The Customer-Driven Company: Managerial Perspectives on QFD

Customer Reviews:

A Must Reference for all Product Marketing Professionals..........2006-06-27

Quality Function Deployment is an excellent tool for mapping market requirements into product features. Cohen's book does a superb job of presenting the basics and taking you deeper into advanced topics. Numerous practical examples are included to give you a clear picture of how to use this powerful tool in your new product development.

One of the most comprehensive QFD books.......2004-07-01

If I had to select a single book about QFD this is the one. It so thoroughly covers this effective technique, down to nuances, that I would have to refer to at least five other books on QFD I own to get the same coverage.

For a complete beginner chapters 1 and 2 cover the what and why of QFD. However, this material is somewhat brief and the following chapters may be overwhelming if you are learning about this technique for the first time. As an aside, if you are using Visio, there is a template for QFD that ships with that product.

The remaining 17 chapters lead you through fundamental aspects of QFD (Chapters 3 through 11), starting with an overview of the seven TQM tools, and leading you through the basic planning matrix, technical response, relationships, correlations, benchmarks and targets. Part III, Chapters 12 and 13, tie QFD to product development and its associated lifecycle, and how it relates to marketing, engineering, sales and service.

Chapters 14 through 17 provide a detailed, step-by-step approach to using QFD, starting with planning and data/information gathering, and culminating in developing and analyzing results.

The final section of the book covers advanced topics, including four-phase models, complex matrices of matrices, and special applications that include strategic product planning, and organizational planning, among other topics. I found the chapter on how to apply QFD to software development particularly interesting since that is what I do for a living.

I have a number of QFD books and actively employ this technique, and this is the definitive book on the topic I recommend.

Comprehensive overview, but incomplete in how to try it out.......2004-03-08

This was an excellent introduction to QFD, which I'd previously heard many good things about. I now feel that I understand how it works, how to marry it with the software development process in general, and even managed to pick up some hints on how I might integrate some more advanced customer representation ideas (like use of personas instead of instances of customers, for when your customer base is too large).

However, it was stated many times that:
1) You should have someone who has lead a QFD before facilitating it
2) It's highly customizable, by cutting things out

It would've been nice understand how to go about a first QFD with no experienced facilitators, along with some warning signs about whether you're going right or wrong. Also, examples of the customizations folks have made for smaller or larger teams and less or more rigorous organizations would've made it more concrete how to roll it out on a team such as my own.

Best Practitioners Reference to QFD I've found.......2002-02-14

I found the Cohen book to be the reference to Quality Function Deployment that I have been looking for. Unlike many of the Japanese books on the subject that have been translated to english, Cohen's book provides a comprehensive look at the subject of QFD, from the history of QFD through the final chapters that guide one through the mechanics of conducting a QFD study. I particularly like the no-nonsense writing style and the step-by-step approach taken to explain the method without going into tediously technical details about all the potential mathematics involved. This is the first book that I have found on the subject of QFD that I could actually USE to complete a QFD study. I also found that the method described is not dependent on any specific QFD software, but works with any of the 3 QFD software packages that I use. If you have to have just one reference for Quality Function Deployment, this is the book I would choose.

More examples please.......2000-03-22

I, an engineer turned marketer, love to learn by example. Stop telling me about how it works...show me.

THE COMPLETE LACK OF SAMPLES was very disappointing. I feel my understanding would have been much deeper if the author had walked through hypothetical/real examples.

Book Description

Wouldn't it be great if you could design a product with the customer in mind - right from the very start? Well, now there's a way: Quality Function Development, or QFD, translates the needs of the consumer directly into the design and development of new products and services. By focusing on customer needs and incorporating them into every phase of the manufacturing process, it eliminates waste and improves customer satisfaction. And that means increased sales, greater profits, and a bigger share of the market. Step-by-Step QFD is a practical, hands-on guide to implementing QFD at any organization. Written by an expert in the field, it shoes how the intensive study of consumer needs can be used to help you dramatically outperform the competition. In fact, the strategies outlined in this book have already met with great success at a number of corporations both within and outside of the United States. This workbook includes a case study of QFD in action, 34 helpful workshops, and an analysis of the synergy between QFD, TRIZ, and Taguchi. So whether you're a QFD trainer, project manager, design engineer, or manufacturer, Step-by-Step QFD will show you how to let one voice drive your entire design process - the customer's!

Customer Reviews:

Badly written.......2001-06-05

This book is not very well written. It jumps from one detailed description to another, without giving enough overview or bridging material. It seems like this book evolved from presentation slides, and the author failed to include enough of the bridging, higher-level exposition that keeps people oriented from slide to slide. This is a little disappointing, and it makes it more difficult to get value from this book.

Good examples...not well written.......2001-05-19

This book provides a nice overview of QFD with more than adequate examples. One of the nicer things is that it provides Workshop forms from which you can begin putting together a training forum. However, where this book fails is in the original authorship and editing. To be honest, it must be one of the most poorly put-together books I have read. Incorrect spellings, incomplete thoughts, and figure-to-text mismatches makes this book all but un-readable. If you need a book filled with examples at a decent rate, this is the one for you. If you can, skip this train and spend your money more wisely on a book that the author and publisher obviously took more time than a weekend to put together.

Well written book about a valuable technique.......2001-03-29

I stumbled into QFD by accident: while browsing through sample drawings in Visio I spotted a "House of Quality Matrix" under Business Diagrams. The drawing looked fascinating, which led me to do a quick search on the Internet. The search yielded a large number of hits and interesting content. That, in turn, led me to this book because capturing and validating requirements is a difficult undertaking and I am always on the lookout for new techniques and tools.

The book opened a whole new world to me. The opening chapter, "The Role of the Customer in Design", starts with an example of using QFD in a project and gives compelling reasons for using this technique. Subsequent chapters walk you through the mechanics of a generic design process. This prepares you for the detailed treatment of QFD that follows.

Based on my initial research QFD looks simple and straightforward. However, this book reveals a rich process and set of procedures that show its real power (and complexity for large undertakings). For example, I discovered that the "house of quality" structure can have multiple matrices, each of which is linked. This gives both forward and backwards traceability, but requires painstaking attention to detail. This is where this book proves its value - it breaks this complexity down into manageable pieces and provides you with a thorough understanding of the process.

The section that I found most meaningful and valuable addresses customer segments. I am an IT consultant who specializes in service delivery, so my natural focus is on strengthening alignment between IT and the business processes that IT supports. Among the things I learned from this section are: how to effectively identify customer segments and classify them, what measurements are meaningful (especially important for satisfaction measurement), and ranking and prioritizing. One of the most powerful prioritization techniques that I discovered in this book is the analytic hierarchy process (AHP). This technique is an excellent way to objectively quantify priorities and requirements. The steps are relatively simple: 1.Choose the requirements to be prioritized. 2.Set the requirements into the rows and columns of the n x n AHP matrix. 3.Perform a pair wise comparison of the requirements in the matrix according to a set criteria. 4.Sum the columns. 5.Normalize the sum of rows. 6.Calculate the row averages.

However, for a large number of requirements this can quickly get complicated in a hurry. The simple math for small numbers of requirements gets replaced by sophisticated (to me) matrix techniques that are outside of my skill set when the number of requirements to be prioritized grows. Also, AHP is useful for managing requirements revealed via surveys. Most of my requirements come directly from contact with end users. I have found that a facilitated meeting using paired comparison techniques to be as valuable aas AHP. This is not covered in the book, which I found to be a minor shortcoming. If you want details about paired comparisons I will be happy to share them via email.

The rest of the book addresses QFD within the context of quality planning and management, and measuring the effectiveness of quality. Interwoven into these are valuable tools and techniques, such as affinity diagrams, TRIZ and various analysis techniques. While the remainder of the book began focusing on manufacturing, which is outside of my professional specialty, I found the material interesting because some of my clients are manufacturers and it gave insights into business processes that will surely prove valuable in the future. Almost everything in this book was new to me. The author did a magnificent job of explaining how to effectively capture, prioritize and management requirements in ways that I never expected. Moreover, the methods embodied in QFD are both powerful in that you can actually capture the voice of the customer, and practical in that you can trace a final design (product or process) back to customer requirements. I also learned about some powerful techniques, such as AHP, that I would have never discovered had I not read this book. If you are involved in requirements management, product or process design or quality then this book will be a valuable addition to your professional reading.

Overall Excellent Introduction to QFD, Good First QFD Book.......1999-10-17

Great book for persons just starting QFD within their organizations. Straight forward step-by-step chapters that build upon each other to arrive at a comprehensive understanding of QFD concepts and mechanics. Team/group excercises within each chapter make this a great introductory training manual to solidify learning of material covered in each chapter.

Our Branch Office Will Get One Too.......1998-01-28

I appreciate the way the author communicates. His style is as simple as QFD, but QFD wouldn't have been simple for me without the book.

Journey to Lean: Making Operational Change Stick

Average customer rating:

Lean command and control?
Good introduction to lean.

Journey to Lean: Making Operational Change Stick
John Drew , Blair McCallum , and Stefan Roggenhofer
Manufacturer: Palgrave Macmillan
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Similar Items:

The Toyota Way
Lean Thinking : Banish Waste and Create Wealth in Your Corporation, Revised and Updated
The Journey to Lean: Are We There Yet?: Introduce Your Organization to the Basics of Lean Enterprise
Creating A Lean Culture: Tools To Sustain Lean Conversions
The Lean Pocket Guide

ASIN: 1403913072

Book Description

In the current climate attention has refocused on lean production. While books have looked at the principles of lean production and techniques, this book from McKinsey amp; Company, the world's most influential management consultancy, provides a unique approach, which is holistic in nature and argues that lean must be central to the strategy and mindset of the company or organization. It will be the most comprehensive book on the tangible and intangible aspects of lean transformation with a complete overview of how organizations should embark upon this arising from the cutting edge work done by the authors with leading companies worldwide.

Customer Reviews:

Lean command and control?.......2007-08-27

A major consulting company demonstrating that lean has become main stream. l enjoyed reading the book, its lucid and very well written.

However, the customer is strangely absent for some reason and it does take a pedestrian, slightly pedantic and bureaucratic approach to organisational change for my taste, But its a journey after all.

I detect a high degree of bias from the application of Lean manufacturing techniques into the world of services which is heavy handed and inappropriate. Having seen the approach outlined in this book implemented I am slightly uneasy about its assumptions about people motivation and control.

All that said, if you are in manufacturing, it was a good read and a good introduction to the lean journey concept, Just ease off the micro-control fixation and it will work much better.

Good introduction to lean........2007-01-30

This book take you through the basic consepts of lean. And it does so in an easy and interesting way. The examples in the book are well constructed and told. This is a book written by persons who have practise lean themeselves. It is a great book for an manager who want to learn about lean or a student that would like to get some " real life" understanding of lean compared to other books out there which are to theoretical.

Average customer rating:

Doing QFD Right
A good topics handbook assuming you know the basics
A Complete Treatise on QFD!

The QFD Handbook
Jack B. ReVelle , John W. Moran , and Charles A. Cox
Manufacturer: Wiley
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Similar Items:

Step-by-Step QFD: Customer-Driven Product Design, Second Edition
Quality Function Deployment
Quality Function Deployment
House of Quality (QFD) in a Minute, Second Edition
The Basics of FMEA

ASIN: 0471173819

Book Description

Everything you need to design, implement, and manage a successful QFD program The QFD Handbook is a total how-to guide for companies planning to initiate a QFD program as well as those that already have one in place. Over the course of 23 contributed chapters, organized according to subject area, this book tutors managers and engineers in basic and advanced QFD principles and practices. Among more advanced topics covered are Taguchi methods, FMEA, TRIZ, and Business Process Reengineering. In addition to traditional application areas, you will find in-depth discussions of QFD in ISO 9000, QS 9000, environmental life cycle, service design, robust design, and software design. On the disk Designed to function in conjunction with the book or as a stand-alone tool for everyday use, the QFD/Pathway software helps QFD teams to develop, deploy, and manage a complete QFD program. This user-friendly, interactive software tool provides valuable assistance at each step of the QFD process, helping members define customer needs, establish goals, translate goals into specific actions, overcome common roadblocks, and more. The QFD Handbook is an indispensable resource for executives, managers, engineers, and R&D professionals who want their companies to survive and thrive in today's supercompetitive industrial marketplace.

Customer Reviews:

Doing QFD Right.......2000-09-05

The QFD Handbook is a great surprise. A surprise for what it actually delivers compared to similar books. This book is not another mechanics "how to" book. Rather, it is an applications "how to" book. It does not tell you how to form and quantify QFD matrices. It tells you how and where to apply QFD and how to integrate it with other valuable tools of advanced quality. That approach creates enormous added value.

The QFD Handbook is also a surprise because its contributors are among some of the most respected practitioners in the world. These experts provide insight into the integration of many Quality Improvement tools into QFD. The result is an approach that provides guidance to the concurrent use of these tools which, when used in the proper context, produce an output far greater than QFD alone.

In addition to the text, facilitating software is included. QFD/Pathway provides exactly what it says, a pathway through the planning and performance of the QFD process. If one considers the knowledge base provided by the book's contributors alone, it is an excellent buy. When one adds in the software, it is invaluable.

A good topics handbook assuming you know the basics.......2000-09-01

This book serves as a good starting point for QFD topics. "How many areas can you apply QFD to deploying customer needs?" is the theme of this text. Applications to software, Lean/Six Sigma, obtaining management support, and TRIZ are found here. And, most importantly, this book serves as a resource for generating ideas on how to apply QFD to strategic and daily tasks. As with all QFD books that I have seen, there are no real-life examples - you will find but one example that an author (Mazur) applied to a Japanese translating business.

The chapters on management support of QFD are good. I disagree with some advice found here on getting top-management support before you start a QFD exercise, especially if applied to a large organization. To have initial top management support for any new process or technique, then have the initiative actually live up to original expectations without some retrenching is not very realistic, especially in most larger organizations. A more realistic approach would be to pilot QFD on a succession of smaller applications, then gain wider support from upper management as success is achieved over time.

It would be very helpful to have a resource on actual QFD case studies, even if the results were changed in order to protect organizational secrets. In particular, I would like to see case studies as applied to common applications such as public education or city services. I also would have liked to see more "how to" on TRIZ and design for six sigma. These subjects are widely reuseable and very intuitive for readers to absorb. I would also like more discussion on cultural issues and its effect on using QFD. For instance, a common American cultural bias toward quick results and inserting individual opinion into the process. Contrast this with perhaps an foreign (say, for instance, Japanese, where the technique originated) cultural bias toward group harmony, then you might find a big difference in the way that QFD is effectively employed.

Overall, I recommend this as a resource text, but I recommend that you first learn the mechanics of collecting the customer's voice and the building house of quality. Cohen's book is a good starting place for this, among others.

A Complete Treatise on QFD!.......2000-05-30

This book is not for the faint of heart. But if you really want to understand the concept and benefits of Quality Function Deployment and learn how to effectively implement it in your business, this book will cover everything you will need to know. Your time and money investment will be returned to you tenfold when you discover what your customers are truly looking for from your company after following the guidelines outlined in this book.

The Product Development Challenge: Competing Through Speed, Quality, and Creativity

Average customer rating:

This is an excellent book

The Product Development Challenge: Competing Through Speed, Quality, and Creativity
Kim B. Clark
Manufacturer: Harvard Business School Press
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The PDMA Handbook of New Product Development, Second Edition

ASIN: 0875846092

Book Description

How do top product development companies gain competitive advantage? They bring rapidly evolving technologies to increasingly fragmented markets using the talents within the organization and those of suppliers, distributors, and customers. In this collection of articles and interviews from the Harvard Business Review, authorities describe successful practices and provide frameworks for managing the technologies, processes, innovations, and R&D efforts that lead to superior product development projects. A Harvard Business Review Book.

Customer Reviews:

This is an excellent book.......1999-12-02

A series of excellent articles on the new product processes. Especially recommend the article on "Make Projects the School for Leaders". A prediction for the future that many companies are beginning to experience. Highly recommended.

Quality Function Deployment: Integrating Customer Requirements into Product Design

Average customer rating:

very good book
Best collection of Japanese QFD case studies available.

Quality Function Deployment: Integrating Customer Requirements into Product Design

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Quality Function Deployment
The QFD Handbook
Step-by-Step QFD: Customer-Driven Product Design, Second Edition
House of Quality (QFD) in a Minute, Second Edition
The Basics of FMEA

ASIN: 0915299410

Book Description

Quality Function Deployment (QFD) is a method for satisfying customers by translating their demands into design targets and quality assurance points. For a thorough "how-to" on the implementation of QFD, we went directly to the source -- Yoji Akao, the creator of QFD and one of the foremost leaders of the Japanese Total Quality Control movement.

In this unprecedented book he explains the concepts and methods of this remarkable systems engineering approach. Filled with case studies, detailed charts, and over 100 diagrams, this book is a complete reference tool for QFD implementation.

It includes:

Using the demanded quality deployment chart.
Using and promoting quality charts.
Using quality control process charts: QFD at the pre-production.
Quality deployment and reliability deployment.
Quality development in the construction industry.
QFD for the service industry.
QFD for software development.

Customer Reviews:

very good book.......2007-01-09

very enlightening. clarifies what qfd really is and how it should be. the layout though could be further improved so the reader does not have to flip through pages to refer to tables mentioned in the text. also it would've been nice to see examples 100%. i guess this is difficult because of proprietary info. my only regret is that i did not buy this book first, right away.

Best collection of Japanese QFD case studies available........1998-07-06

Dr. Yoji Akao, co-founder of the QFD methodology edits more than 25 QFD case studies from Japanese companies including Toyota, Komatsu, Matsushita, and NEC in industries far ranging from manufactured and assembled products, construction, chemical process, service, and software.

Comprehensive QFD is introduced to forever dispel the mistaken notion in the West that QFD is a House of Quality. The intense detail to other essential deployments such as quality deployment, function deployment, subsystem deployment, reliability deployment, cost deployment, technology deployment, concept development, part deployment, process deployment, QA and QC process sheets are displayed in exacting charts and tables accompanied by explanatory text by the very engineers that headed up the projects.

Book Description

Covers basic principles and proactive and pragmatic quality function deployment (QFD) methods. Explains how to arrange groups in an industrial organization into design and development teams. Describes how to implement QFD to effectively produce quality products in a fashion that meets customers' needs. This book includes aspects of modern planning techniques, technological forecasting methods and value engineering.

Quality Function Deployment : Linking a Company With Its Customers(H0749)

Average customer rating:

QFD: Linking a Company with Its Customer

Quality Function Deployment : Linking a Company With Its Customers(H0749)
Ronald G. Day
Manufacturer: ASQ Quality Press
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Binding: Hardcover

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Quality Function Deployment
Quality Function Deployment

ASIN: 087389202X

Customer Reviews:

QFD: Linking a Company with Its Customer.......2000-04-12

One of a few books on QFD thoroughly explains the steps in developing matrices of QFD: quality planning (house of quality), part deployment, process planning and production planning. An effective guide to develop QFD.

Average customer rating:

Higher density than usual QFD texts

Advanced Quality Function Deployment
Fiorenzo Franceschini
Manufacturer: CRC
ProductGroup: Book
Binding: Hardcover

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ASIN: 1574443216

Book Description

A versatile manual that can be used to stimulate product innovation as well as for benchmarking analysis and engineering design, this book goes beyond theory and information about advanced QFD. It provides relevant ideas, methods, and techniques that the reader can apply to their job for both short- and long-term results. Real implementation case studies and numerous examples illustrate the concepts, including the Qualitometro method for designing and measuring quality in the service sector.

Customer Reviews:

Higher density than usual QFD texts.......2007-08-29

This is not a typical self-help text on the QFD. The work has obviously made extensive use of the author's published papers, resulting in conceptually dense material worthy of a graduate-level class in the subject. This text could be used in undergraduate work with the caveat that external resource examples would need to be appended to this text. Also note that the language used in this text is not conversational English--it is instead more attuned to scholarly discourse than the language of the common man.

The first two short chapters deal with the subject of product/service quality and a survey of design process techniques. The term "quality" here might be better defined as product/service value or utility. This beginning material is actually quite thought-provoking and it is recommended that the reader take notes and investigate some of the chapter references.

Chapter 3 introduces the study of QFD itself--I would recommend another text for self-study beginners such as Cohen's text.

Chapter 4 discusses the house of quality (HOQ) construction; again, this material is not for beginners but rather a review for practioners. The Kano material begins to open up the readers imagination to the scope of QFD methods.

Chapter 5 review AHP from a intuitive-mathematical perspective. This chapter also introduces QFD weighting methods (i.e., assigning values to the "Hows" of the house of quality). This material was, to me, extremely valuable as a QFD practioner.

Chapters 6-8 discusses Multi-Objective Decision Analysis (MODA) techniques, which are powerfully synergistic methods with QFD. Much discussion of rating scales is provided here, but in my humble opinion, does not compare to other texts on MODA, but nevertheless provide important thought and discourse on subject areas that are usually glossed over in QFD practice.

Chapter 9 discusses the use of for-purpose tools from a high level perspective (i.e., no tool specifics are found here). This chapter also introduces an example HOQ for an engineering class.

Chapter 10 introduces a design of a Programmable Logic Controller as an example for the QFD process.

Chapter 11 discusses service QFD - a subject that finds a great deal of use in common practice. A conceptual model of service quality is presented (the PZB model). This chapter seems to tie in with topics presented in Chapter 1. I recommend some knowledge of Taguchi design methods here.

The final chapter presents discusses the use of QFD in industrial training courses. This material could find itself in a text on business management. However, a good example of service QFD using Kano and AHP methods is found here.

Overall, I would not rate this text as a page-turner, but on the whole the subjects I found in this book were not duplicated in other QFD texts. Recommended for serious QFD practitioners.

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