Marketing and Sales involvement in 8.2.1 Customer Satisfaction

E

errishuman

#1
hi! guys , getting excited with each posting. I had tried searching but can't find something similar to my question below.

With reference to 8.2.1, when an organisation does not obtain a convincing customer needs and requirements through surveys or questionnaires or should i say not-so-effective black&white feedbacks for decision making process, will it be valid for the marketing or sales people to represent the voices of customer?

Meaning, the marketing / sales person are the people at the front line dealing with customer and the closest to customer than anybody else in an organisation. They know customer's "wants" and "don't want".

So, when in design input (7.3.2) making process or mgmt review input (5.6.2) or 7.2.1 or even 8.4, are their feedback consider valid as evidence on behalf of customer feedback / requirements?

Thanks in advance.
 
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somashekar

Staff member
Admin
#2
hi! guys , getting excited with each posting. I had tried searching but can't find something similar to my question below.

With reference to 8.2.1, when an organisation does not obtain a convincing customer needs and requirements through surveys or questionnaires or should i say not-so-effective black&white feedbacks for decision making process, will it be valid for the marketing or sales people to represent the voices of customer?

Meaning, the marketing / sales person are the people at the front line dealing with customer and the closest to customer than anybody else in an organisation. They know customer's "wants" and "don't want".

So, when in design input (7.3.2) making process or mgmt review input (5.6.2) or 7.2.1 or even 8.4, are their feedback consider valid as evidence on behalf of customer feedback / requirements?

Thanks in advance.
Customer satisfaction is about customer telling he is satisfied with the organization., rather than the organization telling that customer is satisfied with it ...
Your marketing and sales can fetch and translate customer's voice, being closest to customer. This must not be the own impression or feelings of these marketing and sales guys. Any method that you can adopt to assess this is welcome. Survey and questionnaire are primitive.
 
P

pthareja

#3
So, when in design input (7.3.2) making process or mgmt review input (5.6.2) or 7.2.1 or even 8.4, are their feedback consider valid as evidence on behalf of customer feedback / requirements?
Hi, you perhaps missed 7.2.3 Customer communication.

Can we initiate a web based complaint / suggestion (feedback) or a blog whic allows a toggle/ button or something to furnish feed back on likert scale. Maybe Survey and questionnaire are primitive. But the problem is in the method, and not in concept. So we need to use innovative means.

In the interim, I believe the respondents need be compensated for the time, directly, or in kind.
So those who let you improve thru' their Feed back..
Gets a fair share of the profits, their intellect embarks

The key is in innovation. newer things will pull them back earlier
So the key is in being dynamic....
 

Mikishots

Trusted Information Resource
#4
hi! guys , getting excited with each posting. I had tried searching but can't find something similar to my question below.

With reference to 8.2.1, when an organisation does not obtain a convincing customer needs and requirements through surveys or questionnaires or should i say not-so-effective black&white feedbacks for decision making process, will it be valid for the marketing or sales people to represent the voices of customer?

Meaning, the marketing / sales person are the people at the front line dealing with customer and the closest to customer than anybody else in an organisation. They know customer's "wants" and "don't want".

So, when in design input (7.3.2) making process or mgmt review input (5.6.2) or 7.2.1 or even 8.4, are their feedback consider valid as evidence on behalf of customer feedback / requirements?

Thanks in advance.

Customer needs and requirements must come from the customer. It is not up to Marketing or Sales to interpret what they think the customer wants; it's a dark and lonely road if you want to go that way.:nope:
 
E

errishuman

#5
Thanks guys,

Recently, my company has been issued a NC by auditor for Design Input for not inclusive of Customer Survey and they quote:

"There was no Customer Survey Initiatives to meet specific customer requirement from Design perspective"
- Auditor make reference to 8.2.1.

In our company practice, during the design planning stage, all the relevant personnel from Design team to R&D team including Marketing & Sales are involved to discuss new product and provide their side of inputs before design team is able to furnish with an idea (design inputs) for further review by the same team(s).
So, at Design inputs, the evidences are only consist of:
sketches,
type of materials & colors to be used,
existing design from previous (self-benchmarking),
projected qty to produce,
what type of specification to follow,
expected date of completion prior to launch,
etc etc.
In such case, we are in no way able to "show" auditor that the information at Design input are directly channelled from "Customer Survey"?! except for the minutes from Design Planning.
 

somashekar

Staff member
Admin
#6
Thanks guys,

Recently, my company has been issued a NC by auditor for Design Input for not inclusive of Customer Survey and they quote:

"There was no Customer Survey Initiatives to meet specific customer requirement from Design perspective"
- Auditor make reference to 8.2.1.

In our company practice, during the design planning stage, all the relevant personnel from Design team to R&D team including Marketing & Sales are involved to discuss new product and provide their side of inputs before design team is able to furnish with an idea (design inputs) for further review by the same team(s).
So, at Design inputs, the evidences are only consist of:
sketches,
type of materials & colors to be used,
existing design from previous (self-benchmarking),
projected qty to produce,
what type of specification to follow,
expected date of completion prior to launch,
etc etc.
In such case, we are in no way able to "show" auditor that the information at Design input are directly channelled from "Customer Survey"?! except for the minutes from Design Planning.
This is nothing connected with the 8.2.1, the customer satisfaction.
Within design and development, ie. 7.3., if you have stated that one of your design inputs will be from the customer survey that you propose to do, then you are required to take up activities to garnish inputs that you may generate from customer survey specific to design information and respect it in your design and development process.
For ex: Color to be used...
If 7 out of 10 customers choose cool grey 9C over other shades of grey, when you check with customers about the color they desire on the product, your design input has a customer survey input about the color to be used.
 
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