The purpose of Critical To Quality trees is to convert customer needs or wants to measurable requirements for the business to implement. This approach assumes that the customer can articulate what they want. There are, of course, needs and wants, that are unarticulated; for that, ethnography or genchi genbutsu are good approaches.
Critical to Quality Example
A retail merchant was receiving a significant number of complaints regarding their homeowner warranty policies from their customers. By analyzing customer survey data and developing the CTQ tree, the business was able to identify critical-to-satisfaction requirements. These requirements became the focus for improving customer satisfaction.
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