Customer Relation Management

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.
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 .
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
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
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.
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.
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 .
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.
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 .