
Chapter 10 n IQ Applied to Product Development 429
Process Quality Methods
Quality Function Deployment (QFD)
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Voice of the Customer (VOC):
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Part of QFD that captures Customer
Requirements in their actual words
Voice of the Business (VOB):
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Part of QFD that captures the organization’s
Requirements to develop the product effectively and with high Quality
Common Information Quality Issues
Issues here involve the correct design of QFD sessions, in which Customers
participate in the Requirements definition and design phases of product devel-
opment. Issues include:
Bias in the Requirements and Information Gathering Process used to
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identify real need and requirements
Bias in the Customer participant sampling, in which a representative
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sample of the market is not achieved
Misidentification of correct Features and Functional Requirements
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important to the Customers along with the Quality Characteristics and
weightings for the product. Are the functional Requirements and Quality
Characteristics valid for the population represented by the sample?
Missed discovery of previously unstated Customer Expectations (com-
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pleteness of Information)
Failure to verify that the Business Requirements (for Product and
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Information Quality) are consistent with the VOC requirements. If not,
production to the business Requirements may not achieve Customer
satisfaction, and the product may fail in the marketplace. ...