Procurement Terminology – Quality Function Deployment


In the intricate world of procurement, ensuring product quality and customer satisfaction is paramount. Enter "Quality Function Deployment" (QFD), a powerful methodology that systematically aligns customer needs with product features and attributes. By employing QFD, procurement professionals can make informed decisions that lead to improved products and enhanced customer experiences.

Understanding Quality Function Deployment:

Quality Function Deployment is a structured approach that bridges the gap between customer requirements and the technical specifications of a product or service. It involves mapping customer desires, translating them into product characteristics, and subsequently linking these characteristics to manufacturing or service delivery processes. The aim is to ensure that products not only meet customer expectations but also excel in delivering value.

Examples and Case Studies:

1. Electronics Industry: Consider a technology company procuring components for a new smartphone. By using QFD, they systematically assess customer preferences such as battery life, camera quality, and processing speed. These preferences are then translated into technical requirements, guiding the procurement of components that align with customer desires.

2. Hospitality Sector: In the hospitality industry, a hotel chain aiming to enhance its guest experience can use QFD to align guest preferences—like room amenities and service quality—with the procurement of furnishings, linens, and amenities.

Benefits of Quality Function Deployment in Procurement:

1. Customer-Centricity: QFD ensures that procurement decisions are driven by a deep understanding of customer needs, resulting in products that truly resonate with target audiences.

2. Enhanced Collaboration: QFD encourages cross-functional collaboration between procurement, design, and manufacturing teams, fostering a shared commitment to delivering quality.

3. Efficiency: By focusing on customer-desired features and attributes, QFD streamlines product development and procurement processes, minimizing wastage and rework.

4. Competitive Advantage: Products that align closely with customer preferences gain a competitive edge in the market, leading to increased customer loyalty and market share.


Quality Function Deployment serves as a beacon of customer-centricity and quality excellence within procurement. By systematically translating customer desires into tangible product attributes, organizations can make strategic procurement decisions that elevate their offerings and resonate with their target markets. The examples and case studies emphasize the practical applications of QFD, demonstrating how it transforms procurement from a transactional process into a strategic endeavor focused on delivering exceptional value and customer satisfaction.

Tags: SCM, Supply Chain

Written by IISCM

Integrated Institute of Supply Chain Management, a unit of Fhyzics Business Consultants Private Limited specialising in supply chain management consulting and education. IISCM trains and certifies SCM professionals in procurement, supply chain management, inventory, and warehousing.

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