Quality Function Deployment (QFD)

Quality Function Deployment (QFD) – overview

Customer focus is one of the keys to business success, which means that listening to your customers is crucial. But how do you capture the ‘Voice of the Customer’? That phrase, VOC, is used specifically to describe one of the main techniques for capturing customers’ needs, likes and dislikes. The process entails capturing both qualitative and quantitative data. Analysis of this data then feeds into the product development process via Quality Function Deployment. QFD takes VOC data and applies it to the development of new products and services or the improvement of existing ones. And this programme takes you through the QFD process.

The techniques used are extremely flexible and can be used in any situation to ensure that the needs of the customer remain paramount. This helps to minimise design changes, dramatically increases customer satisfaction and reduces development cycle time. Identifying priorities based upon customer requirements enables the most effective use of limited resources.

Full details below or download course outline.

Learning objectives

By the end of the programme participants will be able to:

  • Recognise the different types of customer requirement
  • Use a variety of methods for identifying customer requirements
  • Structure, prioritise and analyse customer requirements
  • Generate innovative concept selections
  • Complete and analyse comprehensive specifications
  • Maintain the focus on the customer
Who should attend?

This course is designed for:

  • Those involved in the design or specification of products, processes or services
  • Managers wishing to understand the benefits of QFD before company implementation
  • Team members involved in a support role
Course format

This highly participatory workshop programme includes extensive practical analysis exercises and all participants will be involved in extensive team work.

Relevant case studies will be used throughout the programme and participants will be expected to bring examples of customer analysis from their own organisation.

Given the practical nature of this workshop-style programme, there is a maximum limit of twelve participants (minimum four).

Quality Function Deployment (QFD) – course outline


1 Understanding the customer

  • Need for customer focus
  • Positive and negative quality
  • Kano model of basic, performance and excitement requirements
  • Cross-functional team working
  • Upstream prevention v downstream fire fighting
  • Flowchart for achieving customer focus

2 STEP 1 – Focus on the customer

  • Who is the customer?
  • Gathering performance requirements
  • Interview techniques
  • Workshop 1 – Interview exercise
  • Methods for establishing basic requirements
    • − Templates/checklists
    • − Customer complaints history, things gone wrong
    • − Function trees
  • Methods for identifying Excitement requirements
    • − Customer observation
    • − DIY
    • − Customer modifications
    • − Innovation
  • Structuring requirements
    • − Affinity diagrams/tree diagrams
    • − Prioritising requirements
    • − Customer competitive assessment
    • Workshop 2 – Prioritising exercise


1 Review customer information

  • SWOT analysis
  • Planned quality
  • Workshop 3 – SWOT exercise

2 Step 2 – Concept selection

  • Concept generation
  • Increase customer value
  • Concept selection process
  • Workshop 4 – Concept selection exercise

3 Step 3 – Completing the specification

  • Matrix diagram (‘House of Quality’)
  • Analysing the matrix
  • Workshop 5 – Completing the specification

4 Step 4 – Maintain the focus

  • Product introduction process
  • Linking matrices
  • Robust design
  • Other tools – SPC, FMEA, DFM