Customer Satisfaction Measures and ISO 9001 Requirements Quality Network, August,2002 Don Pital Center for International Standards & Quality Georgia Institute

Customer Satisfaction Customer Satisfaction Measures and ISO 9001 Measures and ISO 9001

RequirementsRequirements

Quality Network, Quality Network, August ,2002August ,2002

Don Pital

Center for International Standards & Quality

Georgia Institute of Technology

©2002 Georgia Tech Research Corporation. All rights reserved.

©2002 Georgia Tech Research Corporation

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Let’s Begin !!

What is CustomerSatisfaction ???


Customer Satisfaction:

The customer's perception of the degree to which the customer's requirements have been fulfilled.

(from ISO 9000:2000)


My Definition of Customer Satisfaction

Gap between what the customer expects and what really happens

If reality is worse than what I expect,– less satisfied

If reality is better than what I expect, – more satisfied

Example:– Mailed Letter (expectation= 3-5 days)– Fedexed Letter (expectation= next day)– Faxed Letter (expectation= 5 minutes)


Two important notes on Customer Satisfaction

1. Customer complaints are a common indicator of low customer satisfaction, but their absence does not necessarily imply high customer satisfaction.

FACT:

• Only 5% of your customers will vocalize their complaint.


Two important notes on Customer Satisfaction

2. Even when customer requirements have been agreed with the customer and fulfilled, this does not necessarily ensure high customer satisfaction.


ISO 9001:2000 is riddled with references to CS


Requirements from ISO 9001:2000

8 overt references to CS

1.1 General

This international standard specifies requirements for a

Quality management system where an organization . . .

b) Aims to enhance customer satisfaction …



5.1 Management Commitment

Top management shall provide evidence of…communicating to the organization the importance of meeting customer requirements;



5.2 Customer Focus

Top management shall ensure that customer requirements are determined and met in order to enhance customer satisfaction.



5.6.2 Management Review - Input

Inputs to management review shall include information on customer feedback;



6.1 Provision of Resources

The organization shall determine and provide the resources needed to enhance customer satisfaction.



7.2.1 Determination of requirements related to product

The organization shall determine requirements not stated by the customer but necessary … where known.



8.2.1 Customer Satisfaction

The organization shall monitor information relating to customer perception as to whether the organization has met customer requirements. The methods for obtaining and using this information shall be determined.



8.4 Analysis of Data

Analysis of data shall provide information relating to customer satisfaction.


When you boil it all down, you have a few basic themes:

1. Top management must lead

2. Know ALL customer requirements

3. Data gathering needs to be effective

4. Data analysis needs to drive decision making and management action


1 -Top Management leads by establishing a culture of

CS Customer satisfaction is our

ultimate goal (enhancement) Customer satisfaction is an

investment (resources) Everybody must be involved in

customer satisfaction (communicating requirements)


2 - Know all Customer Requirements

Know the stated requirements (easier) Determine the unstated requirements

(harder BUT with more potential) Meeting requirements means

monitoring customer perception (8.2.1) What are the expectations?– Do we really know???


3- Effective Data Gathering


Before you gather data, consider these issues:

Who do you consider to be a “customer”?

What issues are important to customers? Do we really know??

What is the objective of gathering data in the first place?

Who and How will you collect data?


Typical data gathering methods

Customer surveys (verbal/written)– Only 10% of businesses do this regularly.

Comment cards with shipment Field Service reports Warranty Trends Complaint & return analysis


Typical data gathering methods(continued)

Customer and Industry awards Industry reputation & ranking

(Benchmarking) Focus groups Competitor Analysis (i.e. product

comparison, service) Analysis of market share & revenue

growth (??)


4- Data Analysis

Figuring out what needs to be done


The components of effective analysis

Review of customer data (feedback)

Involvement of people (sales, manufacturing, field service,top management)


The components of effective analysis (con’t)

Analysis leads to corrective or preventive action

Formal problem solving methods– Easier (Brainstorming, Cause and Effect Dia.)– Harder (Root Cause Analysis, Design of

Experiments)

Implementation


The components of effective analysis (con’t)

Management Review Follow-up– Have actions taken led to improvement of the

product related to customer requirements??

AND, Are the actions effective???– Do they enhance customer satisfaction?– Do they improve the product or perception?


Discussion & questions


For more information:

Presenter:

Don Pital

770-254-7590

[email protected]

Organization:

Georgia Tech - CISQ

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www.cisq.gatech.edu

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Success Stories:

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Documents

Customer Satisfaction Measures and ISO 9001 Requirements Quality Network, August,2002 Don Pital Center for International Standards & Quality Georgia Institute