The customer’s competitive assessment (Figure 3-6) is a pair of table (or graph) that depicts how
competitive products compare with current organization product status on specific VOC. The
customer competitive assessment is the block of columns corresponding to each
customer requirement in the house of quality on the right side of the relationship matrix,
The numbers 1 through 5 are listed in the competitive evaluation column to indicate a rating of 1
for worst and 5 for best. The customer competitive assessment is a good way to determine if the
customer voice has been met (as compared to best competitor) and identify areas to improvement
for future design.