There are common theads among the companies that reported frustrations about their QFD implementation. Here are the list of "don'ts" that explain why some companies fail at QFD.
Bring Your QFD Math to Six Sigma Level
Still using the 1-5 rating scale for tabulating importance, priorities, and so forth? If you are still using such ordinal scale method, whether in customer survey, traditional House of Quality or 4-phase method, it's time to bring your QFD math to Six Sigma level precision and switch to Analytic Hierarchy Process.