Customer satisfaction is principally what ISO 9001:2000 is all about and it might well have been better titled 'Customer satisfaction systems -requirements'. A preferred title for clause 8.2.1 could then be market perception. Unfortunately the current title immediately leads one down the restricted path of considering only customers - people who have bought, and been satisfied, ie those who would buy again. Hence the thought that sales reports alone could achieve the desired results. This type of information can be very useful in that you may be able to establish what it is you do right and enhance those characteristics and therefore be even better at what you do. At the other end of the scale you have those who complain about your product or service and will eventually feel satisfied once your corrective action systems have run their course. However, what you really need to find out is why all those potential buyers out there are not your customers. Iris quite possible that they may tell you things you would rather not hear. But can you afford not to ask and then listen and act on what they have to say? Find out why leads are lost and quotes rejected, look at what your competitors are doing, investigate why you have so many one time purchasers, establish from any and every source possible what the marketplace thinks of you.
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