Based on Cyber physical system (CPS) and the Internet of things (IoT), the smart production system is capable to suit diverse customers’ manufacturing requirements. It has the potential to provide digital configure-to-order (CTO) services in a quick response time. To achieve this potential, a new conceptualization of quick-response product configuration system, which translates the voice of customers to technical specifications, is proposed. It is expected that the proposed system can enhance the communication between the customers and the manufacturers. We adopt the Kano model to receive the voice of customers as inputs and generate a product configuration as outputs which can meet customer’s requirements. A case study and a product configure system for ordering assistance are demonstrated in this work.