ISO 9001: Customer satisfaction requirements to be certified

What is ISO 9001

ISO is the International Organization for Standardization. ISO 9001 is an international standard for Quality Management Systems (QMS) updated in 2015.

The QMS is a set of processes, procedures, records, and policy rules that define a number of international rules to provide your company with a guideline on how you sell your products or services to your customers.

Of course, this standard will depend very much on the services or products you offer to your customers and on the needs of your company, but in its entirety, it provides all the necessary elements to ensure that your Quality Management System is optimal.

Between 2012 and 2017, there were more than 5 million ISO 9001 certifications that were delivered according to an ISO study dating from 2017

This standard can be implemented in all companies in all sectors.

ISO 9001 allows you to get an audit of your company and of your process by a certified organization.This adds a meaningful credibility when it comes to your customers’ perception as they will then not need to audit your company before working with you. 

ISO 9001 is a standard to implement in your company because, in addition to significantly improve your image, ISO 9001 will also allow you to improve customer satisfaction by identifying and meeting the needs of your customers.

ISO 9001 customer satisfaction clause

One of the main end-goals of ISO 9001 is achieving customer satisfaction. This can be reached by continuously keeping track of the extent to which your products and services meet the expectations and the needs of your customers.

The main clause that mentions customer satisfaction in ISO 9001 is 9.1.2.

Clause 9.1.2 requires an organization to monitor customers’ perception 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

This clause ensures companies implement a systematic process that makes it possible for them to  continually measure the customers’ needs. 

In fact, a customer here is not only the end-user of the product or the service. A customer also refers to intermediaries like assemblers who integrate your product into theirs or distributors who market and sell your product.

See how you can satisfy this clause

Implement a customer feedback collection strategy

The first thing you should think about when creating your strategy for customer feedback collection is identifying your target audience; the specific group that you can expect to purchase your products or service. 

Are you trying to target companies or consumers? Are you trying to attract people from a specific location with specific demographics? Or are you more interested in targeting certain industries?

Once these questions are answered, you need to make sure that all the employees that will be involved in the process understand clearly the type of data that you will collect. 

This is very important because if your employees are not comfortable with the process, it will be difficult to get the results that you are expecting. In fact, your employees are not going to collect all this data manually. 

There are many tools that exist and that can make their lives way easier. Feedback and survey tools will make it simple for you to gather all the information that you need at key moments via the touchpoints of your choice, either it’s email, SMS, reviews, or website intégrations.

Customer feedback is everywhere around you and it can be direct or indirect. If you want to get the full picture you need to listen to every word your customers are saying about you.

Learn more about Direct/Indirect Feedback Collection Here

When choosing the tool that you will be using you need to check its analysis capabilities. Some tools like SurveyMonkey and Typeform provide great interactive surveys but no effective features for data analysis. Other tools like Qualtircs, provide very advanced and complicated features that will need very specific knowledge. The best thing in this case is to use a tool that provides both interactive surveys and quality easy-to-understand data at the same time, like Feedier (IXM) the Intuitive Experience Management platform.

Collect feedback and analyze your satisfaction rate

Gathering feedback from your customers can be complicated if you’ve never been interested in it before. Nevertheless, there are many easy ways to do it to get a high response rate.

Read more: 3 Tips to increase your survey response rate

Of course, there is a wide range of tools, solutions, and platforms that will allow you to collect feedback in order to obtain ISO 9001 certification.

If you simply want to find out how satisfied your customers are without getting to the bottom of what your customers really think about your product/service, you can use basic tools such as SurveyMonkey or Typeform.

However, if customer satisfaction is a priority, but you want to go even further with your customer satisfaction research, an experience management solution may be a good option for an operational excellence.

Choosing an experience management platform (like Feedier (IXM)) gives you the ability to measure a wide variety of information about your customers and also provides you with information about your product/service, what problems your customers are aware of, how you can improve your business and thus increase customer satisfaction.

Create and send your first feedback form

Creating the feedback form that will allow you to collect your customers’ opinions is a step-by-step thing to do.

First, adopt a mindset in which you absolutely must ask only the essential questions to your customers.

Don’t try to create a complex form with 30 questions, because even if you think that each question is important and that it can give you information about your company, the response rate will be very low because nobody wants to answer 30 questions, it’s a very boring process.

So the goal is to keep it simple, short, and as clear as possible so that your participants answer all the questions from the first to the last.

In your set of questions, it is also important to measure your NPS (Net Promoter Score) as well as the CSAT (Customer Satisfaction).

Read more: How to measure your Customer Satisfaction

Moreover, a form that is gamified and with a neat visual identity is always more appreciated by the respondents rather than a very formal form without any work at the design level.

That’s exactly why Feedier has been working hard on its gamified feedback forms on which you can fully customize the style.

See more: Turn your survey into a playful moment

Now you need to send your feedback form. There are several ways to do this, such as sending a link to your form directly, adding your form in an iframe on your website/app or via an email/SMS campaign.

Of course, collecting direct feedback via a form is not the only solution, you can also collect indirect feedback via review platforms, third-party sites, or even via your support tickets.

Learn more: Direct/Indirect feedback collection

Analyze your feedback

Now that your forms have been sent out, you have most certainly received a satisfactory number of responses. To get ISO 9001 certification, your main objective is to know how satisfied your customers are with the service or product you offer them.

Analyzing your answers on a very intuitive dashboard like Feedier will be simple. Choose the metrics that best fit your needs whether it is the NPS or the CSAT and analyze your different graphs and tables in real-time to see what the key points of satisfaction are.

It is also very important to take into account the points of dissatisfaction, even if at first glance they may seem uninteresting, at the end of the day it will most certainly be this feedback that will allow you to improve your product/service and thus improve the overall satisfaction of the majority of your customers.

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