Measuring customer satisfaction for ISO 9001: what does the standard require?

If you are ISO 9001-certified (or working toward certification), you are required to measure customer satisfaction. Not as a formality, but as a meaningful way to assess and improve quality. The standard doesn’t just ask whether customers are satisfied, it asks how you monitor this and what you do with the outcomes.

What does ISO 9001 say about customer satisfaction?

Article 9.1.2 of ISO 9001:2015 states that you must track how customers perceive your performance. In practice, this means collecting and analysing customer feedback and being able to show how you use these insights to improve your processes. Occasional conversations or ad-hoc evaluations are not enough. ISO 9001 requires a structured and consistent approach.

How to measure customer satisfaction according to ISO 9001

A customer satisfaction survey is the most common method. This often involves an online questionnaire with measurable questions about elements such as service, communication and reliability.

Most important is that you:

• repeat the survey regularly (for example yearly)
• survey enough customers to get a representative picture
• include the results in your management review and improvement actions.

Only then does it meet the standard — and deliver real value.

“ISO 9001 asks not only for measurement, but for learning. We help organisations make customer feedback a structural part of their improvement cycle — not because they have to, but because it works.”

Common mistakes you can easily avoid

Too many generic questions, no follow-up on the feedback or conducting the survey solely for the audit are common pitfalls. A missed opportunity, because when done well, customer survey not only satisfies the auditor but also provides concrete input to strengthen your organisation.

Need support with measuring customer satisfaction?

Customeyes supports organisations in measuring customer satisfaction in a way that is ISO-proof and genuinely impactful. Through structured survey, clear reporting and actionable improvement advice. Curious about our approach? Feel free to get in touch.