CTQ is a metric that reflects what the process customer wants and that can be measured internally.


  • is the deliverable of the “Voice of the Customer” (VOC) tool
  • is always a Y metric (output)
  • must be measurable
  • is defined by the customer and not by the process expert

To translate the Voice of the Customer into CTQs

  • organize the information as statements in customer language (cards/ post-it notes)
  • group the customer needs into groups (affinity diagram)
  • break the information down from customer language to internal measurable characteristics (CTQ-Tree)

Practitioner’s Tip: Be careful Thinking about CTQs based on such VOC usually results in Xs for the process, which is not a problem, but also not the place yet to be done.