Quality deployment in the service sector

Abstract

Some companies seek to implement Total Quality as a tangible programme of specific actions and events, often to improve customer service. Within Royal Insurance Life & Pensions, the view is that quality must permeate all that we do. The holistic approach is taken. Quality Function Deployment (QFD) has been used for new product development in this setting. Specifying products designed using QFD cannot be done effectively using traditional methods, however. Some criteria for an effective solution, and a framework designed to help produce effective specifications are described. The paper also discusses how QFD can contribute to the resolution of the apparent clash between the creative process of new product development, which requires divergent thinking, and project management, which which seeks convergence.