ISO 10004 Quality management - Customer satisfaction - Guidelines for monitoring and measuring

0.1 General

One of the key elements of organizational success is the customer's satisfaction with the organization and its products. 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, 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 Technical Specification provides guidance to the organization on establishing effective processes for monitoring and measuring customer satisfaction.

0.2 Relationship with ISO 9001:2008

This Technical Specification is compatible with ISO 9001:2008, whose objectives it supports by providing guidance on monitoring and measuring customer satisfaction. This Technical Specification can help address specific clauses in ISO 9001:2008 related to customer satisfaction, namely those listed below.

a) ISO 9001:2008, 5.2, on customer focus: “Top management shall ensure that customer requirements are determined and are met with the aim of enhancing customer satisfaction.”

b) ISO 9001:2008, 6.1, b), on resource management: “'The organization shall determine and provide the resources needed (…) to enhance customer satisfaction by meeting customer requirements.”

c) ISO 9001:2008, 8.2.1, on customer satisfaction: “As one of the measurements of the performance of the quality management system, the organization shall monitor information relating to customer perception as to whether the organization has met customer requirements. The methods for obtaining and using this information shall be determined.”

d) ISO 9001:2008, 8.4, on analysis of data: “The organization shall determine, collect and analyse appropriate data to demonstrate the suitability and effectiveness of the quality management system and to evaluate where continual improvement of the effectiveness of the quality management system can be made. This shall include data generated as a result of monitoring and measurement and from other relevant sources. The analysis of data shall provide information relating to (...) customer satisfaction (…).”

This Technical Specification can also be used independently of ISO 9001.

0.3 Relationship with ISO 9004:2009

This Technical Specification is also compatible with ISO 9004:2009, which provides guidance on managing for the sustained success of an organization. This Technical Specification supplements the following guidance given in:

- ISO 9004:2009, Clause B.2, on customer focus, and
- ISO 9004:2009, 8.3.1 and 8.3.2, on determining needs, expectations and satisfaction of customers.

0.4 Relationship with ISO 10001, ISO 10002, ISO 10003

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

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

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

Collectively, ISO 10001, ISO 10002 and ISO 10003 provide guidance which can help to minimize customer dissatisfaction and enhance customer satisfaction.

This Technical Specification 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.