Quality function deployment (QFD) is management tool that assists teams to spotlight on customers’ needs. It translates customer needs into the technical requirements, for each stage of a product progress. While the structure provided by QFD can be significantly beneficial during new product design, it can be used as an improvement tool for an existing product .This work describes a proposed QFD model that was embedded to improve existing product based on the customer requirements and the manufacturing process. The model commences by gathering the customer needs and/or claims associated to the existing products. Then, the quality records of the final product will be hearkened as the voice of process. Following the development of the customers’ concerns and the technical requirements, the suggestion(s) to solve each problem will be generated by the associated expertise. A real application case study on manufacturing firm in Egypt will be presented.