ISO 9001:2015 Clause 9.1.2 Customer satisfaction

ISO 9001:2015 Requirements

The organization shall monitor customers’ perceptions of the degree to which their needs and expectations have been fulfilled. The organization shall determine the methods for obtaining, monitoring and reviewing this information.
NOTE Examples of monitoring customer perceptions can include customer surveys, customer feedback on delivered products and services, meetings with customers, market-share analysis, compliments, warranty claims and dealer reports.

1) The organization shall monitor customers’ perceptions of the degree to which their needs and expectations have been fulfilled.

Monitoring customers’ perceptions of the degree to which their needs and expectations have been fulfilled is a vital aspect of customer-centric quality management. It involves gathering feedback from customers to understand their satisfaction levels and whether their requirements and expectations have been met. This process is commonly referred to as “customer feedback” or “customer satisfaction measurement.” Here’s how organizations can effectively monitor customers’ perceptions:

1. Implement Customer Feedback Mechanisms: Establish structured channels for collecting customer feedback. These can include customer surveys, feedback forms, complaint mechanisms, suggestion boxes, online reviews, and direct communication channels (e.g., customer service hotlines or email).
2. Define Clear Objectives: Clearly define the objectives of collecting customer feedback. What specific information are you seeking to gather? Common objectives include assessing product/service quality, identifying areas for improvement, and measuring overall customer satisfaction.
3. Select Appropriate Metrics: Choose the right metrics and key performance indicators (KPIs) to measure customer satisfaction and fulfillment of needs and expectations. Common metrics include Net Promoter Score (NPS), Customer Satisfaction Score (CSAT), and Customer Effort Score (CES).
4. Regularly Solicit Feedback: Actively seek feedback from customers at various touchpoints in their journey with your organization. This can include post-purchase surveys, support interactions, and feedback after service delivery.
5. Analyze Customer Data: Analyze the collected feedback and data to identify trends, patterns, and areas of concern or improvement. Utilize data analysis tools and techniques to derive actionable insights from customer feedback.
6. Segment Customer Feedback: Segment customer feedback based on various criteria such as product/service lines, customer demographics, geographic regions, or transaction types. This segmentation can reveal specific areas that require attention.
7. Take Prompt Action: Address any issues or concerns raised by customers promptly. Implement corrective actions to resolve problems and prevent similar issues from recurring.
8. Continuous Improvement: Use customer feedback as a catalyst for continuous improvement. Encourage a culture of listening to the customer and making changes based on their input.
9. Communication with Customers: Communicate with customers about the actions taken in response to their feedback. Let them know that their input is valued and that their concerns are being addressed.
10. Measure Trends Over Time: Monitor trends in customer satisfaction and perceptions over time. This helps assess the impact of improvement initiatives and identify whether customer satisfaction is trending upward or downward.
11. Benchmark Against Competitors: Consider bench-marking your organization’s customer satisfaction against industry peers and competitors. This can provide valuable insights into your organization’s relative performance.
12. Document Customer Feedback and Actions: Maintain records of customer feedback and the actions taken in response. Documentation is essential for demonstrating your commitment to customer-centric quality management.
13. Compliance and Reporting: Ensure that your customer feedback processes comply with relevant standards and regulations. Also, report on customer satisfaction and feedback as required by your quality management system.

Monitoring customers’ perceptions and acting on their feedback is not only essential for maintaining high levels of customer satisfaction but also for achieving long-term success and competitiveness in the marketplace. It helps organizations adapt to changing customer needs and expectations, ultimately contributing to business growth and sustainability.

2) The organization shall determine the methods for obtaining, monitoring and reviewing this information

Determining the methods for obtaining, monitoring, and reviewing information related to customer satisfaction involves a systematic approach to ensure that the organization effectively gathers and acts upon feedback from customers.

1. Identify Relevant Stakeholders: Determine the stakeholders who play a role in assessing and managing customer satisfaction. This can include customers, customer-facing employees, sales and support teams, marketing, and senior management.
2. Define Objectives and Goals: Clearly define the objectives and goals of measuring customer satisfaction. What specific aspects of the customer experience are you trying to assess or improve? What are the desired outcomes?
3. Select Appropriate Metrics and Tools: Choose the right metrics and tools for obtaining customer feedback. Common methods include surveys, questionnaires, feedback forms, interviews, focus groups, online reviews, social media monitoring, and complaint tracking systems.
4. Develop Customer Feedback Surveys: If surveys are a primary method, design structured and targeted customer feedback surveys. Ensure that survey questions align with your objectives and that they are easy for customers to understand and answer.
5. Implement Multi-Channel Feedback: Utilize multiple feedback channels to gather a comprehensive view of customer satisfaction. This can include post-purchase surveys, customer support interactions, and feedback during various touch-points in the customer journey.
6. Establish Frequency and Timing: Determine the frequency and timing of customer feedback collection. Consider collecting feedback after specific events (e.g., purchase, support interaction) or periodically (e.g., quarterly or annually).
7. Analyze and Interpret Data: Collect and analyze the data gathered from customer feedback channels. Use data analysis techniques to identify trends, patterns, and areas of concern or improvement.
8. Segment Customer Feedback: Segment customer feedback based on relevant criteria such as product/service lines, customer demographics, geographic regions, or transaction types. This segmentation can provide more granular insights.
9. Set Performance Benchmarks: Establish benchmarks or performance targets for customer satisfaction metrics. Compare your results against these benchmarks to assess your organization’s performance.
10. Report Findings: Create comprehensive reports summarizing customer feedback findings and insights. Share these reports with relevant stakeholders, including management and employees responsible for taking action.
11. Take Corrective Actions: Address any issues or concerns raised by customers promptly. Implement corrective actions to resolve problems and prevent similar issues from recurring.
12. Continuous Improvement: Use customer feedback as a driver for continuous improvement. Encourage a culture of listening to the customer and making changes based on their input.
13. Document Feedback and Actions: Maintain records of customer feedback and the actions taken in response. Documentation is essential for demonstrating your commitment to improving customer satisfaction.
14. Communication with Customers: Communicate with customers about the actions taken in response to their feedback. Let them know that their input is valued and that their concerns are being addressed.
15. Review and Adapt Methods: Periodically review the effectiveness of your customer feedback methods. Adjust your approach based on changing customer needs and evolving industry best practices.
16. Compliance and Reporting: Ensure that your customer feedback processes comply with relevant standards and regulations. Also, report on customer satisfaction and feedback as required by your quality management system.

By following this step-by-step process, organizations can develop a robust system for obtaining, monitoring, and reviewing information related to customer satisfaction. This not only helps meet the requirements of this clause but also supports customer-centric quality management, fosters customer loyalty, and drives business success.

3) Examples of monitoring customer perceptions can include customer surveys, customer feedback on delivered products and services, meetings with customers, market-share analysis, compliments, warranty claims and dealer reports.

Monitoring customer perceptions through various methods is essential for gaining insights into how customers view your products, services, and overall business. Here are examples of methods and sources you can use to monitor customer perceptions:

1. Customer Surveys: Conduct surveys to collect structured feedback from customers about their experiences. These surveys can cover topics such as product quality, customer service, ease of doing business, and overall satisfaction. Surveys can be administered through email, online forms, or phone interviews.
2. Customer Feedback on Delivered Products and Services: Collect feedback directly from customers after they have received and used your products or services. This can involve post-purchase surveys, follow-up calls, or online reviews and ratings.
3. Meetings with Customers: Regularly meet with key customers or client representatives to discuss their needs, expectations, and feedback. These meetings can provide valuable qualitative insights into customer perceptions.
4. Market-Share Analysis: Analyze market-share data to assess your organization’s competitiveness. Changes in market share can be indicative of shifts in customer perceptions, preferences, or satisfaction with your offerings.
5. Compliments: Take note of compliments and positive feedback from customers. These comments can highlight areas where your organization is excelling and what customers value most.
6. Warranty Claims: Examine warranty claims and post-sale support requests. High numbers of warranty claims or support inquiries may indicate product quality or reliability issues that need attention.
7. Dealer Reports: If you have a network of dealers or distributors, collect their feedback on customer interactions and product performance. They often have direct insights into customer sentiments.
8. Social Media Monitoring: Monitor social media platforms for mentions, comments, and reviews related to your brand, products, or services. Social media can be a source of both positive and negative feedback.
9. Online Reviews and Ratings: Track online reviews on platforms like Google, Yelp, Amazon, or industry-specific review sites. Encourage satisfied customers to leave positive reviews and address any negative reviews promptly.
10. Customer Complaints: Keep records of customer complaints and the resolution process. Analyze recurring complaints to identify and address underlying issues.
11. Customer Satisfaction Index (CSI): Implement a customer satisfaction index, such as Net Promoter Score (NPS), Customer Satisfaction Score (CSAT), or Customer Effort Score (CES). These metrics provide quantifiable insights into customer perceptions.
12. Mystery Shopping: Conduct mystery shopping exercises where trained evaluators pose as customers to assess the quality of service, adherence to processes, and overall customer experience.
13. Focus Groups: Organize focus group discussions with representative customers to explore their perceptions, preferences, and attitudes in-depth.
14. Online Forums and Communities: Participate in or monitor industry-related online forums and communities where customers discuss products and services. Engaging in these discussions can provide valuable insights.
15. Competitor Analysis: Analyze how your competitors are perceived by customers. Understanding your competitive landscape can shed light on areas where you can differentiate and improve.

Remember that the effectiveness of these methods may vary depending on your industry, customer base, and the nature of your products or services. Combining multiple sources and methods can provide a more comprehensive understanding of customer perceptions, allowing you to make informed decisions and drive improvements in line with customer expectations.

Documented Information required

Clause 9.1.2, specifically addresses the requirement to monitor customer satisfaction. While the standard does not prescribe a specific set of documents or records for this clause, it does emphasize the importance of obtaining and monitoring information related to customer satisfaction. Here are some documents and records that organizations often use to fulfill the requirements of this clause:

1. Customer Feedback Records: Maintain records of customer feedback, including complaints, suggestions, compliments, and general comments. These records should detail the nature of the feedback, the date it was received, and the actions taken in response.
2. Customer Satisfaction Surveys: If you conduct customer satisfaction surveys, retain the survey instruments, responses, and analysis results. This documentation provides evidence of your efforts to gather and assess customer perceptions.
3. Customer Complaints and Resolutions: Document customer complaints, their resolution processes, and any corrective actions taken to address underlying issues. These records help demonstrate your commitment to addressing customer concerns.
4. Customer Communication Records: Maintain records of communication with customers, including emails, letters, and meeting minutes. This documentation may include discussions about satisfaction, expectations, and feedback.
5. Performance Metrics and KPIs: Keep records of key performance indicators (KPIs) related to customer satisfaction, such as Net Promoter Score (NPS), Customer Satisfaction Score (CSAT), or Customer Effort Score (CES). Track performance against these metrics over time.
6. Management Review Documentation: Include customer satisfaction as an agenda item in management review meetings. Document the discussions, decisions, and action plans related to customer satisfaction improvement.
7. Customer Testimonials and Case Studies: If you have received positive feedback or testimonials from customers, maintain records of these endorsements. They can serve as evidence of customer satisfaction.
8. Analysis and Reports: Document the analysis of customer feedback and satisfaction data. Reports summarizing trends, patterns, and areas for improvement provide evidence of your commitment to monitoring customer satisfaction.
9. Trend Analysis Reports: Create reports that track changes in customer satisfaction and perceptions over time. These reports can highlight improvements or areas that require attention.
10. Root Cause Analysis Records: If customer dissatisfaction issues are identified, maintain records of root cause analyses conducted to understand the underlying reasons. Document the corrective actions and preventive measures taken.
11. Training Records: Keep records of employee training related to customer satisfaction, including customer service training and communication skills development.
12. Customer-Facing Process Documentation: Document processes and procedures related to customer interactions, ensuring that they align with customer satisfaction objectives.
13. Compliance and Conformance Records: Ensure that your customer satisfaction monitoring and improvement activities comply with relevant standards and regulations. Document evidence of compliance and conformance.

Organizations should establish a systematic approach to document and retain records related to customer satisfaction to demonstrate their commitment to meeting customer needs and expectations, as well as to drive continuous improvement in this regard.