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Customer Satisfaction Measures and ISO 9001 Requirements Quality Network, August,2002 Don Pital Center for International Standards & Quality Georgia Institute of Technology ©2002 Georgia Tech Research Corporation. All rights reserved.
©2002 Georgia Tech Research Corporation MIDDLE GA REGION Dublin Alan Barfoot (Region Mgr.) Danny Duggar Rosemary Hall MACON George Lee Paul Todd Angie Stokes Georgia Tech Industrial Extension
©2002 Georgia Tech Research Corporation AT&T Bank of America Beaulieu of America Bell South Telecommunications The Coca-Cola Company* General Motors Corporation Georgia Power Company* Interface Kimberly-Clark Corporation NIST Manufacturing Extension Partnership State of Georgia Sykes Enterprises *founding members CISQ Sponsors
©2002 Georgia Tech Research Corporation Georgia Tech Industrial Extension 5 Major Service Centers Energy Management Systems (MSE 2000) Environ. Manag. Systems (ISO 14000) IT Management Systems (software and application selection, Dublin IT Ctr.) Lean Enterprise Manag. Systems (setup time reduction, Kanban, 5S, TPM) Quality Management Systems (ISO 9001)
©2002 Georgia Tech Research Corporation Quality Management CISQ (Center for Intern. Stds. And Quality) On-site, On-line, Open enrollment classes Customized ISO 9001 Implementation Course Licensing Current State Assessments (GAP audit) “Preparedness” Pre-Asses. Audits On-site customized coaching No-charge Regional Quality Networks
©2002 Georgia Tech Research Corporation Upcoming Open Enrollment Courses – Execut. Intro. to ISO 9001, Oct. 8-Savannah, Dec. 10 Tifton – Internal Auditing, Sept Atlanta – Root Cause Analysis, Sept. 26-Atlanta – Management Rep., 9-17/18, Atlanta – Root Cause Analysis, Sept. 26, Atlanta – Continual Improvement, Oct. 29- Atlanta Checklist of Quality Services
©2002 Georgia Tech Research Corporation CISQ ISO 9001 Implementation Program (New to ISO) Starts anytime – Includes 8 courses – Initial GAP assessment – On-site coaching days – Final “readiness” pre-assessment audit – From nothing to registration in 1 year or less – Track record of 100% company success rate Implementation Program
©2002 Georgia Tech Research Corporation Standard Transition Training ISO 9001 Transition Assistance Course (1994 to 2000 version) – Transitioning to ISO 9001:2000 in a Registered Co. Oct in Atlanta Condensed transition class Focuses on new version additions/changes Reviews methods to meet new requirements
©2002 Georgia Tech Research Corporation Transition Assistance Program ISO 9001 TURNKEY Program (1994 to 2000 version) Start Anytime – GAP Analysis – Coaching (Doc. Review, CI, CS, Mgt. role, Process Mapping, IA Changes) – Tools (Responsibility and Doc. Matrices, Key Measures, CS Methods Analysis) – Pre-Assessment Audit (2 days)
©2002 Georgia Tech Research Corporation New!! On-line Classes NEW! Intro. To ISO 9001:2000 – Great for multiple trainees – Excellent for busy top managers – Printable certificate after completion – Only $195 NEW! Internal Audit Refresher – Great for reviewing audit techniques to new std. – Only $400 – Printable certificate for your training records
©2002 Georgia Tech Research Corporation Other Opportunities in your region Lean Manufacturing Overview – Tifton, Sept. 17 IT Center in Dublin (Software Application Help), Randy Green (478) Website for training: – All areas – Quality specific
©2002 Georgia Tech Research Corporation Let’s Begin !! What is Customer Satisfaction ???
©2002 Georgia Tech Research Corporation Customer Satisfaction: The customer's perception of the degree to which the customer's requirements have been fulfilled. (from ISO 9000:2000)
©2002 Georgia Tech Research Corporation My Definition of Customer Satisfaction Gap between what the customer expects and what really happens If reality is worse than what I expect, – less satisfied If reality is better than what I expect, – more satisfied Example: – Mailed Letter (expectation= 3-5 days) – Fedexed Letter (expectation= next day) – Faxed Letter (expectation= 5 minutes)
©2002 Georgia Tech Research Corporation Two important notes on Customer Satisfaction 1.Customer complaints are a common indicator of low customer satisfaction, but their absence does not necessarily imply high customer satisfaction. FACT: Only 5% of your customers will vocalize their complaint.
©2002 Georgia Tech Research Corporation Two important notes on Customer Satisfaction 2. Even when customer requirements have been agreed with the customer and fulfilled, this does not necessarily ensure high customer satisfaction.
©2002 Georgia Tech Research Corporation ISO 9001:2000 is riddled with references to CS
©2002 Georgia Tech Research Corporation Requirements from ISO 9001: overt references to CS 1.1 General This international standard specifies requirements for a Quality management system where an organization... b) Aims to enhance customer satisfaction …
©2002 Georgia Tech Research Corporation Requirements from ISO 9001: Management Commitment Top management shall provide evidence of…communicating to the organization the importance of meeting customer requirements;
©2002 Georgia Tech Research Corporation Requirements from ISO 9001: Customer Focus Top management shall ensure that customer requirements are determined and met in order to enhance customer satisfaction.
©2002 Georgia Tech Research Corporation Requirements from ISO 9001: Management Review - Input Inputs to management review shall include information on customer feedback;
©2002 Georgia Tech Research Corporation Requirements from ISO 9001: Provision of Resources The organization shall determine and provide the resources needed to enhance customer satisfaction.
©2002 Georgia Tech Research Corporation Requirements from ISO 9001: Determination of requirements related to product The organization shall determine requirements not stated by the customer but necessary … where known.
©2002 Georgia Tech Research Corporation Requirements from ISO 9001: Customer Satisfaction The organization shall monitor information relating to customer perception as to whether the organization has met customer requirements. The methods for obtaining and using this information shall be determined.
©2002 Georgia Tech Research Corporation Requirements from ISO 9001: Analysis of Data Analysis of data shall provide information relating to customer satisfaction.
©2002 Georgia Tech Research Corporation When you boil it all down, you have a few basic themes: 1.Top management must lead 2. Know ALL customer requirements 3. Data gathering needs to be effective 4. Data analysis needs to drive decision making and management action
©2002 Georgia Tech Research Corporation 1 -Top Management leads by establishing a culture of CS Customer satisfaction is our ultimate goal (enhancement) Customer satisfaction is an investment (resources) Everybody must be involved in customer satisfaction (communicating requirements)
©2002 Georgia Tech Research Corporation 2 - Know all Customer Requirements Know the stated requirements (easier) Determine the unstated requirements (harder BUT with more potential) Meeting requirements means monitoring customer perception (8.2.1) What are the expectations? – Do we really know???
©2002 Georgia Tech Research Corporation 3- Effective Data Gathering
©2002 Georgia Tech Research Corporation Before you gather data, consider these issues: Who do you consider to be a “customer”? What issues are important to customers? Do we really know?? What is the objective of gathering data in the first place? Who and How will you collect data?
©2002 Georgia Tech Research Corporation Typical data gathering methods Customer surveys (verbal/written) – Only 10% of businesses do this regularly. Comment cards with shipment Field Service reports Warranty Trends Complaint & return analysis
©2002 Georgia Tech Research Corporation Typical data gathering methods (continued) Customer and Industry awards Industry reputation & ranking (Benchmarking) Focus groups Competitor Analysis (i.e. product comparison, service) Analysis of market share & revenue growth (??)
©2002 Georgia Tech Research Corporation 4- Data Analysis Figuring out what needs to be done
©2002 Georgia Tech Research Corporation The components of effective analysis Review of customer data (feedback) Involvement of people (sales, manufacturing, field service,top management)
©2002 Georgia Tech Research Corporation The components of effective analysis (con’t) Analysis leads to corrective or preventive action Formal problem solving methods – Easier (Brainstorming, Cause and Effect Dia.) – Harder (Root Cause Analysis, Design of Experiments) Implementation
©2002 Georgia Tech Research Corporation The components of effective analysis (con’t) Management Review Follow-up – Have actions taken led to improvement of the product related to customer requirements?? AND, Are the actions effective??? – Do they enhance customer satisfaction? – Do they improve the product or perception?
©2002 Georgia Tech Research Corporation Discussion & questions
©2002 Georgia Tech Research Corporation For more information: Presenter: Don Pital Organization: Georgia Tech - CISQ General Extension Service Information: Success Stories: Extension Office Services:
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