The Role of QFD in Capturing the Voice of Customers

International Journal of Applied Quality Management (ISSN: 1742-2647) Volume 2 Issue 2

Mr. David Ginn, Research Associate, European Centre for TQM. University of Bradford. UK


Prof. M. Zairi, Juran Chair in TQM, Director of The European Centre for TQM. University of Bradford.


This paper discusses a powerful tool that has been proven to be very effective in translating the Voice of The Customer . QFD is an extremely powerful catalyst for driving in quality at all stages of the business life cycle. After briefly describing what QFD is, the paper discusses in detail the various aspects and tools associated with Quality Function Deployment. The paper discusses in detail the process involved in applying QFD and concludes with a section on the importance of integrating quality throughout the value chain by starting with the Voice of Customer (VOC) and working with quality until the positive impact on customer satisfaction is achieved.

Key Words: Quality Function Deployment, Voice of Customer, Benchmarking, Quality, Measurement, Customer-Supplier Relationships

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