This document discusses how to make innovation work through a customer-centered approach using Quality Function Deployment (QFD) tools. It recommends taking time to understand real customer needs through systematic analysis rather than relying on assumptions. The QFD process integrates customer insights into business decisions and ensures alignment across functions from marketing to manufacturing. Implementing QFD can help companies develop innovations that matter to customers, improve efficiency, and increase their chances of market success. The document provides contact information for an organization that can help companies apply these principles.

1. Makes Innovation Work
Discover opportunities for growth
and become a customer-centered organization

2. Before we start: who are we?
2
International team of experts, each with a
long track record of responsibility for
industrial innovation projects.
We support companies in
discovery of real customer
needs, we help them deploy
those into new generation
products and services that are
fully aligned with organisational
strategy.
Regional presence at this stage:
Germany, Sweden, The Netherlands

3. What is the problem?
All businesses nowadays face the pressure to keep up
with market changes. Innovation is a sheer necessity to
stay in the game, yet how many new products really
make a difference?
The fact is: the number of innovations that really make a
difference for customers or consumers is low.
The challenge is to execute successfully and
systematically INNOVATION projects and
become truly CUSTOMER-CENTERED organizations.
33

4. Take time to frame and understand
the real customer needs and problems
that need to be solved.
Often, managers are too quick in rushing to a
solution, relying on instinct and experience rather
than smart systematic analysis.
Ancient wisdom: The longest route between two points is a shortcut.
4

5. Customer centered innovation
journey with integrated QFD
tools
Intelligent ways to integrate
customer insights in design and
development are always a
challenge. This intelligence can be
developed through a well-defined
systematic approach using
dedicated tools. The best
techniques and tools to use are
QFD (Quality Function Deployment)
and VoC (Voice of the Customer)
proven from decades of industry
best practice.
5

6. QFD is an analytical process, supported by strong tooling, that starts with a
discovery of manifest and unspoken/hidden customer needs and ensures that
these insights are part of every subsequent decision in business development
and innovation.
The core value of the QFD is a systematic integration of customer needs into
various business and organizational processes, such as: marketing &
communication, sales, business development and innovation, R&D, project
management, manufacturing, etc.
It is an enabler of the customer centered innovation journey
6

7. QFD systematically integrates the customer
centered innovation process over
CONTENT:
from (voice-of-the) customer, via customer needs, functionalities and technological solutions to the
actual new product
ALIGNMENT:
much optimised cooperation between marketing, R&D, manufacturing, purchasing, service, finance
and external partners
GOVERNANCE:
QFD tools directly link the defined business strategy to tactical plans and operational activities
7

8. Since 2015 QFD is an ISO standard
Application of statistical and related methods to new technology and product
development process
The purpose of this standard is to guide
the global community of NPD
professionals in complying with the skills
they need to achieve 21st century levels of
innovation and quality in their new
products and services. This includes the
companies with international business and
those who lead corporate efforts in Design
for Six/Lean Sigma (DFSS/DFLS).
8

9. Through customer centere innovation using QFD tools companies
without exception get a much better return of investment by coming
up with innovations that really matter to the customer, reducing
throughput-time, reducing expenses, developing common
language and common goals, significantly increasing their chances
of market success.
9

10. Wehmestraat 5
7221 BT Steenderen
The Netherlands
To have more in-depth discussion how to
implement the customer-centered
innovation journey, please contact QFD
Europe at info@qfdeurope.com