Quality Function Deployment (QFD) is a tool that is very useful in an organization that incorporates six sigma as a strategy to inculcate a customer focused continuous improvement culture. This particular tool can be used for both, production based as well as a service-based organization. The main objective of this particular tool is to involve the customer through every stage of the process, starting from research and development till the time when the product or service is delivered to the customer. It is a technique that is used to maintain or improve the quality of the product/service to the customer. This technique is purely focused on making the journey customers take with the organization a pleasant one. Once the product features are identified using the KANO model, a QFD matrix is built. This matrix allows the management teams to identify the attributes that are of great importance to customers when developing new products or upgrading existing products. These attributes are referred to as the characteristics required by the customers and each characteristic has certain engineering characteristics necessary for the production of the products. Each characteristic required by the customer is rated against the competitors in order to provide a comparison between the different competitors. By looking at the correlation matrix, attributes that need to be traded off are identified. However, in order to choose which feature to trade off, management must look at the customer rating for each attribute. The one that is less important for the customer must be traded off. This is judged by the absolute scores at the bottom of the matrix. Empty rows tell the management about the characteristic that is not fulfilled by the engineering characteristics of the organization. Empty rows tell the management of the extra engineering characteristics that are not needed by any customer requirement.