Quality Function Deployment in service industry, especially e-learning. Contents 1. What is QFD? 2. QFD focuses on Voice of Customers 3. QFD in e-learning 4. QFD Process 5. Voice of Customer 6. VOC - Survey and Findings 7. Identifying technical charateristics 8. House of Quality 9. A typical House of Quality Matrix 10. Matching customer requirements with product's technical characteristics 11. Service Deployment Note: Many thanks to my team members for making this presentation possible.

1. Quality Function Deployment in
Service Industry
By Saurabh Gupta
Ridhi Gupta
Zeba Khan
Kushboo Gera

2. What is QFD?
 QFD or Quality Function deployment refers to
1. Determining what will satisfy the customer needs
2. Translating the customers desires into target design.
 QFD is a customer-driven tool in implementing total
quality management.
 Developed in 1966 by Dr. Yoji Akao, when he
combined quality assurance and quality control with
function deployment.
 QFD extends to service industries like airlines, resort
hotels, education and healthcare services.

3. QFD focuses on VOC
 VOC is a disciplined, cyclical approach to obtaining,
understanding and prioritising customer wants &
needs.
 VOC is the 1st step of QFD
 QFD empowers organisations to exceed normal
expectations and provide a level of unanticipated
excitement that generates unexpected value.
 In todays market, the companies try to produce
goods and services which are needed by the
customers
 It is a process of motivating a business to focus on
its customers.

4. Quality Function Deployment in e-learning
 Developing an e-learning web service based on
innovative mobile instant learning technologies and
tools
 Application of e-learning services is to have access
to exam preparation material through lectures and
practice material.
Rationale
 Emerging market in India for e-learning services
 Highly consumer centric
 Shift from traditional classroom learning to e-learning

5. QFD Process
Identification of
VOC
Defining
Technical
Characteristics
Software
Development
Service
Deployment

6. Voice of Customer
Collect data
from
customers
Identifying
customer
requirements
Weigh and
prioritise the
requirements
Using primary data collection
techniques, gathering customer
desire for features and ordering
them.
For this we conducted a small
survey of 120 people across
varied age groups.
Problems cited included
 Slow service
 Not user-friendly
 Not worth the money spent

7. VOC - Survey findings
0
5
10
15
20
25
30
Under 18 18 - 25 25 - 40 40 +
Need for faster service
Need for faster service

8. VOC - Survey findings
Easy to navigate
Easy to navigate
Don’t care

9. Identifying Technical Characteristics
 Involves
 Brainstorming
 Competitor analysis
 Some technical characteristics identified by us in a
short brainstorming session were:
 Network coverage
 Data transmission speed
 Use of ultra modern technologies
 Reliability of servers
 Data security

10. House of Quality
 The House of Quality is the primary planning tool in
QFD.
 The steps to build the HOQ are to:
 List the whats (customer requirements),
 List the hows (technical characteristics),
 relationship matrix between whats and hows,
 develop an interrelationship matrix between hows,

11. A typical House of Quality Matrix

12. Matching customer requirements with
product’s technical characteristics
High quality
images
Network
coverage
No delay in
sound
Display
resolution
Ease of use Bandwidth
usage
Attractive UI Ultra modern
tech

13. Service Deployment
 Once a trial run of the service has been done by a
sample set of customers, the company develops a
business model, sorts out legal issues and works out
the kinks to make it ready for deployment

14. Thank You