Martijn, that is an interesting idea you brought forth in your last. The quicker they pay, the happier they are. We are in need of good ways to measure customer's perception of how we are meeting requirements, and how to monitor that. There are ways.
This is an abstract and less intuitive clause of ISO 9001:2000, and I'm glad that ganglai has brought it up and that The Cove has taken it up in discussion. 8.2.1 is a short clause, but highly loaded. Let me see if I've got it straight, based on what I knew and what I've learned in this thread.
8.2.1 Customer Satisfaction
... the requirement from ISO 9001 “As one of the measurements of the performance of the quality management system, 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.”
Creating customer satisfaction is the primary aim of this business standard. Therefore, this short clause is highly loaded and highly important. It bears more effort to understand and excel at.
Based on the entire standard and body of knowledge at whole, and in a very basic breakdown, this clause stipulates that we systematically monitor the customer's satisfaction with our product, service, and business. This information is to be used as a measure of business performance.
The customer comes into the relationship with needs and expectations of us. Some of the needs and expectations are stated, some are implied. Specifications, due dates, procedures to be followed, and professionalism are examples of needs and expectations. These things contribute to the customer's satisfaction with you.
When we monitor the customer's perception of how we have met their needs and expectations, we have information regarding that customer's satisfaction with us. Putting this information to good use will increase the customer's satisfaction, and we will see that our business has improved systematically over our previous efforts.
Let us monitor any meaningful data from which a judgement can be made about customer satisfaction.
Take the case of customer complaints and compliments. Outright information. In 7.2.3 (c) we have captured that information, in 8.2.1 we look at the number of compliments/complaints, the upward or downward trend, maybe the distribution of complaints by customer, customer's location, quality expected or needed but not recieved.
In 8.2.1 we can look at sales statistics. What are the number of repeat customers? They are expressing their satisfaction with a dollar vote. They are showing you that their expectations and needs are better satisfied by buying from you than from your competition.
Are customers getting your name out by word-of-mouth? If they are, it is most likely you are meeting their expectations and needs.
One time I was wondering about the experience of using a certain software package, so I googled "[this sofware] sucks". I got lots of information about customer perception of that product.
Finally, the best way there is. Ask and listen. But people hate surveys. Ask in a personal way. Your sales people will be most highly qualified for this because they know how to put the customer first. Focus groups with customers, sit down meetings, informal tours and chatter with customer agents, all of these can load you with information.
Listen systematically. It is a good idea to make a form like the one in February '06 Quality Progress and give these forms to every person in your company who has a direct interaction with customers. The form is from 7.2.3 (c). It captures informal information on customer satisfaction, and it captures expectations and needs not known.
All of this is an input into management review. Management review does something about the trend and customer satisfaction is increased.
Determining the methods for using this information is a cinch. Just get the information and it'll turn into understanding and ideas and familiarity and you name it.
I hope I've given a few ideas for monitoring customer satisfaction, but more hopefully you have more ideas on how to do this with your customers. If you do, feel free to share with us.
ganglai, looking back, I think you should ask your salespeople how to obtain and use this information. These are the experts on the subject. While we struggle for ideas on how to capture customer perception of us, they know brand loyalty and market share and individual opinions better than us, so mired in the finer points of ANSI/ISO/ASQ ISO TC 176 9001:2000 7.2.3 (c) & 8.2.1 shall whether and determined.
I also think of my own experiences with businesses. Like Carol mentions, we have to go beyond the stated requirements in order to engender customer satisfaction. My stated requirements for a hand tool are that I get it in the mail and it works, but the company applying 8.2.1 might hear my grumbling about the way it fits the hand and use this information to make a better hand tool. Etc.