Customer Satisfaction is an important aspect of maintaining a company’s reputation as well as the quality of the products that are being produced, therefore it is not surprising that ISO 9001’s, as well as other ISO Certification in Dubai, will require a company to take measures to produce quality products that will leave the customers satisfied.


The ISO 9001 standards, the most commonly requested ISO Certification in Dubai defines customer satisfaction as follows: The perception of the degree to which the customer’s requirements have been fulfilled. This implies that satisfaction is a subjective matter and not something that is objective, it also succinctly points out that satisfaction encompasses more than just a yes/no answer but a wide range of factors that contributes to the overall satisfaction.

There are certain nuances about how customers respond to your products, whether they are satisfied or not. A customer who does not complain should not be considered automatically as a satisfied client, as there are so many of them who do not complain; similarly, there are those who are generally satisfied but still complain because they are expecting something to happen with their complaints, i.e. the creation of a better product.


It is up to your organisation to enable the creation of a system which enables you to take into account these complaints and handle all the customers in the right way so that they will, in the future, become loyal customers. Indeed, the ISO definition goes further on and says: the organisation shall monitor information relating to customer perception as to whether the organisation has met customer requirements.

For you to receive and iso certification in Dubai, you will need to create a holistic framework which will allow you to manage customer satisfactions, and this system can be divided into three categories as follows:

customer-requirementThe Analysis: The needs, expectations, and requirements will be different for different industries, and therefore cannot be held against an objective scale. Therefore, this will also entail a different way of analysing the customer satisfaction levels. Some of these methods are trends analysis, complaint analysis, and market research and so on.  Some of the companies will prefer to conduct these customer analyses via direct approaches: customer interviews, client interviews, and client assessment. Whatever industry one find in, or whatever approach is taken, one has to keep in mind that there will be a difference as to what a customer needs, requests, and then expects.

Client Expectations: The expectations of a client can be divided into two sorts: theexpectation-reality tangible expectations of a client and the intangible expectations. The tangible expectations of a client are how much the product that is purchased or ordered by the client fulfils the requirements –this is the main tangible expectation of a client. An intangible expectation is a certain requirement that is not manifested in physical reality, but exists mostly within in the realm of language or the mind, and this is something that has to be documented into a guideline which will ease the pressure on the employees and give them a foundation to work with so that these expectations can be fulfilled as well.

customer-satisfactionMonitoring and Measuring: This is directly related to the customer satisfaction levels, rather than the previous two which are related to the factors that influence the satisfaction. The measuring of satisfaction levels of customers will enable you to receive important information that influences the products that you create. This means that there is an imperative for regular monitoring and measurement of satisfaction. The satisfaction level can be measured two types of information. THE one which will is collected directly from the customer for iso certification in Dubai, or the one that is collected via indirect methods.

You can use several methods for collecting the information. Like said in the previous paragraph, you can directly approach the client, but the most efficient way of collecting information is through designing and enacting a complaint system which lets clients give their complaints. Survey tools like questionnaires and telephone surveys, another type of tools include using social media platforms and emails. But there can such a thing as an overabundance of information which can lead to chaos. The most important thing to note is that the type of information that needs to be collected should be one which will have the effect of improving your product.


When getting an ISO certification in Dubai, you will have to create the right framework for the creation of all such methods and systems that will enable you to create products according to the requirements and expectation, and then alter the product by receiving the relevant information from the customers themselves regarding their satisfaction and its causes.

Needless to say, that a company cannot survive by constantly producing products that are consistently unpopular with their customer base, and this is why you should go and get yourself an ISO Certification in Dubai which will enable you to produce the right, holistic system.