ISO 1635: Using Customer Value to Innovate New Services


The new ISO 16355 details how to investigate customer language (spoken) and behavior (unspoken) to innovate new solutions to what customers value most – solving their problems, enabling their opportunities, and enhancing their image to self and others. These values change constantly according to market segments, and the standard guides how to use QFD and related methods to dynamically manage the new product and service development process to keep customers coming back for more.

Glenn H. Mazur

Glenn H.  Mazur has been active in QFD since its inception in North America, and has worked extensively with the founders of QFD on their teaching and consulting visits from Japan. He is a leader in the application of QFD as well as conducting advanced QFD research, and is the Conference Chair for the North American Symposium on Quality Function Deployment. Glenn is the Executive Director of the QFD Institute and International Council for QFD, retired Adjunct Lecturer on TQM at the University of Michigan College of Engineering, and is a senior member of the American Society for Quality (ASQ), and the Japanese Society for Quality Control (JSQC). He is a certified QFD Red Belt®(highest level), one of two in North America. He is a certified QFD-Architekt#A21907 by QFD InstitutDeutschland. He is honorary president of the Hong Kong QFD Association and Asia QFD Association. He is convenor of the ISO Working Group writing the ISO 16355 for QFD, a member of the Technical Committee 176 responsible for ISO 9000 series standards, and a member of the Technical Committee 279 responsible for the new Strategic Intelligence Management standard. He is an Academician and Secretary-Treasurer of the International Academy for Quality. 

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