Quality function deployment (QFD) is a management tool that provides a visual connective process to help teams focus on customers’ needs. It translates customer needs into appropriate technical requirements, for each stage of a product/process development. The current paper describes a proposed QFD model based approach. It was embedded to improve existing product based on customer and process information analysis. The model commences by gathering the voice of customers (VOC) associated to the existing products. In the first QFD house, the VOC-1 (customer needs) is obtained primarily via the marketing department surveys. The VOC-2 (end-user claims) is obtained via the after-sales market claims. Also, quality records for final product characteristics as a voice of process will be used. Following the development of the customers’ main concerns, the technical requirements priorities and its suggestion to solve each problem will be generated by the associated expertise. A real application case study on manufacturing firm in Egypt will be presented.