RE: 8.2.1 Customer Satisfaction (Also 5.6.2b and 8.4a)

Does ISO 9001 prescribe that we demand evaluative feedback from our customer? I believe they indicate we may estimate their evaluation based on behavioral analysis instead (the note about tracking lost business, warranty claims, compliments). Could anyone share an example of this?

We have a very narrow customer base and failed to succeed with customer surveys in the past. A better survey may help, but I'm posting here to explore alternatives. All searches have turned up is varied survey methods which still require the customers active evaluation.

RE: 8.2.1 Customer Satisfaction (Also 5.6.2b and 8.4a)

Does ISO 9001 prescribe that we demand evaluative feedback from our customer? I believe they indicate we may estimate their evaluation based on behavioral analysis instead (the note about tracking lost business, warranty claims, compliments). Could anyone share an example of this?

We have a very narrow customer base and failed to succeed with customer surveys in the past. A better survey may help, but I'm posting here to explore alternatives. All searches have turned up is varied survey methods which still require the customers active evaluation.

The NOTE under 8.2.1 says:

NOTE Monitoring customer perception can include obtaining input from sources such as customer satisfaction surveys, customer data on delivered product quality, user opinion surveys, lost business analysis, compliments, warranty claims and dealer reports

Stijloor.

Yes, the Note added was good - very helpful when faced with the odd auditosaurus who doesn't 'get' that surveys don't always work!

Therre's a rather helpful Handbook HB 251-2004 'Customer Satisfaction Measurement available from the SaiGlobal store (http://infostore.saiglobal.com/store/), published by Standards Australia which is well worth reading. It's written for the 2000 version of 9001 (but that won't matter) by a reputable market researcher with academic qualifications and commercial experience. Think it costs around $35 AUD in .pdf.

Also, I'm happy to send you something I've written on this if you PM me.

Also bear in mind that research (by Martin O’Neill of Edith Cowan University in Western Australia - so Jane would probably say it must be right...!) indicates that customers’ perceptions of a visit to a tourist attraction changes over time. When you ask and who you ask can matter as much as what and how you ask.

Also bear in mind that research (by Martin O’Neill of Edith Cowan University in Western Australia - so Jane would probably say it must be right...!) indicates that customers’ perceptions of a visit to a tourist attraction changes over time. When you ask and who you ask can matter as much as what and how you ask.

Yes, but what I'm after here is NOT asking. There is much written about surveys, interviews, and interrogations. I find little said about passive evaluation (where the customer is not directly quizzed in any form). It seems permissable, we could for example have project managers complete a survey to capture what they know about customer perception from thier many phone calls and site visits.

You could call some of them:) Or look at the amount of repeat business, numbers of new customers, trends in complaints

Yes, but what I'm after here is NOT asking. There is much written about surveys, interviews, and interrogations. I find little said about passive evaluation (where the customer is not directly quizzed in any form). It seems permissable, we could for example have project managers complete a survey to capture what they know about customer perception from thier many phone calls and site visits.

Yes, in many cases you will get a better picture from informal contact and feedback, and also from indirect sources as you suggest. Do you always fill in a survey honestly, and with a real desire to help the enquirer? I probably spend more time thinking about how I would have phrased the questions differently!

The NOTE under 8.2.1 says:


Quote:
NOTE Monitoring customer perception can include obtaining input from sources such as customer satisfaction surveys, customer data on delivered product quality, user opinion surveys, lost business analysis, compliments, warranty claims and dealer reports

Stijloor.


bold emphasis added by me -----

So if I have customers who send ME a "vendor report" or some such thing stating that we have delivered 10 shipments and all 10 were on time and accurate, etc - can THAT report be used as an example of monitoring customer perception?

Yes, but what I'm after here is NOT asking. There is much written about surveys, interviews, and interrogations. I find little said about passive evaluation (where the customer is not directly quizzed in any form). It seems permissible, we could for example have project managers complete a survey to capture what they know about customer perception from their many phone calls and site visits.

There is something to be said about this approach. Surveys really need to be developed an analyzed by people knowledgeable of their intricacies and foibles. Amateurs may look like they are meeting the requirements, but their data is likely to be inadequate and improperly analyzed (read: waste of time).

Peter Fraser made as very interesting comment regarding the "informal" channels for obtaining customer feedback.

I recently designed a system where the owners insisted that Customer Satisfaction and Customer Focus be combined into one operating procedure and it require there be a comprehensive employee sensativity to the voice of the customer (positive and negative), and all feedback (formal and informal) be documented and analyzed.

Bob

My vote is in for the informal channels. :agree1: I have seen too many surveys, etc. get pencil whipped and it can be too hard to judge the result of interventions taken in response to the data.

There's the rub: if your informal channels can capture the whole circle: satisfaction, working together and results, the channel is not so informal after all. What your project managers need to do is somehow record what's going on. Then, do share; it's good stuff.

bold emphasis added by me -----

So if I have customers who send ME a "vendor report" or some such thing stating that we have delivered 10 shipments and all 10 were on time and accurate, etc - can THAT report be used as an example of monitoring customer perception?

I would use that as one of the pieces of data I paid attention to. It presumably tells you some of the things that they're judging you on. But I wouldn't rely on it as the only one.

PS - bold? I musta missed it.

Do you always fill in a survey honestly, and with a real desire to help the enquirer? I probably spend more time thinking about how I would have phrased the questions differently!

Oh me too!

And I get particularly annoyed about the ones that leave only the tiniest of spaces for me to say if/where they got it wrong - I figure they seriously do not want to hear!

Our company also uses our Customer 'Scorecard' of their perception of our performances to measure the satisfaction level. It is also more specific as it evaluates, quality, delivery, responsiveness and cost from their point of view. Also, a customers Quality Audit report of the Company helps gives insight in your strength and weaknesses. All these I believe requirement of customer satisfaction and input.Hope this helps.

bold emphasis added by me -----

So if I have customers who send ME a "vendor report" or some such thing stating that we have delivered 10 shipments and all 10 were on time and accurate, etc - can THAT report be used as an example of monitoring customer perception?

Absolutely yes.

Customer report cards are a very valid form of customer perception feedback.

Hi,

One of the things we track is how many customers place and continue to order after filling in one of their questionares.

Ian