This clause 9.1.2 is about customer satisfaction. The existence of the organisation is totally dependent on the customers who are the providers of funds which enable the organisation to sustain and carry out it's business.
Customer satisfaction depends on the extent to which the products and services are able to meet their needs and expectations. Customer feedback is to be obtained, analysed and necessary actions have to be taken to resolve the issues to enable enhancement of customer satisfaction. A satisfied customer will not only come back with repeat orders, but will bring more customers to the organisation. This will result in higher sales and growth of the organisation.
The organisation has to adopt various ways for obtaining customer satisfaction feedback, for example monitoring customer perceptions can include customer surveys, customer feedback
on delivered products and services, meetings with customers, market-share analysis, compliments, warranty
claims and dealer reports. These feedbacks have to be analysed to find out the gaps and take corrective actions to improve the customer satisfaction level.
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