Measuring quality in customer service via ISO 9001:2015

ISO 9001:2015 Quality Management System is a popular ISO for many businesses and organisations. It is an accreditation that sends a clear message to your customers and clients that you have the ability to deliver high-quality service each and every time.

An essential part of the standard is measuring customer satisfaction and that means not only collecting customer feedback but doing so in a way that is integral to your continuing compliance with ISO 9001: 2015.

Customer feedback clauses

There are several clauses within this standard that relate directly to customer feedback. They place clear expectations on organisations as to how they will meet customer expectations, gather reviews and feedback but, just as importantly, how, as an organisation, you respond to it too.

ISO 9001: 2015 requires an organisation to;

  • Monitor customer perception as to how much (or little) their needs and expectations are being met. As part of the process, you will need to show the method for obtaining, monitoring and reviewing this information.
  • Commit to maintaining and enhancing customer satisfaction – in other words, that customer feedback is an integral part of your business and not just lip service.
  • Have communication with customers to actively seek their feedback on products and services. The same applies to customers being able to complain.
  • Analyse customer satisfaction and complaints, using both to improve the service given to customers.
  • Commit to customer service from the ‘top-down’. In other words, customer satisfaction should be driven and welcome by senior management and used as an integral process in quality management systems.

ISO 9001: 2015 views customer feedback as a tool by which an organisation or business can monitor the health of its quality management system. A flood of customer complaints, for example, centred around a product or a particular part of your service is sending a clear message that ‘something is not right’.

Seeing your business from your customers’ point of view is a powerful viewing platform. Feedback should be welcomed, a chance to confirm that you are doing things right for your customers. Equally, it can be eye-opening to find out what customers don’t like too…

Whose feedback are you seeking?

We think of only customers who are in receipt of the end product or service as those from whom we need feedback. While important, ISO 9001:2015 broadens this view and suggests that feedback should be obtained from clients and customers at every part of the supply chain.

What are you inviting feedback on?

Essentially, ISO 9001:2015 is a commitment of an organisation to monitor and analyse customer feedback on every aspect of its business from reviewing financial arrangements with suppliers to manufacture, design, product use etc, from customers.

Setting QMS standards

The process of gathering customer feedback is integral to ISO 9001:2015. How you go about gathering this information is important as it needs to sit alongside the key metrics of your quality management system.

And here is where the Synergos Consultancy team can help…

How can we help you?

If you’re in need of assistance with ISO 9001 or any other aspect of ISO certification, here at Synergos we’d be delighted to help. Whether you have questions about the path to certification or are looking for advice and support to maintain an existing standard call 01484 666160 or email and we’ll be happy to talk it over with you.


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Jenny Kilburn
Jenny Kilburn
Completed my Masters in Business Administration (MBA) in 2012 I was looking to start my own business. With over 10 years improving and streamlining business systems, I grasped an opportunity to assist a local business to improve their quality and communication processes by researching the requirements of a quality management system based upon ISO 9001 and conducted my first internal audit that resulted in 97 improvement recommendations. After a successful outcome, I was recommended again and again with glowing reviews and in February 2014, Synergos Consultancy was born. I now have the role of regularly reviewing and planning the strategic direction of the business to ensure that Synergos continues to develop, whilst at the same time, still actively working closely with some of our clients. In my spare time I love to attend the theatre to watch musicals, dance productions and plays. In 2019, I attended the theatre a whopping 24 times. I follow a plant-based diet which I absolutely love. A keen tick-tock follower, I have picked up a lot of interesting recipes. A firm favourite is Brussel sprouts and sriracha sauce baked in the oven. Delicious!
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