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HB 2512004

Customer

Satisfaction

M e a s u r e m e n t

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HB 2512004

Customer Satisfaction Measurement

A handbook for users of AS/NZS ISO 9001:2000

Dr Fadil Pedic
The Research Forum

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Standards Australia International
All rights are reserved. No part of this work may be reproduced or copied in any form or by any
means, electronic or mechanical, including photocopying, without the written permission of the
publisher.
Published by Standards Australia International Ltd, GPO Box 5420, Sydney NSW 2001, Australia.
ISBN 0 7337 6199 2

-ii-

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The revision of the AS/NZS ISO 9000 series of Standards in 2000 introduced many changes. The
Standards are now easier to use, more applicable to a variety of organizations and there are fewer
Standards in the suite to avoid information duplication. There is a now a definite customer focus in
AS/NZS ISO 9001:2000 Quality management systemRequirements. With this new focus comes an
increased need to understand customer needs and expectations. Hence this Handbook. The
document explains AS/NZS ISO 9001 in the context of continuous measurement of customer
1
satisfaction that is, a Customer Satisfaction Monitor (CSM ). If we are to truly focus on customers
we must first understand their needs, wants and expectations when it comes to our product or
services. This is what a CSM is all about.
The overall aim of this Handbook is to provide businesses with a greater understanding of options
they have for collecting customer satisfaction data. It includes a number of real-life examples of
businesses where customer satisfaction is being measured on a continuous basis (with mixed
results) and explains different methods that may be employed to collect customer satisfaction data.
This allows readers to learn both the dos and donts of CSM from their peers. In addition, the
Handbook replicates the relevant sections of AS 39062004, Quality of serviceGuide to customer
expectations in order to highlight the critical role of customer expectations in driving the level
Customer Satisfaction either up or down, and hence our need to measure expectations as well as
satisfaction.
The Handbooks author, Dr Fadil Pedic, has worked on both sides of the research fence. For four
years he was a market research buyer with the Commonwealth Department of Health, where he
managed a range of qualitative and quantitative projects, including major national customer
satisfaction monitors. Since leaving the public sector, he has formed two market research firms,
including The Research Forum which he now heads.
Dr Pedic has taught research methods and statistics at university level and is a fully registered
Research and Communications Psychologist, with publications in both Australian and overseas
journals in areas of Customer Satisfaction, advertising and public health issues. His clients include
the ATO, CBA, Cigna Insurance Worldwide, the Department of Finance, George Weston Foods,
Franklins, GIO Australia, Pascol Paints, the Pharmaceutical Society of Australia, Roads & Traffic
Authority, Sydney SuperDome and Zurich Insurance.

Measurement of customer satisfaction on a continuous basis rather than as a one-off or ad hoc

measure.

-iii-

-iv-

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1.

INTRODUCTION............................................................................................................................................ 1
What is customer satisfaction?....................................................................................................................... 1
What is customer satisfaction measurement?.............................................................................................. 2
Why measure customer satisfaction?............................................................................................................ 2
The importance of qualitative data ............................................................................................................... 3

2.

AS/NZS ISO 9001:2000 AND CSM............................................................................................................... 4

Continuous measurement .............................................................................................................................. 5

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Satisfaction tracking ........................................................................................................................................ 5

Choice of methodology................................................................................................................................... 8
Systematic data collection and analysis........................................................................................................ 9
What level of satisfaction is satisfactory? ..................................................................................................... 9
3.

CUSTOMER EXPECTATIONS.................................................................................................................... 11
External and internal customers.................................................................................................................. 12
Customer needs and preferences ................................................................................................................ 12
How expectations are developed by the customer ................................................................................... 13
Customer responses to unfulfilled expectations ....................................................................................... 15

4.

MEASURING EXPECTATIONS AND SATISFACTION......................................................................... 17

Issues to consider in customer satisfaction measurement ....................................................................... 17
Customer Satisfaction Monitor (CSM)........................................................................................................ 20

QUALITATIVE RESEARCH........................................................................................................................ 23
Focus group discussions............................................................................................................................... 24
Individual in-depth interviews.................................................................................................................... 24

6.

QUANTITATIVE RESEARCH .................................................................................................................... 26

Mail/self-complete surveys ......................................................................................................................... 26
Central location research .............................................................................................................................. 27
Telephone surveys......................................................................................................................................... 27
Face-to-face surveys ...................................................................................................................................... 28
Comparing quantitative methods ............................................................................................................... 29

7.

CONCLUSIONS ............................................................................................................................................ 30

-v-

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HB 2512004

Customer Satisfaction Measurement

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HB 251-2004, Customer Satisfaction Measurement

A handbook for users of AS/NZS ISO 9001:2000

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