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- HOW TO IMPROVE YOUR CUSTOMER JOURNEY USING ISO 9001 (SECTION 10)
- 08 February 2021
- Lets look at how to improve your business and customer journey using 'Section 10' of ISO 9001:2015 - Improvement.
- Improvement is something we all strive towards:
- •To get better at...
- •Make an addition to something to bring value
- •Increase capital value
- Along with customer perception this is possibly the least evidenced aspect of the audit and arguably these two elements are critical set you apart from your competitor.
- Examples of improvement may be:
- •Corrective action
- •Change
- •Innovation
- •Re-organisation
- •Refining a process or a system
- The Standard requires:
- ※The organization shall determine and select opportunities for improvement and implement any necessary actions to meet customer requirements and enhance customer satisfaction.§
- The purpose of this is clear; meet customer requirements, and enhance satisfaction, for example:
- I bought a hoover 11 months ago, it was the most expensive hoover I have ever purchased but it was amazing! It was selected after reading reviews online, and even asking in a social media group who has this and is it worth the money?
- Based on customer feedback I bought it 每 they had the sale! Unfortunately it died＃ but now this brand has my custom for life! Why?
- •I was able to call the company and get through to a real person almost immediately 每 my expectation was lots of minutes listening to a robot ※press 1 for this and 5 for that§
- •They noted I hadn＊t registered for warranty 每 I expected to lose my money 每 they actually registered it there an then retrospectively and covered me
- •I was told what shop was nearest to return it to with automatic refund or replace 每 I expected issues 每 there was, they didn＊t have it in stock and had added ㏒100 to the price
- •I got a refund and decided to buy it direct for the same price 每 helpfully they asked me what I wanted and what upgrade free gift I needed 每 same hoover ㏒50 off, free car valet kit delivered next day and covered for 5 years!!
- Requirement met, enhanced satisfaction and I was really happy to tell them when they asked for feedback.
- The point is I could have got the same hoover from anywhere, but the process was good and actually came from a negative situation. Often determining what your company needs to improve on or can improve on is daunting, and good questions to ask of yourselves may be:
- •If you were a consumer of your product and company would you see a valuable service?
- •Would you be satisfied or do we go the extra mile to make the customer really happy?
- •Do we give the customer what they want or expect, or is what we THINK they want?
- It is critical to assess honestly where your business ranks; average is ok! Will average set you apart from the competition?
- Authored by Judith Hargreaves, NQA UK Auditor
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