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Customer Satisfaction & Iso 22000


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#1 Simon

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Posted 24 August 2004 - 03:08 PM

I'm currently reading ISO 22000 (N69) in conjunction with ISO 9001:2000 and it is very interesting.

You can clearly see the technical committee has tried (very successfully IMO) to align ISO 22000 with ISO 9001:2000 where it is appropriate to do so, and in some cases the clauses are virtually identical. One example is in Control of Records (ISO 22000 (4.2.3) - ISO 9001 (4.2.4) with just one word difference.

In other areas whole clauses are omitted, the most significant of which is in relation to Customer satisfaction:

ISO 9001:2000:

8.2.1 Customer satisfaction


'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.'

ISO 9004:2000 (8.1.2 (g)) goes further:

'Measurements of customer satisfaction should be considered as vital for evaluation of the organization's performance.'

For excellent guidance on satisfaction see ISO 9004:2000:

8.2.1.2 Measurement and monitoring of customer satisfaction
8.2.4 Measurement and monitoring the satisfaction of interested parties e.g. people in the organization, owners and investors, suppliers and partners and society.

In ISO 22000 there isn't a ‘customer satisfaction' clause. The only mention of ‘customer feedback' as far as I can see is in the following clause:

8.5.2 Food safety management system updating:

'…The food safety team shall at defined intervals evaluate and assess customer feedback including complaints related to food safety, audit reports, and results of verification activity analyses…'

In my opinion this implies a passive rather than active stance towards customer satisfaction and is not what one would expect from a preventative system such as ISO 22000.

Maybe I'm wrong, perhaps customer satisfaction is outside the scope of a food safety management system?

Is it even possible to measure customer satisfaction in terms of food safety?

Should we take it if a customer is not dead or injured or has not made a complaint they are satisfied?

Just a few points for discussion.

Regards,
Simon


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#2 Lion Maru

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Posted 04 October 2004 - 04:14 PM

"Maybe I'm wrong, perhaps customer satisfaction is outside the scope of a food safety management system?"


I'm looking at the DIS and the 4th clause of the scope clearly indicates that it is intended that the standard will help organisations to "evaluate and assess customer requirements and demonstrate conformity with those mutually agreed customer requirements that relate to food safety." which to me does look weaker than the requirements of ISO 9000 but only if you actually consider 9004 requirments - 22000's clause appears to be more specific in terms of what we should be using to measure Customer satisfaction and just as strong as ISO 9001: 2000.
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#3 Simon

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Posted 04 October 2004 - 08:13 PM

Is customer satisfaction simply about satisfying Customer requirements though? :dunno:

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#4 Charles Chew

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Posted 05 October 2004 - 05:58 PM

Is it even possible to measure customer satisfaction in terms of food safety?

I have always viewed this requirement from the ISO 9K2K point of view as one of quality issue. However, if taken from the food safety context, the intepretation of customer satisfaction has wide implications.

Rather than taking a Customer Satisfaction Survey, HACCP takes a more direct approach where Customer Complaint is viewed more seriously BUT ONLY as it happens. Hence -

Should we take it if a customer is not dead or injured or has not made a complaint they are satisfied?


I would therefore tend to agree that if no one is dead or complains, the customers are generally a happy lot..............which is a good reason why we should complain.

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#5 Simon

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Posted 05 October 2004 - 07:07 PM

Rather than taking a Customer Satisfaction Survey, HACCP takes a more direct approach where Customer Complaint is viewed more seriously BUT ONLY as it happens.

Hmm in theory...anyone fancy a glass of orange juice?

I would therefore tend to agree that if no one is dead or complains, the customers are generally a happy lot..............which is a good reason why we should complain.

Good point Charles, as consumers we must do our bit. It's our duty!

The way I perceive customer satisfaction is holistically, perhaps a pie provides a useful metaphor. Each slice of pie needs to satisfy the customer in order for the customer to be satisfied. Obviously some slices of pie are more important to the customer than others and we should work harder at identifying and improving these.

Obviously a ‘safe food product' is an important piece of the pie as is price, delivery, quality, courteous staff etc.

Maybe we shouldn't consider that if a customer is not dead, injured, or has not made a complaint they are satisfied. They are not dissatisfied or at least they haven't told us they are, but we cannot simply take it they are satisfied.

Satisfaction always comes in degrees from highly dissatisfied to highly satisfied. If this is true the question is how do we go about improving customer satisfaction in terms of the safety of the product? Can it be improved? Can it be broken down? Can we survey customers? Can we benefit commercially by improving it?

Just a few thoughts, if I'm talking rubbish please let me know.

I'm hungry…

Regards,
Simon
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#6 Charles Chew

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Posted 06 October 2004 - 02:12 AM

If this is true the question is how do we go about improving customer satisfaction

Simon,
I think you have brought up an important point and realistically it is not possible to achieve full customer satisfactions due to different values of "satisfaction" from varied customers.

With this, there would always be continuous improvement needed in achieving customer satisfactions. Gosh! There would be no end to this. In commercial value terms, is product satisfaction (often a brand image), a greater buying factor than competitive product pricing (where quality can be reasonable) :dunno:

Sorry to have jumped the track but I thought these are real issues that could by and large, have some connections between "Satisfaction vs Safety"

Charles Chew
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