TABLE OF CONTENTS The process-based approach to managing quality advocated by ISO 9001:2000 starts with customer requirements. The purpose of this chapter is to:
Emphasize the importance of identifying customers' requirements.
Distinguish between the lens of the customer and the lens of the organization.
Explain the use of exploratory research for identifying customers' requirements.
Clarify the applications of depth interviews and focus groups.
Bridge the gap between identification of customers' requirements and questionnaire design.
As explained in the previous chapter, one of the main principles underpinning the ISO 9000:2000 Standard is that most organisations' reason for being is to meet customers' requirements. In markets where customers have choices this has long been a basic fact of commercial life. Increasingly, however, in non-competitive situations, whether in the private or public sectors, it is recognised that organisations will not have a long-term future if they do not meet the requirements of their customers.
The Standard makes many references to 'meeting customers requirements' but provides very little explanation of precisely what 'requirements' are or how they should be identified. The key references from the Standard are:
ISO 9000:2000 defines 'requirement' as 'need or expectation that is stated, generally implied or obligatory'. The implication is that customer requirements are all embracing and that 'customer requirement' can include any factors on which customers base their judgement of your organisation. Our preferred definition is somewhat simpler:
A customer requirement is anything that is important to the customer.
