Customer Satisfaction

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Welcome to the Customer Satisfaction Website

How do you know your customers are satisfied?

The Quality Gap from Quality Management Principles & Practice reproduced by kind permission of the publishers QM&T (Pubs)Organisations often think the way to measure customer satisfaction is to examine the number of customer complaints. The problems with this method is that it is reactive, it only responds (if at all) after the event and it does not really measure satisfaction only dissatisfaction. Monitoring complaint levels does not really tell if the customers are any more or less satisfied with the product or service.

For example, consider how many times you have been dissatisfied with a product or service - say once a month. Now how many times have you written to complain - possibly once or twice or maybe never. Managers and Directors often say "if our customers are unhappy, they will soon tell us". Well do they? If on a personal level you rarely write to complain, what happens at a company level - is it different?

Here is an example of an organisation basing its customer satisfaction strategy on levels of customer complaints and getting it badly wrong.

In a Warehousing organisation, customers were unable to obtain product (spares, consumables, etc.) from the newly relocated, reorganised and centralised warehouse. Deliveries were often late or wrong, if they arrived at all. The customer complained verbally, but being unable to obtain their items ordered, spent their time looking for an alternate supplier rather than wasting their time complaining. The customer could not afford the time to complain, they were too busy avoiding their processes from stopping by sourcing the required items from another supplier. The Warehouse turnover plummeted. "If our customers are unhappy we'll soon know about it" said management.  Well, they didn’t at least not until it was too late and they had lost 90% of their customers.   Yes 90%.

Follow the link for further information on Market Driven Quality.

Don't wait until it's too late


Measuring levels of customer satisfaction is not only a key element of the ISO9001:2000 certification scheme, it is also an important measure of the "quality health" of an organisation. So action to establish, review and improve customer satisfaction is of obvious importance. 

  • If your organisation and would like to know more about our customer satisfaction feedback service where we can handle, respond to and monitor customer care inquiries such as customer feedback, complaints or difficulties, please click here. Customer Feedback Service
  • If your organisation would like to know about our measuring customer satisfaction service then please click here. Measuring Satisfaction
  • Follow the link for further information on:
    • Measuring Customer Satisfaction
    • Customer Satisfaction Training including meeting the requirements of:
      • ISO 10001 Customer satisfaction: Guidelines for codes of conduct for organizations
      • ISO 10002 Customer satisfaction: Guidelines for complaints handling in organizations
      • ISO 10003 Customer satisfaction: Guidelines for dispute resolution external to organizations Customer Satisfaction Books

If you wish to improve your organisations customer care performance or would just like further information about how we can support your Customer Satisfaction or Customer Care initiative please contact Alice Lennie at Address: QM&T, PO Box 172, Guildford, Surrey GU2 7FN, United Kingdom Telephone: 01483 453511 Fax: 01483 453512 Email:

Address: QM&T, PO Box 172, Guildford, Surrey GU2 7FN, United Kingdom

Telephone:  01483 453511

Fax: 01483 453512






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