3/11/22, 12:00 AM Customer Satisfaction for ISO 9001:2015 with examples
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Customer Satisfaction for ISO 9001
Luke Desira October 22, 2020 5 Comments
Customer satisfaction is a very important aspect of ISO 9001. As we have
discussed in earlier posts, having an ISO Certification doesn’t mean that you
will have a good quality product.
Rather, an ISO Certification, by a reputable certification body, means that you
have a strong management system through which you are obtaining real data
about the quality of your product, and the effectiveness of your processes. The
aim of this is to have multiple sources through which you can get ideas for
improvement.
Customer Satisfaction – the requirement for ISO 9001
As with any other clause within the ISO 9001 standard, the requirement
doesn’t clearly articulate how the requirements of the standard are to be met.
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3/11/22, 12:00 AM Customer Satisfaction for ISO 9001:2015 with examples
Naturally, depending on the industry in which the company operates, there
might be different implementation tactics that are relevant.
However the standard makes it clear that:
The organization should monitor customer perceptions of the degree to
which their needs and expectations have been fulfilled and must determine
the methods for obtaining, monitoring, and using this information.
Clause 9.1.2 – ISO 9001:2015 – the current version of the ISO Standard
Customer Satisfaction for ISO 9001
Examples of Customer Satisfaction for ISO 9001
Depending on the circumstances of the company, there are various tactics that
can be used to ask customers what their perception of our company and products
are.
Online
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3/11/22, 12:00 AM Customer Satisfaction for ISO 9001:2015 with examples
SMS Surveys – after the client has made us of the survey, send an automatic
SMS to the customer, asking them to rate your service. This is typically used in a
call centre environment – for example, a bank, insurance, a telecoms company.
Social media polls – a rather daring move, and should only be used by
companies who have been gathering customer feedback (and acting on it) for a
long time. Asking your customers what they think about your brand online is a
strong way for new customers to see the benefit of your brand. It is extremely
important to reply to each of the comments – both positive and negative – in a
professional way.
e-mail signature mechanism – a passive way to gather feedback, would be to
have a link on your email signature with a suggestion to rate your
service/product. Naturally, clients at different stages of purchase can see this and
might result in skewed data. However, it is a simple-to-implement, very low-cost
example that can give you an additional source of data. You can use Google
Forms to collect this information.
Social listening – depending on the size of your brand, people will be talking
about your online. There are many groups on Facebook whereby people can
post their opinions. Checking out what people are saying about your brand
(behind your back), is an excellent strategy to know the truth of what people
think about you.
Offline
Physical paper – for me, nothing beats the old-school, pen and paper customer
feedback. For example, for a travel agency offering group travel, your tour
leader could hand out these forms, asking people what they think about your
service on the flight back home.
Customer focus groups – if you have a clearly defined customer segment (or
more than 1), you can group a sample of your customers into small groups and
have extensive conversations with them. By building on the ideas of each other,
customers will be able to discuss what they like and dislike from your company,
giving you clear pointers on how to improve.
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3/11/22, 12:00 AM Customer Satisfaction for ISO 9001:2015 with examples
Independent pollsters – similar to the above, you can ask independent pollsters
to interview your customers. They could either be doing these polls through focus
groups (without any of your company’s representatives and with full anonymity),
or they could call your clients to get their feedback.
Following up after the experience – imagine that you have just purchased a
product (like a property through a real estate agency) and after the sale has gone
through, you get a 2-minute call asking you how your experience was. Given that
you had a lengthy relationship with the property consultant, you are likely to
want to share your opinion about the consultant. Naturally, this puts your
company into a very positive position with customers, as it shows them that you
care, and also give you accurate information about what customers think of you.
A final comment
Some people think that ‘no news is good news’. Meaning that if a customer
doesn’t approach them with a formal complaint, it means that they are happy.
This could not be farther from the truth. It could be that they are so disappointed
in your service, that they couldn’t even bother to let you know. Instead, they have
“blacklisted” your brand.
It today’s world, there is plenty of opportunities for clients to voice their opinions
and reach the mass market. Through the internet, and sites like Facebook or
Google Reviews, a negative or positive experience by a single customer can be
shared with thousands of people, from the comfort of the client’s home.
Therefore, making sure to keep abreast of the current opinion of your customers
is important. Depending on the number of clients that your business has, you will
need to determine how many replies to obtain. If your company has 10 clients
per year, you might as well have a formal/informal meeting with each. If you
have 1,000s of clients per year, you might want to consider a statistically
significant approach.
5 replies on “Customer Satisfaction for ISO 9001”
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3/11/22, 12:00 AM Customer Satisfaction for ISO 9001:2015 with examples
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