Abstract

Making gemba visits to collect voice-of-customer data leads to an accurate and complete picture of customer requirements that then can be integrated into a QFD (quality function deployment) program. QFD goes beyond traditional quality system initiatives that only prevent problems and ensure consistency. QFD adds value and increases customer satisfaction. The Kano model demonstrates how customer satisfaction is linked to understanding and meeting three types of customer requirements. Revealed requirements, like fast delivery, are what customers say they want. Expected requirements, like hot coffee that is served hot, are so basic that they may not be mentioned by customers. Exciting requirements delight and surprise customers. However, the model is dynamic, and today�s exciting requirement can be tomorrow�s expected requirement. To get at the unmentioned expected requirements and the unexpected exciting requirements, gemba visits to customers use contextual techniques like video taping and direct observation. This increases knowledge of the customer and allows an organization to use QFD to deploy products and services that meet and exceed expectations. This paper includes brief case studies and stories that illustrate tools and techniques for going to the gemba and implementing QFD.