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  ISO 9001/4:2000
  Customer Satisfaction

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Author Topic:   Customer Satisfaction
Peddy Fok
posted 05 February 2001 11:11 AM           Edit/Delete Message   Reply w/Quote
1) What methods could be used to gather the information on customer
satisfaction & dissatisfaction ?
2) What are the advantagrs and disadvantages of these methodologies ?

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Marc Smith
Cheech Wizard

Posts: 4119
From:West Chester, OH, USA

posted 06 February 2001 11:42 AM     Click Here to See the Profile for Marc Smith   Click Here to Email Marc Smith     Edit/Delete Message   Reply w/Quote
I'll start out with a few existing threads:

Take a read through and .

Here's an old one from Charlie:

I like Charlies PS.... And I agree with Charlie. ASK them!


Subject: Re: Q:Revised standards/Cox/Kiely/Howe/Scalies
Date: Wed, 30 Sep 1998 11:36:38 -0600
From: ISO Standards Discussion

From: Charley Scalies
Subject: Re: Q:Revised standards/Cox/Kiely/Howe/Scalies

> From: (Dave Howe)
> Speaking of requiring "the measurement and analysis of customer
> satisfaction" (see below), would anyone be willing to share some good
> indices. The organization for which I work is recently ISO certified
> and we are committed to customer satisfaction, but we have been
> struggling a bit to come up with meaningful measurements for customer
> satisfaction as well as ways to obtain them (other than the typical
> survey forms). We are selling high cost, low volume products
> primarily to the Federal gov't and to foreign gov'ts.
> Dave Howe
_ _ _ _ _ _ _ _ _ _ _ _ _

It seems almost too obvious to suggest this, but often we overlook the things that lie at our feet. Why not try asking your customers how they measure your performance and how they determine their level of satisfaction with your products and services. I worked in DoD contracting for a very long time and never found the Feds the least bit bashful about telling contractors what they expected. If you are in a Formal Bid environment, their evaluation factors are likely to be limited to price, delivery and quality, as measured by the lack of rejects. If you live in the more customized environment of tech proposals and negotiated contracts, their evaluation factors tend to be more sophisticated, and published.

P.S. My wife taught me that if I ever wanted to know how to make her happy, I should ask. When I don't, it's usually because I don't really want to hear her answer. --

Charles J. Scalies/2000+

A couple more threads to consider are and

[This message has been edited by Marc Smith (edited 17 February 2001).]

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Marc Smith
Cheech Wizard

Posts: 4119
From:West Chester, OH, USA

posted 06 February 2001 12:10 PM     Click Here to See the Profile for Marc Smith   Click Here to Email Marc Smith     Edit/Delete Message   Reply w/Quote
Also see (This question was cross-posted).

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Greg Mack
posted 07 February 2001 12:26 AM           Edit/Delete Message   Reply w/Quote
As far as measuring customer satisfaction. The first thing people think of is survey's. I for one am not too fond of these tools as they don't really obtain the required response to fully get a thorough definite measure.
My own methods that I have employed in the company I work for include the following on customer satisfaction:
1) Repeat Business - it makes sense that if customers are coming back then it is possible that they are satisfied. This can be tabled during management review. Alternatively if you are losing customers, then you also have an issue that can be improved that relates to future customer satisfaction.
2)credits raised - it would seem that a credit would be raised for a problem, and possibly that would be a customer complaint. Working on reducing the credits is a simple method of CI and increasing customer satisfaction in an objective manner.
3) Face to face meetings and regular phone calls - If you want to know if customers are satisfied - ASK them! Report back to management via management review activities. If they are not, raise the isue to a corrective action and report back to the customer and management.
4) Letters from the customer - A lot of businesess often get letters of praise for their services and products - these aare objective measurs of customer satisfaction.

There are most probably one hundred more but these are the simplest ones that I have implemented in my company.I would be interested to hear others opinions on this topic.

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Dan Larsen
Forum Contributor

Posts: 137
From:Sussex, WI
Registered: Feb 2001

posted 07 February 2001 01:25 PM     Click Here to See the Profile for Dan Larsen   Click Here to Email Dan Larsen     Edit/Delete Message   Reply w/Quote
I like Greg's approaches. I'd like to add that though I'm also no fan of surveys, most of my clients use them. But I do try to get them to send them to both current (repeat business) and non-current customers. In fact, for those customers that show declines or sudden stops in work flow, the survey can be tailored a bit to maybe get more information.

As for the face-to-face meetings, I suggest the companies use a simple "Report of Call" form (generally one page, often handwritten) to ensure the meeting or conversation is documented. In one place, the completed form is circulated from the President through the management ranks and ends up with the Sales Manager to use in the review or planning meetings.

I should add that I typically work with small service based companies in metal processing.

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Greg Mack
posted 07 February 2001 11:58 PM           Edit/Delete Message   Reply w/Quote
Just to add to Dan's comments, one time in our organisation (3 years ago) our Marketing group sent out a survey to all of our customer's. This was quite a large task and a great deal of information was gathered.
The only problem was they sent it to our EXISTING customers and did not think about including the ones we LOST. So naturally the survey results favoured our products and services quite handsomely.
The real data for this analysis should have come from our lost customers. These are obviously the ones where we have come unstuck for whatever reason(s) and offer our business the opportunity to improve.
In fact, I really have no idea what happened to all that data!
Anyway, Dan made an important point about addressing the customers that "show declines or sudden stops in workflow".

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Jon Shaver
Forum Contributor

Posts: 38
From:Edgemont, PA, USA

posted 17 February 2001 08:53 AM     Click Here to See the Profile for Jon Shaver   Click Here to Email Jon Shaver     Edit/Delete Message   Reply w/Quote
The "customer satisfaction" part of ISO-9001:2000 is still pretty descriptive. You can almost do whatever you want. Note also that the word "dissatisfaction" was in the DIS, but has been removed.

The real issue is correcting nonconformities identified by customer complaints. But what the heck is a customer complaint?

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Al Dyer
Forum Wizard

Posts: 622
From:Lapeer, MI USA
Registered: Oct 2000

posted 17 February 2001 09:01 PM     Click Here to See the Profile for Al Dyer   Click Here to Email Al Dyer     Edit/Delete Message   Reply w/Quote

Can only agree with Marc,

Ask the customer and use their measurments when possible.

This is not to say that internal measurements can also be derived and be important, if they are cost effective and lead to continuous action. (I'm trying not to use the word "improvement")


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