ISO 16355-2:2017

INTERNATIONAL ISO
STANDARD 16355-2
First edition
2017-02
Applications of statistical and related
methods to new technology and
product development process —
Part 2:
Non-quantitative approaches for the
acquisition of voice of customer and
voice of stakeholder
Application des méthodes statistiques et des méthodes liées aux
nouvelles technologies et de développement de produi —
Partie 2: Acquisition non quantitative du retour client (Voice of
Customer) ou du retour des parties prenantes (Voice of stakholders)
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 non-quantitative voice of customer (VOC) and voice of stakeholder
(VOS) acquisition with customer research methods . 2
5.1 VOC and VOS acquisition support for market research methods for product development 2
5.2 Voice of customer and voice of stakeholder acquisition outline . 2
6 Types of new technology and product development project for which VOC and VOS
can be acquired . 2
7 VOC and VOS acquisition team membership . 3
7.1 QFD uses cross-functional teams . 3
7.2 Core team membership . 3
7.3 Subject matter experts . 3
7.4 VOC and VOS acquisition team leadership . 3
8 Tools for VOC and VOS acquisition and analysis . 3
8.1 General . 3
8.2 Seven management and planning tools . 3
9 New technology and product development voices . 4
9.1 Voice of business . 4
9.1.1 General. 4
9.1.2 Strategic planning . 5
9.1.3 Business goals for projects .18
9.1.4 Identify project constraints .20
9.1.5 Project scope .20
9.2 Voice of customer (VOC) or stakeholder (VOS) (non-quantitative) .22
9.2.1 Identify customers or stakeholders .22
9.2.2 Marketing perspective and engineering perspective of customers and
their activities .24
9.2.3 Prioritize customers or stakeholders .27
9.2.4 What is contained in the voice of customer (VOC) or voice of
stakeholder (VOS) .29
9.2.5 Sources of VOC or VOS.29
Bibliography .39
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
organizations, governmental and non-governmental, in liaison with ISO, also take part in the work.
ISO collaborates closely with the International Electrotechnical Commission (IEC) on all matters of
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
patent rights. ISO shall not be held responsible for identifying any or all such patent rights. Details of
any patent rights identified during the development of the document will be in the Introduction and/or
on the ISO list of patent declarations received (see www .iso .org/ patents).
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For an explanation on the meaning of ISO specific terms and expressions related to conformity assessment,
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 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 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 assure 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 lifecycle 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 find these improvements make QFD easier and faster to use. The methods and tools
shown and referenced in the standard 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 16355-2:2017(E)
Applications of statistical and related methods to new
technology and product development process —
Part 2:
Non-quantitative approaches for the acquisition of voice of
customer and voice of stakeholder
1 Scope
This document describes the non-quantitative approaches in the acquisition of voice of customer
(VOC) and voice of stakeholder (VOS) and its purpose, and provides recommendations on the use of the
applicable tools and methods. It is not a management system standard.
NOTE It does not provide requirements or guidelines for organizations to develop and systematically
manage their policies, processes, and procedures in order to achieve specific objectives.
Users of this document include all organization functions necessary to assure customer satisfaction,
including business planning, marketing, sales, research and development (R&D), engineering,
information technology (IT), manufacturing, procurement, quality, production, service, packaging and
logistics, support, testing, regulatory, and other phases in hardware, software, service, and system
organizations.
2 Normative references
The following documents are referred to in the text in such a way that some or all of their content
constitutes requirements of this document. For dated references, only the edition cited applies. For
undated references, the latest edition of the referenced document (including any amendments) applies.
ISO 16355-1, Application of statistical and related methods to new technology and product development
process — Part 1: General principles and perspectives of Quality Function Deployment (QFD)
3 Terms and definitions
For the purposes of this document, the terms and definitions given in ISO 16355-1 apply.
ISO and IEC maintain terminological databases for use in standardization at the following addresses:
— IEC Electropedia: available at http:// www .electropedia .org/
— ISO Online browsing platform: available at http:// www .iso .org/ obp
4 Basic concepts of QFD
The basic concepts of QFD are described in ISO 16355-1:2015, Clause 4.
5 Integration of non-quantitative voice of customer (VOC) and voice of
stakeholder (VOS) acquisition with customer research methods
5.1 VOC and VOS acquisition support for market research methods for product
development
Integration of non-quantitative VOC and VOS acquisition with customer research methods is both
desirable and possible. Successful integration has been accomplished with market research, focus
groups, ethnographies, use case, agile development, and other methods. This integration should be
guided by an expert familiar with these methods.
NOTE 1 QFD can be integrated with other customer research methods.
NOTE 2 QFD can integrate tools and methods from different new product development processes. Conversely,
different new product development processes can utilize QFD tools and methods.
NOTE 3 The applicable tools listed are not exhaustive. They are meant to illustrate tools that have been
effectively used in QFD. Other tools can also be useful according to the project. Which tools and in what sequence
can
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