Voice of the Customer

An Integrated Strategic Technology Planningand Development Environment NewConceptIdeation TechnologyRoadmapping Voiceof theCustomer IntellectualPropertyGeneration Scenario Planning Voice of the Customer - Lecture 3

QFD Phase 2 – HOWsPhase 1: WhatsPhase 2: HowsPhase 3: Whys Voice of the Customer - Lecture 3

Phase 2 6. Generate HOWs - Measurable objectives that cause the desired effect (WHATs) Not solutions! Voice of the Customer - Lecture 3

HOWs can be characterized as: - Performance measurements - Product functions - Process steps Details on Product Characteristics Examine examples of each Most common application Voice of the Customer - Lecture 3

Setting Force Easy to Set etc… Using Performance Measurements to Identify “Hows” For each customer need, define one or a few“technical performance measurements”, e.g.: How would I actually measure the ability to meet this need? For each customer need (WHAT)… etc… …identify the technical performance measure (HOW). Voice of the Customer - Lecture 3

QFD WHAT rowse.g. “File” Functional groups QFD HOW columns e.g. “New…” Functions Using Product/Process Functions to Identify “Hows” You can use product/process functions instead of performance measurements, especially if the product/service concept already exists, e.g., upgrade to an existing product in the field. Here’s an example… Voice of the Customer - Lecture 3

The Process QFD: You can use QDF to design a process (manufacturing, business, etc…For process QFDs, the WHATS rows are what the process has to do. Then the HOW columns are simply the process steps. Performance targets can be quantified by factors such as: ~ Average process step cycle time, ~ Average processing cost per cycle, ~ Average defect rate at each process step. Voice of the Customer - Lecture 3

Phase 2 7. Determine CUSTOMER performance targets - How does your customerwant the products to perform? This is not what you think is possible! Voice of the Customer - Lecture 3

: str. pos. : med. pos. : wk. pos.+ : med. neg.# : str. neg. Phase 2 8. Determine HOW-HOW Correlations - How do the HOWs affect each other? • Controls expectations! • Cost • Time • Reliability Voice of the Customer - Lecture 3

: str. pos. : med. pos. : wk. pos.+ : med. neg.# : str. neg. Phase 2 Combinations of HOWS Impact Technical Difficulty If your customers specified impossible Performance Targets, note that now! 9. Determine relativeTechnical Difficulty - Where do we anticipate major hurdles? Voice of the Customer - Lecture 3

Here Ends Phase 2 –HOWs Phase 2 Voice of the Customer - Lecture 3

QFQ Phase 3 – WHYs Phase 1: WhatsPhase 2: HowsPhase 3: Whys Voice of the Customer - Lecture 3

: str. pos. : med. pos. : wk. pos.+ : med. neg.# : str. neg. Phase 3 10. Determine WHAT-HOW Relationships - Rate how strongly each factor leads to each goal. Voice of the Customer - Lecture 3

: str. pos. : med. pos. : wk. pos.+ : med. neg.# : str. neg. What-to-How Relationships - Detail If we defined the columns of the QFD as Performance Measures,and identify the performance measures based on each Customer Need,then we automatically identify the primary What-to-How relationships… etc… Setting Force Easy to Set etc… Voice of the Customer - Lecture 3

: str. pos. : med. pos. : wk. pos.+ : med. neg.# : str. neg. Phase 3 A major benefit of the QFD is the ability to clearly identify secondaryinteractions “Useable baits”heavily impacts“Easy to bait”,but also“Attracts mice” Voice of the Customer - Lecture 3

Phase 3 Qualisoft automatically calculates based on completed QFD matrix. 11. Calculate Relative Importance - Which HOWs should we work on? Voice of the Customer - Lecture 3

End of Phase 3 –Whys Phase 3 Voice of the Customer - Lecture 3

Done! Started by finding out exactly what your customer’s needs are... …and ended up knowing exactly what to work on first, next, etc… Voice of the Customer - Lecture 3

QFD Extensions: Technical Benchmarking You can add aTechnical Benchmarking row here Voice of the Customer - Lecture 3

Adding Technical Benchmark Impacts Relative Importance Voice of the Customer - Lecture 3

Linking QFD to Technology Development • Strategic Technology Planning • Scenario Planning • Voice of the Customer • Intellectual Property Generation • Ideation • Technology Roadmapping • Strategic Technology Planning • Strategic Technology Development • Stage Gate Development • Stage Gate Review Course Overview - Lecture 1

Possible Application of QFD Nesting We just did this QFD So QFD approach can be used to document end-to-end process Voice of the Customer - Lecture 3

SecondLevelQFD QFD Nesting First Level QFD Voice of the Customer - Lecture 3

What specific problems are solved by QFD? • Poor understanding of customer needs - ~ Solve the wrong problems, miss the big problems. • Failure to strategically prioritize efforts - ~ No time and money left to solve the most important problems. • Willingness to take on unmanageable risks - ~ Don’t know what we are committing to. • Overreliance on formal specifications - ~ Spec often misses “contextual cues”, e.g., why are we building this in the first place? • Fixing the wrong problems - ~ Often times forced to ship product before all bugs are eliminated, so did we fix enough of the most important bugs? Voice of the Customer - Lecture 3

Voice of the Customer - Lecture 3 Quality Function Deployment (QFD) Phase 2 & 3