"Turning the Tables Compliance with global standards will definitely involve a hefty investment, not just prior to the certification process but also until the next ISO 9001 certification. Be sure you’re financially ready to tackle this endeavor if it will ultimately mean more satisfied customers. Although ISO has a specific standard for customer satisfaction, ISO 9001 specifies the general layout. Experts say a loyal customer has more weight than several temporary ones since the former has been satisfied with the business’s products and services for years. Studies show that it’s more cost-effective to keep loyal customers than attract new ones."
http://www.isaregistrar.com/blog/iso-9001-and-quality-turning-the-tables-on-current-business-doctrine/
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