National foreword

This British Standard is the UK implementation of ISO 10004:2018. It supersedes BS ISO 10004:2012, which is withdrawn.

The UK participation in its preparation was entrusted to Technical Committee SVS/0, Customer service - Fundamental principles.

A list of organizations represented on this committee can be obtained on request to its secretary.

This publication does not purport to include all the necessary provisions of a contract. Users are responsible for its correct application.

Compliance with a British Standard cannot confer immunity from legal obligations.

This British Standard was published under the authority of the Standards Policy and Strategy Committee on 31 July 2018.

Foreword

ISO (the International Organization for Standardization) is a worldwide federation of national standards bodies (ISO member bodies). The work of preparing International Standards is normally carried out through ISO technical committees. Each member body interested in a subject for which a technical committee has been established has the right to be represented on that committee. International organizations, governmental and non-governmental, in liaison with ISO, also take part in the work. ISO collaborates closely with the International Electrotechnical Commission (IEC) on all matters of electrotechnical standardization.

The procedures used to develop this document and those intended for its further maintenance are described in the ISO/IEC Directives, Part 1. In particular the different approval criteria needed for the different types of ISO documents should be noted. This document was drafted in accordance with the editorial rules of the ISO/IEC Directives, Part 2 (see www.iso.org/directives).

Attention is drawn to the possibility that some of the elements of this document may be the subject of patent rights. ISO shall not be held responsible for identifying any or all such patent rights. Details of any patent rights identified during the development of the document will be in the Introduction and/or on the ISO list of patent declarations received (see www.iso.org/patents).

Any trade name used in this document is information given for the convenience of users and does not constitute an endorsement.

For an explanation on the voluntary nature of standards, the meaning of ISO specific terms and expressions related to conformity assessment, as well as information about ISO’s adherence to the World Trade Organization (WTO) principles in the Technical Barriers to Trade (TBT) see the following URL: www.iso.org/iso/foreword.html.

This document was prepared by Technical Committee ISO/TC 176, Quality management and quality assurance, Subcommittee SC 3, Supporting technologies.

This second edition cancels and replaces the first edition (ISO 10004:2012), which has been technically revised.

The main changes compared with the previous edition are as follows:

alignment with ISO 9000:2015;
alignment with ISO 9001:2015;
improved alignment with ISO 10001, ISO 10002 and ISO 10003.

Introduction

0.1 General

One of the key elements of organizational success is the customer’s satisfaction with the organization and its products and services. Therefore, it is necessary to monitor and measure customer satisfaction.

The information obtained from monitoring and measuring customer satisfaction can help identify opportunities for improvement of the organization’s strategies, products, services, processes and characteristics that are valued by customers, and serve the organization’s objectives. Such improvements can strengthen customer confidence and result in commercial and other benefits.

This document provides guidance to the organization on establishing effective processes for monitoring and measuring customer satisfaction.

The satisfaction of persons or organizations that could or do receive a product or a service from a public or a private organization is the focus of this document.

0.2 Relationship with ISO 9001

This document is compatible with ISO 9001, whose objectives it supports by providing guidance on monitoring and measuring customer satisfaction. This document can help address specific clauses in ISO 9001 related to customer satisfaction, including those listed below:

ISO 9001:2015, 4.3, on the scope of the quality management system;
ISO 9001:2015, 5.1.2, on customer focus;
ISO 9001:2015, 6.2.1, on quality objectives;
ISO 9001:2015, 8.2.1 c), on customer communication;
ISO 9001:2015, 9.1.2, on customer satisfaction;
ISO 9001:2015, 9.1.3, on analysis and evaluation;
ISO 9001:2015, 9.3.2 c), on management review inputs;
ISO 9001:2015, 10.1 on improvement.

This document can also be used independently of ISO 9001.

0.3 Relationship withISO 9004

This document is compatible with ISO 9004, and supports its objectives through the effective and efficient application of customer satisfaction monitoring and measuring processes. ISO 9004 provides guidance to achieve sustained success of an organization. The use of this document (ISO 10004) can enhance performance in the area of monitoring and measuring of customer satisfaction to facilitate the achievement of sustained success. It can also facilitate the continual improvement of the quality of products, services and processes based on feedback from customers and other relevant interested parties.

NOTE Apart from customers and complainants, other relevant interested parties can include suppliers, industry associations and their members, consumer organizations, relevant government agencies, personnel, owners and others who are affected by the customer satisfaction monitoring and measuring processes.

This document can also be used independently of ISO 9004.

0.4 Relationship with ISO 10001, ISO 10002 and ISO 10003

This document is compatible with ISO 10001, ISO 10002 and ISO 10003. These four documents can be used either independently or in conjunction with each other. When used together, this document, ISO 10001, ISO 10002 and ISO 10003 can be part of a broader and integrated framework for enhanced customer satisfaction through codes of conduct, complaints handling, dispute resolution and monitoring and measurement of customer satisfaction (see Annex A).

ISO 10001 contains guidance on codes of conduct for organizations related to customer satisfaction. Such codes of conduct can decrease the probability of problems arising and can eliminate causes of complaints and disputes which can decrease customer satisfaction.

ISO 10001 and this document can be used together. Guidelines given in this document can support the establishment and implementation of codes of conduct. For example, the processes described in this document can assist the organization to monitor and measure customer satisfaction with these codes of conduct (see ISO 10001:2018, 8.3). Likewise, the codes of conduct can assist the organization in defining and implementing processes for monitoring and measuring customer satisfaction. For example, an organization can establish a code of conduct with respect to the confidentiality of customer information in monitoring and measuring customer satisfaction.

ISO 10002 contains guidance on the internal handling of product- and service-related complaints. This guidance can help to preserve customer satisfaction and loyalty by resolving complaints effectively and efficiently.

ISO 10002 and this document can be used together. Guidelines given in this document can support the establishment and implementation of a complaints-handling process. For example, the processes described in this document can assist the organization in monitoring and measuring customer satisfaction with the complaints-handling process (see ISO 10002:2018, 8.3). Likewise, information from a complaints-handling process can be used in monitoring and measuring customer satisfaction. For example, the frequency and type of complaints can be an indirect indicator of customer satisfaction (see 7.3.2).

ISO 10003 contains guidance on the resolution of disputes regarding product- and service-related complaints that could not be satisfactorily resolved internally. ISO 10003 can help to minimize customer dissatisfaction stemming from unresolved complaints.

ISO 10003 and this document can be used together. Guidelines given in this document can support the establishment and implementation of a dispute-resolution process. For example, the processes described in this document can assist the organization in monitoring and measuring customer satisfaction with the dispute-resolution process (see ISO 10003:2018, 8.3). Likewise, information from a dispute-resolution process can be used in monitoring and measuring customer satisfaction. For example, the frequency and nature of disputes can be an indirect indicator of customer satisfaction (see 7.3.2).

Collectively, ISO 10001, ISO 10002 and ISO 10003 provide guidance which can help to minimize customer dissatisfaction and enhance customer satisfaction. This document complements ISO 10001, ISO 10002 and ISO 10003 by providing guidance on the monitoring and measuring of customer satisfaction. The information gained can guide the organization to take actions which can help to sustain or enhance customer satisfaction.

1 Scope

This document gives guidelines for defining and implementing processes to monitor and measure customer satisfaction.

This document is intended for use by any organization regardless of its type or size, or the products and services it provides. The focus of this document is on customers external to the organization.

NOTE Throughout this document, the terms “product” and “service” refer to the outputs of an organization that are intended for, or required by, a customer.

2 Normative references

3 Terms and definitions

4 Concepts and guiding principles

4.1 General

4.2 Concept of customer satisfaction

4.3 Guiding principles

5 Framework for monitoring and measuring customer satisfaction

5.1 Context of the organization

5.2 Establishment

6 Planning, design and development

6.1 Defining the purpose and objectives

6.2 Determining the scope and frequency

6.3 Determining implementation methods and responsibilities

6.4 Allocating resources

7 Operation

7.1 General

7.2 Identifying customer expectations

7.3 Gathering customer satisfaction data

7.4 Analysing customer satisfaction data

7.5 Communicating customer satisfaction information

7.6 Monitoring customer satisfaction

8 Maintenance and improvement

Bibliography

BS ISO 10004:2018

Quality management. Customer satisfaction. Guidelines for monitoring and measuring

Current

Published:

31 Jul 2018