1、BS ISO 16355-4:2017Applications of statisticaland related methods to newtechnology and productdevelopment processPart 4: Analysis of non-quantitative andquantitative Voice of Customer and Voiceof StakeholderBSI Standards PublicationWB11885_BSI_StandardCovs_2013_AW.indd 1 15/05/2013 15:06BS ISO 16355
2、-4:2017 BRITISH STANDARDNational forewordThis British Standard is the UK implementation of ISO 16355-4:2017. The UK participation in its preparation was entrusted to TechnicalCommittee MS/6, Methodologies for business process improvement using statistical methods.A list of organizations represented
3、on this committee can be obtained on request to its secretary.This publication does not purport to include all the necessary provisions of a contract. Users are responsible for its correct application. The British Standards Institution 2017.Published by BSI Standards Limited 2017ISBN 978 0 580 80501
4、 1 ICS 03.120.30 Compliance with a British Standard cannot confer immunity from legal obligations.This British Standard was published under the authority of the Standards Policy and Strategy Committee on 28 February 2017.Amendments/corrigenda issued since publicationDate T e x t a f f e c t e dBS IS
5、O 16355-4:2017 ISO 2017Applications 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 StakeholderApplication des mthodes statistiques et des mthodes lies aux nouvelles technologies
6、 et de dveloppement de produi Partie 4: Analyse du retour client (Voice of Customer) ou du retour des parties prenantes (Voice of stakholders) quantitatif et non-quantitatifINTERNATIONAL STANDARDISO16355-4First edition2017-02Reference numberISO 16355-4:2017(E)BS ISO 16355-4:2017ISO 16355-4:2017(E)ii
7、 ISO 2017 All rights reservedCOPYRIGHT PROTECTED DOCUMENT ISO 2017, Published in SwitzerlandAll rights reserved. Unless otherwise specified, no part of this publication may be reproduced or utilized otherwise in any form or by any means, electronic or mechanical, including photocopying, or posting o
8、n the internet or an intranet, without prior written permission. Permission can be requested from either ISO at the address below or ISOs member body in the country of the requester.ISO copyright officeCh. de Blandonnet 8 CP 401CH-1214 Vernier, Geneva, SwitzerlandTel. +41 22 749 01 11Fax +41 22 749
9、09 47copyrightiso.orgwww.iso.orgBS ISO 16355-4:2017ISO 16355-4:2017(E)Foreword ivIntroduction v1 Scope . 12 Normative references 13 Terms and definitions . 14 Basic concepts of QFD 15 Integration of VOC and VOS analysis and product development methods . 15.1 QFD support for product development metho
10、ds 15.2 Flow of product development with VOC and VOS analysis . 25.2.1 Organization of the VOC and VOS analysis 25.2.2 Outline of VOC and VOS analysis 26 Types of QFD projects 27 VOC and VOS analysis team membership 27.1 VOC and VOS analysis uses cross-functional teams 27.2 Core team membership . 27
11、.3 Subject matter experts . 27.4 VOC and VOS analysis team leadership 28 Seven management and planning tools 39 Analysis of the voice of customer (VOC) or voice of stakeholder (VOS) 39.1 General . 39.1.1 Benefits of VOC and VOS analysis 39.1.2 Sources of VOC and VOS . 49.1.3 Information contained in
12、 VOC and VOS . 59.2 Translating VOC and VOS into customer needs 79.2.1 General 79.2.2 Verbal translation 79.2.3 Cause-to-effect diagram . 79.2.4 Customer voice table 910 Structuring information sets 1010.1 General 1010.2 Affinity diagram 1010.2.1 General. 1010.2.2 Steps to make an affinity diagram10
13、10.3 Hierarchy diagram 1110.3.1 General. 1110.3.2 Steps to make a hierarchy diagram .1211 Prioritization .1311.1 General 1311.2 Applying AHP to customer needs 1411.3 Steps to AHP using a spreadsheet . 1511.4 AHP survey format for customer needs prioritization 1611.5 Sample size for customer needs pr
14、ioritization 1711.6 Applying AHP to a customer needs hierarchy .1811.7 Analytic network process (ANP), fuzzy AHP, and fuzzy ANP .1912 Quantification .1912.1 General 1912.2 Quality planning table 20Bibliography .25 ISO 2017 All rights reserved iiiContents PageBS ISO 16355-4:2017ISO 16355-4:2017(E)For
15、ewordISO (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 techn
16、ical 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
17、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 w
18、as 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
19、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).Any trade name used in this document is information given for the convenience of users and doe
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21、iso .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 foun
22、d on the ISO website.iv ISO 2017 All rights reservedBS ISO 16355-4:2017ISO 16355-4:2017(E)IntroductionQuality 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 perspective
23、s, 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 add
24、ition 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
25、 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 m
26、ethods 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
27、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 met
28、hods. ISO 2017 All rights reserved vBS ISO 16355-4:2017BS ISO 16355-4:2017Applications 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 Stakeholder1 ScopeThis document describes t
29、he 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 customers perspective. This document also provides recommenda
30、tions on the use of the applicable tools and methods.Users of this document include all organization functions necessary to ensure customer satisfaction, including business planning, marketing, sales, research and development (R and D), engineering, information technology (IT), manufacturing, procur
31、ement, quality, production, service, packaging and logistics, support, testing, regulatory, and other phases in hardware, software, service, and system organizations.2 Normative referencesThe following documents are referred to in the text in such a way that some or all of their content constitutes
32、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 16355-1:2015, Applications of statistical and related methods to new technology and product development pr
33、ocess3 Terms and definitionsFor the purpose 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 h t t p :/ www .electropedia .org/ ISO Online browsin
34、g platform: available at h t t p :/ www .iso .org/ obp 4 Basic concepts of QFDThe basic concepts of QFD are described in ISO 16355-1:2015, Clause 4.5 Integration of VOC and VOS analysis and product development methods5.1 QFD support for product development methodsQFD support for product development
35、methods is referenced in ISO 16355-1:2015, 5.1.INTERNATIONAL STANDARD ISO 16355-4:2017(E) ISO 2017 All rights reserved 1BS ISO 16355-4:2017ISO 16355-4:2017(E)5.2 Flow of product development with VOC and VOS analysis5.2.1 Organization of the VOC and VOS analysisThe flow of VOC and VOS analysis method
36、s and tools can vary according to the organization and project requirements. Typically, they begin with broad concerns and through prioritization flow down to specifics.5.2.2 Outline of VOC and VOS analysisFigure 1 illustrates the organization of the clauses of this document. Here is an outline of t
37、he specific steps and their respective clause numbers. Further in the document, each clause describes the step and suggests applicable methods and tools with guidance that can be used to accomplish the step.fFigure 1 VOC and VOS analysis outline6 Types of QFD projectsQFD projects can encompass new d
38、evelopments, as well as generational improvements, to existing products. The types of QFD projects are referenced in ISO 16355-1:2015, Clause 6.7 VOC and VOS analysis team membership7.1 VOC and VOS analysis uses cross-functional teamsCross-functional teams are referenced in ISO 16355-1:2015, 7.17.2
39、Core team membershipCore team membership is referenced in ISO 16355-1:2015, 7.2.7.3 Subject matter expertsSubject matter experts involvement is referenced in ISO 16355-1:2015, 7.3.7.4 VOC and VOS analysis team leadershipVOC and VOS analysis teams can be led by members of business functions such as s
40、ales, marketing, market research, customer service, customer support, and others with firsthand knowledge or contact with customers and stakeholders.NOTE The VOC or VOS team leader can take a position of being function-agnostic so as to remain neutral to any business department or activity.2 ISO 201
41、7 All rights reservedBS ISO 16355-4:2017ISO 16355-4:2017(E)8 Seven management and planning toolsThe seven management and planning tools are referenced in ISO 16355-2:2017, 8.2.9 Analysis of the voice of customer (VOC) or voice of stakeholder (VOS)9.1 General9.1.1 Benefits of VOC and VOS analysisThe
42、benefits of VOC and VOS analysis include the following.a) Simplify complex statements into single issue statements.EXAMPLE A VOC can state that the process should be “quick and easy,” but are both equally important? The VOC should be simplified into “quick” and “easy” so that the customer can priori
43、tize more precisely.b) Discover unspoken or latent customer or stakeholder needs.EXAMPLE A VOC can state that the customer wishes to tag photographs with meta information. It is reasonable to conclude that the customer can also with to tag videos, music and audio, and other types of non-text informa
44、tion for ease of retrieval.c) Improve accuracy of prioritizing which customer needs matter most.Accurate prioritization requires having subject matter knowledge. Generally, customers have more knowledge about their needs than about solutions. Similarly, producers have more knowledge about solutions
45、than customers. So, if VOC or VOS is about a solution, translating it into a need first helps customers prioritize more accurately.EXAMPLE A VOC for web access states account should have no more than one screen to login, and should have high security. Both are product functions of ease of access and
46、 user account security. Translating these into customer needs, these could mean “I can login quickly just to check on my bank balance while at the register”, and “my money is safe when making online payments.” Depending on the use case, there would be different priorities, and it would be more accur
47、ate for customers to prioritize these statements as needs rather than as product functions.d) Quantify current and hoped for levels of satisfaction.EXAMPLE A customer buying a laptop computer can more easily state a desire to store twice as many photographs as now, rather than needing a 500 GB hard
48、drive.e) Benchmark alternatives.EXAMPLE A customer can more easily relate to how many photos can be stored on one laptop vs another model.f) Identify selling points.EXAMPLE Sales promotion and labelling can point to photo storage capacity instead of hard drive size.g) Keep from arriving at solutions
49、 too quickly.EXAMPLE If solutions are identified before key stakeholder needs have been clarified, then the ability to reconfigure the solution to satisfy missing needs can be precluded. As an example, in information and communications technology (ICT) solution designs, key information access needs can be blocked if extreme information security measures have been committed too early in the solution design. Similarly, if information access needs are translated into solutions independently of consideration of security needs, then solution security vu
