1. Back to Basics
Quality Function Deployment
(QFD)
The Voice of the Customer
Ron Sedlock
ASQ Jacksonville
Education Chair
Phone: (352) 473-6095
(352) 473-6096
E-mail: rsedlock@msn.com
www.thequalitycatalyst.com

2. QFD in 15 minutes
• History
• The House of Quality
• The Voice of the Customer (VOC)
• Deploying the VOC
• Personal Use

3. What is QFD?
Quality Function Deployment is a design
planning process driven by customer
requirements.
1. QFD deploys “The Voice of the Customer”
throughout the organization.
2. QFD uses planning matrices -- each called
“The House of Quality”.

4. Voice of the Designer
Voice of the Customer

5. x = Design Trade-offs

6. Benchmarking

7. Reverse Engineering

8. Deploying the VOC
Technical
Requirements
Customer
Requirements
Product
Requirements
Technical
Requirements
Process
Requirements
Product
Requirements
Control
Requirements
Process
Requirements

9. QFD - ASQ Meeting
Desserts on table
Special dietary needs
Screw top bottle
Wine in a box
“Dessert before
“$2 wine”
dinner”

10. Solicit Feedback
Objective Evidence
Gives suggestions
Good format
Keep a sense of
QFD - Audits
proportion
Prioritize findings
Make allowances
Good Checklist
Mutual Scheduling
“Don’t waste my
“Don’t nitpick”
useful Report”
“Give me a
time”

11. The Objectives of QFD
1. Determine the voice of the
customer.
2. Examine the company’s response to
this voice.

12. Coming Attractions
Next Month ---
α and β error
“Know your risks”