Glenn H. Mazur has been active in QFD since its inception in North America, and has worked extensively with the founders of QFD on their teaching and consulting visits from Japan. He is a leader in the application of QFD to service industries and consumer products, conducts advanced QFD research, and is the Conference Chair for the annual North American Symposium on Quality Function Deployment. Glenn is the Executive Director of the QFD Institute and International Council for QFD, Adjunct Lecturer on TQM at the University of Michigan College of Engineering (ret.), President of Japan Business Consultants Ltd., and is a senior member of the American Society for Quality (ASQ), and the Japanese Society for Quality Control (JSQC). He is a certified QFD Red BeltR (highest level), one of two in North America. He is a certified QFD-Architekt #A21907 by QFD Institut Deutschland. Additional papers and related topics may be found by linking on the Internet through the following home page: http://www.mazur.net.
Delighting the Customer
Modern Quality Function Deployment (QFD) or Blitz QFD® will be the subject of our Parallel workshop on the first day (Tues 20th).
QFD is a comprehensive quality design method that:
“Understanding the 'true' needs of customers requires work on the part of designers and planners," says Glenn Mazur, executive director of the QFD Institute, “It’s never been an easy task; just ask anyone who has designed a product for what the customer thought he wanted, only to find out that the product was still not acceptable. For example, marketers often rely on surveys to gauge consumers' preference and predict shopper behaviours. Yet, one recent study of internet surveys revealed that online consumers often do not behave the way that they said they would in a survey. It’s not that customers lie. More likely, we, the product planners and designers, did not do a good job in reading & translating their true needs.
“We have a natural tendency to take the stated voice of customers at face value as if it is the only requirement that needs to be satisfied; to presume that customers know what they want; and to trust that customers can express their wants. Hear what you don't know you don't know The humbling facts are that many studies have shown that the stated customer wants are only a starting point in design; and that customers speak their own language that is not of the world of the producers; and that customer do not always know what they want!
The last point is especially true with a brand new product and technology. How can we expect the customers to know 'what' and 'how' to ask for something that they do not know? How do we know whether the market and customers are ready and willing to pay for your new technology?
And how do we know which needs to focus on, when they seem constantly to be changing over time, technology, market segment, etc?
The Voice of Customer Analysis tools and techniques in QFD were created to break through this dilemma. The front-end tools of Modern QFD help identify the customer needs and requirements that might be unspoken and invisible to both the customer and the producer.
Further, Modern QFD helps identify the opportunities to build in excitement in the product design, while assuring that the expected customer requirements do not fall through the cracks