CTQ Flowdown

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    Mike Archer

    I am a GB newbie starting my first project.  I need to develop a CTQ Flowdown, but I am not sure how.  Should it be developed by brainstorming and reflect the teams’ ideas and notions, or should it be developed more scientifically?  I have heard of using QFD to develop a CTQ Flowdown.  How does that work?  Also, does my big Y have to be “NOP”, “Cash”, “ROIC”, or “Customer Satisfaction”… or can it be one of my organizations’ “high five” objectives, such as “Breakthrough Operating Performance”?


    Sanjeev Nawani

    CTQ Flow down should be drived from the Customer Needs + the Business vision or objectives. These items begin as high-level needs & are translated into specific, measureable customer requirements.
     Tools to Define CTQs


    •CNM: Customer Needs Mapping

    •QFD: Quality Function Deployment
    Customer-Needs Mapping has been used by the commercial organizations to understand customer needs. It addressed the first step in the project selection process – benchmarking, customer surveys
    This is done by brainstromming seesions.

    •In transitioning to a better understanding of customer needs, structured grouping is applied to the output list generated by the brainstorming session.

    Customer Needs Mapping

    Step 1: Decide as a team what area you want more information on Billing Quality; Product Quality etc.
    Step 2: Decide who you would need from GE  and the Customer to make the Customer Needs Mapping effective.
    Step 3: Assign Roles
    Step 4: Conduct Customer Needs Mapping Session
    –Make a list of Customer Needs
    –Group requirements into major categories
    –Discuss what Supplies are best at meeting this Customer Need and why
    –Assign Customer Importance Rating
    Step 5: Prepare Summary for report back to group
    Quality Function Deployment : 

    A system for translating consumer requirements into appropriate company requirements at each stage from research and product development to engineering and manufacturing to marketing/sales and distribution

    Four Houses within QFD:
    •Customer requirements
    •Product requirements
    •Design requirements
    •Manufacturing processes

    This slide describes the 4 house process of QFD.

    •House 1 is the house of the customer.  This house consists of  customer
    needs and how the customer will act upon these needs.  This house
    is usually completed during the customer needs mapping.

    •House 2 is the internal “GE” house.  This house involves the translation
    of  the customer methods and how GE will act upon these needs.

    •House 3 is the internal process house.  We will now translate how we
    will act upon the customer needs into specific process which we will
    use to do this.

    •House 4 is the process control variable house.  This refers to the specific
    process variables or “knobs” which we will control to deliver on the
    customer needs.

    Note: It is important to decide the scope of the project before the QFD is
    done and whether  both the molder and end-user will be part of process
    either together or separately.  The cross-functional team needs to decide
    this before the customer needs mapping and first QFD house if completed



    Sigma Singh

    1. A CTD flowdown should ideally be carried out with your champion and it is like a creating a tree diagram.
    2. Some organizations have started using QFD (modified a lot) for CTQ exploration. You can use Your BIG Ys as WHATs in your first house and then can explore how they are being measure (your objevctoives may probably get reflected in how and also you may see some gaps in the sense that some of the WHAT are not being measured at all. That could be your buy-in for using QFD.
    PS – Avoid duplicating WHATS in the first house consciously
    Good Luck
    Sigma Singh

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