Skip to content Skip to sidebar Skip to footer

Customer Definition In ISO 9001:2008

Table of Content

Customer Definition

The customer is king for the company and however, we should be able to satisfy the customer according to our capabilities. Here is the understanding of customers taken from several sources:


In the broad sense, the customer is defined by all parties who have a working relationship with our business, or all parties related to the production process such as suppliers of raw materials, funders (company owners, creditors, investors, banks, etc.), distributors or agents marketers or distributors, like bridges or inter-order products, arrive "end-user", the workers and other people involved in the production process, the competitors, and the Buying or service (consumer, end-user).

In the narrow sense, the customer is a buyer of the product or service, without taking into account whether often, rarely or only occasionally buy our products or services. This is also a real customer. Customers in this sense are also called for all people or parties who pay attention or are interested in products or service or just "curious" only. This is also a potential customer.

Customers are everyone who demands a company to meet a certain quality standard that will influence our performance or management company.
Some definitions about customers, as follow:
  • A customer is a person who does not depend on us, but we who depend on it
  • The customer is the one who leads us to what his wishes
  • No one has ever won the argument against the customer
  • The customer is the most important person to be abolished
According to the Total Quality Management (TQM) perspective, customers and suppliers are both inside and outside the organization. External customers are people who purchase and use company products.

 An external supplier is a person outside the organization that sells raw materials/raw materials, information, or services to the organization. In the organization, there are also internal and external customers.

For example in a newspaper publishing company, employee A's job is to do editing, which then results will be handed over to employee B that regulates the layout of the newspaper. 

In this example, employee A is a supplier for employee B, and employee B is a customer of employee A. Employee B is not able to do his job properly if employee A does not do his job properly anyway.
Customers can we identify as:
  • People who use our work
  • Everyone who demands us to fulfill a certain quality standard and therefore will influence our performance.
  • People who do not depend on us, but we who depend on it.
  • The person who leads us to his wishes.
  • The most important person to be satisfied.


Internal Customer can be identified as people who are in the company and have an influence on performance
Look at an example:
Purchase, production, sales, salary payments, recruitment, and employees.


The definition of an intermediate customer is those who acted or acted as intermediaries, not as end-users of the product.

For example:
Distributors who distribute products, travel agents who book hotel rooms for end-users.


Meanwhile, an external customer is the buyer or end-user of that product called a real customer. In the modern quality system, the principle of the supplier-customer relationship must be maintained to satisfy each other.


In our business world, we have to pay attention to and listen to our customer's wishes well. The following are the steps to do so, as follows:

a. STEP 1

Listen The Voice Of Customer
Voice of Customer

Generally, customers want a product or service that has characteristics:
  • Better, cheaper, and Faster
  • À Quality Cost and Delivery
b. STEP 2

Performance Level Required To Meet Customer Expectations.

Level 1
The minimum performance level that is always assumed is that there is an implicit >

Level 2
Options and trade-offs are available to be selected by the customer

Level 3
Added-value of characteristics and features not previously known to customers

c. STEP 3
  • Relative importance (priority order) of each characteristic
  • For this process usually use a tool called: "Quality Function Deployment" or commonly called " House of Quality "
d. STEP 4

Customer Satisfaction Based On Current Performance

Customer satisfaction

If the question of how the relative importance (order of priority) of each of the desired characteristics of the customer has known the answer, then we can compare with the existing product perforation now. Based on the comparison we can do the customer satisfaction level.

Let's read more useful article in this blog to increase your knowledge.

Post a Comment for "Customer Definition In ISO 9001:2008"