Paper, Order, or Assignment Requirements

Customer Demands versus Organizational Capabilities

“I don’t know why we keep collecting all this computer input and feedback. It’s clear they want a better product than our processes can produce,” said Derrick Kramer, CEO of Ronkel Inc.

“That’s true,” said Linda Carver, Ronkel’s director of quality. “But we are going to lose our customers if we don’t improve our processes. We need to do more than collect customer feedback. We need to use it to keep our processes up-to-date.”

Clearly, Ronkel needs to translate customer demands into process improvements. Explain how Quality Function Deployment “QFD” could be used to help this company. How should Kramer and Carver proceed if they choose to apply QFD?