Quality Function Deployment

Quality Function DeploymentProcess of incorporation of the voice

of the customer into the design and development of a certain product and subsequent standardization of the process of manufacturing.

It is a scientific and systematic approach to defining customer needs and translating them into specific plans to produce products to meet those needs.

Quality Function DeploymentIt makes the new product

development process and product modifications customer oriented.

Quality Function Deployment

While the Quality Function Deployment matrices(House Of Quality) are a good communication tool at each step in the process, the matrices are the means and not the end.

The real value is in the process of communicating and decision-making with QFD.

Quality Function Deployment

QFD is oriented toward involving a team of people representing the various functional departments that have involvement in product development: Marketing, Design Engineering, Quality Assurance, Manufacturing/ Manufacturing Engineering, Test Engineering, Finance, Product Support, etc.

Quality Function Deployment The active involvement of these

departments can lead to balanced consideration of the requirements or "what's" at each stage of the process and provide a mechanism to communicate hidden knowledge - knowledge that is known by one individual or department but may not otherwise be communicated through the organization.

Voice of the customerThe "voice of the customer" is the term to

describe the stated and unstated customer needs or requirements.

The voice of the customer is captured in a variety of ways: direct discussion or interviews, surveys, customer specifications, warranty data, field reports, etc.

Voice of the customer

This understanding of the customer needs is then summarized in a product planning matrix or "house of quality".

These matrices are used to translate higher level "what's" or needs into lower level "how's" - product requirements or technical characteristics to satisfy these needs.

Capturing the voice of the customer

It is important to remember that there is no one monolithic voice of the customer.

Customer voices are diverse. In markets, there are a variety of different needs.

Even within one buying unit, there are multiple customer voices (e.g., children versus parents).


There are even multiple customer voices within a single organization: the voice of the procuring organization, the voice of the user, etc.

These diverse voices must be considered and balanced to develop a truly successful product.


QFD requires that the basic customer needs are identified.

Development and marketing personnel should ask "why" until they truly understand what the root need is.

Capturing the voice of the customerBreakdown general requirements into more

specific requirements by probing what is needed.

Once customer needs are gathered, they then have to be organized.

The mass of interview notes, requirements documents and market research needs to be distilled into a handful of statements that express key customer needs.

Capturing the voice of the customerBrief statements which capture key

customer needs are transferred onto cards. A data dictionary which describes these

statements of need are prepared to avoid any mis-interpretation.

These cards are organized into logical groupings or related needs. This will make it easier to identify any redundancy and serves as a basis for organizing the customer needs.

Capturing the voice of the customerIn addition to "stated" or "spoken"

customer needs, "unstated" or "unspoken" needs or opportunities should be identified.

Needs that are assumed by customers and, therefore not verbalized.

The QFD processThe starting point of any QFD project is the

customer requirements, often referred to as the non-measurable such as ``how it looks, how it feels, durability, etc.''.

These requirements are then converted into technical specifications like ``oven temperature, mould diameter, etc.''.

This is referred to as the engineering characteristics or measurables.

The QFD processThe QFD process involves four phases:

(1) Product planning: (2) Product design: (3) Process planning. (4) Process control.

A chart (matrix) represents each phase of the QFD process.

The complete QFD process requires at least four houses to be built that extend throughout the entire system's development life-cycle, with each house representing a QFD phase.

The QFD process

In the first phase, the most important engineering characteristics (output of first phase), that satisfy most of the customers' demands (input to first phase) defined by the scoring at the bottom of the house, go on to form the input to the subsequent stage(Product design) in the QFD process.

The QFD process

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Quality Function Deployment

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