Customer Demands Versus OrganizationalCapabilities

"I don't know why we keep collecting all this customer input andfeedback. It's clear they want a better product than our processescan 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 ourprocesses. We need to do more than collect customer feedback. Weneed to use it to keep our processes up-to-date."Clearly, Ronkel needs to translate customer demands into process improvements. Explain how QFD could be used to help thiscompany. How should Kramer and Carver proceed if they chooseto apply QFD?