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Abstract
Translating the "voice of the customer" into business processes is critical for developing products, services, and marketing programs that satisfy customers. The author maintains that many organizations’ lack of success in achieving customer satisfaction may be attributable to their failure to link business processes to customer needs. To remedy that situation, Quality Function Deployment (QFD) is proposed as a method for translating customer needs and expectations into the design of a product or service. QFD has been used mainly as a tool for continuous improvement or new product creation. The author expands its use to the design of customer-driven marketing programs.
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Notes on contributors
Iris Mohr-Jackson
Iris Mohr-Jackson (Ph.D., City University of New York) is an assistant professor of marketing at St. John’s University, Mohr-Jackson has published in Interfaces, Human Resource Management, Quality Management Journal, Business Horizons, and Journal of Quality and Participation. She is contributing editor of the Conference Board’s Membership Update, a bimonthly professional newsletter. Mohr-Jackson is examiner for the New York State Governor’s Excelsior Award