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Customer communication

An effective customer communication process contributes to the success of any organization’s quality management system and ultimately to the success of the organization itself. Conversely, many problems that an organization experiences with its customers can often be traced back to poor communication. The Auditing Practices Group reports

What is customer communication?

ISO 9001 states that organizations shall determine and implement effective arrangements for communicating with customers in relation to:

• product information
• enquiries, contracts or order handling, including amendments
• customer feedback including customer complaints

There are a number of other requirements in ISO 9001 where reference is made directly, or indirectly, to customer communication. First, top management shall ensure that customer requirements are determined and are met with the aim of enhancing customer satisfaction. Second, the organization’s review of the requirements related to the product conducted prior to the organization’s commitment to supply a product to the customer. This could refer to, for example, the submission of tenders, acceptance of contracts or orders, acceptance of changes to contracts or orders. Third, where the customer provides no documented statement of requirement, customer requirements shall be confirmed by the organization before acceptance thus the organization needs to have a system in place to obtain those requirements. Last, authorizing the use of non-conforming products by release or acceptance under concession by a relevant authority and, where applicable, by the customer.

Processes related to interested parties are covered in the guidance from ISO 9004:2000. The guidance notes state that: ‘Management should ensure that the organization has defined mutually acceptable processes for communicating effectively and efficiently with its customers and other interested parties’. Furthermore: ‘The organization should implement and maintain such processes to ensure adequate understanding of the needs and expectations of its interested parties’.

Verifying effective communication

It is vital that organizations can adequately verify the effectiveness of customer communications. This is a critical component for achieving customer satisfaction. Although there is no specific requirement in ISO 9001 for a documented procedure, depending on the size, complexity and culture of the organization, it may be necessary to have one in place to ensure the effective implementation of the customer communication process.

ISO 9000 defines a customer as the recipient of the product. It further gives examples of customers including referring to them as end users. Many organizations sell their products and services through dealers and retailers and may not be receiving orders directly from end users. It is important for the auditor to verify how the organization communicates about the quality of its product or service to the end users and also the mechanism for obtaining feedback (besides complaints) from the end users. It should be recognized that the needs of the dealers or retailers may at times be different from those of the end users.

 

The auditor’s approach

Customer communication falls in three general categories:

• an organization’s general communication to existing or potential customers – such as advertisements or marketing information
• specific information relating to a customer enquiry, requirement or order
• communication in response on customer feedback and complaints

An auditor has a number of different aspects to look out for in terms of an organization’s general customer communication. The auditor must assess product information, which includes advertising material, websites and product catalogues.

Where the organization receives orders from dealers and not end users, the auditor should establish that the product information available to the end users, such as pamphlets, brochures and websites, describe the products or services adequately and accurately. The auditor should also try to establish how the customer needs have been identified and product specifications arrived at.

The auditor would verify the product information to confirm that it is readily available to customers or potential customers and provides information that is up-to-date and accurate. The auditor could also query, for example, how often advertising material, websites and product catalogues are reviewed to reflect the organization’s current product offerings and services and what measures are taken if a particular product is modified, discontinued or no longer available.

In terms of specific customer communication, the auditor should also observe enquiries, contracts or order handling, including amendments. The list is vast and may include examining quotations, order forms, confirmation of orders, amendments to orders, delivery documentation, invoices, credit notes, emails, general correspondence and visit reports and notes to and from customers. The auditor should also assess customer feedback and the organization’s complaints management process. This refers to letters in response to complaints and acknowledgments.

There are also further instances where the auditor will experience the organization’s communication with the customer. This could be during the ordering process where the customer provides no documented statement of requirement or where the organization needs to have a system in place to obtain or confirm these customer requirements before the organization accepts the order. Further experiences also include the design and development process - where there may be considerable communication between the organization and the customer - or the process of authorizing the use of non-conforming products by a relevant authority and, where applicable, by the customer.

The auditor would use normal trace methods to verify compliance with the customer communications requirements of ISO 9001 and whether the organization communicated effectively with the customer in the execution of the enquiry, contract or order.

This article is an edited version of ‘Auditing customer communications’ from the website of the ISO 9001 Auditing Practices Group, and is reproduced courtesy of ISO and the IAF. These papers were developed on current best practice and therefore have not been formally endorsed as International Accreditation Forum (IAF) guidance or ISO TC176 interpretations. For further information about the Auditing Practices Group click here

 

The ISO 9001 Auditing Practices Group is an informal group of QMS experts, auditors and practitioners drawn from the ISO Technical Committee 176 Quality Management and Quality Assurance (ISO/TC 176) and the IAF. It has developed a number of guidance papers and presentations that contain explanations about the auditing of QMSs. These reflect the process-based approach that is essential for auditing the requirements of ISO 9001.