ISO 9001 : Customer Satisfaction

In this series of blog posts, I will be taking a look at the main sections of ISO 9001, what they are, why they are important ...

This 101 is looking into Section 9.2 customer satisfaction. Why is this important to my business? Well, if your customers are not satisfied, they will not purchase from you again, you will not make any money and your business will not last.

"Simple really!"

It pays to make sure your customers are happy ... and continue to be happy. It costs a lot more to get new customers than it does to keep old customers. Plus, have you ever noticed how if you receive bad service then you tend to tell everyone about it?

Your customers will do the same if they receive bad service from you and your company and that can be devastating. Bad reviews have destroyed many businesses in the past. No one goes to a restaurant if your friends say it is rubbish, or buy your goods if the reviews say they are unreliable.

How do I do this? Decide what customer satisfaction means to your customers. Does it mean a clean and hygienic space to eat in? Does it mean picking up the phone or replying to emails quickly? Does it mean low prices, or the opposite, highly-priced designer goods?

Then decide how to monitor and measure it. This can be very simple. Have you been to an airport lately? They often have three buttons with faces on. Happy, OK and Sad. You simply hit one of them on your way out of the airport to register your satisfaction levels.

It is then worthwhile reviewing the data to see what the outcome is. For instance, if everyone hits a sad face after a plane has been delayed, you know that planes being on time is important. Alternatively, if you have a high customer retention rate then this indicates your customers are happy with your service.

"How do I manage this?"

There are a variety of ways you can manage this. It can be real-time feedback through a website or long-term relationship-building goals. Personally, I use Teamwork Project Management and CRM software. I can store all my data gathered in one place to review at a later date. Actions can then be monitored through task lists in the CRM.

Many of the companies I have worked with have found it useful to have an independent person to work with them to help facilitate the creation of a risk register and business continuity plan.


If you would like to know more about anything I've mentioned in this blog post, do give me a call on 01858 414226 or leave a comment below and let's see how I can help you.