An introduction to the marketing tips in the voice of the customer and quality functional deployment

Successful product development requires fundamentally improved approaches to organizing the development process, reducing waste, and providing products to meet customer needs in order to respond to global competition in our own markets as well as compete effectively on a global basis. Lean product development practices LPD and time-to-market are key elements in competitive success. More broadly, it enhances integration of product and process design with strategic objectives, improves organizational effectiveness, and provides a framework for effectively implementing design technology.

An introduction to the marketing tips in the voice of the customer and quality functional deployment

Quality can be defined as meeting customer needs and providing superior value. Quality Function Deployment QFD is a structured approach to defining customer needs or requirements and translating them into specific plans to produce products to meet those needs. The voice of the customer is captured in a variety of ways: While the Quality Function Deployment matrices are a good communication tool at each step in the process, the matrices are the means and not the end.

Customer-Focused Development with QFD

The real value is in the process of communicating and decision-making with QFD. QFD is oriented toward involving a team of people representing the various functional departments that have involvement in product development: The structure of this methodology helps development personnel understand essential requirements, internal capabilities, and constraints and design the product so that everything is in place to achieve the desired outcome — a satisfied customer.

Quality Function Deployment helps development personnel maintain a correct focus on true requirements and minimizes misinterpreting customer needs. As a result, QFD is an effective communications and quality planning tool.

It is important to remember that there is no one monolithic voice of the customer. Customer voices are diverse. In consumer markets, there are a variety of different needs.

Even within one buying unit, there are multiple customer voices e. This applies to industrial and government markets as well.

There are even multiple customer voices within a single organization: These diverse voices must be considered, reconciled and balanced to develop a truly successful product. One technique to accomplish this is to use multiple columns for different priority ratings associated with each customer voice in the product planning matrix.

Quality Function Deployment requires that the basic customer needs are identified. This limits consideration of development alternatives. Breakdown general requirements into more specific requirements by probing what is needed.

An introduction to the marketing tips in the voice of the customer and quality functional deployment

Once customer needs are gathered, they then have to be organized. The mass of interview notes, requirements documents, market research, and customer data needs to be distilled into a handful of statements that express key customer needs.

Affinity diagramming is a useful tool to assist with this effort. Brief statements which capture key customer requirements are transcribed onto cards. A data dictionary which describes these statements of need are prepared to avoid any misinterpretation.

These cards are organized into logical groupings or related needs. This will make it easier to identify any redundancy and serves as a basis for organizing the customer needs for the first QFD matrix.

Needs that are assumed by customers and, therefore not verbalized, can be identified through preparation of a function tree. These needs normally are not included in the QFD matrix, unless it is important to maintain focus on one or more of these needs. Excitement opportunities new capabilities or unspoken needs that will cause customer excitement are identified through the voice of the engineer, marketing, or customer support representative.

These can also be identified by observing customers use or maintain products and recognizing opportunities for improvement.

QFD Methodology Flow The basic Quality Function Deployment methodology involves four basic phases that occur over the course of the product development process.

What is the Importance of quality function deployment?

During each phase one or more matrices are prepared to help plan and communicate critical product and process planning and design information. This QFD methodology flow is represented below. The sequence of preparing the product planning matrix is as follows: Customer needs or requirements are stated on the left side of the matrix as shown below.

These are organized by category based on the affinity diagrams.Quality Function Deployment (QFD) is a structured approach to defining customer needs or requirements and translating them into specific plans to produce products to meet those needs.

The “voice of the customer” is the term to describe these stated and unstated customer needs or requirements. QFD (Quality Function Deployment) structured methodology, born in Japan for Customer orientation (Voice of Customer) in the design of a new Product or Service.

Definition. Quality Function Deployment is a systematic approach to design based on a close awareness of customer desires, coupled with the integration of corporate functional . Quality Function Deployment (QFD) is a process and set of tools used to effectively define customer requirements and convert them into detailed engineering specifications and plans to produce the products that fulfill those requirements.

The Quality Function Deployment (QFD) philosophy was pioneered by Yoji Akao and Shigeru Mizuno. It aims to design products that assure customer satisfaction and value - the first time, every time.

It aims to design products that assure customer satisfaction and value - the first time, every time.

Quality Function Deployment (QFD) is a methodology for building the "Voice of the Customer" into product and service design. It is a team tool which captures customer requirements and translates those needs into characteristics about a product or service.

Quality Function Deployment (QFD): Applying the Voice of the Customer