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CUSTOMER RELATION MANAGEMENT
Atul Goel
Goel Ganga Group
Posted on 10 July 2002
INTRODCUTION :
ISO 9000 Quality Assurance System
as it was called is no longer a system related only to construction as it is
still conceived by many. Now the ISO 9000 -2000 standard has redefined its
clauses and definitions . It has emphasised on Customer Relationship Management
(CRM) . CRM is the new buzz word often used in modern theory of management. New
standard now has emphasised on the organisation to be more customer focused and
to continuously improve, based on customer feedback.
It now needs a systematic analysis
of customer feedback and satisfaction.
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ISO 9001 1994 is basically a
model for QUALITY ASSURANCE IN DESIGN , DEVELOPMENT, PRODUCTION, INSTALLATION
AND SERVICING. It takes care of quality-plans and quality checks during the
course of production to ensure that the final products meet the pre-determined
quality standard. The main thrust is towards QUALITY CHECKS AND EVIDENCE IN
THE FORM OF DOCUMENTED QUALITY RECORDS. Absence of evidence and the documented
quality records in the process of AUDIT leads to NON-CONFORMANCE. Large number
of NCs and repetition of NCs speak about the ill-health of the quality
assurances systems in the organisation .
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The approach in the ISO
9001-2000 standard is different . Besides stressing on a number of new
requirements, major TRUST AREAS have been identified as follows: a) PROCESS
APPROACH b) CUSTOMER FOCUS c) MEASUREMENT, ANALYSIS AND IMPROVEMENT
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Process approach is meant to
enhance customer satisfaction by meeting customer requirements and also
emphasises the importance of continual improvement of process based on
objective measurement
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Measurement analysis and
improvement in process is needed (a) To demonstrate conformity of the product
(b) To continually improve the effectiveness of the Quality Management System.
CUSTOMER RELATION MANAGMENT:
Keeping in view the THRUST-AREAS,
as mentioned above, the central theme of the new standard ISO 9001-2000, to my
mind, is the “CUSTOMER RELATIN MANAGEMENT”.
If a business organisation can
manage and maintain fair and healthy relations with his customers, there should
be no treat to business and its growth . “CUSTOMER FOCUS”. Is the first and
foremost requirement. The management should therefore, ensure that customer
requirements are determined and fulfilled with the aim of enhancing customer
satisfaction . This also calls for promotion of awareness of customer
requirements throughout the organisation.
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For effective Customer Relation
Management, the organisation should also determine; Requirements specified by
the Customer , Requirements not stated by the customer but are necessary for
specified use or known for intended use. , Statutory and regulatory
requirement related to the product.
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As the key factor in the
Customer Relation Management is the customer satisfaction, it is necessary
that the organisation shall monitor information to customer perception as to
whether the organisation has fulfilled customer requirement. The method for
obtaining and using the information shall be determined .
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Again for good Customer Relation
Management, the organisation should collect and analyse the data on the
effectiveness of the Quality Management System and look for continual
improvement of the quality of the product, The analysis of data should provide
information related to: Customer satisfaction , Conformance to product
requirements , Opportunities to preventive actions.
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Thus, if due thought and care of
is given to good Customer Relation Management , Compliance to the all the
important and main provisions of the new STANDARD ISO 9001-2000 will be smooth
and natural .
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