Page 254 - Design for Six Sigma a Roadmap for Product Development

224 Chapter Seven

7.4.9 Other optional QFD chart extensions
The following items may be included for some QFD chart, which
should be adapted to address the needs of the user such as technology
roadmaps, to direct design toward the planned technology evolution
and to prioritize resources, and service complaint and repair history.

7.5 Kano Model of Quality
In QFD, the “voice of the customer” activities such as market research,
provide the array of WHATs that represent the customer attributes.
Such WHATs are “spoken” by the customer and are called “performance
quality” or “one-dimensional.” However, more WHATs have to be
addressed than just those directly spoken by the customer. As Fig. 7.5
shows, there are also “unspoken” WHATs. Unspoken WHATs are the
basic features that customers automatically assume they will have in
the design. Such WHATs are implied in the functional requirements
of the design or assumed from historical experience. For example,
customers automatically expect their lawnmowers to cut grass to the
specified level, but they wouldn’t discuss it on a survey unless they had
trouble with one in the past. Unspoken wants have a “weird” property—
they don’t increase customer satisfaction. However, if they are not
delivered, they have a strong negative effect on customer satisfaction.

Excitement
Quality Performance

Customer Satisfaction Quality

“Wow!”
Degree of CTS
Achievement
Give More of…… Unspoken Wants Quality
Basic

Figure 7.5 Kano model of customer attributes.