Purpose – This paper is based on a benchmarking exercise involving some 164 QFD practitioners within Ford Motor Company and 27 selected external QFD companies. The predominant response “cell” was from Vehicle Centre 1, Power‐Train Systems Engineering, although there was both a US and non‐power‐train response content. The benchmarking focused on four parts: (1) criteria of success; (2) learning experience; (3) teamwork; and (4) future of QFD.Design/methodology/approach – Quality function deployment (QFD) is a bridge between the customer and the product (process/service) development community. The QFD technique translates customer requirements obtained from market research into product measurables using matrix diagrams and product development teamwork. Ideally this process continues throughout the product development cycle, from design to production, using a series of QFD phases, prioritising and trading off the key measurables at each step. The ideal result should be both perceived and actual improvements ...
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