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What Does ISO 9001 Clause 9.1.2 Customer Satisfaction Mean?



ISO 9001 Clause 9.1.2, which focuses on customer satisfaction, is part of the Performance Evaluation section of the standard.


ISO 9001 Clause 9.1.2 Customer Satisfaction


This clause underscores the importance of collecting customer feedback, gaining an understanding of the customer, and evaluating customer satisfaction as a key indicator of the performance of the Quality Management System (QMS).


  1. Determining Methods for Monitoring Customer Satisfaction: Organizations need to determine the methods for obtaining and monitoring information related to customer perception as to whether the organization has met customer requirements. Methods can include surveys, feedback forms, direct communication, and other relevant approaches.

  2. Reviewing Customer Satisfaction Results: The organization is expected to review the results of monitoring customer satisfaction as part of its management review process. This ensures that customer feedback is considered in the evaluation of the QMS.

  3. Using Customer Satisfaction Information: The information obtained from monitoring customer satisfaction should be used to identify opportunities for improvement. It can provide valuable insights into areas where the organization excels and where there is room for enhancement.

  4. Documented Information: Organizations are required to maintain documented information about the results of the monitoring and any actions taken as a result of the evaluation. This documentation serves as evidence of the organization's commitment to addressing customer satisfaction.


Clause 9.1.2 Example Electronics Manufacturer


Let's consider an example of how a company might apply ISO 9001:2015 Clause 9.1.2 on Customer Satisfaction. XYZ Electronics is a company that manufactures consumer electronics. To comply with ISO 9001:2015 Clause 9.1.2, XYZ Electronics implements the following practices:


  1. Customer Feedback Mechanism: XYZ Electronics has set up a customer feedback mechanism through various channels, including online surveys, customer support hotlines, and email. They encourage customers to provide feedback on their products and services.

  2. Regular Customer Satisfaction Surveys: The company conducts regular customer satisfaction surveys to gauge the overall satisfaction of customers. These surveys include questions about product quality, delivery times, customer service experiences, and other relevant factors. In addition, the company reviews customer service feedback (both positive and negative), meeting with consumers, conducting market-share analysis, warranty claims, and dealer reports.

  3. Feedback Analysis: The feedback collected is systematically analyzed by the Quality Management Team. They categorize feedback into positive and negative aspects and identify key areas that require attention.

  4. Management Review Meetings: During management review meetings, which are part of their ISO 9001 compliant management system, the executive team reviews the summarized results of customer satisfaction surveys. They discuss trends, areas of improvement, and notable feedback.

  5. Continuous Improvement Initiatives: Based on the feedback received, XYZ Electronics initiates continuous improvement projects. For instance, if customers express concerns about a specific product feature, the product development team works on enhancements to address those concerns.

  6. Documentation: All customer feedback, survey results, and actions taken for improvement are documented. This documentation serves as evidence during internal and external audits that XYZ Electronics is actively monitoring and addressing customer satisfaction in line with ISO 9001:2015.

  7. Communication with Customers: XYZ Electronics communicates with customers about the actions taken as a result of their feedback. This not only shows responsiveness but also helps in building trust with the customer base.


In this way, XYZ Electronics aligns with Clause 9.1.2 by actively seeking customer feedback, analyzing it, and using the insights gained to drive continual improvement in their products and services.


Why is Customer Satisfaction Important?


Customer-Centric Focus: ISO 9001 places a strong emphasis on meeting customer requirements and enhancing customer satisfaction. Monitoring customer satisfaction helps organizations stay customer-focused and responsive to changing needs and expectations.


Continuous Improvement: By systematically reviewing and analyzing customer satisfaction data, organizations can identify trends, areas of improvement, and corrective actions. This aligns with the principles of continual improvement embedded in ISO 9001.


Enhancing Reputation: Positive customer satisfaction is crucial for maintaining a positive reputation in the marketplace. Satisfied customers are more likely to be loyal and recommend products or services to others.


ISO 9001:2015 Clause 9.1.2 Customer Satisfaction


Clause 9.1.2 reinforces ISO 9001 prinicple of customer focus and the importance of organizations actively seeking, monitoring, and using customer feedback to drive improvements in their processes and overall quality performance.

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