ISO 9001:2008 clause 5.4.1 requires top management to establish quality objectives. The objectives selected must be measurable and consistent with the quality policy. The real sign of a high quality objective is its alignment with the overall goals of the organization. Keep in mind that the manner in which quality objectives are selected and monitored can greatly impact an organization’s success.
Customer feedback is an invaluable tool for measuring the effectiveness of your quality management system. ISO 9001:2008 has made the customer the primary focus of the quality management system, as it is a recurring theme throughout the standard. As such, the standard recognizes the value in using customer feedback to gauge success, and as a tool for continuous quality improvement.