Guest Lecture, Product development in customer relations (SKF) Flashcards
What are the main customers for the product line “housing and accesssories”?
- distributors
- mining
- metal
- material handling
what are the major phases of development within SKF?
- Research
—> projects aiming to discover and explore new technologies and competence - Competence and technology development
—> Project aiming to develop, verily and deliver new technology or competence into product development - Product development
—> projects to develop product or process according to defined market need and technology - Product engineering
—> projects to maintain, customize and support products on the market or in production
How does the degree of customer involvement change throughout the major development phases?
Customer involvement begin at product development and continue to grow in the product engineering phase
Describe the research and technology development phases!
- Limited customer entanglement
- light business case
- research partnership with some industries
- technology development can occasionally be done in customer projects
Describe the product development phase!
— Based on design for six sigma
— quality assurance of technical work
— the marketing process differs
— customer entanglement differs
Technical Feasibility
- scoping
- requirement specification
- concept generation and selection
Design and verification
- embodiment design
- detail design
- verification
- validation
- hand-over
Describe the product engineering process
— customer is always involved but the degree can vary
— often very specific requirements
— low technical risk and short lead time
Preliminary design and detailed design is involved in this phase
what are the product development driving forces at SKF?
- customer driven
- segment driven
- product driven
Describe customer driven product development!
- direct customer involvement
- driven internally by sales
- development contracts or opportunity driven
- customer involvement throughout the development process
— Each customer will result in an unique production line
— Unique project to develop solution for each customer
Describe segment driven development!
- limited customer base
- driven internally by business development
- focused market studies and segment needs
- direct customer involvement of important customers
- interviews, surveys and pilot customers
- main customer contact int he requirement specification and validation phases
Describe product driven development!
- large customer base
- driven internally by product line management
- general market studies and general market needs
- direct customer involvement limited to few important customers
- interviews, surveys and pilot customers
- Main customer contacts in the requirement specialization and validation process
Customer needs and trends according to SKF?
- reduced energy consumption
- reliability and availability
- less unplanned downtime
- applications competence
- global supply
- exklusive customized solutions
what are the steps of understanding the customer needs?
- Define who is the intended customer and set relative. importance between customer groups if applicable
- Gather the voice of the customer
—> needs expressed in the customers own words - rank the needs in order of importance
—> kano analysis can be used as a complement - translate customer needs into measurable functions requirements
—> quality Function Deployment can be used
Describe the kano model
Needs can be categorized according to if they are
1. must be:s
—> fully functional and what has to be included for the customer not t be dissatisfied
2. one -dimensional
—> functional but also satisfying if the are fulfilled
3. delegaters
—> not so functional but will add value to the product and satisfaction for the customer
Describe the quality function deployment method
QFD is a method to convert customer needs into measurable, technical requirements
This is done by:
1. Gathering the customer needs and weight them according to it’s importance.
- Write the functional requirements and the direction of the improvements if it should be increased or decreased.
- Then map how the customer needs is correlating to the functional requirements
- Analyze in what way the functional requirements are conflicting with the customer needs.
- compare with competitors and how they would perform
- calculate the importance
- competitive benchmarks
- tagets and limits
How can a major customer driven project look like?
- Bearing unit development for large industrial customer
- SKF project a sub-project in a larger development project at the customer
- Development contract and joint steering group
- Shared risk and reward
