ISO INTERNATIONAL 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 IS016355-2:2017(E) os1 International Organization for Standardization @ IS0 2017 TANDARDIZATION C1 5956617 ithout license from IHS IS0 16355-2:2017(E) COPYRIGHT PROTECTED DOCUMENT IS0 2017,Published in Switzerland All rights reserved. Unless otherwise specified, no part of this publication may be reproduced or utilized otherwise in any form written permission. Permission can be requested from either ISO at the address below or ISO's member body in the country of the requester. ISO copyright office Ch. de Blandonnet 8 . CP 401 CH-1214 Vernier, Geneva, Switzerland Tel.+41 22 749 01 11 Fax +41227490947 [email protected] www.iso.org ensee-ZHEJIANG INSTOF STANDARDIzARoISQa7 - All rights reserved networking permited without license from IHS IS0 16355-2:2017(E) 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 development2 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 Prioritizecustomersorstakeholders ..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 iii