Quality Function Deployment: Definition, Working, and Benefits (2021)


QFD stands for Quality Function Deployment. It is a functional product management system that has been popular in Japan since the 1960s. It helps in understanding and aiding the voice of customers and giving the technical help that is essential to their needs. QFD aids in bringing out the maximum output necessary in the workspace when it comes to satisfying customers with their troubleshoots.

  1. What is QFD?
  2. The Workings of QFD
  3. The Benefits of QFD

1. What is QFD?

Now, what is qfd? The meaning of quality function deployment is not difficult to grasp. It is a management system that is simple yet effective. It is a 50-year-old tracking structure that puts customer’s needs and expectations as a priority over mere product development. The aim of quality function deployment or qfd is to meet the standards and expectations that the customers employ and help realize that by keeping customers first throughout the designing processes of products or services.

The benefits of quality function deployment are that you never lose sight of the customer’s internal or external voices even after the commodity’s lifecycle and continue improving upon it.

2. The Workings of QFD

This matrix is based on diverse research of customer satisfaction and success data making it a reliable guiding source for future production processes.

How to make qfd work? Here are the qfd process steps necessary to start: 

  • It begins with the collection of inputs from various customers or potential customers via surveys. The surveys are fairly elaborative to fit in more information, making a rich-heavy database that has particulars necessary to map a successful product development project.
  • After the data is collected and compiled, an average result is extracted that acts as the voice of the customer which are comprised of customer requirements, demands, suggestions, innovations, requests, and other preferences and are compartmentalized into a ranking system that stems from important to least important. 
  • These requirements can also be filtered down to what isn’t favorable for the item as well. It is effective either way because customer clarity is met and preserved. This is then marked on the left-hand side of the House of Quality matrix as a model representation of what an ideal customer may want from an ideal commodity and the type of usability they are looking for. 
  • From here on, it is all experimental and technical, but the priorities must reciprocate the model customer concerns. It is the signature statement and rule to produce a top success and high-quality service as well. 
  • As the development process whirls onto progress, the voice of the customer continues to filter into the various other stages of product development and deployment that pertains to the component definition, process planning and quality control. 
  • When the product or goods is finally ‘finished’, it is once again compared with the voice of customer just to cross-check whether said preferences have been met or filtered out and the product is flawless. It can then be confidently released for these potential customers generating a high sale and satisfied clients. 

3. The Benefits of QFD

The benefits of quality function deployment:

  • It is always customer-centric – their voice is heard and taken into account. Using the knowledge of seven management and planning tools, QFD balances out any sort of changes or feedback or support that needs to be administered effectively and as quickly as possible to protect customer satisfaction. 
  • Also, once adopted, QFD shortens the overall processing time of goods and commodities making it a productive and fast-paced working environment.
  • Their customer-centric strategy also enables them to make commodities that their customers will like and buy. Customer innovations are mandatory for future developments. Since their focus is client-based, their development strategy is ultimately beneficial as it involves maximum productivity that is cost-effective.
  • QFD thus helps in sending out products or services that have already been approved based on customers’ likes and dislikes. The limiting of products makes the work move faster and, is beneficial for the commercial environment, making it sustainable and worth investing in.  

The aim of quality function deployment qfd is to have high-quality customer-prioritized products that are affordable and build upon a tracking system that shall help in future product making, keeping in mind the needs and wants of customers always. 

The quality function deployment steps had shown promising and successful sales result in the 1970s and have ever since been adopted by a variety of industries. With the use of matrix diagrams, or House of Quality, it is possible to pin-point selective customer-driven product advertising and service attributes.

Here’s an example of how QFD is implemented:

Here’s a qfd process example: 

  • Once the surveys are done, a product is scheduled to be developed using the waterfall relationship of QFD matrix. 
  • To make the idea come to life, the item must be manufactured to suit the demands and desires put out by the customers or collected by the tracked database. 

Here’s a qfd example of a product:

  1. First, the Design and customer requirements are met using the Requirements Matrix. 
  2. The second process is filtered into the Design Matrix, which involves the designing qualities of the product. They must meet the preferences of the voice of customers for set designs to be engineered. 
  3. The third process trickles down to product characteristics which shall be brainstormed in the Product Characteristics Matrix. 
  4. The fourth process streams further down and centres around the manufacturing of the product only.  Here, the purchasing operations are examined in comparison with the production compartments.
  5.  Finally, the control and verification matrix check off all the boxes that the product was initially modelled upon (including its quality) to confidently place it into the market space.


The commercial mass market has a variety of imitations of the same product or service and often a customer may be confused as to what can be good and useful for their need. With quality function deployment, it makes it easy for any company or industry to use this customer cause-and-effect understanding to their advantage – by tracking and building upon a quantitative customer need/want database, they are ahead in the art of product manufacturing and development when it comes to establishing and growing a marketing ground that meets all the client and customer concerns, relieving them from the dilemma to choose between a plethora of goods that are similar but may not fulfill their utilities. 

Customers are attracted to what checks off all their boxes and know it will be worth investing in. The benefits of quality function deployment are fundamental and a crucial ingredient for value-driven success with regard to sustainability. The very meaning of quality function deployment asks to continue helping and responding to customer’s inquiries and calls even after the product is so-called “finished and sold”. The aim of quality function deployment qfd is integrated with customer feedback.

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