A proposed model of using grey theory in quality function deployment to analyse dynamic and future customer requirements based upon historical, present and predicted data sets is presented. With the use of the proposed model, the importance of each customer requirement is monitored and analysed and the importance of each technical measure is evaluated in order to fulfil dynamic and future customer needs. Doing so would allow companies to plan customer requirements in advance, fulfil their needs, and, most importantly, significantly improve customer satisfaction and enhance their competitiveness in the marketplace.