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A validation Study of House of Quality key performance indicators into part characteristics, which is called parts deployment. Within the third phase the key part characteristics are transformed into process parameters or/ of operations, this is called process planning. In the fourth phase these process parameters or/ of operations are transformed into production parameters of/ of operations and is called production planning. The product and service planning in the first phase is the most fundamental part of the Four-Phase model and therefore is given a special name; House of Quality (HOQ). As mentioned in section 2.5.1, this research focusses on the four phase model and especially on the first phase; House of Quality. 2.5.2 House of Quality The foundation of the House of Quality (HOQ) is the belief that products should be designed to reflect customers’ desires and “tastes”. Hauser and Clausing (1988) described the HOQ as a sort of conceptual map that provides the means for interfunctional planning and communications. Clausing and Plugh (1991) give a more specific definition as the HOQ is a multifunctional tool that can be used throughout the whole organization. For engineers, it is a way to summarise basic data for the product of service development process in a usable form. For marketing, it represents the customer’s voice and general managers can use it to discover new opputunities. A typical House of Quality will be presented as a house-shaped matrix (Figure - 5). The horizontal part of the matrix contrains qualitative and quantitative information relative to the customer (WHAT’S). The vertical portion of the matrix contrains technical information that responds to the customers inputs (HOW’S). The following elements form the House of Quality and will be discussed below; 1. Customer needs (left), 2. The planning matrix (right), 3. Technical requirements or HOW’S (upper), 4. Relation matrix (centre) 5. The roof and 6. Technical matrix (bottom). 36 Figure - 5 House of Quality

A validation Study of House of Quality key performance indicators Customer Needs (WHAT’S) As mentioned before, QFD starts with the customer. The first step in creating a House of Quality is to identity the needs of the customers for the product or service, collect and when necessary organize these needs, and reveal the relative importance perceived by the customers. Usually when an organization is using the HOQ, the focus is on the ultimate customers. Also in this research for the Unie, the focus will be on the ultimate customers who are in this case the members of the online labour union. After identifying the target group of customers, the needs of the customers for the product or service have to be determined. A customer need is a description, in the customer’s own words, of the benfits that have to be fullfilled by the product or service (Griffin and Hauser 1993). Kano et al. (1984) developed a model which defines three types of customer needs (Figure - 6). In this model attributes of a product or service are categorized on how well they are able to satisfy the needs of the customers. The following categories of customer needs are defined: - Basic needs, also known as must-be needs; customers become dissatisfied when performance of the product attribute is low and satisfaction will not rise above neutral even with a high performance of product or service attribute. These needs reflect to features wich must exist before a potential customer will consider a product or service. The performance or one-dimensional needs allow a direct comparisson between competing products and are therefore more quantifiable. Customer satisfaction is a linear function of the performance of the product attribute; higher attibute performance will lead to higher customer satisfaction. The third category are the exitement or attractive needs also called delighters. Inclusion of these features delight the customer, even if they did not ask for such features. Therefore customer satisfaction increases super-linearly when increasing the product of service attribute performance. Important to notice is that there will be no decrease in customer satisfaction when there is a decrease in attribute performance. These are the features that give a feeling of “wow” to the customers and therefore we can conclude that these features are most suitable for differentiation. 37

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