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Published

29 May 2014

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2014 Client Satisfaction Survey preview

2014 Client Satisfaction Survey preview

During early 2014, our clients were contacted as part of our 5th annual Client Satisfaction Survey. Carried out independently by Lake Market Research, there were a number of changes made to the survey to give a more accurate picture of client satisfaction and areas which need improvement.

Below is a summary of the results, which will soon be followed by an in-depth look together with our planned action plan for improvement.

Survey background

Our Client Satisfaction Survey runs alongside our continous feedback mechanisms in order to ensure we meet our aim of being the most customer focused Certification Body.

In reflection of our client base growing significantly during 2013, the sample size of the survey was doubled. There was also over-sampling of particular client segments to ensure those with the less popular management standards were well represented. Clients who took part ranged from those who had recently achieved certification, to those who have had certification in place for many years.

Questions were also added or amended so the survey had continuity with certain requirements of the Customer Service Excellence standard, which we achieved in March. Moreover, when it came to the question of recommending BAB, we adopted the Net Promoter Score model to provide a more detailed picture of customer loyalty.

The results

When asked about their reasons for adopting ISO management standards, the improvement of internal processes, raising their profile and the ability to qualify for tenders were the most commonly cited. Having achieved certification, 92% of clients went on to recommend ISO certification to others.

Clients were asked to score the importance of 12 service elements ranging from ‘Clarity of what is required,’ to ‘Professionalism of their assessor,’ to ‘Value for money.’ They were then asked to judge their satisfaction on these elements, which resulted in an overall average of 66% of clients scoring us between a 9 or 10 for satisfaction (scoring based on a 0 – 10 scale).

This high level of satisfaction was reflected when clients were asked whether they would recommend us. With the aforementioned Net Promoter Score in mind, those who scored from 0 to 6 were subtracted from those that scored 9 or 10. This gave us a Net Promoter of Score of 49%, which is at the top end of scores in most industries.

When asked to judge us against our Customer Pledge published earlier this year, clients were asked if they agreed with 8 statements that reflected our promises. Agreement ranged from 82% (“The price I paid for the service I received was reasonable”) to 98% (“Communication from the BAB Team is friendly”).

Next up, we have our Investors in People audit in June. We have held this standard since 1999 and this year we are opting to go through the assessment to achieve Investors in People Gold. This involves 126 additional evidence requirements.


For further information, please contact: 0800 404 7007

Notes to Editors
BAB’s reputation was established in 1969 as a specialist in certification scheme management. In 1997, the Secretary of State for Trade and Industry approved the use of the word ‘British’ in its new corporate title in recognition of its pre-eminent status. Today, thousands of organisations depend on BAB. From household names and government agencies to small businesses, its clients trust in its systems and services to measure, test and monitor the competence and performance of their people and processes.


Next entry: World Accreditation Day 2014

Previous entry: ISO 9001:2015 draft now available

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I have always found the BAB to be very easy to work with. Some of my colleagues in other organisations who are going through ISO 9001 are really struggling. North Tyneside Voda

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