APG CustomerFeedback

International Organization for Standardization
International Accreditation Forum

Date: 5 June 2009
ISO 9001 Auditing Practices Group Guidance on:

Auditing customer feedback processes
1) Introduction
The customer feedback process is a critical part of the quality management system, and should therefore receive adequate attention during a third party audit. Feedback from the customer is one of the primary performance indicators that can be used to judge the overall effectiveness of the QMS. It is important, therefore, for the auditor to verify that a) the organizations customer communication channels promote an adequate awareness of the process by which customers can provide feedback b) inputs to the customer feedback process include relevant, representative and reliable data, c) this data is analyzed effectively, and d) the output from this process provides useful information to the management review and other QMS processes, to enhance customer satisfaction and drive continual improvement.
2) What are the requirements?

2.1) The overall objective of ISO 9001, as stated in clause 1.1 is to specify requirements for a quality management system where an organization: a) needs to demonstrate its ability to consistently provide product that meets customer and applicable statutory and regulatory requirements, and b) aims to enhance customer satisfaction through the effective application of the system, including processes for continual improvement of the system and the assurance of conformity to customer and applicable statutory and regulatory requirements. 2.2) Clause 7.2.3 requires the organization to determine and implement effective arrangements for communicating with customers in relation tocustomer feedback, including customer complaints. 2.3) Clause 8.2.1 of ISO 9001 states:
ISO & IAF 2009 All rights reserved www.iaf.nu; www.iso.org/tc176/ISO9001AuditingPracticesGroup
As one of the measurements of the performance of the quality management system, the organization shall monitor information relating to customer perception as to whether the organization has met customer requirements. The methods for obtaining and using this information shall be determined. The ISO/TC176 guidance document on terminology (ISO/TC176/SC2/N526R) emphasizes that monitor means to observe, supervise, keep under review; measure or test at intervals. It is important for auditors to recognize that there is no specific requirement in ISO 9001 clause 8.2.1 for the organization to perform formal customer satisfaction surveys, or other measurements of customer satisfaction, though this could of course be a useful tool in monitoring customer perceptions. It is therefore important that the organization tries to see things from the customers perspective, and monitors the customers perceptions; measurement of customer satisfaction may be appropriate in some situations, but it is not a direct requirement of the standard. NOTE: In addition to these specific references to the customer feedback process, there are a number of indirect references throughout the whole of the standard, which the auditor needs to take into account. Examples include feedback as part of the design and development process, process validation and others.
3) What should be addressed when auditing customer feedback processes?

Customer feedback is a process. It needs to be audited as a process, not as a clause of the standard. An evaluation also needs to be performed on the way in which the process is managed (see ISO 9001 clause 4.1.c), and its ability to provide meaningful information with which to judge the overall effectiveness of the QMS. The way in which the organization obtains this feedback (the method) is up to the organization to define. The auditor should therefore be aware of the many factors that can affect the organizations approach, and should recognize that there is no fixed recipe. Due consideration should be given to factors such as: organization size and complexity degree of sophistication of products and customers risks associated with the product diversity of customer base
3.1) Prior to the audit of the customer feedback process (preparation stage)
The auditor needs to be aware of the specific characteristics of the organizations products that are likely to impact customer satisfaction. Throughout the audit the auditor should be alert for indications that may suggest customer satisfaction or dissatisfaction which could serve as input into the audit of the customer feedback process. Good sources of such information may include, for example: Goods returned by the customer; Warranty claims; Revised invoices; Credit notes; Articles in the media; Consumer websites; Direct observation of, or communication with, the customer (for example in a service organization).
3.2) During the process assessment

These are some of the issues an auditor should address during an audit of the customer feedback process: a) What is the desired output of this process? What information is actually available on customer perceptions? How is this information used by management to drive improvements to the product, processes and the QMS? Are all customer categories covered by this information? It is important to remember that the organization may have more than one category of customer - see the definition of customer in ISO 9000 clause 3.3.5. For example, a manufacturer may sell to wholesalers, who then sell to retailers, who in turn sell to the general public. In this case the organization may need to address all three types of customer and they may all have different perceptions. The organization could be satisfying one group and upsetting another. b) How is the data collected to feed the process? There are many ways for an organization to monitor its customers perceptions, and the auditor should avoid preconceived ideas about how this should be done. Some examples of techniques the organization can use include: o face-to-face evaluations, which may be appropriate in many service organizations such as hotels How was your stay with us? or restaurants I hope you enjoyed your dinner telephone calls or visits made periodically or after delivery of products and services, questionnaires or surveys carried out by the organization itself, or by independent market researchers other contacts with customers, for example by service or installation personnel internal enquiries among the organizations personnel who are in contact with customers, evaluation of repeat business monitoring accounts receivable, warranty claims, etc. customer complaints analysis
o o o o o o o
Often complaints are the only spontaneous feedback received from customers, and these should be analysed for any trends, key concerns, impacts etc. It must be stressed, however, that customer complaints can not be the only input for monitoring customer perceptions. Also, the auditor should avoid reaching conclusions only by looking at specific individual complaints - these should always be put in the context of their overall impact on the QMS. c) How reliable is the information? In an ideal world, the organization would monitor the perceptions of all customers, but the costs of doing so might be prohibitive. Therefore it is necessary to verify the criteria the organization has used for any sampling of its customers, to ensure that this is representative, and reflects the risks both to the organization and its customers.
The auditor should seek to verify the information provided by comparing with other evidence obtained during the course of the audit (see 3.1). In some cases it may be appropriate for the auditor to verify information directly with the organizations customers, though a certain diplomacy will be required when doing this
d) How is the data analyzed? Simply collecting data on customer perceptions is not sufficient the auditor must follow the process through, to check how the data is analyzed (see ISO 9001 clause 8.4), and what conclusions are made with respect to the effectiveness of the QMS. o Are there any trends? o Is the situation stable, improving, or deteriorating? o Are customer needs and expectations changing? Although it is not a requirement of ISO 9001, it may be appropriate to ask the organization about industry comparisons, or benchmarking activities, in order to put customer feedback into perspective e) How does the information generated by this process feedback into the QMS as a whole? Organizations should be using the results of the customer feedback process to trigger corrective and/or preventive actions and as one of the overall measures of the QMS performance. The way in which these processes interact should also be subject to audit. The auditor should be able to recognize that the output from the customer feedback process forms an important input into other QMS process, such as data analysis, management review and continual improvement processes. An auditor who strives to add value will try to ensure that the organization recognizes the benefits a sound customer feedback process can bring, and will encourage (but can not require) the organization to think beyond simply meeting the requirements of the standard
f) What are the links to other QMS processes? The auditor should recognize that the customer feedback process has important links and interfaces with several other QMS process that include, but are not limited to the following clauses of the standard: o 5.6 Management review o 7.5.2 Process validation o 7.2.3 Customer communication o 7.3.6 Design and development validation o 7.3.7 Design and development changes
For further information on the ISO 9001 Auditing Practices Group, please refer to the paper: Introduction to the ISO 9001 Auditing Practices Group Feedback from users will be used by the ISO 9001 Auditing Practices Group to determine whether additional guidance documents should be developed, or if these current ones should be revised. Comments on the papers or presentations can be sent to the following email address: charles.corrie@bsigroup.com .
The other ISO 9001 Auditing Practices Group papers and presentations may be downloaded from the web sites:
www.iaf.nu www.iso.org/tc176/ISO9001AuditingPracticesGroup
Disclaimer This paper has not been subject to an endorsement process by the International Organization for Standardization (ISO), ISO Technical Committee 176, or the International Accreditation Forum (IAF). The information contained within it is available for educational and communication purposes. The ISO 9001 Auditing Practices Group does not take responsibility for any errors, omissions or other liabilities that may arise from the provision or subsequent use of such information.

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International Organization for Standardization

International Accreditation Forum

ISO 9001 Auditing Practices Group Guidance on:

2) What are the requirements?

ISO & IAF 2009 All rights reserved www.iaf.nu; www.iso.org/tc176/ISO9001AuditingPracticesGroup

3) What should be addressed when auditing customer feedback processes?

ISO & IAF 2009 All rights reserved www.iaf.nu; www.iso.org/tc176/ISO9001AuditingPracticesGroup

3.2) During the process assessment

ISO & IAF 2009 All rights reserved www.iaf.nu; www.iso.org/tc176/ISO9001AuditingPracticesGroup

ISO & IAF 2009 All rights reserved www.iaf.nu; www.iso.org/tc176/ISO9001AuditingPracticesGroup

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