SIMULTANEOUS OPTIMIZATION OF QUALITY, COST, AND TIMELINESS IS DIFFICULT. QFD ADVISES A PROBLEM PREVENTION APPROACH FOCUSED ON WHAT THE CUSTOMER SAYS, UTILIZING A COMPLEX SERIES OF CHARTS TO DEPLOY THE VOICE OF THE CUSTOMER THROUGHOUT THE ORGANIZATION. WE HAVE GREATLY SIMPLIFIED AND EXPANDED THE QFD APPROACH BY REDUCING THE NUMBER OF FORMS AND RENOVATING THE HOUSE OF QUALITY. CRPII FUNDAMENTALS INCLUDE: 1) INTEGRATE BOTH WHAT THE CUSTOMER SAYS AND DOESN'T SAY INTO A STRATEGIC BUSINESS PLAN; 2) PRIORITIZE CROSS-FUNCTIONAL ORGANIZATION ACTIVITIES TO ADDRESS CUSTOMER PRIORITIES; 3) DESIGN AND TEST TO TARGET VALUES INSTEAD OF A SPECIFICATION RANGE, THEN REDUCE VARIATION AROUND TARGET; 4) TRANSLATE THE VOICE-OF-THE-CUSTOMER INTO ACTIONABLE ITEMS AND INFILTRATE THE VOICE-OF-THE-CUSTOMER INTO EVERY NOOK AND CRANNY OF THE ORGANIZATION SO THAT WE BECOME TRULY CUSTOMER FOCUSED. JUDICIOUS APPLICA