Past the half way point in our top ten countdown of quality system nightmares -
Reason #5 – Customer satisfaction data is not analyzed, or even collected!
Whenever the subject of customer satisfaction comes up in quality system implementation, there is never a neutral or apathetic response from top management. Some are gung-ho on getting data and finding out where they stand, and others will wince in pain knowing that the big blowout last week with that top account will end up as a documented exercise in finger pointing. Everyone will have their personal take on gathering data, including just who should be solicited for feedback and who will analyze it.
”Customers don’t expect you to be perfect. They do expect you to fix things when they go wrong.”
- Donald Porter V.P., British Airways
Often, those management team members that have direct responsibility for on-time delivery and zero defects may think customer satisfaction data is not necessary, especially when there has been a recent positive trend in both of those metrics. If the customer is getting defect free product and on-time delivery, what could possible be wrong? Why would anyone complain?
If you read ISO 9001 clause 8.2.1 – Customer Satisfaction, it states “…the organization shall monitor information relating to customer perception as to whether the organization has met customer requirements.” This can mean a lot more than good product on time. Your customer may have many issues regarding such matters as communication, response time to questions or concerns, or other service related items.
One of the most comical remarks we’ve heard from the ranks of top management is that “We don’t want to ask anyone now – we just sent out a lot of bad orders that are coming back!”
Waiting for customers to be in a really good mood should not be a part of information gathering criteria. How the company ranks in customer satisfaction is not the important thing. What a company is doing in response to customer satisfaction is the primary concern.
In fact, great customer relation-building opportunities await if customer satisfaction data is collected during times of product crises. Demonstrating that customer opinion matters, whether good or bad, and then actually acting on that information through such methods as corrective action, increased contact or even new process implementation will convey the message that no matter how negative a customer experience was, the customer is supreme!
For some creative ideas in measuring customer satisfaction, contact G3 Solutions today!