Page 131 - Design for Six Sigma for Service (Six SIGMA Operational Methods)

106 Chapter Six

CTS correlation
CTS
requirements
(Hows)
Direction of improvement
Customer attributes (Whats) Customer desirability Relationship Planning

matrix
matrix

Importance rating
Competitive
benchmarks
Targets and limits

Figure 6.4 House of Quality

the whole organization. Defined customer wants through QFD can be
applied to many similar products and form the basis of a corporate memory
on the subject of critical-to-satisfaction (CTS) requirements. As a direct
result of the use of QFD, customer intent will become the driver of the
design process as well as the catalyst for modification to design solution
entities. In Fig. 6.4, we have the following components that constitute the
house of quality (Cohen 1988):

Customer Attributes (Whats)
Customer attributes (Whats) are obtained from the voice of the customer
through surveys, claim data, warranties, and promotion campaigns. Usually
customers use fuzzy expressions in characterizing their needs with many
dimensions to be satisfied simultaneously. Affinity and tree diagrams may
be used to complete the list of needs. Most of these Whats are very general
ideas that require more detailed definition. For example, customers often say
they want to purchase a “stylish” or “cool” product. “Being cool” may be a
very desirable feature, but since it has different interpretations to different