Customer Satisfaction Measurement for ISO 9000: 2000

by Self; Roche; Hill

• ISBN13: 9780750655132
• ISBN10: 0750655135
• Format: Paperback
• Copyright: 2001-12-26
• Publisher: Elsevier Science

Summary

For the first time, the ISO 9000 quality management standard requires that registered companies measure customer satisfaction. many customer surveys produce misleading results due to poor questionnaire design, inappropriate data collection methods and invalid statistic analysis. Customer Satisfaction Measurement for ISO 9000 explains in a clear and simple manner how to conduct a professional customer satisfaction survey that will produce a reliable result - as well as being consistent with the requirements of ISO 9001:2000. Each step of the customer satisfaction measurement process is explained sequentially and each is linked to appropriate clauses in the ISO 9001:2000 statement.

Table of Contents

Foreword	xi
Why measure customer satisfaction?	1	(8)
Summary	1	(1)
What the Standard says	1	(1)
Keeping customers is profitable	2	(2)
Satisfied customers are more likely to stay	4	(1)
You can't manage what you don't measure	5	(1)
From measurement to action	6	(1)
An overview of the CSM process	6	(1)
Conclusions	7	(2)
Customer satisfaction measurement and ISO 9001:2000	9	(11)
Summary	9	(1)
Background to the new Standard	9	(2)
Components of the ISO 9001:2000 family of standards	11	(1)
ISO 9000:2000	11	(1)
ISO 9001:2000	11	(1)
ISO 9004:2000	11	(1)
The philosophy of ISO 9001:2000	12	(2)
What the Standard says	14	(4)
Management responsibility	14	(1)
Customer requirements	15	(1)
Customer satisfaction	16	(2)
The transition to ISO 9001:2000	18	(1)
Conclusions	18	(2)
Identifying customers' requirements	20	(16)
Summary	20	(1)
What the Standard says	20	(2)
ISO 9000:2000 definition	20	(1)
Determining customers' requirements	21	(1)
The customers' role	21	(1)
Whose responsibility is it?	21	(1)
The importance of identifying customers' requirements	22	(1)
How not to do it!	22	(1)
How to do it	22	(1)
The lens of the customer	22	(2)
Specifications or requirements	23	(1)
Exploratory research	24	(1)
Qualitative and quantitative research	24	(1)
Depth interviews	25	(4)
Organising depth interviews	25	(1)
Conducting depth interviews	26	(3)
Focus groups	29	(5)
Recruiting focus groups	30	(1)
Running focus groups	31	(1)
Identifying customers' requirements	32	(2)
Prioritising customers' requirements	34	(1)
Conclusions	34	(2)
A representative sample	36	(10)
Summary	36	(1)
What the Standard says	36	(1)
Sampling theory	36	(4)
Probability and non-probability samples	37	(1)
Non-probability samples	37	(2)
Probability samples	39	(1)
A sampling example	40	(2)
Sampling the customers	40	(1)
Sampling the contacts	41	(1)
Sample size	42	(2)
Sample reliability relates to sample size	42	(1)
Drilling down	43	(1)
Sample size and response rates	44	(1)
Conclusions	44	(2)
Survey decisions	46	(22)
Summary	46	(1)
What the standard says	46	(2)
Personal interviews	48	(2)
Personal interviews - advantages	49	(1)
Personal interviews - disadvantages	49	(1)
Telephone interviews	50	(1)
Telephone interviews - advantages	50	(1)
Telephone interviews - disadvantages	50	(1)
Self-completion questionnaires	51	(1)
Self-completion questionnaires - advantages	51	(1)
Self-completion questionnaires - disadvantages	52	(1)
Maximising response rates	52	(7)
Essentials	53	(2)
Advisables	55	(1)
Marginals	56	(1)
Avoidables	57	(1)
Maximising response rates - a summary	58	(1)
New technology	59	(2)
Web surveys	59	(1)
Interactive voice response	60	(1)
Choosing the most appropriate type of survey	61	(1)
Telephone or postal	61	(1)
Mixed methods	62	(1)
Confidentiality	62	(2)
Confidentiality - the advantages	62	(1)
Confidentiality - the disadvantages	63	(1)
The right approach to respondent confidentiality	64	(1)
When to survey	64	(2)
Continuous tracking or baseline survey	65	(1)
Timing	66	(1)
Conclusions	66	(2)
Questionnaire design	68	(15)
Summary	68	(1)
What the Standard says	68	(1)
Questionnaire layout	69	(3)
Questionnaire length	70	(1)
Questionnaire sections	70	(1)
Instructions	70	(1)
Satisfaction and importance questions	71	(1)
Classification questions	72	(1)
Design issues	72	(1)
Questionnaire wording	72	(5)
Knowledgeable answers	73	(1)
No ambiguous questions	73	(1)
No jargon	74	(1)
No double questions	74	(1)
No biased questions	75	(1)
No biased rating scales	75	(2)
Rating scales	77	(4)
Likert scale	77	(1)
Verbal scale	78	(2)
Numerical scale	80	(1)
Conclusions	81	(2)
Analysis of data	83	(18)
Summary	83	(1)
What the Standard says	83	(1)
Manual or computerised analysis	84	(1)
Computer software	85	(1)
Analysing the results	86	(6)
Analysing numerical scales	86	(4)
Analysing verbal scales	90	(2)
Reporting the results	92	(7)
Reporting numerical scales	92	(6)
Reporting verbal scales	98	(1)
Conclusions	99	(2)
Customer communication	101	(10)
Summary	101	(1)
What the Standard says	101	(1)
Introducing the survey to customers	102	(3)
Who?	103	(1)
How?	103	(1)
What?	103	(2)
Feedback on the survey results	105	(3)
Who?	105	(1)
What?	106	(2)
How?	108	(1)
Progress reports	108	(1)
Performance and perception gaps	108	(1)
Conclusions	109	(2)
Internal communication	111	(8)
Summary	111	(1)
What the Standard says	111	(1)
Employee buy-in	112	(2)
The launch	113	(1)
Key staff	113	(1)
The mirror survey	114	(2)
Understanding customers' requirements	115	(1)
Understanding customer satisfaction	115	(1)
The value of mirror surveys	116	(1)
Internal feedback	116	(2)
Conclusions	118	(1)
ISO 9004:2000 - Beyond customer satisfaction measurement	119	(13)
Summary	119	(1)
What the Standard says	119	(3)
Interested parties	120	(1)
Competitive advantage	121	(1)
Benchmarking your performance	122	(2)
Comparisons with direct competitors	124	(3)
Comparison indicator	124	(1)
Market standing	125	(2)
Achieving customer satisfaction	127	(3)
Top management support	127	(2)
Prominence	129	(1)
Accurate methodology	129	(1)
Extensive feedback	129	(1)
Swift decision making	129	(1)
Action	130	(1)
Continuing focus	130	(1)
Conclusions	130	(2)
Appendix A: ABC Ltd Customer Survey - Telephone	132	(4)
Appendix B: ABC Ltd Customer Survey - Self-completion	136	(4)
Appendix C: ABC Ltd Customer Survey - Internal	140	(5)
Index	145