ISO9001:2015 9.1.2 - Customer Satisfaction Feedback

ISO_Man

Involved In Discussions
#1
Regarding the requirement for organizations to obtain customer feedback, can this be satisfied by providing the opportunity for customers to provide feedback? I'm wondering of one is considered out of compliance if, for example, only 25% of customers provide feedback through scorecards, etc.? Essentially we cannot force customers to provide feedback, so if they choose not to do so, how accountable are we as the product/service provider?
 
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Sidney Vianna

Post Responsibly
Staff member
Admin
#2
Welcome to The Cove. Your organization can't be penalized if most customers suffer from survey fatigue and don't respond to traditional satisfaction feedback requests. On the other hand, if your organization is truly interested in customer feedback, one can be creative in developing alternative methods to seek the information.

This issue has been discussed many times here, so, if you do a search, I am sure, you will be able to find previous discussions. Scroll down the page for similar discussions, to start with. Another way to find similar discussions: I added 3 tags to the discussion (look at the top of the page, under the title of the thread; if you click on customer satisfaction or customer satisfaction survey tags, other threads with those tags will be listed.

Good luck.
 
#3
It's very normal for there to be a low response rate for surveys. Don't forget that you are NOT required to measure customers' satisfaction - but evaluate their perception (paraphrasing). If they keep placing repeat orders and you have few complaints or low #s of negative feedback, you can consider that acceptable. Of course, maybe changing HOW you survey customers can be changed,,,,
 

ISO_Man

Involved In Discussions
#4
It's very normal for there to be a low response rate for surveys. Don't forget that you are NOT required to measure customers' satisfaction - but evaluate their perception (paraphrasing). If they keep placing repeat orders and you have few complaints or low #s of negative feedback, you can consider that acceptable. Of course, maybe changing HOW you survey customers can be changed,,,,
Thanks - but 9.1.3 says that one of the things to be evaluated is "the degree of customer satisfaction."
 
#5
Yes, the "degree" is derived from perception... It wouldn't contradict the 9.1.2 requirements which states the word "degree" as well... Think of it like a trip to a restaurant. You ate the food, maybe leaving some items on the plate only partially touched/tasted and on the way out the staff ask you "Was everything OK"? What was the degree to which you were satisfied?
 

Pjservan

Involved In Discussions
#6
Another way to defend your point is if you are receiving 25% of customer satisfaction data from scorecards but these translate to be from your largest or more strategic customers, then you can argue that your data is meaningful. You do not need to be sending surveys out every year either, specially if you are receiving scorecards. Surveys can be useful but unfortunately they are over use in the attempt to collect data and misuse once the data becomes available.
 

somashekar

Staff member
Super Moderator
#7
Regarding the requirement for organizations to obtain customer feedback, can this be satisfied by providing the opportunity for customers to provide feedback? I'm wondering of one is considered out of compliance if, for example, only 25% of customers provide feedback through scorecards, etc.? Essentially we cannot force customers to provide feedback, so if they choose not to do so, how accountable are we as the product/service provider?
While I believe customer satisfaction is always about Customer telling his satisfaction levels., the standard (in NOTE) gives you examples of how customer perception levels can be monitored. As you can see, some are direct and some are indirect methods.
While the 9.1.2 heading says Customer Satisfaction, the body of the 9.1.2 never uses the word satisfaction. Then again in 9.1.3 b) you need to evaluate the degree of customer satisfaction.
So your perception of Customer satisfaction has to be evaluated by any which way you choose, direct / indirect or a combination. Its not necessary that customer always needs to provide feedback through scorecard.
When the direct does not work for you, go the indirect way.
Also note that what the NOTE tells as examples in the standard are not exhaustive. You business can have your unique method.
 
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