Using the “Voice of the Customer” to Establish Product Specifications

Today the automobile industry is more fiercely competitive than ever. Consumers are more demanding, competition is more aggressive and innovative, and technology is advancing rapidly. The management style required in the early 1970's won't get the job done today. What is required is a total commitment to identifying and satisfying the needs and expectations of consumers better than the competition and doing so profitably.

Quality Function Deployment (QFD) is a process to take the “Voice of the Customer” and translate it into design parameters that can be deployed horizontally through product planning, engineering, manufacturing, assembly, marketing and service. The overall objectives of QFD are to improve quality, reduce the time it takes to bring a car to market, produce a product at a lower cost and provide the consumer with a product he wants. Achieving these objectives almost guarantees increased market share and profitability.