Farm Credit Mid-America 
Intermediate level

Integrating VOC, Kano, and QFD in process design

How a financial services company utilized DFSS to eliminate “The Herbie”


Practitioner Presentation
Thursday, Nov. 1 Location Code
1:30pm-2:30pm Grand Hall A, Lobby level ThS/48



Discover how VOC, Kano Model, and QFD outputs are interrelated and then integrated into the process of re-design.


It’s not always clear when to use DMAIC vs DFSS; improve vs re-design. See how Farm Credit Mid-America eliminated the bottleneck and achieved breakthrough success by re-designing and optimizing a superior appraisal process for residential mortgages. The Consumer Lending loan process turn-time was known to lag industry standards by up to 50 percent, and was hindering the ability to provide an exceptional customer experience. Learn how the continuous improvement team reviewed and characterized the current state and identified the appraisal process as the cause. Hear how the CI team utilized the DFSS: DMADOV methodology to completely re-design the appraisal process. By deriving and incorporating true VOC needs and expectations into the re-design process, the CI team was able to optimize performance by reducing or eliminating role responsibilities, handoffs, and waste.


Farm Credit Mid-America is an agricultural lending cooperative owned and controlled by its customers. It is one of the largest associations within the Farm Credit System. With more than 1,100 employees, it serves nearly 100,000 customers throughout Indiana, Ohio, Kentucky and Tennessee. Since all customers are members, they have a voice in how the organization is run. Its customers help shape who the organization is, define the course it takes moving forward and decide who will be on the board of directors.

Presenter: Michael Seawood

Michael Seawood is a program manager at Farm Credit Mid-America, leading a portfolio of strategic programs and projects. He further leads the strategy and deployment of CI principles and practices. He has over 20 years of experience in leadership, program and project management, lean six sigma, and training development. His prior experiences include project management, quality, and lean six sigma roles at General Electric, Trane and Raytheon. He spent six years active duty as an army officer (Armor Branch) and commanded the Tank Master Gunner School at Ft. Knox, KY. He is a member of the American Society for Quality, and the Project Management Institute. Seawood is a graduate of the New Mexico Military Institute (Junior College), the United States Military Academy at West Point (BS mechanical engineering - aerospace), and The George Washington University (MS project management). He is a certified project management professional and six sigma black belt. He is also an adjunct professor teaching project management, MBA program, Indiana University Southeast, and an instructor for the project management certificate professional development program, University of Louisville.