ISO 16355-4:2017

INTERNATIONAL ISO
STANDARD 16355-4
First edition
2017-02
Applications of statistical and related
methods to new technology and
product development process —
Part 4:
Analysis of non-quantitative and
quantitative Voice of Customer and
Voice of Stakeholder
Application des méthodes statistiques et des méthodes liées aux
nouvelles technologies et de développement de produi —
Partie 4: Analyse du retour client (Voice of Customer) ou du retour des
parties prenantes (Voice of stakholders) quantitatif et non-quantitatif
Reference number
©
ISO 2017
© ISO 2017, Published in Switzerland
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ii © ISO 2017 – All rights reserved

Contents Page
Foreword .iv
Introduction .v
1 Scope . 1
2 Normative references . 1
3 Terms and definitions . 1
4 Basic concepts of QFD . 1
5 Integration of VOC and VOS analysis and product development methods .1
5.1 QFD support for product development methods . 1
5.2 Flow of product development with VOC and VOS analysis . 2
5.2.1 Organization of the VOC and VOS analysis . 2
5.2.2 Outline of VOC and VOS analysis . 2
6 Types of QFD projects . 2
7 VOC and VOS analysis team membership. 2
7.1 VOC and VOS analysis uses cross-functional teams . 2
7.2 Core team membership . 2
7.3 Subject matter experts . 2
7.4 VOC and VOS analysis team leadership . 2
8 Seven management and planning tools . 3
9 Analysis of the voice of customer (VOC) or voice of stakeholder (VOS) .3
9.1 General . 3
9.1.1 Benefits of VOC and VOS analysis . 3
9.1.2 Sources of VOC and VOS . . 4
9.1.3 Information contained in VOC and VOS . 5
9.2 Translating VOC and VOS into customer needs . 7
9.2.1 General. 7
9.2.2 Verbal translation . 7
9.2.3 Cause-to-effect diagram . 7
9.2.4 Customer voice table . 9
10 Structuring information sets .10
10.1 General .10
10.2 Affinity diagram .10
10.2.1 General.10
10.2.2 Steps to make an affinity diagram.10
10.3 Hierarchy diagram .11
10.3.1 General.11
10.3.2 Steps to make a hierarchy diagram .12
11 Prioritization .13
11.1 General .13
11.2 Applying AHP to customer needs .14
11.3 Steps to AHP using a spreadsheet .15
11.4 AHP survey format for customer needs prioritization .16
11.5 Sample size for customer needs prioritization .17
11.6 Applying AHP to a customer needs hierarchy .18
11.7 Analytic network process (ANP), fuzzy AHP, and fuzzy ANP .19
12 Quantification .19
12.1 General .19
12.2 Quality planning table.20
Bibliography .25
Foreword
ISO (the International Organization for Standardization) is a worldwide federation of national standards
bodies (ISO member bodies). The work of preparing International Standards is normally carried out
through ISO technical committees. Each member body interested in a subject for which a technical
committee has been established has the right to be represented on that committee. International
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electrotechnical standardization.
The procedures used to develop this document and those intended for its further maintenance are
described in the ISO/IEC Directives, Part 1. In particular the different approval criteria needed for the
different types of ISO documents should be noted. This document was drafted in accordance with the
editorial rules of the ISO/IEC Directives, Part 2 (see www .iso .org/ directives).
Attention is drawn to the possibility that some of the elements of this document may be the subject of
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on the ISO list of patent declarations received (see www .iso .org/ patents).
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as well as information about ISO’s adherence to the World Trade Organization (WTO) principles in the
Technical Barriers to Trade (TBT) see the following URL: www . i so .org/ iso/ foreword .html.
This document was prepared by Technical Committee ISO/TC 69, Applications of statistical methods,
Subcommittee SC 8, Application of statistical and related methodology for new technology and product
development.
A list of all the parts in the ISO 16355 series can be found on the ISO website.
iv © ISO 2017 – All rights reserved

Introduction
Quality Function Deployment (QFD) is a method to ensure customer or stakeholder satisfaction and
value with new and existing products by designing in, from different levels and different perspectives,
the requirements that are most important to the customer or stakeholder. These requirements should
be well understood through the use of quantitative and non-quantitative tools and methods to improve
confidence of the design and development phases that they are working on the right things. In addition
to satisfaction with the product, QFD improves the process by which new products are developed.
Reported results of using QFD include improved customer satisfaction with products at time of launch,
improved cross-functional communication, systematic and traceable design decisions, efficient use of
resources, reduced rework, reduced time-to-market, lower life cycle cost, and improved reputation of
the organization among its customers or stakeholders.
This document demonstrates the dynamic nature of a customer-driven approach. Since its inception
in 1966, QFD has broadened and deepened its methods and tools to respond to the changing business
conditions of QFD users, their management, their customers, and their products. Those who have
used older QFD models have found that these improvements make QFD easier and faster to use. The
methods and tools shown and referenced in this document represent decades of improvements to QFD;
the list is neither exhaustive nor exclusive. Users should consider the applicable methods and tools as
suggestions, not requirements.
This document is descriptive and discusses current best practice, it is not prescriptive by requiring
specific tools and methods.
INTERNATIONAL STANDARD ISO 16355-4:2017(E)
Applications of statistical and related methods to new
technology and product development process —
Part 4:
Analysis of non-quantitative and quantitative Voice of
Customer and Voice of Stakeholder
1 Scope
This document describes the analysis of the voice of the customer (VOC) and the voice of the
stakeholder (VOS). These include translation of VOC and VOS into true customer needs, prioritization
of these needs, and competitive benchmarking of alternatives from the customer’s perspective. This
docume
...