Definition Customer Satisfaction - ISO 9001 Definition

K

Ka Pilo

#1
Me and my colleague (from QA department) have argued how to monitor customer satisfaction if one can even define what customer satisfaction exactly is.

We can consider a lot of measures i.e. customer feedback showing a positive trend, increase repeat business etc. The difficult part is defining it. I think everyone has different definitions on what is customer satisfaction, and therefore, monitoring customer satisfaction many different ways.

So, how do you define customer satisfaction? How do you monitor it? What is the definition of customer satisfaction in the context of ISO 90001? Do think satisfaction will always be up to the customer?
 
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Colin

Quite Involved in Discussions
#2
Re: What is a customer satisfaction?

One of the subtle parts of clause 8.2.1 is that it tells us we have to 'monitor information relating to the customer's perception as to whether the organisation has met customer requirements', not just whether we have done what we said. (my bold)

So the fact that we can point to say, inspection results and 'prove' that we met the spec, if in the eyes of the customer this does not satisfy them, we have not achieved customer satisfaction.

It could of course work the other way round, I recently saw some all tiles fitted in a bathroom which the main contractor said were not satisfactory but the customer was delighted with them!
 
C

cclee

#3
Hi, to add to the subject of customer satisfaction, Juran's "fitness for use" concept is directly related to customer satisfaction and is defined as "the result achieved when product features respond to customer needs":

-Customer's perception of a product's design
-Degree to which a product conforms to design
-Product availability, reliability and maintainability
-Avaliable customer service

ASQ Quality 101 training also describe three levels of customer satisfaction, as indicated in this scenario:

Expected quality: Things that we expect without having to ask for it, does not increase customer satisfaction and customer may stop using product/service if it is missing. E.g. the hot coffee being served in a standard paper coffee cup

Desired quality:”perks" that customer do not expect but may ask for it, increase satisfaction and may be dissatisfied if it is missing but won’t stop using product/ service. E.g. the hot coffee being served in an easy to hold, spill proof lid/cup that fits in any car cup holder.

Excited quality: added benefits that the customers do not expect and do not ask for. Radically increases satisfaction. Customers will still be satisfied if it is missing. E.g. the hot coffee being served in a spill proof lid/cup with a variety of creamer flavor choices along with a cookie at no extra cost.
 

howste

Thaumaturge
Super Moderator
#4
So, how do you define customer satisfaction? How do you monitor it? What is the definition of customer satisfaction in the context of ISO 90001? Do think satisfaction will always be up to the customer?
Terms used in ISO 9001 are defined in ISO 9000. Here's what the source says:
ISO 9000:2005 said:
customer satisfaction

customer's perception of the degree to which the customer's requirements have been fulfilled
Colin correctly points out that Customer's Perception are the key words, so only customer can determine their satisfaction.
 
J

JaneB

#6
Re: What is a customer satisfaction?

Always focus on the actual wording of the Standard. As Colin so correctly says, it requires you to 'monitor information relating to the customer's perception as to whether the organisation has met customer requirements'.

So, you cannot just pat yourself on the back for providing a product/service that correctly meets all specifications, if the customer does not perceive it that way. Tricky... but an important distinction.
 

Sidney Vianna

Post Responsibly
Staff member
Admin
#7
To reinforce what has been already mentioned, the following is an excerpt from ISO 10004:
Concept of customer satisfaction

Customer satisfaction is determined by the gap between the customer's expectations and the customer's perception of the product as delivered by the organization. To achieve customer satisfaction, the organization should first understand the customer's expectations. These expectations might be explicit or implicit, or not fully articulated. Customer expectations, as understood by the organization, form the primary basis of the product that is subsequently planned and delivered.

The extent to which the delivered product is perceived by the customer to meet or exceed expectations determines the degree of customer satisfaction. It is important to make a distinction between the organization's view of the quality of the delivered product and the customer's perception of the delivered product, because it is the latter that governs the customer's satisfaction. The relationship between the organization's and the customer's views on quality is further described by the conceptual model of customer satisfaction, as presented in Annex A.

Since customer satisfaction is subject to change, organizations should establish processes to monitor and measure customer satisfaction on a regular basis.
I should be running a webinar on ISO TS 10004, later this year.
 

Randy

Super Moderator
#9
Me and my colleague (from QA department) have argued how to monitor customer satisfaction if one can even define what customer satisfaction exactly is.

We can consider a lot of measures i.e. customer feedback showing a positive trend, increase repeat business etc. The difficult part is defining it. I think everyone has different definitions on what is customer satisfaction, and therefore, monitoring customer satisfaction many different ways.

So, how do you define customer satisfaction? How do you monitor it? What is the definition of customer satisfaction in the context of ISO 90001? Do think satisfaction will always be up to the customer?
Why are you wasting your time trying to define something that was defined by the ISO over 10 years ago? The Normative Reference pointed out in clause 2 of ISO 9001:2008 is there because the information contained in ISO 9000:2005 "is indispensible for the application of the document (referring to ISO 9001:2008)

Quit arguing, quit trying to interpret and quit trying to make things more complex than they really are or have to be.

ISO 9000:2005 - 3.1.4 customer satisfaction
customer's perception of the degree to which the customer's requirements (3.1.2) have been fulfilled

NOTE 1 Customer complaints are a common indicator of low customer satisfaction but their absence does not necessarily imply high customer satisfaction.
NOTE 2 Even when customer requirements have been agreed with the customer and fulfilled, this does not necessarily ensure high customer satisfaction.


How do you monitor or measure it? Easy, in any way necessary that provides you with the information you need to determine customer perception, some of which you've already noted. There is no right way, wrong way or single way, there is only the way that works effectively for you.
 
P

pammesue

#10
How do you monitor or measure it? Easy, in any way necessary that provides you with the information you need to determine customer perception, some of which you've already noted. There is no right way, wrong way or single way, there is only the way that works effectively for you.
Can you give some examples Randy?

thanks,
 
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