Foreword

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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.

This second edition cancels and replaces the first edition ( ISO 16355-3:2019 ), which has been technically revised.

The main changes are as follows:

minor correction to cited text for cultural dimensions.

A list of all parts in the ISO 16355 series can be found on the ISO website.

Any feedback or questions on this document should be directed to the user’s national standards body. A complete listing of these bodies can be found at www.iso.org/members.html.

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 can 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 can 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.

1 Scope

This document describes quantitative approaches for acquisition of the 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

3 Terms and definitions

4 Basic concepts of QFD

5 Integration of quantitative voice of customer (VOC) and voice of stakeholder (VOS) acquisition with customer research methods

6 Types of QFD projects

7 QFD team membership

7.1 QFD uses cross-functional teams

7.2 Core team membership

7.3 Subject matter experts

7.4 QFD team leadership

8 Types of information

8.1 General

8.2 Market strategy and trends

8.3 Market segments

8.4 Competitive space

8.5 Customer and stakeholder applications

8.6 Customer needs

8.7 Prioritization

8.8 Product requirements, feature sets, concept options

8.9 Distribution, logistics and inventory, sales channels

8.10 Customer satisfaction surveys and preference benchmarking

9 Tools for quantitative VOC and VOS acquisition and analysis

9.1 Analytic network process (ANP)

9.2 Artificial intelligence (AI)

9.3 Conjoint analysis

9.4 Cluster analysis

9.5 Cultural dimensions

9.6 Factor analysis with covariance structure analysis

9.7 Fuzzy set theory and multi-attribute utility theory

9.8 Market position analysis

9.9 Market segmentation using cross tabulations

9.10 Multidimensional scaling (MDS)

9.11 Net promoter score (NPS)

9.12 Neural networks (NN)

9.13 Quantification methods (QM)

9.14 Regression analysis

9.15 Repertory grid technique

9.16 Text analytics and text mining

10 Deployment to next stage

10.1 Customer needs related information

10.2 Product related information

Bibliography