Quality Function Deployment - An approach to designing customer as well as competitive services. On the one hand, it should identify customer expectations and, on the other hand, ensure customer orientation in all phases of service design. The expectations and wishes are recorded by a chain of tables and diagrams, the so-called "House of Quality".
Then the relative importance of the individual characteristics and their potential for a competitive advantage are recorded. This comparison is made, based on the customer, with the services of competitors. The next step is to check which improvements can be made and which are likely to influence the characteristics that are important to the customer. Finally, standards, benchmarks and guide values for the individual characteristics of the service are defined.