Do Your Metrics Measure Up?

Assessing the right customer satisfaction data is important if you want to improve your organization.

Mon, 05/03/2010 - 10:05

ISO 9001 makes multiple references to the need to understand customer requirements and to monitor the extent to which those requirements have been fulfilled. In fact, the scope of the standard clearly indicates that its focus is primarily on ensuring that an organization has the processes that support its ability to fulfill customer requirements. Therefore, it stands to reason that gathering and analyzing information about how well an organization is doing in terms of meeting customer requirements would be an essential feature of its quality management system. Subclause 8.4 requires organizations to analyze data relating to (among other topics) customer satisfaction.

ADVERTISEMENT

The questions now are:

What data do you gather to assess customer satisfaction?

What metrics will provide a credible and reliable barometer of what your customers think of your organization and the products you furnish?

 …

Want to continue?
Log in or create a FREE account.
By logging in you agree to receive communication from Quality Digest. Privacy Policy.

Comments

Submitted by Dave Y on Tue, 05/04/2010 - 11:20

Look at the five "metrics". They all represent what the organization thinks they need to do to achieve customer satisfaction - the things they can control, like making sure they are polite and give a live demonstration. I agree these don't really measure customer satisfaction - but they do measure the organizations compliance with doing the things they think they need to do. And I could not fault them for wanting to verify that they are doing all those things.
Maybe we should suggest what they should measure. I'd like to see them monitor the purpose for each appointment, and publish the metrics of how many appointments were for people coming in to get their hearing aids adjusted and fixed. Then they could have a numerical assessment. Of course, it would not neccesarily be data about customer perception because it would be data about reasons for appointment. But so what? Maybe if we generate enough good ideas Denise and her Mom can take them in to her next appointment. With the new level of respect her Mom will command it is likely her level of service will improve, as will her frustrations and ultimately her hearing!

Submitted by BC on Tue, 05/04/2010 - 14:15

There is nothing wrong with the selected metrics. Beyond product quality, these metrics may well reflect customer satisfaction. What's missing is some measure of product effectiveness. Also missing is the recognition that each element contributing to customer satisfaction may not carry the same weight (business impact). In most cases if the product does not perform, good performance in any, or all, other categories is indeed a moot point.

Add new comment