Customer satisfaction no longer enough!

Posted: September 21, 2010 in Business, Customer satisfaction, ISO 9001, Performance measures
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Customer satisfaction. . . . . how are we meant to measure that then for heaven’s sake.  Not the dreaded questionnaires, oh telephone surveys well that’ll work.  Why don’t we send our sales people out to talk to them whilst we’re at it.

This is one of the major stumbling blocks for many companies when they start  to get their heads round paragraph 8 in the ISO 9001 standard.  However, there it is plus your data on deliveries and reject levels isn’t good enough on its own – it needs to be data that your customer has generated.  Well I’ve got some great news for you – the goal posts are on the move!

I just read Dr Osman Khan’ blog here and it discusses the need not just to get the order there on time at the right price and quality but to go one better and delight the customer.  Would that create ‘delight’ – well think how you felt when you last bought something then received more than you expected – more than would just keep you satisfied.  Suggests it would work doesn’t it and certainly in current times when any competitive edge is worth recording especially if this generates more customer loyalty for your efforts.

Customer satisfaction is the base line, a given, so you need to go beyond it. So when you next sit down with your team don’t just settle for ‘satisfaction’ raise the bar and aim for ‘delight’.  Now there’s a challenge.

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