Do customers really value ISO 9000?

A couple of articles caught my attention in a recent ISO Management Systems magazine* (OK, I know I need a life, but I found it interesting).

The first presented the results of one of the few surveys carried out by a professional market research organisation to find out what consumers know (or care) about ISO 9000. The survey was done in the UK, which has perhaps the most mature usage of the ISO 9000 series worldwide.

A summary of key findings:

'More than 1/4 (26%) of the general adult population was already aware of the standards. Knowledge was concentrated among working people.

Results suggest positive attitudes towards ISO 9000 and companies certified to the standard. They tend to perceive products and services associated with ISO 9000 as being of higher quality. In particular:

• Consumers are more likely to contact a company if it uses 'ISO 9000' in the labelling and marking of products/services
  
• Consumers possess greater levels of trust and confidence in 'ISO 9000' products and services
  
• The labelling of products or services with a logo denoting 'ISO 9000' is likely to cause consumers to prefer them.'

One interesting finding was that it would be 'beneficial for companies having certification to promote increased public awareness of ISO 9000, because increased levels of consumer awareness should improve levels of confidence and trust in their products and services'.

In other words: if you have it, use it. Tell your customers and prospects you have it AND wherever possible educate them in what that means: particularly the benefits for them.

But do note that if you are certified, you can only use your certification in accordance with its permitted use. For example, you cannot claim a product is 'ISO 9000' certified. You can claim
it has been made by a company certified to ISO 9000. Check with your certifier (auditor) if you are unsure.

What's the difference? Well, most standards are product standards - specifying what a product must have, do or be. ISO 9001 and ISO 14001 are the exceptions: both are generic standards that apply to business management systems, not products. So they apply to the business itself - the system that a business uses to manage itself by, to produce its products or services. Whereas a product standard applies only to what a business makes or products: its products.

And your certifier will be (quite rightly) distinctly unhappy if you claim something that isn't true: ie, claim that your wonderful widget products are certified, if they aren't. Among other things you would be misleading the public.

I'll tell you about the other one another time. May all your business be good business.

*Reference: Do consumers really care about ISO 9001 certification? J Tannock & Henry Brown, Nottingham University Business School, published in ISO Management Systems, May-June 2006 edition, Vol 6 #3