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Edward Deming, the renowned American engineer, statistician, and management consultant, once said, "Quality is everyone's responsibility." This sentiment is still relevant in today's fast-paced business environment and is closely aligned to the principles of Quality Function Deployment (QFD). As a proven initiative, QFD is all about zeroing in on what is vital to the customer and aligning operations and resources to meet those needs, thereby enhancing the overall Quality of goods or services.




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Flevy Management Insights: QFD


Edward Deming, the renowned American engineer, statistician, and management consultant, once said, "Quality is everyone's responsibility." This sentiment is still relevant in today's fast-paced business environment and is closely aligned to the principles of Quality Function Deployment (QFD). As a proven initiative, QFD is all about zeroing in on what is vital to the customer and aligning operations and resources to meet those needs, thereby enhancing the overall Quality of goods or services.

The Importance of QFD in Strengthening Majors Operational Areas

McKinsey's studies have found that QFD can have a significant impact on five key operational areas, namely Marketing, Design, Execution, Control, and Quality Assurance. By correctly implementing QFD, businesses can drive process simplification, continuous improvement, and customer satisfaction—all critical elements in maintaining a competitive edge in an increasingly global and digital market.

The Four Fundamental Phases of QFD

The QFD process comprises four phases: Identifying Customer Requirements, Developing Product Features, Preparing Process Design, and Process Control and Production Planning. Each phase involves detailed matrices, decision trees, and blueprints to ensure accuracy and thoroughness. The tug of war between what the customer requires and what the company can deliver is mitigated through these steps, leading to a more balanced and profitable outcome.

QFD and Innovation

Innovation plays an essential role in QFD. Businesses must cast a wide net to capture customer requirements, going beyond the basic scope of surveys and feedback channels. This is where innovative methodologies, like market trend analysis, competitive benchmarking, and predictive modeling, can provide valuable insights. An Accenture survey found that 72% of executives considered innovation as one of their top three priorities, a clear indicator of QFD's significance in this digital age.

QFD and its Implication on Strategic Management

QFD acts as a prioritization framework within Strategic Management. It serves to align business operations with overall strategy, ensuring that all processes are customer-centric. Bain & Company's research has proven that effective Strategy Deployment led by QFD can increase ROI by up to 20%.

Best Practices for Efficient QFD

To sum up, QFD can serve as a versatile tool for CEOs and other C-level executives, translating customer requirements into actionable operational strategies, and enhancing productivity and profitability. It offers an empathic pathway on the road to Operational Excellence, underlining the truth in Deming's words—quality truly is everyone's responsibility.

For effective implementation, take a look at these QFD best practices:


Explore related management topics: Digital Transformation Operational Excellence Change Management Continuous Improvement Customer Satisfaction Strategy Deployment Process Design Quality Function Deployment Production Planning




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