ISO 10004:2018—Quality Management for Customer Satisfaction

Organization that has happy customers because its quality management system adheres to ISO 10004:2018.

One of the key elements of an organization’s success is the customer’s satisfaction with the organization and its products and services. In fact, there is a direct correlation between how happy customers are and how much money a business makes. Research shows that high satisfaction leads to greater customer retention, higher lifetime value, and a stronger brand reputation.  ISO 10004:2018—Quality Management – Customer Satisfaction – Guidelines For Monitoring And Measuring provides guidelines for measuring and monitoring customer satisfaction.

How Do You Define Customer Satisfaction?

ISO 10004:2018 defines a customer as a “person or organization that could or does receive a product or a service that is intended for or required by this person or organization.” It defines customer satisfaction as a “customer’s perception of the degree to which the customer’s expectations have been fulfilled.” A customer’s expectation is not always known to the organization, or even to the customer in question, until the product or service is delivered. Thus, it can be necessary for achieving high customer satisfaction to fulfill an expectation of a customer even if it is neither stated nor generally implied or obligatory.

Complaints are an expression of customer service. ISO 10004:2018 defines complaints as an “expression of dissatisfaction made to an organization, related to its product or service, or the complaints-handling process itself, where a response or resolution is explicitly or implicitly expected are a common indicator of low customer satisfaction but their absence does not necessarily imply high customer satisfaction.” Complaints can be made in relation to other processes where the organization interacts with the customer; complaints can be made directly or indirectly to the organization. They are a common indicator of low customer satisfaction, but their absence does not necessarily imply high customer satisfaction.

What Is ISO 10004:2018?

ISO 10004:2018 gives guidelines for defining and implementing processes to monitor and measure customer satisfaction. It is intended for use by any organization regardless of its type or size, or the products and services it provides. The focus of this standard is on customers external to the organization.

How Do You Achieve Customer Satisfaction?

To achieve customer satisfaction, ISO 10004:2018 maintains that the organization should first understand the customer’s expectations. These expectations might be explicit or implicit, or not fully articulated. Customer expectations, as understood by the organization, form the primary basis of products and services that are subsequently planned and delivered. Here are a few examples of ways to achieve customer satisfaction:

  1. Experience the customer journey firsthand
  2. Listen and understand your customers
  3. Create a customer-centric culture
  4. Offer proactive multi-channel support
  5. Always ask for feedback
  6. Act on customer feedback and respond to customer reviews
  7. Personalize the user experience
  8. Give support teams everything they need to succeed
  9. Lead with empathy
  10. Leverage Net Promoter Score (NPS) and customer satisfaction (CSAT) strategies scores
  11. Follow up with customers
  12. Make it easy for customer to get in contact with your business
  13. Respond quickly
  14. Provide omni-channel and proactive support
  15. Create customer loyalty programs

ISO 10004:2018—Quality Management – Customer Satisfaction – Guidelines For Monitoring And Measuring is available on the ANSI Webstore.

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