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  ISO 9001/4:2000
  Customer satisfaction

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Author Topic:   Customer satisfaction
Uteesh Dhar
Lurker (<10 Posts)

Posts: 5
From:Muscat, Oman
Registered: Sep 2000

posted 28 September 2000 04:10 PM     Click Here to See the Profile for Uteesh Dhar   Click Here to Email Uteesh Dhar     Edit/Delete Message   Reply w/Quote
Can somebody throw light on " How to measure customer satisfaction in ISO 9000:2000?

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Andy Bassett
Forum Contributor

Posts: 274
From:Donegal Ireland
Registered: Jun 1999

posted 29 September 2000 03:09 AM     Click Here to See the Profile for Andy Bassett   Click Here to Email Andy Bassett     Edit/Delete Message   Reply w/Quote
The simplest and easiest is a Customer Satisfaction Survey. Im sure that their is a consultancy out there somewhere that will take your shirt to explain how to set one-up. Personally if you doing this for the first time i would throw one together and get it out. There is a lot of value to be had simply from asking your customers if they are happy (Wow 'Plonker Widgets inc' are interested to know what we think of them), or from your employees knowing that you are looking at Customer Satisfaction ('Wow theyre asking our customers if we are doing a good job').

If you are doing this for the first time, you will be amazed at how much value you will get from simply doing this, without even analysing the content of the results.

As time goes by and you gather more experience you can always develope the survey.

For interest i would suggest a 10-15 question survey, using questions that have to be rated numerically ie 1 to 10, offer a prize for returning it, and thank the customers who return it and tell them who won the prizes.


Andy B

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Spaceman Spiff
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Posts: 64
Registered: Mar 99

posted 29 September 2000 07:46 AM     Click Here to See the Profile for Spaceman Spiff   Click Here to Email Spaceman Spiff     Edit/Delete Message   Reply w/Quote
In a review workshop I attended last week on the ISO9K:2K FDIS there is now a requirement on "Customer Perception." Can anyone shed some light on this?

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Marc Smith
Cheech Wizard

Posts: 4119
From:West Chester, OH, USA

posted 29 September 2000 08:14 AM     Click Here to See the Profile for Marc Smith   Click Here to Email Marc Smith     Edit/Delete Message   Reply w/Quote
It's in 1 Scope of the DIS. You take customer complaints and contrast them with what your company states are customer requirements.

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Kevin Mader
Forum Wizard

Posts: 575
From:Seymour, CT USA
Registered: Nov 98

posted 29 September 2000 12:59 PM     Click Here to See the Profile for Kevin Mader   Click Here to Email Kevin Mader     Edit/Delete Message   Reply w/Quote
Originally posted by Andy Bassett:
...There is a lot of value to be had simply from asking your customers if they are happy (Wow 'Plonker Widgets inc' are interested to know what we think of them), or from your employees knowing that you are looking at Customer Satisfaction ('Wow theyre asking our customers if we are doing a good job')...

I believe you are right on this! Anyone can confirm this: how often are YOU asked about how happy you are with a product or service? How often are customer complaints/praise shared with the workforce?

Why is your organization any different from the masses who will sell you something and never ask about your experience? You have to ask, IMHO. Otherwise, you are led by your own perceptions which can be DEAD wrong.

Surveys are a start, but more can be gained from telephone conversations or face-to-face visits I think. But these aren't always the most practical either. Find the solution that fits your need and means.

Two types of feedback: solicited and unsolicited. Both are necessary. As I recall, solicited feedback is generally regarded as outbound, you're reaching out for feedback. Inbound is the unsolicited type, and in general, negative (claims, complaints, calls come in). Occasionally, you get the letter from a satisfied Customer, you know, the one that is soon posted by the copier in the mailroom.

Keep in mind that a Satisfied Customer isn't necessarily a Loyal Customer. A loyal customer is the next level, and highly desirable. Driving factors for one group isn't necessarily in the other. When tailoring your survey, keep this in mind. Addionally, Andy's suggestion at a short survey is a good one. No one wants to sit down and fill out a three page survey (well, perhaps a few of us Quality folks), at least, not for free. I once heard from a Lucent Technologies customer service manager state that their survey takes approximately 45 minutes to complete. They send this out to 2000 customers. I wonder how many of those surveys got filled out and returned? They would had to have one incredible prize attached, a trip to Hawaii perhaps! Could this be the right length though (coming from a Westinghouse background?)? I don't know, but remain skeptical.

Back to the group.....



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Rick Goodson
Forum Wizard

Posts: 102
From:Wuakesha, Wisconsin, USA
Registered: Aug 2000

posted 29 September 2000 05:18 PM     Click Here to See the Profile for Rick Goodson   Click Here to Email Rick Goodson     Edit/Delete Message   Reply w/Quote
A few suggestions/comments on doing a customer satisfaction survey.

A response rate of around 10% is not unusual.

Use a forced rating scale. Use only an even number of choice so they can not pick the one in the middle (safe choice).

Minimize the number of instances where they have to actually write something. People will respond to check boxes much better.

be very careful how you word the questions. Asking how your 'service' compares to the competition may elicit a positive response when in fact they rate all of you low. Remember Tom Peters' quote 'We are no worse than anyone else'.

Finally, as Andy says, just do it. The fact that you are asking will be perceived as positive by your customers. The potential negative will be if you do not respond to their input.

Good luck

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