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Purpose
To describe the methods adopted for monitoring customer perception about XXX product and
services.

Scope
Addresses the local and export customers of XXX and covers the following :
o Annual Survey of Institutional Customers
o Complaints Analysis
o Meetings with Customers
o Market Survey by a reputed Market Research Agency

Responsibility
The Management Representative is responsible for the effective implementation of this
procedure.

Process Description
#

Activity

Responsibility

1. Annual Survey
1.1 Planning the Survey
1.1.1

Customer Satisfaction Feedback Measurement

MR

is carried out on an annual basis by XXXfor their

institutional customers.
1.1.2

MR uses the previous survey questionnaire (if

any) as a starting point and makes necessary

MR

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modifications to the same.

1.1.3

In addition, a covering letter is drafted to go

MR

along with the Customer Satisfaction Survey

Questionnaire.

(refer

Annexure

and

Annexure # 2 as a sample ).
1.1.4

The questionnaire along with the covering letter

MR

is then sent to the Vice Chairman/Chairman for

their review and approval.
1.2 Survey Roll out
1.2.1

Receive the approved survey questionnaire

MR

along with the covering letter from the Vice

Chairman/Chairman.

Obtain the updated

institutional customers list from the Group

Sales Manager.
1.2.2

Identify the modes of administering the survey

MR

and accordingly send out the questionnaire

along with the covering letter through letter, fax
or e-mail as appropriate.
1.2.3

Responses are received and the Response

Tracker is updated. Follow up is initiated for
responses not received. All effort is made to
obtain the responses from all key institutional

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MR

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INTEGRATED MANAGEMENT SYSTEM

Procedure for Customer

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customers

(i.e.

customers

who

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contribute

significantly to AL Raffas revenues)

1.2.4

MR reviews the responses received and may call

MR

up the respondent in order to seek clarifications

or secure further information.
1.2.5

All responses are compiled in the Customer

MR

Satisfaction Survey file.

1.3 Analysis and Reporting
1.3.1

Once responses are received from all the key

MR

customers, MR analyses the responses and

prepares a report on the same.
1.3.2

The report is sent to the Chairman and Vice

Chairman

who

review

the

report

for

corrective/preventive and improvement actions

if any. The Vice Chairman discusses the report
with the GSM and Plant Manager. The Corrective
action plan is developed by the GSM and Plant
Manager

to

address

the

concerns

of

the

customers related to their area of operation, if

any. The action plan and the actions taken are
reviewed

by

the

Vice

Chairman

for

their

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MR

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effectiveness.

2. Complaint Analysis
2.1

Customer

complaints

data

is

analysed

on

MR

and

MR

monthly basis to identify any adverse trends.

2.2

The

corrective/preventive

actions

identification of improvement projects are done

as per the procedure for corrective /preventive
actions & improvement.

3. Meetings with Customers

3.1

The

GSM

regularly

meet

with

the

key

Customers. During these meetings it is ensured

GSM

that customer feedback is taken regarding the

market perception about AL Raffas Products
and Services. The feedback is recorded in the
Visit Report a copy of which is forwarded to the
VC for his review.
3.2

Corrective/Preventive
improvement
applicable

projects
and

their

actions
are

and/or

identified

as

implementation

is

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GSM

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monitored.

4. Market Survey
4.1

Once every three years, it is ensured that a

VC

reputed Market Research agency is engaged to

carry

out

Market

customers

Survey

perception

to

about

determine
AL

Raffas

products and services vis--vis competition,

customer

preferences,

new

trends,

market

potential etc.
4.2

The report is forwarded to the Chairman for his

review.

An

action

plan

consultation

with

the

is

drawn
Chairman

up

VC

in
and

implementation is monitored.

5. Continual Improvement
5.1

The effectiveness of this procedure is reviewed

MR

during internal audits and management review.

5.2

Based on the findings appropriate action is

taken and the procedure is revised if necessary,
in consultation with the VC.

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MR

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Metrics
#

Measure

1.

Customer
Satisfaction Score

Definition

Target

% of customers giving us a score of At least 80%

4 or 5 on overall customer
satisfaction question.

Records
#

Record

Responsibility

1.

Approved Customer Satisfaction Survey questionnaire and MR

covering letter

2.

Customer Satisfaction Survey file with responses

MR

3.

Customer Satisfaction Feedback Analysis report

MR

4.

Customer Complaints Monthly Report

MR

5.

Customer Feedback (part of Visit Report)

GSM

6.

Market Survey Reports

Vice Chairman

Annexures
1.

Customer Satisfaction Survey questionnaire (sample)

2.

Covering letter to the survey (sample)

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Annexure #1 Customer Satisfaction Survey Questionnaire

CUSTOMER SATISFACTION FEEDBACK

Customer
Name:
Product Attribute Ranking
1. Please rank the
following product
Less
Importa Most
Not
Neutral
/service attributes as
nt
Importa Importa
Importa
being Most Important
nt
nt
nt
(5) to Not Important
(3)
(1)
(1)
(5)
(2)
(4)
a. Quality
b. Delivery process
c. Responsiveness

Performance Feedback
2. Please provide us your
feedback on our performance
to the various questions on
product/service and delivery
given below

Bad

Poor

Good

(1)

(2)

(3)

Very Excelle
Good
nt
(4)

(5)

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a. How well do our product/service

compare with respect to your
expectations?
b. How well do our product/service
compare with respect to our
competitors
c. How well are your queries
regarding our product/service
responded to?
d. What do you think about the
information provided by our staff
regarding the status of your
enquiry/order?

e. How well does our staff perform in

providing you with all information
regarding our product and services
?

f. What do you think about our

performance regarding delivery of
product ?
g. In case there are complaints, how
well are the complaints handled

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and resolved?

h. What is your overall satisfaction

Comments
Please provide us with any other comments/suggestions that you feel will
help us improve our product and services.

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Annexure #2 Covering Letter to the Survey

Dear Sir/Madam,

After Compliments,

In keeping with our mission and quality policy of providing our customers
with quality products and service, we would like to solicit your views on the
performance of our products and services.
We request you to spend a few minutes to complete the questionnaire and
provide us with your valuable feedback. We believe that your feedback will
go a long way in continually improving our products & services and
maintaining a long term mutually beneficial relationship with you & your
organisation.

Thanking you,
Yours sincerely,
<Name>
Chairman