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What is Quality Function Deployment (QFD)?

Quality Glossary Definition: Quality Function Deployment (QFD)

Every organization has customers. Some have only internal customers, some have only external customers, and some have both. When you are working to determine what you need to accomplish to satisfy or even delight your customers, an essential tool is quality function deployment or QFD.


Quality professionals refer to QFD by many names, including matrix product planning, decision matrices, and customer-driven engineering. Whatever you call it, QFD is a focused methodology for carefully listening to the voice of the customer and then effectively responding to those needs and expectations.

First developed in Japan in the late 1960s as a form of cause-and-effect analysis, QFD was brought to the United States in the early 1980s. It gained its early popularity as a result of numerous successes in the automotive industry.


In QFD, quality is a measure of customer satisfaction with a product or a service. QFD is a structured method that uses the seven management and planning tools  to identify and prioritize customers’ expectations quickly and effectively.

Beginning with the initial matrix, commonly termed the house of quality, depicted in Figure 1, the QFD methodology focuses on the most important product or service attributes or qualities. These are composed of customer wows, wants, and musts. (See the Kano model of customer perception versus customer reality.)

Once you have prioritized the attributes and qualities, QFD deploys them to the appropriate organizational function for action, as shown in Figure 2. Thus, QFD is the deployment of customer-driven qualities to the responsible functions of an organization.

House of quality template and benefits

Waterfall relationship of QFD matrices

Adapted from Quality Essentials: A Reference Guide from A to Z, ASQ Quality Press.

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