These principles have been identified to facilitate the achievement of quality objectives and form the foundation for effective quality management. 1. Customer Focus
Organisations depend on their customers and therefore should understand current and future customer needs, should meet customer requirements and strive to exceed customer expectations. Satisfying customer needs and requirements should be the prime objective for any organisation because organisations will generate profits mainly through the sales of their goods and services to customers. Without customer satisfaction any business will ultimately fail. Any organisation also needs to have ways of keeping in touch with how customers perceive its performance, that is, how well they think the organisation has met their requirements.
ISO 9001:2008 places much emphasis on customer focus. Organisations can obtain customer needs through surveys and the surveys are normally conducted by an ISO auditor. Conducting a survey is a form of documentation. In fact customer needs can be obtained in many forms. Other than formal surveys, customer needs can also be obtained during customer visits, customers complaints and customer feedback. These data can be used as an input in the ISO system.
By applying the principle of customer focus, managers will be able to research and understand customer needs and expectations. By encouraging open dialogue and feedback from their customers will allow them the opportunity to better understand their needs and how they may better serve them. This, in turn, allows these managers to set goals to improve customer satisfaction and retain customer loyalty. Some methods that allow businesses to better communicate with their customers include the use of suggestion boxes, comment cards and providing a telephone number for customers to call when they have questions or comments. Moreover, the managers must also ensure that the goals