QFD Green Belt^®, Hayes Brake, USA;   Glenn Mazur, QFD Red Belt^®, QFD Institute / Japan Business Consultants, Ltd. In designing a new braking system, QFD was used to determine the importance of various functions of a braking system and performance levels to users, and subsequently to design both a lower-cost alternative as well as a high performance model. This paper will present the customer evaluation process including a web-based questionnaire, the deployment through the House of Quality to a Function Analysis, multiple cost modeling studies, and the design concepts that were created and proposed to the OEM.         

Commodity / Materials 2002

Improving Technical Support to Make Commodity Products More Competitive.  Henry Hearon, QFD Green Belt^®, GCC Rio Grande, USA; Glenn Mazur, QFD Red Belt^®, QFD Institute / Japan Business Consultants, Ltd.   How does one take a commodity that is essentially unchanged for hundreds of years and develop a competitive position that is based on something more than a cheap price? GCC, a cement company from Mexico with expanding sales in the US, used QFD to create the customer value that set them apart from competitors without resorting to a bottom price. This paper details the journey that started with well planned Gemba visits, as well as a one-year follow up to this QFD study. 

Design for Six Sigma (DFSS) 2002

Integrating QFD and Design for Six Sigma. Charles Huber, QFD Green Belt^®, Seagate Technologies, USA.   Amid the shift from inspection-based quality to design-based quality, zero defect or 3ppm defect levels are being achieved by design through QFD, design of experiments, failure mode analyses, and other quality tools. Even greater gains can be made, however,  when DFSS is combined with QFD to assure not just an absence of defects, but true value as defined by the customer. This case study will present how the goals of DFSS can be achieved and surpassed through the complimentary usage of QFD.

Electronics / Entertainment 2002

Case Study - Applying QFD for the development of the World’s First High-Quality 3D Home Theatre System. Pierre-Hugues Routhier, Sensio, Canada.   You found a concept for a revolutionary new technology. You develop this technology and apply it to a product with intent to sell. This is more or less how technological start-ups traditionally roll out a new product to the market. The problem with this approach is that you have not necessarily accessed the needs of your customers... Aware of this pitfall that many have fallen, Sensio, a Montreal-based immersion technology company took a different path. The team selected QFD to do the task, in addition to using the Parametric Paired Comparison tools, focus groups and trade shows to collect the Voice of the Customer. The process ensured not only end customer delight but also the whole value chain of more than 10 strategic partners that created a whole new industry. A QFD case study on a brand new product - the world's first high- quality 3D home theater system. 

Education 2002

Deploying and integrating education system indicators with QFD - An  Application Case. Ricardo Hirata Okamoto, Provisional QFD Black  Belt^® and José Carlos Arce Riobóo, Provisional QFD Black  Belt^®, Keisen Consultores, S.A., de C.V., México.   This paper will present the Comprehensive QFD approach that has been undertaken at the Education Ministry of the State of Guanajuato in México (SEG) in order to identify specific strategies for improvements in the nation's educational system and manage them. The study will examine a various indicators of the educational delivery system including the central and local governments, internal processes of the management, administration, schools, and financial and societal impacts. The final phase of this effort will use the Balanced Score Card to implement a management information system that would monitor the whole educational indicators system, as well as SAP (Systems, Applications and Products in data processing).

Healthcare 2002

Keynote Address by Mr. Todd Hoff, CEO, Continental Rehabilitation Hospital, San Diego.

How a Successful QFD Project for a Niche Product Eventually Changed the Entire Organization.  Ed Chaplin, M.D., Provisional QFD Black Belt^®, Continental Rehabilitation Hospital San Diego, USA.   Using Comprehensive QFD, a niche product in healthcare was redesigned. The result doubled the service volume and led to another project – redesign of the core competency of physical rehabilitation services. The paper will report the application of QFD as a path provider for the hospital’s financial success, the 3-yr progress and challenges.

Strategy 2002

Using QFD Principles to Develop Vision, Mission and Top Level Strategy. Fernando B. Xavier, Schindler Lifts Australia Pty Ltd, Australia; Robert A Hunt, Ph.D., Macquarie University, Sydney, Australia.  This paper describes a current case study of the application of a comprehensive Quality Function Deployment (QFD) based strategic planning methodology to develop the vision, mission of an organization, and deploy the key strategies for implementation .  The company was able to formulate a strategy that was of value to its selected customers and attractive to all its stakeholders, while differentiating itself from its competitors.   In parallel, it produced a set of connected tasks to deploy which are highly predictive in realizing the strategy. Based on these insights the paper seeks to address the future direction of the development of this promising field of strategic methodology.

Supplements I: Featured QFD Case Studies and White Papers

• Gemba Research in the Japanese Cellular Phone Market

• Bagel Sales Double at Host Marriott - Using Quality Function Deployment

• Defining Customer Needs for Brand New Products - QFD for Unprecedented Software

Supplements II: List of Abstracts 1989-2001

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2001: The 13th Symposium on QFD (ISBN1-889477-13-3)

Aerospace 2001

13. Performance Excellence - A QFD Approach. James P. (Jim) Walden, Boeing Airlift and Tanker Programs. This QFD analysis is being undertaken to help Boeing Airlift and Tankers better understand how well the How's (A & T's major thrusts and initiatives) address the What's (the 18 items within the Criteria for Performance Excellence), analyze relationships for synergy/trade-offs, identify gaps and redundancies, and bench-mark progress against other organizations through competitive comparisons. The paper will include a complete House of Quality and a detailed analysis of the relationship and correlation matrices, ratings, weightings, and comparisons.

14. Parametric Paired Comparison:  A New Methodology for Rapid and Accurate Customer Needs Assessment. Pierre H. Routhier, Pratt & Whitney.

In a technical environment where complex customer needs go far beyond "verbatim," assessment of needs and relative weights can become a daunting task. Facing these realities, a relatively simple yet powerful methodology - Parametric Paired Comparison (PPC) - was developed, to analyze and highlight critical customer needs in a fraction of the time, while eliminating bias and subjectivity. The methodology, which can be used for such complex products as aircraft jet engines, power generation systems and electronic devices in 1½ to 2 days, will be described in this presentation through real-life examples, as well as implementation guidance.

High Tech / Software / Telecommunication 2001

10. QFD Killed My Pet (Project) - Using QFD to Confirm Market Needs for New Technology. Dwight Delgado, Fusion UV Systems; Glenn Mazur, Japan Business Consultants. Ltd.   We assumed customers would be as excited as us about the advanced technology of our new product. We were surprised at what they told us during our QFD-guided customer visits early in the development. To avoid disaster, we had to rethink our strategy and redesign a more successful product line. This paper shows how QFD can save high-tech companies from making costly market decision errors by determining customer benefit of a new technology or features before it actually commits resource.

5.  Integrated "Demanded Quality Deployment and Quality Function Deployment (QFD).  Rajendra Prasad, Tata Consultancy Services, USA and Gargi Keeni, Ph.D., Tata Consultancy Services, India.  The global competition among software companies increases the risk of not knowing what your customer needs are. The traditional zero bugs definition of software quality is insufficient to discover the latent needs of the customer in order to sustain this competitiveness. This paper will use Demanded Quality Deployment and a Quality Plan to identify customer needs and translate them into solutions.

2.  Integration of Assembly Requirements in Early Stages of Product Planning.  Dipl.-Ing. Stefan Berger and Dr.-Ing. Jürgen Hoffmann, Fraunhofer-IPA/TEG, Germany.  In simultaneous engineering, consideration for assembly issues is important in the early stages of product development. QFD was used to identify, substantiate, and rank internal customer wants concerning the assembly process. QFD was also used to identify possible target conflicts with quality features. This paper shows how designers of a leading Chinese telecommunication systems company use QFD to efficiently assess the as-assembly design in the design process.

Technical Services 2001

9. Applying Quality Function Deployment to Align Customer Needs to A Technical Service. Ian Ferguson, Ian Ferguson Associates, U.K.   A technical service organization often fails to understand major wants and needs of its customers. Sometimes the customer is not used to expressing the needs in a readily perceivable way. Using examples of how customers typically describe their situations, ways to interpret these statements, keys to assigning target values that measure benefit to both parties, and most important of all, what a technical service organization should be doing, are shown to be vital to consumer care and a profitable business.

Defense and Government 2001

12. Future Combat System Concept Development: Integrating Service and Product Requirements in QFD.  Kirk Kirkpatrick, Lockheed Martin Missiles and Fire Control; Maj. Shel Jones, US Army; Glenn Mazur, Japan Business Consultants, Ltd. The US Army must consider the requirements of many new fighting scenarios in order to build adequate com-bat systems. QFD is used to better understand and prioritize mission requirements, translate them into system requirements, and then select the most promising technologies for further design and development. Lockheed Martin, a major weapon systems supplier has collaboratively guided them in this effort.

17. QFD within a Command & Control Environment.  Peter Kimber, Perspective Solutions, Inc., Sweden. The rapidly changing political-military situation in NATO's area of interest and adjacent regions creates a wide variety of risks to be considered across the full spectrum of military operations in peace, crisis and armed conflict. The multi-directional and multi-faceted nature of the resultant risks requires a flexible planning process with a high degree of responsiveness for the command and control coalition operations. This case study presents the essential role QFD plays in NATO's Guidelines of Operational Planning and Command & Control process.

11. QFD and The Office of Homeland Security.  Glenn Mazur, QFD Institute, USA. The September 11, 2001 attack on the World Trade Center and the Pentagon and the passenger-led crash in Pennsylvania to avert an event worse catastrophe have led the President of the United States to form a new Office of Homeland Security. While QFD is not new to the US government, its use has mostly been within the command structure of a single entity, rather than across the very independent agencies of the Executive Branch or the Constitutionally independent Legislative and Judicial branches. This paper is a "call to arms" to the many QFD specialists within the government to use their talents to support the President's initiative to develop and implement effective homeland security activities.

QFD as Business Strategy 2001

7. Keynote address: Roles of Executives in QFD.  Mr. David Harbourne,  President, Fusion UV Systems, Inc.  At this world's premier supplier of UV curing systems and services, QFD is positioned as a business strategy necessary to stay ahead of  the rapidly changing business environment. Mr. Harbourne talks about the  role of the executive as change agent in implementing QFD and the need for the executives to take risk and lead.

6.  BEST Deployment: Desperately Seeking an Integrative Solution for Critical Times.  Rick L. Edgeman, Ph.D., University of Maryland; Douglas A. Hensler, University of Colorado - Boulder; Glenn Mazur, Executive Director, QFD Institute.  This paper examines environmental, economic, social, and technical sustainability as a model for future business excellence. It tries to link best business practices as defined by EFQM, Baldrige, and even Deming to the future of humanity. QFD can light the path for both sustainability and customer satisfaction.

QFD in General Industry 2001

8. Special Lecture: Customer Segmentation and Identification of Market Research Factors for QFD.  Greg Watson, Chairman, American Society for Quality. High tech products earn the bulk of their profits from the mainstream purchasers whose needs differ from those of the initial purchasers. This paper will use a new criteria - willingness to purchase -  to segment customers, and links this to breakeven time, and a new dynamic interpretation of Kano's model. A case study of a computer switching system will be used to illustrate.

3.  Customer Voice Board.  Frank Zeihsel, Ph.D., founder of enbiz gmbh, (DE).  The way customers communicate with business has changed dramatically in recent years. Gone are the days when the sales manager was the sole communication point. Today customer contacts occur at all levels and functions of an organization. This paper presents Customer Voice Boards, a systematic approach that connects the principles of systematic knowledge management with tools of computer supported cooperative work (CSCW). Knowledge management adds to the concept of Customer Voice Boards single processes of handling knowledge in the enterprise as well as the frame conditions needed for a successful implementation of these processes.

16. Measurement Dimensions within the Kano Model of Customer Satisfaction.  Robert A. Spencer, Bergen Brunswig Corporation, California. In this ongoing research, the Kano model is used to further explore the relationship between customer perceptions about what they would receive and the satisfaction they actually get from the product or service. New findings concerning the weight of customers' expected requirements, how they affect purchasing decisions, what roles they play in customer defections and long-term customer retention and other issues will be re-ported.

4.  Flash QFD! - An Interactive QFD Tutorial.  A. J. Lowe. Ph.D. (U.K.); R.A. Hunt, Ph.D. (AU). This paper describes the development and testing of an interactive, Internet-based QFD tutorial, which was developed using Macromedia's Flash software.

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2000: The 12th Symposium on QFD (ISBN1-889477-12-5)

Aerospace / Air Travel 2000
1. Measuring Competitiveness in Service Design; Decisions based on Customer's Needs.   by Dr. Thomas Fehlmann, Euro Project Office AG, IT Quality Group, Switzerland. Fast decision making is key in today's markets, especially in the airlines industry. QFD, in conjunction with New Lanchester Strategy, provides a means to make difficult decisions right, in very short time. This approach has brought Swissair a means for continuous measurements and focused improvements with a clear and unambiguous metric and is now part of the regular marketing research process.

34. The Collaborative Innovation (CI) Process    by Dr. Larry Zeidner and Dr. Ralph Wood, United Technologies Research Center, US. The Collaborative Innovation (CI) process, developed at United Technologies Research Center (UTRC), is an integrated collection of best-practice design methods (enhanced and simplified QFD and TRIZ) to support Integrated Product Development (IPD) teams during conceptual design. Over the past 3 years, CI has been applied to a wide range of UTC innovation efforts, enabling an IPD team to: a) focus their innovation efforts on opportunities of the greatest stakeholder value potential, b) use stakeholder value to guide concept evaluation and selection, and c) create a development plan that will reduce risk as quickly as possible.
 

Automotive 2000
2. Improving the Nissan "Crew" with Reverse QFD   by Noriharu Kaneko, Japan. The necessity to continue improving quality of a newly development product through QFD will be illustrated by Nissan Taxi Cab "Crew" customer satisfaction survey example. Based on market surveys conducted after the release of a new model, this paper suggests future improvements needed in the next model and a job flow to achieve them.

3. An Application of QFD to the Shop Floor Daily Routine Management   by Leonardo Pereira Santiago, Flávio de Aguiar Araújo, Lin Chih Cheng, Federal University of Minas Gerais, Belo Horizonte, Minas Gerais, Brazil. How QFD was used for assuring the quality of shop floor management in the daily routine of a manufacturing firm. Shows how QFD can help the shop floor solve the negative voice of customer by selecting the main working place of the manufacturing process.

31. Enlarging QFD Methodology to Include Forecasts of Market Share and Profit   by Harry E. Cook, Head, Department of General Engineering, University of Illinois at Urbana-Champaign, USA. Taylors expansion in market segment provides a rigorous phenomenological basis for making value versus cost trade-offs for new product development and yields a straightforward marketing research method for assessing the value of proposed product improvements. Using the first stage of QFD, a list of customer needs are identified and converted into product system attributes. Value curves for key system level attributes are used with cost estimates to make trade-off assessments and also to determine Taguchi's "cost of inferior quality." Through a variety of automotive and construction equipment applications, the paper reviews how well they achieved both variable cost and value needed to assure the bottom-line metrics of market share and profit.
 

Chemical 2000
4. Investigation and Research Concerning the Integration of TQM and ISO9000/14000/Responsible Care   by Masao Sukuya, Dainippon Ink & Chemical Inc., Yusuke Ito, Naoki Tanaka, Yasutaka Kato and Kozo Koura, Asahi University, Japan.

Integration of quality management (ISO 9000), environment management (ISO 14000), environment, safety and healthy management (Responsible Care: RC) and TQM through application of cross-functional management was tried and proved effective in this chemical industry research, conducted in cooperation with the Kashima Plant of the Dainippon Ink & Chemicals Inc, a certified ISO 9000/14000 organization which strives for RC.

Consumer Products 2000
5. A Study of Structure of Quality Contribution Degree in Customer Satisfaction   by Michiteru Ono, Professor, Tamagawa University, Tokyo, and Noriyuki Neil Takeuchi, Integrated Quality Dynamics, Inc., USA.  This paper presents a more efficient ways to improve customer satisfaction through use of QFD,  by identifying attractive quality in satisfied factors, setting moderate quality in dissatisfied factors, and determining low-cost factors. Satisfied and dissatisfied factors are identified; their relationship and influence are analyzed through Factor Analysis and Covariance Structure Analysis for better product development process.

E-Commerce 2000
6. Continuous QFD - Employing QFD in Case of Fuzzy Development Tasks  by Georg Herzwurm, Sixten Schockert, University of Cologne, Business Computing, Germany. When customer requirements are not well-defined and technologies are changing fast, traditional waterfall QFD is inappropriate for product development. Continuous QFD is a method to deal with this situation. This paper describes characteristics of unclear development tasks, translates them into QFD terminology and outlines consequences for the design of Continuous QFD projects. A case study on web-site development applying Continuous QFD will be presented.
 

Education 2000
7. Application of QFD to Developing Education Products for Northern Australia Beef Producers   by Shane Blakeley, Rural Production Systems Pty Ltd, Mick Quirk, John Bertram, Felicity McIntosh, Queensland Beef Industry Institute, Department of Primary Industries, Bob Hunt, Centre for Management Innovation and Technology, Graduate School of Management, Macquarie University, Australia. In two separate projects, Meat and Livestock Australia and the Queensland Beef Industry Institute used QFD to determine the education needs of beef producers with regards to beef cattle nutrition and to grazing land management. The first time such a process had been conducted within this industry, the projects provide insights into issues critical to the success of North Australian beef production enterprises. These insights have enabled the organizations to design and deliver education products to enhance skills and consequently profitability of those producers.

Electronics, Computers & Telecommunications 2000
9. Inspection and Control of Raw Materials Applied to Electronic Ceramics Through the Quality Chart   by J.C.S. Dias and P.A. Cauchick Miguel, Quality Management & Metrology Group, Methodist University of Piracicaba (UNIMEP), Brazil. This paper reports a study of raw material inspection by presenting a methodology to relate technical and managerial requirements. A quality chart has been developed relating technical and ISO 9001:2000 requirements and giving the level of importance of the relationships. This analysis identifies which ISO 9001 requirements have more impact on job functions.

33. Gemba Research in the Japanese Cellular Phone Market   by Eric Ronney and Peter Olfe, Nokia Mobile Phones. The advantages for a mobile phone company of doing research in the Gemba are first explored. The paper then describes a research project that was carried out in Japan and describes how the research was designed to try to overcome the potential barriers posed by customer culture in order to obtain the maximum benefit from the research.

Healthcare, Medical Products, Pharmaceuticals 2000
10. Applying QFD in a Hospital Setting: A Study of Medical Quality   by Dr. Yoji Akao and H. Fujimoto, Asahi University, Japan. The application of QFD in service industries concerns itself not only with quality as valued by the customer, but must also consider quality of the service operations themselves. Similarly, a medical facility must consider both the societal role of the hospital and the actions necessary to assure the health of the patient. This paper will demonstrate that metrics for clinical staff quality can be incorporated in the various QFD charts to clarify, evaluate, and manage medical quality. 

11. Use of QFD to Develop Sales in a Medical Materials Market  by Fatih Yenginol, lecturer, Dokuz Eylul University Faculty of Business, Turkey. A multinational medical materials producer, the major player in its market, is seeking ways to develop its sales. The sales department of the company has determined the gaps in the market. In this way, the company is going to be able to fill in these gaps with the help of Quality Function Deployment process.

32. Introduction of QFD Method to Our Original Medical Quality Improvement (MQI) Activity in Nerima General Hospital   by T. Takahara, M.D., Dept of Surgery, S. Iida, M.D., President, and M. Fujimori, Nerima General Hospital, Tokyo, Japan. Since 1996, Nerima General Hospital has been executing their own Medical Quality Improvement (MQI) Process to improve quality and function of medical care. QFD and FMEA are a part of this  year's declared focus. This paper presents introduction of QFD to our MQI activities which resulted in good outcome in both external and internal customer demands.
 

Software 2000
14. Software Quality Improvement by Quality Function Deployment    by Yen-Fang Chu, Graduate School of Resource Management, National Defense Management College, Huey-Der Chu, Department of Information Management,and Shan-Fa Wang, Taiwan, ROC. The cost of quality refers to the cost incurred due to compliance and non-compliance to requirements. Considering this imbalance among the cost of quality, this paper introduces Quality Function Deployment (QFD) into the Information System Planning to decrease the failure cost and improve the quality of the software development process.

16. QFD and RequisitePro   by Stuart Lesley, SiloSmashers, USA. QFD is a powerful method for bringing the voice of the customer to the entire organization. We have developed a way to physically link the results of QFD into the beginning of the design process. This method not only preserves the QFD effort, but also provides traceability throughout the solutions design and development life cycle.

17. Software QFD   by Richard Zultner, ZULTNER & Co., USA. The application of QFD to software development requires a combination of understanding users, project management, and software development tools to assure that by concentrating our limited resources on those aspects relating to the most important needs of the customer, we can deliver more value to the customer than our competitors.
 

Training and Consulting 2000
18. Implementing TQManagement in a Multiculture Ambience   by Dr. Tarik Sulimani, Vice President, TQM & HR, Advanced Electronics Co., Dr. Nasreen Al-Dossary, Assistant Manager, Saudi American Bank, Saudi Arabia. Implementing TQM in developing nations with heavy reliance on foreign manpower is a challenge. It is a unique experience to maintain harmony among heterogeneous workers and experts from different continents, values and backgrounds. This paper points out cross-cultural sensitivities, highlights obstacles organizations may face and how to overcome cultural barriers. It describes the TQMization approach and implementation measures that can take place based on a study conducted in Saudi Arabia.

19. A Review of Applied Human Factors Techniques for Product Designers in Identifying the Voice of the Customer    by Chee Weng Khong, Centre for Collaborative Multimedia, Faculty of Creative Multimedia, Multimedia University, CyberJaya, Malaysia. This paper addresses the human factors methods or techniques applied by designers throughout the product development process in identifying and to elicit customer trends and preferences, and map social and technological directions. A simple matrix diagram is proposed to support and aid the designer's awareness of appropriate human factors techniques to be applied. 

20. General Model of Continuous Improvement Programs: Creating Fractal Organizations   by Francisco Tamayo-Enríquez, Quality Assurance Department Chief, Axa Yazaki, Nuevo Leon, Mexico. Continuous Improvement Programs are generally models of organization and interaction between people with some emergent and some intended results. Recently, fractal models are achieving success in modeling complex natural phenomena. If organizational dynamics are natural phenomena, there is the possibility of having a Generalized Model of Continuous Improvement Programs based on a fractal model. This will lead to Fractal Organizations through deployments, such as QFD and Policy Management, able to preserve the appropriate form and complexity at all different levels. 

21. Minimum Information Loss Evaluations for QFD   by Ed Dean, The DFV Group, USA. QFD has come under attack because of the means used for evaluation. Research has shown that individual preferences are not preserved by typical joint evaluation methods and has associated preference retention with information retention. This paper defines a generalized information for preferences, obtains the minimum information loss joint preference, and compares this approach in a QFD example with an evaluation approach recommended by voting research.

22. QFD is a Catalyst, not a Process; A New Way to Look at QFD    by Dilworth Lyman, ViewPoint & Understanding Enhancement, USA. A new way to look at QFD, not as a process by itself, but as a catalyst to be applied to other processes. When QFD is applied to other processes, they are changed; old processes become more customer focused and proactive. We will look at the types of processes you can mix with QFD, what results and how it can even improve a bad process. We will look at the elements of QFD as they mix with the elements of other processes in many disciplines and show that there is no one right way to do QFD. 

General Industry / Service 2000
23. Using the Gemba to Improve the Usefulness of FMEA    by Jo hn T e rnin ko, Re sponsible Man agement, Inc., USA. Using the different perspectives of a system provides different perspectives when visiting the Gemba. A system exists in time, space and relationships. A system's goal is to use its properties and functions to satisfy some need of its environment. Understanding these perspectives in the Gemba will yield a profound improvement on the usefulness of the associated FMEA. All potential failure modes and root causes often missed will be identified.

24. Hoshin and Strategic QFD Organizations: Where are they now?    by Dr. Robert A Hunt, Director, Centre for Management Innovation and Technology, Graduate School of Management, Macquarie University Sydney, Australia. This paper reports on two organizations with more than three years applying Hoshin and QFD principles to their strategic transformation system (STS) and/or their offer innovation system (OIS). It addresses: How have these organizations benefited from applying QD? How have their systems evolved? What are their plans to further apply the principles? What would they have done differently and why? Have the QD systems become "the way we do business around here?"

25. The Quality Concert: A Multiple-Parameter Matrix Analysis    by Jack ReVelle, ReVelle Solutions, LLC, USA. Several concepts, all QFD-related, are analyzed using a Y-shaped, multi-parameter matrix to determine the extent of their interrelationships. These concepts are the Kano Model and the Quality Concert composed of two parts, the Quality Quartet and the Quality Chorus. The Quality Quartet has four voices: that of the customer, engineer, manager, and the process. The Quality Chorus has three voices: that of society, government, and environment. The resulting model insures awareness of important factors in, around and about the marketplace.

26. The Universal Method for Technology Forecast: Does the Panacea Exist?   by Iouri Belski and Vladimir Shapiro, Department of Communication and Electronic Engineering, Royal Melbourne Institute of Technology, Melbourne, Victoria, Australia. This paper analyses the dependence of methodologies of forecasting on the requirements of the designer. The variety of outcomes of a process of forecasting is considered: from prediction of future characteristics of system elements to potential scenarios of systems and super-systems of the future.

27. Strategic Product Family Development by Extending the House of Quality    by Juergen Hoffmann, Fraunhofer Technology Development Group, Germany. The extended House of Quality does not use single specifications to define product families - instead specification classes are formed. These specification classes encompass the area within which the specifications for all the products in the product family are contained. Experience has shown that it makes sense to form three specification classes, and combine these with factors such as cost and competitive comparisons for defining the specifications for product families from a strategic market perspective.

28. Customer and market input for product program development    by Knut Aasland, Detlef Blankenburg and Jarl Reitan, SINTEF Industrial Management, Norway. One crucial question when developing product programs is: Which models and variants do we really need? To what degree can an attractive product make variation less necessary? To answer this, a deep understanding of customers and their behavior and decision patterns is important. Since this is not what designers and project managers in industry typically excel at, methods and tools are necessary.

30. QFD 2000: Integrating Supporting Methodologies into Quality Function Deployment   by Glenn Mazur, Japan Business Consultants, Ltd and QFD Institute, USA. Competitiveness in the new millennium may belong more to those who can integrate a multitude of disciplines into a system, rather than to those who expect a single tool to do it all. The House of Quality is really more of a "great room" to which various "outbuildings" and other structures must connect. This paper shows where well-known quality and other tools such as Consumer Encounters, New Lanchester Strategy, Kansei Engineering, Theory of Constraints, TRIZ, Voice of Customer Analysis, FMEA, SPC, and other methods can be integrated into the New Product Development Process.

35. Leveraging TRIZ to Combine Ideas into Implementable Concepts   by Dana Clarke, Ideation International, Inc. US. Enhance the value of ideas via the integration of QFD and TRIZ to create “super concepts.” TRIZ offers newly-developed techniques for combining complementary or competing ideas, thereby raising the effectiveness of the QFD process to meet and exceed customer expectations.

 36. QFD with an Attitude! - "Obsolete your products so your competitors can't"!   by David Verduyn, C2C Solutions, USA.. Product Development starts and ends with the customer, however, the heart of the development process must involve great technical discipline, creativity, and speed to ensure an innovative response that guarantees your customers loyalty & attracts your competitor's clientele. QFD is an exceptional framework to integrate some of the "best" product development "tools". This paper illustrates how QFD must incorporate leading innovation strategies to attain or maintain leadership. Integration of the following disciplines will be clearly illustrated. 1) Compelling Innovation and Value Optimizing Algorithms for breakthrough ideas, 2) Patented AI Semantic Processing tools to create & retain corporate technical knowledge, and 3) FMEA so your impressive ideas don't fail!

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1999: The 11th Symposium on QFD (ISBN1-889477-11-7)

Aerospace 1999
1. Variability Reduction: A Common Ground for Integration of Advanced Quality Tools and Processes  by David Novick, Technical Advisor Electronic Systems & Missile Defense, The Boeing Company. A strong Variability Reduction (VR) plan is central to any organizational Continuous Quality or Process Improvement (CQI/CPI) effort. Without such a plan sorely needed resources, people and budget, are applied in the wrong place and at the wrong time. A "Total Approach" may be fashioned to guide planning, developing and managing such a program using a toolkit developed and selected from Comprehensive QFD (QD and QFD), Taguchi Methods (Robust Design and Loss Function), Theory of Constraints (TOC and TP), Theory of Inventive Problem Solving (TRIZ), Statistical Process Control (Shewhart's SPC) and Kaizen. This paper presents how this author used these toolkits to establish a Variability Reduction Plan and Pathway.

Architecture 1999
2. The Use of QFD for Architectural Briefing & Design by Dirk Conradie, Project Leader & Kirsten Kusel, Research Architect Division of Building Technology, CSIR, South Africa. A unique fusion of technology in an unprecedented new system promises new possibilities in the complex world of architectural briefing and design. The system enables actual client requirements to be accurately translated by means of a new software system into architectural functions and final design solutions. The application of novel concepts such as QFD-in-depth and breakout methodologies will be illustrated. The paper describes the integration of the new QFD concepts with traditional methodologies from the domains of QFD and Systems Engineering and Concurrent Engineering within a software environment.

Automotive 1999

3. QFD for Manufacturing Technology Assessment by Edward Vinarcik, Engineer, Visteon Powertrain Control Systems. Choosing a manufacturing technology is difficult. Customer needs as well as technology limitations must be understood. This paper presents a case study in which QFD is used as an analysis method for evaluating manufacturing technologies for a specific product, automotive fuel rails. Included is a discussion of customer types and needs related to design, cost, delivery, and timing.

4. QFD Applications in Brazilian Autoparts Companies by Paulo Cauchick Miguel, P.T.M. deSouza, & C.J. deSouza, Quality Management & Metrology Group - Methodist University of Piracicaba (UNIMEP), Meritor do Brasil Ltda. - LVS Division, & Eaton Ltda. - Divisão de Transmissões. This paper describes QFD implementation initiatives carried out in two auto parts companies in Brazil. One company produces steel wheels and the other mechanical transmissions. The paper describes the framework and timetable to implement QFD, highlights the reasons for deciding to implement it, and it shows the results achieved so far. Difficulties experienced are also presented as well as the principal benefits.

5. The Product Development Process: Avoiding Pitfalls to a Successful Implementation by Bob Adams, Magna Seating Systems. Organizations that utilize product and program management have consistently found difficulty in delivering on customer expectations while attempting to balance internal resources. Cost overruns and losses associated with un-recovered engineering changes are symptomatic of a process that doesn't work. Magna Seating Systems embarked on a concerted effort to revitalize the entire operation of delivering products from concept through obsolescence. What resulted is a process that has become world class in execution and achievement of both customer and company goals. This was accomplished by taking the architecture and designing into its basic framework safeguards that avoid common pitfalls that have plagued other companies. Changing the way things occurred and happened at Magna began a cultural revolution in program management and its execution that continues to this day.

6. QFD in Strategic Planning: An Exploratory Study by Paulo Cauchick Miguel & R.M. Vanalle Quality Management & Metrology Group, Methodist University of Piracicaba (UNIMEP) A.G. Alves Filho, University of Saõ Carlos, Brazil. This paper examines an exploratory study in which QFD is used for strategic planning formulation. On the basis of corporate strategies obtained in a previous study, QFD matrices are applied to relate business strategies and functional level strategies. The case study is performed in an automotive industry supplier which produces brake systems. A QFD matrix is used to identify the most appropriate functional strategies, including the relationships and correlations.

35. Consumer-Based™ Performance Benchmarking by Kioumars Paryani and Terry Zalewski, General Motors Corporation GM Truck Group, Vehicle Integration Engineering. The authors of this paper present a unique approach to benchmarking and target setting. The paper will not get into the discussion of how to capture, prioritize or translate the voice of the customer. The assumptions are that an accurate translation of customer needs and wants is in place. The theme of the paper centers around a new methodology for setting performance targets for the product characteristics, initially and throughout the lifecycle of the product. Additionally, this methodology will identify areas that need to be technologically developed. This way, technology development takes on a market pull strategy rather than the traditional strategy of developing technology for technology sake. Furthermore, the methodology quantifies the level performance needed by the technology to ultimately exceed customer expectations. Tools utilized in this methodology are derived from established quality engineering practices and tools, such as the Taguchi Quality Loss Function, Quality Function Deployment, Focus Group Methodology in consumer research, and the critical path method (CPM).

Crisis and Disaster Management 1999
8. The Application of Augmented QFD to the Evaluation of Emergency Plans by Chakib Kara-Zaitri & S. Al-Daihan, University of Bradford, UK and King Abdulaziz City for Science and Technology, Saudi Arabia. A description of an augmented Quality Function Deployment (QFD) methodology for the evaluation of emergency and crisis management is developed and presented. The methodology identifies those areas of management response which are critical for the correct implementation of emergency plans. The methodology is presented by reference to illustrative examples derived from recent disaster response plans. The methodology is shown to be efficient, flexible and easy to use.

Communications and Media 1999
9. Contextual Usability, Domestication & QFD by Derek Nicoll, Research Fellow, The University of Edinburgh Management School. QFD works well where there are strong product analogues easily recognized by representative samples of consumer-users. However, what happens if there is a lack of analogues providing the crucial metric? What if there is no easily definable representative sample? This paper considers the importance of context in capturing the voice of the customer, and enhancing it with information on how products domesticate into homes and offices.

Consumer Products 1999
10. Brand Engineering using Kansei Engineering and QFD by Glenn Mazur, Industrial and Operations Engineering and Jeremy Brochtner, Interdisciplinary Program in Engineering and Industrial Design, University of Michigan. Traditional QFD methods have dealt with issues such as "appearance" for many years. But another, less known tool, kansei engineering is more suited for the task of translating "brand" into real product differentiators. Born in Japan like QFD, kansei engineering is the brainchild of Mituso Nagamachi, a leading ergonomist and quality professional. This paper will integrate kansei engineering with brand management, industrial design, QFD, and other quality tools to yield a more robust approach that can bring together the marketing, art, and engineering professions.

Education and Library Sciences 1999
11. Model Improvement Process in an Educational Environment by Brian Stitt, User Support Systems Specialist and John Sinn, Executive Director Center for Quality, Measurement & Automation (CQMA), Bowling Green State University. QFD problem investigation and solving processes cannot be optimized without the introduction of teams and problems. A modified QFD problem solving methodology was used by student teams to evaluate and improve a Technology course at Bowling Green State University. The research details how student teams used the QFD methodology to research, develop, and implement the plan to progressively deliver an improved Technology course in an on-line format.

12. The Application of QFD Principles to Student Learning using a Group Decision Support System in School Education by Wilhelmina Hunt, Reading Insight, Australia. This paper describes how through the use of a Group Decision Support System customer in schools (students) apply QFD principles to the their learning. The students are able to develop a product that meets or exceeds their needs or wants. Teachers use Group Decision Support System to do long term strategy to satisfy the goals of their customers (students).

13. Solving Problems with Method of the Ideal Result (MIR) by Iouri Belski, Department of Communication and Electronic Engineering, RMIT University, Melbourne, Victoria, Australia. This paper introduces an application of Method of the Ideal Result (MIR) to service. MIR is based on the TRIZ concept of the Ideal Final Result (IFR) and can be effectively used for service development and evaluation. This paper concentrates on a general MIR methodology, its relation with TRIZ and QFD. MIR application in finding ways of improvement of university student's satisfaction is presented as an example.

14. Improving the Scales Used in AHP for QFD by Frank Moisiadis, Centre for Advanced Systems Engineering, Macquarie University, Australia. The Analytic Hierarchy Process (AHP) is widely used in QFD for prioritizing stakeholders, their needs, competitors, and other data. Studies done in the field of Library Sciences and MBA education have revealed certain weaknesses in Dr. Saaty’s 9-point scale, since many psychologists believe people do not mentally perceive attitudes as a single point, but rather as a range of acceptable values. Findings and alternatives will be presented.

Electronics, Computers, and Telecommunications 1999
15. Interpretation of VOC with Concept of Quality in Multi-Levels: An Enhancement for QFD for Innovation by Chong Pui-yik, Steven School of Design, The Hong Kong Polytechnic University. With too much change and newness of attributes, it is hard to thoroughly implement QFD for innovation. A view is raised in this paper that the concept of quality in multi-levels, Owen’s Quality Pyramid Model, can be used to establish the usable information of desired quality attributes as enhancement to turn the vibration of voice of customer (VoC) into certain manageable newness. Thus the context of QFD for product innovation can be extended.

16. Deploying Corporate Vision using a Structured Methodology by Steve Seeman, Director of Quality Assurance EFData & Alan Leeds, EFData Subsidiary of California Microwave. Challenged by a newly appointed CEO to improve operating cost and increase customer satisfaction, California Microwave embarked on three initiatives to achieve quantum improvements toward world class operating levels: 1) Develop and deploy a methodology that would provide focus for each employee and link activities throughout the organization. A Hoshin planning process was adopted to achieve this objective. 2) Define and initiate scorecards in the areas of quality, operations and engineering. This allowed bas- lining current performance levels and would be used to monitor trends, track improvement and set goals and take actions based on benchmark world class operations. 3) Implement a customer satisfaction survey and corrective action process. A customized software program was developed to access customers opinions. Responses from customers resulted in identifying and forming teams to address the top three attributes. Results included focus on real customer needs, reduced non-value added activities, improved quality, and shorter cycle times.

17. Interface of Lanchester Strategy & QFD by John Schuler, Lanchester Press. Brief overview of Lanchester Strategy, Lanchester Equations, Lanchester's principle of concentration, Koopmans global warfare and development in Japan of total marketing warfare. Significance of the Japanese development in application to other fields of activity, military, marketing, politics and understanding of individual achievements - the "performance guru model." Advances over the popular "Sun-Tu" model of marketing. Explanations of gaps in popular texts such as the Moore series on product introduction. Cases discussed include HP-Xerox-Canon in a fight over the copier market and mergers and acquisitions in the CMP sector of the semiconductor market.

Entertainment 1999
36. Jurassic QFD by Andrew Bolt, MD Robotics and Glenn Mazur, Japan Business Consultants, Ltd. Universal Studios Florida has just opened its Jurassic Park amusement park. One of the highlights is the Triceratops Encounter, a "live" animatronic interactive dinosaur "petting zoo." The animatronics were built by the company that makes the robot arm for the Space Shuttle, and you can imagine the difficulty in moving from that industry to an amusement attraction. QFD allowed them to move from the original concept story boards to system and component development to operator instructions for the on site "attendant." Hear a gemba visit story only QFD could have created. Further, significant time and cost savings were achieved due the focus that QFD brings. One visitor called this "totally convincing... it flinches, breathes, snorts, drools, moves, blinks just like it were alive." You won't believe what other body functions it does! We hope to have a video of the design, build, and execution process.

General  1999
30. Hoshin Planning, QFD & TQM by Robert Hunt, Director, Centre for Management Innovation and Technology, Graduate School of Management, Macquarie University, Australia. QFD, Hoshin Kanri and related methodologies are often considered to be at the opposite end of the spectrum from traditional Management By Objectives approaches to management. From field analysis of 47 organizations, this paper develops a diagnostic that positions an organization’s strategic planning system along this spectrum. It then goes on to use the diagnostic to provide some important insights into the relationship between success, and the adoption of quality principles, hoshin kanri and QFD.

31. QFD as a Corporate Memory Structure by Greald Henstra, Faculty of Management and Organization, University of Groningen, The Netherlands. Parallel to creating products the R&D process results in knowledge. Usually a great deal of this knowledge remains tacit. Tacit knowledge obviously is a concealed source of competitive advantage. To reveal their findings employees need a means of communication. QFD will be suggested to serve as a communication structure, incidentally upgrading its role within the play of product development.

32. Experiences with the reliability and Validity of the Kano Method: Comparison to Alternate Forms of Classification of Product Requirements by Elmar Saurwein, Assistant Professor, Department of Management, University of Innsbruck, Austria. Reliability and validity of the Kano Model have not yet been tested thoroughly. This paper tries to examine the reliability of test-retest, alternate forms and stability of interpretation. Furthermore concurrent, predictive and convergent validity were tested. Other methods of classification were tested, too. The results are supportive for the Kano model.

33. Making QFD Efficient by Robert H ales, Pro Action Development. This paper will present the sometimes-heretical lessons that the author learned by applying QFD over nine years with essentially the same team and on multiple product generations. It will cover preparing for market research, collection and prioritization of requirements, the use of QFD matrices, target setting for product differentiation, and design concept creation and selection.

34. The Politics and Partisanship of VOC by M. Larry Shillito. Today and the next decade will be the decade of the customer. Next generation strategic thinking will be concerned with, "which customers will get us into the future?" and "How will we excite them?" Acquiring processing and deploying Voice of the Customer (VOC) will be paramount to the success of an enterprise. VOC is the engine that triggers the entire QFD process. Obtaining good VOC is not easy because it involves people, teams, organization structure, emotions, politics, and power plays, all of which add complexity to and compound the process. The success of a VOC project is enhanced if organizational, political and behavioral aspects of the project are addressed early. Interdisciplinary teams are indispensable to the success of a VOC project. We must understand how the various disciplines process information and view the customer chain in order to provide a common understanding and forge a unidirectional effort to obtain good VOC. This paper will discuss the company-customer balance, VOC principles, vertical VOC, evolutionary/revolutionary VOC, customer chains, supply-demand model of VOC, VOC fit to the commercialization process, and acid test questions for initiating a VOC study.

Industrial Products and Heavy Industry 1999
19. Customer Chart: An Efficient and Effective Way for Structuring Customer Needs by Juergen Hoffmann, Head of Department, Fraunhofer Technology Development Group, Germany. Since customer needs are the vital input for any QFD process Fraunhofer TEG has developed a new promising method for structuring customer groups and their needs. Combining elements of the Akao with the 1980s' ASI approach a new effective and efficient way for dealing with diverse customer needs of different target groups is achieved.

20. Application of QFD in Conjunction with the Goal Function Modeling within the Automation Systems Industry by Prof. Tilo Pfeifer & Dipl.-Ing Rolf Reinecke, Laboratory for Machine Tools and Production Engineering (WZL), Aachen University of Technology, Germany. This approach changes the way automation systems are engineered with the specific purpose of reducing cost and enhancing quality of the delivered systems, thus, leading to excellent customer satisfaction. This paper presents a combined customer and functional oriented methodology based on QFD and Goal Function Modeling (GFM) as well as the first results of application on real life automation projects.

21. Socially Responsible QFD by Jo hn T e rnin ko, Re sponsible Man agement, Inc., USA.  Centuries ago, the Seneca Nation of northeastern North America made decisions by considering the consequences for the seventh unborn generation of their people. It is time to apply this ancient wisdom to our own times with the aid of 21st Century tools like QFD and TRIZ. By looking at the needs of the super-system in which a product, service or software resides – the super Gemba, so to speak – the probability of future environmental and health disasters will be minimized. A combined methodology using both QFD and TRIZ is proposed to achieve this higher level perspective.

22. Using Soft Systems to Identify and Diffuse Cross Functional Conflicts by Jim McMahon, Fresh Venture Limited, UK. Should the marketers dictate requirements to the manufacturing function, or should operations limit what can be brought to the market? Marketing may give undertakings to customers that operations just cannot accommodate. These undertakings may include lead times and delivery quantities incompatible with the manufacturing system. There exists therefore the potential for conflict. The successful resolution of these conflicts is important for the long and short-term success of organizations.

23. Basic Elements of QFD as Key Factors in Life Cycle Engineering by Christiane Rauch-Geelhaar, Manager and Frank Zeihsel, Institute of Manufacturing Engineering and Production Management University of Kaiserslautern, Germany. Although QFD evidently is a very good method for transforming ambiguous customer demands into concrete measures for product and processes there are still problems with its usage. Success strongly depends on flexible application of the most important elements of QFD. These are key factors for several kinds of requirement transformations not only in product development but also in the whole product life cycle. In this article the basic elements of QFD, their successful application in industrial practice as well as useful enhancements are described.

Logistics 1999
24. Aligning the IT Framework to Corporate Strategy by Thomas Fehlmann, IT Quality Group, Switzerland. New Lanchester strategy and QFD are used in an integrated approach to define standards for the IT framework in large organizations. The standardization approach is based on competitive advantage, user needs, security policy and technology selection. We measure productivity gains using an enhanced Total Cost of Ownership (TCO) – model in medium to large distribution centers to retail businesses and in public administration.

Software  1999
25. Risk-based Deployment of Standard Software Rollout Processes by Dr. Georg Herzwurm, University of Cologne, QFD Institut Deutschland e. V. and Dr. Wolfram Pietsch, ExperTeam GmbH, QFD Institut Deutschland e. V. Germany. QFD is employed to the tailoring of rollout processes. The risk of project failure is evaluated by means of a set of risk factors. The result is used to select the tasks that address the risk properly, leading to an efficient rollout process.

26. Defining Customer Needs for Brand New Products by Richard Zultner, Zultner & Company. Is it useful to have an approach for products the customer has never seen before (as opposed to model upgrades)? This paper will review the existing approaches in QFD for brand new products, and discuss the Theory of Constraints "Snowflake" and "3 Clouds" methods for finding the customer's core problem, and core conflict, respectively. This will show the synergy between TOC and QFD as well (tweaking the deal vs. tweaking the details).

Training and Consulting 1999
27. How to Measure the Performance of the Overall Deployment Process by Fatih Yenginol, Research Assistant and Ali Sen, Associate Professor, Dokuz Eylul University, Turkey. Various forms of deployment processes are being used to solve specific problems in different situations. At the end of these applications, a performance measurement of the overall deployment process has to be made. Thus, a backward revision deployment may be realized. With this paper; a model is proposed for performance measurement and revision of the overall deployment process.

28. A Statistical Approach to SQC Target-Setting by Kaushik Ghosh, Principal Research Scientist and Lynnette Blaney, Research Scientist, Systems Analysis and Engineering Group, Battelle Memorial Institute. The basic premise of the House of Quality is an implied cause and effect between the Substitute Quality Characteristics and customer satisfaction. Little is usually done to verify this impact mathematically. As a result, target setting is very subjective in nature and may be of very limited value. We present a statistical model for use in target setting and an alternative calculation for Technical Importance based on "satisfaction-sensitivities."

29. Training and Instructional Techniques for Teaching QFD by K.B ecker, B ecker Associates. At some point in a QFD practitioner's life, he or she will be asked to conduct a class in QFD. This presentation will cover planning for training and instructional techniques based both on classical learning theories (Blooms Taxonomy) and on new ideas to increase the effectiveness of materials and the instructor's ability to build group rapport. These new tools are Hoshin Planning and Neuro-Linguistic Programming theories. Using Hoshin planning as the means for documenting training planning makes plans become more visual and effective and better linked back to organizational objectives. Finally, it is essential for an instructor to be able to build interpersonal rapport in a group. This can be done quickly in a group by simply understanding how people store and access information. We will conclude with a brief discussion of representational systems in Neuro-Linguistic Programming.

7. Virtual QFD; Better Comprehensive QFD Training by Dilworth Lyman, ViewPoint & Understanding Enhancement. This paper discusses the different options for teaching Comprehensive QFD, looking at the primary three axes of Depth, Time, and Applicability. These three axes give eight different scenarios for instruction. All eight will be discussed briefly, as they are based in the corner of real and the corner of unreal. An option called Virtual QFD will be explored in detail. It offers a way to quickly train users in comprehensive QFD, correctly meeting the needs for appropriate depth (many matrices) and applicability, all without using very much of a team's valuable time. When to use Virtual QFD is also explored.

TRIZ/Medical Device 1999

18. Using TRIZ as a Creative Process for Breaking Patterns by Tore Wiik, Senior Scientist, Sintef, Norway. Two successful cases in which TRIZ has been used extensively are discussed. Triz has first been used as a tool to stimulate group creativity so that a large number of alternatives have been generated. Then the methodology has been used as a tool to find actual solutions using the classical TRIZ tools for sterilizing equipment for drugs and next generation cutting tool holders.

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1996: The 8th Symposium on QFD and 2nd International Symposium on QFD (ISBN1-889477-08-7)

Conjoint Analysis - A Useful Tool in the Design Process by Professor Bo Bergman, 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 of 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 of The Hong Kong Polytechnic University (Hong Kong) and 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.  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 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.
 

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.

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.

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, and 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 Dr. 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 Robert 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.  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.

Software 1996
Developing Multimedia Integrated Circuit Solutions Using Customer Integrated Decision Making (CIDM) by Carrie Richardson of Motorola (USA) and Bill Barnard of 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 Dr. Georg Herzwurm of The 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; 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.

QFD Software 1996

How to Apply the Power of Computing to the QFD Process by Karla Kuzawinski, Xerox Corp. (USA). Implementing QFD requires collection, distillation, and organization of many sets of data. 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; Dileep V. Khadilkar of Project Advisors International. Ltd.  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

Building and Sustaining an Industry Leader with QFD: Deve Hydraulic Lifts Australia Pty. Ltd. by Robert Hunt of the Centre for Management Innovation and Technology, Macquarie University Graduate School of Management and Fernando Xavier, Managing Director, 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.

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.

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.

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.
 

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1995: The 7th Symposium on QFD (ISBN1-889477-07-9)

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

Quality Function and Cost Deployment in Ceramics Industry: A Case Study, P. Sophatsathit, National Electronics and Computer Technology Center, T. Chuenchom, International Institute of Technology, Thammasat University, and N. Nisapakultorn, Quality Training (Thailand) Ltd.  This study looks into current obstacles encountered by a selected 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, James F. Meredith (AIA), Dennis O'Bierne (AIA), Giffels Associates, Inc.  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, however, 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.

QFD Status in the U.S. Automotive Industry, Harold Ross and Kioumars Paryani, GM Systems Engineering Center, NAO Engineering Center, General Motors Corporation.   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, D. Adams and G. Waymire, Siemens Power Corp., S. Macfarlane, Black Sheep Engineering Services, and P. Walsh, Ehrhardt Tool and Machine.  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, G. Blumstein and H. Graves, EDS.  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.

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

Business Process Reengineering with Quality Function Deployment-Process Innovation for Software Development, R.E. Zultner, CQE, Zultner and Company.  Many software organizations are considering Business Process Reengineering (BPR) to dramatically improve their core business process - software development. There are great risks associated with such reengineering efforts, and QFD can help by supplying a value-driven comprehensive framework, with powerful tools and techniques. An approach for applying BPR with QFD to the software development process is described, and two case studies reviewed.

Integrating QFD with Object-Oriented Software Design Methodologies, Walter M. Lamia, Software Engineering Institute, Carnegie Mellon University.  Object-oriented methodologies have emerged as a popular paradigm for software design and analysis, both in research and practice. 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, Noriyuki Neil Takeuchi Integrated Quality Dynamics, Inc.  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, Tuyet-Lan Tran and Joseph S. Sherif, Jet Propulsion Laboratory, Software Assurance, California Institute of Technology.   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.

QFD for Prediction of Phased-in Customer Benefits, Carol Boehm, Motorola, Inc. and Ted Squires, Effective Product Foundations, Inc.  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. The QFD team developed a technique, whereby the impact on the customer for each phase could be projected directly from the information gathered from the QFD. 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.

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

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

Quality Programs and Quality Profits: Using QFD to Evaluate the Profit Impact of Customer Satisfaction, B. Klein, Applied Marketing Science, Inc.  Program managers and product developers need to assess the profit impact of programs and actions aimed at customer satisfaction in order to determine the best way to spend scarce corporate resources and to avoid expensive marketing. 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.

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

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

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, D. Lyman, International TechneGroup, Inc.   Just as VOCT can move you from hearing what the customer said to finding the root customer needs, balancing of QFD matrices can move you from a cursory mapping of customer needs and measures to a deep team understanding of what the customer really needs from three different viewpoints. 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, D. Powers and R. Harter, CSG Card Services Comprehensive QFD, D. Powers and R. Harter, CSG Card Services.  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, D. Lyman, International TechneGroup, Inc.  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., John J. Cristiano, Jeffrey K. Liker, and Chelsea C. White, III, Department of Industrial and Operational Engineering, University of Michigan.  This research paper provides a general overview of the 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 QFD in the U.S. Based on the preliminary results, it reports some basic differences in the application of QFD in the U.S. and in Japan and seemingly conflicting results between the reported benefits of using QFD in the two countries. Hypothesis of perceived cross-cultural differences in QFD implementation between the U.S. and Japan will be tested. In addition, a prescriptive model for organizing and supporting successful QFD projects will be explored.

VOC with a Future Dimension,  Larry Shillito, Kodak.  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, M. Mehta, Ph.D., Environmental Research Electronic.  This paper discusses a unique application of QFD to the electronic planning, execution, monitoring and stat, using of multiple technical tasks in the Composites Automation Consortium. Current and future customer requirements for advanced aerospace composite structures were defined at the top level, and used to drive the machine conceptualization through preliminary design. In addition to adapting the QFD methodology across a consortium, considerable effort was expended in implementing TQM tools over the CAC's concurrent engineering electronic collaboration infrastructure and to link various technical tasks and deliverables by QFD. This paper describes 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, R. Hunt, Macquarie University Graduate School of Management.  This research paper 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, Bob Klein, Applied Marketing, Inc.  An emerging trend in many industries is to base a portion of an employee's incentive compensation on the satisfaction of the customers served. While theoretical results show this practice can maximize a firm's profit, the process of surveying customers to determine satisfaction and compensation has too many problems to be useful. 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.

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

Manufacturing 1995
Taguchi's Philosophy Helps Manufacturing Deployment, by Jo hn T e rnin ko, Re sponsible Man agement, Inc., USA.  Taguchi's philosophy of robust design is particularly useful for establishing the best operating conditions for manufacturing that is less sensitive to uncontrolled sources of variation. 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.

Elicit Service Customer Needs - Using Software Engineering Tools, Glenn H. Mazur, Japan Business Consultants, Ltd.  Recently, QFD has been augmented with new methods to enhance its front end power. Many recent extensions to QFD focus on better prioritization of customer requirements, but not as much attention has been paid to more systematic ways to define those requirements in the first place. This 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, 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©, Robin 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.

Monopolize Your Business Strategy With QFD, Dr. A.R. Atkins 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. Continuing this process through several additional tiers has resulted in a collection of Houses that are strength in integrated strategic planning.

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

Voice of the Customer: Linking Your System of Measures to Customer Needs, Lorraine Pennington and Gayle Sweeney, AT&T.  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, John Cominsky, Pacific Bell, Inc. and R. Norman Barnard-Norman Associates.  The success of the initial QFD training and project sparked interest for wider application of QFD at Pacific Bell. When reengineering was introduced, however, the resulting initiatives created training challenges as traditional job descriptions were reinvented and new ones emerged. This paper details 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, Patrick Brown, AT&T Bell Laboratories, QUEST Partnership.  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.

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