Page 329 - The Handbook for Quality Management a Complete Guide to Operational Excellence

316 C o n t i n u o u s I m p r o v e m e n t A n a l y z e S t a g e 317

• Descriptive phase. The team defines the product or service from
several different directions such as customer demands, functions,
parts, reliability, cost, and so on.
• Breakthrough phase. The team selects areas for improvement and
finds ways to make them better through new technology, new con-
cepts, better reliability, cost reduction, etc., and monitors the bot-
tleneck process.
• Implementation phase. The team defines the new product and how it
will be manufactured.

QFD is implemented through the development of a series of matrices.
In its simplest form QFD involves a matrix that presents customer require-
ments as rows and product or service features as columns. The cell, where
the row and column intersect, shows the correlation between the indi-
vidual customer requirement and the product or service requirement.
This matrix is sometimes called the “requirement matrix.” When the
requirement matrix is enhanced by showing the correlation of the columns
with one another, the result is called the “house of quality.” Figure 15.1
shows one commonly used house of quality layout.

Correlation
matrix

Hows (columns)

Importance weighting
Relationship
Whats Competitive
matrix
(rows) evaluation
(intersection of row & column)

Target values

Competitive evaluation
Importance weighting

Figure 15.1 The house of quality.

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