Quality management - Customer satisfaction - Guidance for business-to-consumer electronic commerce transactions

This document gives guidance on planning, designing, developing, implementing, maintaining and improving an effective and efficient business-to-consumer electronic commerce transaction (B2C ECT) system within an organization.
It is applicable to any organization engaged in, or planning to be engaged in, a B2C ECT, regardless of size, type and activity. The focus of this document is on organizations that directly offer and provide products and services to consumers.
This document aims to enable organizations to set up a fair, effective, efficient, transparent and secure B2C ECT system, in order to enhance consumers’ confidence in B2C ECTs and increase the satisfaction of consumers. It is aimed at B2C ECTs concerning consumers as a sub-set of customers.
The guidance given in this document can complement an organization’s quality management system.

Management de la qualité - Satisfaction client - Lignes directrices pour les transactions de commerce électronique entre commerçant et consommateur

Le présent document fournit des recommandations relatives à la planification, à la conception, au développement, à la mise en œuvre, à la tenue à jour et à l’amélioration d’un système efficace et efficient de transaction de commerce électronique entre commerçant et consommateur (TCE CC) au sein d’un organisme.
Il s’applique à tout organisme engagé ou envisageant de s’engager dans une TCE CC, quels que soient sa taille, son type et son activité. Le présent document se concentre sur les organismes qui offrent et fournissent directement des produits et services aux consommateurs.
Le présent document vise à permettre aux organismes de mettre en place un système TCE CC loyal, efficace, efficient, transparent et sûr afin d’améliorer la confiance des consommateurs dans les transactions de type TCE CC et d’accroître la satisfaction des consommateurs. Il a pour objet les transactions de type TCE CC concernant les consommateurs en tant que sous-ensemble des clients.
Le respect des recommandations du présent document peut venir en complément du système de management de la qualité d’un organisme.

Vodenje kakovosti - Zadovoljstvo odjemalcev - Napotki za elektronsko poslovanje organizacij s potrošniki

Ta dokument vsebuje smernice za načrtovanje, projektiranje, razvoj, uvajanje, vzdrževanje ter izboljšavo zmogljivega in učinkovitega elektronsko-trgovskega poslovanja podjetja s potrošniki (B2C ECT) v organizaciji.
Uporaben je za vsako organizacijo, ki se ukvarja ali se namerava ukvarjati z elektronsko-trgovskim poslovanjem podjetja s potrošniki, ne glede na velikost, vrsto in dejavnost. Ta dokument se osredotoča na organizacije, ki strankam neposredno ponujajo oziroma zagotavljajo izdelke in storitve.
Namen tega dokumenta je organizacijam omogočiti, da vzpostavijo pošten, zmogljiv, učinkovit, odkrit in varen elektronsko-trgovski sistem poslovanja podjetja s potrošniki, ter povečati zadovoljstvo potrošnikov. Namenjen je elektronsko-trgovskim sistemom poslovanja podjetja s potrošniki kot podrazredu potrošnikov.
Smernice, podane v tem dokumentu, lahko dopolnjujejo sistem vodenja kakovosti organizacije.

General Information

Status
Published
Public Enquiry End Date
29-Dec-2021
Publication Date
04-Sep-2022
Current Stage
6060 - National Implementation/Publication (Adopted Project)
Start Date
08-Aug-2022
Due Date
13-Oct-2022
Completion Date
05-Sep-2022

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SLOVENSKI STANDARD
SIST ISO 10008:2022
01-oktober-2022
Nadomešča:
SIST ISO 10008:2013
Vodenje kakovosti - Zadovoljstvo odjemalcev - Napotki za elektronsko poslovanje
organizacij s potrošniki
Quality management - Customer satisfaction - Guidance for business-to-consumer
electronic commerce transactions

Management de la qualité - Satisfaction client - Lignes directrices pour les transactions

de commerce électronique entre commerçant et consommateur
Ta slovenski standard je istoveten z: ISO 10008:2022
ICS:
03.080.01 Storitve na splošno Services in general
03.120.10 Vodenje in zagotavljanje Quality management and
kakovosti quality assurance
SIST ISO 10008:2022 en,fr

2003-01.Slovenski inštitut za standardizacijo. Razmnoževanje celote ali delov tega standarda ni dovoljeno.

---------------------- Page: 1 ----------------------
SIST ISO 10008:2022
---------------------- Page: 2 ----------------------
SIST ISO 10008:2022
INTERNATIONAL ISO
STANDARD 10008
Second edition
2022-08
Quality management — Customer
satisfaction — Guidance for business-
to-consumer electronic commerce
transactions
Management de la qualité — Satisfaction client — Lignes directrices
pour les transactions de commerce électronique entre commerçant et
consommateur
Reference number
ISO 10008:2022(E)
© ISO 2022
---------------------- Page: 3 ----------------------
SIST ISO 10008:2022
ISO 10008:2022(E)
COPYRIGHT PROTECTED DOCUMENT
© ISO 2022

All rights reserved. Unless otherwise specified, or required in the context of its implementation, no part of this publication may

be reproduced or utilized otherwise in any form or by any means, electronic or mechanical, including photocopying, or posting on

the internet or an intranet, without prior written permission. Permission can be requested from either ISO at the address below

or ISO’s member body in the country of the requester.
ISO copyright office
CP 401 • Ch. de Blandonnet 8
CH-1214 Vernier, Geneva
Phone: +41 22 749 01 11
Email: copyright@iso.org
Website: www.iso.org
Published in Switzerland
© ISO 2022 – All rights reserved
---------------------- Page: 4 ----------------------
SIST ISO 10008:2022
ISO 10008:2022(E)
Contents Page

Foreword ..........................................................................................................................................................................................................................................v

Introduction .............................................................................................................................................................................................................................. vi

1 Scope ................................................................................................................................................................................................................................. 1

2 Normative references ..................................................................................................................................................................................... 1

3 Terms and definitions .................................................................................................................................................................................... 1

4 Guiding principles .............................................................................................................................................................................................. 2

4.1 General ........................................................................................................................................................................................................... 2

4.2 Commitment ............................................................................................................................................................................................. 3

4.3 Capacity ........................................................................................................................................................................................................ 3

4.4 Competence ............................................................................................................................................................................................... 3

4.5 Suitability .................................................................................................................................................................................................... 3

4.6 Information integrity ....................................................................................................................................................................... 3

4.7 Transparency ........................................................................................................................................................................................... 3

4.8 Choice .............................................................................................................................................................................................................. 3

4.9 Accessibility .............................................................................................................................................................................................. 3

4.10 Responsiveness ...................................................................................................................................................................................... 4

4.11 Timeliness ................................................................................................................................................................................................... 4

4.12 Consent .......................................................................................................................................................................................................... 4

4.13 Accountability ......................................................................................................................................................................................... 4

4.14 Legality .......................................................................................................................................................................................................... 4

4.15 Privacy ........................................................................................................................................................................................................... 4

4.16 Data protection ...................................................................................................................................................................................... 4

4.17 Safety............................................................................................................................................................................................................... 5

4.18 Sustainability ........................................................................................................................................................................................... 5

4.19 Integration.................................................................................................................................................................................................. 5

4.20 Customer-focused approach ....................................................................................................................................................... 5

4.21 Improvement ............................................................................................................................................................................................ 5

5 Business-to-consumer electronic commerce transaction system .................................................................5

5.1 Context of the organization ........................................................................................................................................... .............. 5

5.2 Framework ................................................................................................................................................................................................. 6

5.3 Objectives .................................................................................................................................................................................................... 6

5.4 Processes ..................................................................................................................................................................................................... 7

5.4.1 General ........................................................................................................................................................................................ 7

5.4.2 Single-phase processes ................................................................................................................................................. 8

5.4.3 Multi-phase processes ................................................................................................................................................... 8

5.5 Resources .................................................................................................................................................................................................... 9

5.5.1 General ........................................................................................................................................................................................ 9

5.5.2 B2C ECT providers ............................................................................................................................................................ 9

5.5.3 Procedures ............................................................................................................................................................................... 9

5.5.4 Internal and external communication plan................................................................................................ 9

5.6 Connectivity ........................................................................................................................................................................................... 10

6 Single-phase processes ..............................................................................................................................................................................10

6.1 Pre-transaction phase ......... .......................................................................................................................................................... 10

6.1.1 General ..................................................................................................................................................................................... 10

6.1.2 Content creation .............................................................................................................................................................. 10

6.1.3 Content delivery ............................................................................................................................................................... 10

6.1.4 Content governance ......................................................................................................................................................12

6.2 In-transaction phase ...................................................................................................................................................................... 13

6.2.1 General .....................................................................................................................................................................................13

6.2.2 Initial selection support ............................................................................................................................................ 13

6.2.3 Consumer identification ........................................................................................................................................... 14

6.2.4 Final quote ............................................................................................................................................................................ 14

iii
© ISO 2022 – All rights reserved
---------------------- Page: 5 ----------------------
SIST ISO 10008:2022
ISO 10008:2022(E)

6.2.5 Payment selection support ..................................................................................................................................... 15

6.2.6 Payment authorization .............................................................................................................................................. 16

6.2.7 Order confirmation ....................................................................................................................................................... 16

6.3 Post-transaction phase ................................................................................................................................................................. 16

6.3.1 General ..................................................................................................................................................................................... 16

6.3.2 Delivery.................................................................................................................................................................................... 17

6.3.3 Correction .............................................................................................................................................................................. 17

6.3.4 Return and exchange ................................................................................................................................................... 18

7 Multi-phase processes .................................................................................................................................................................................18

7.1 Consumer interaction .................................................................................................................................................................... 18

7.1.1 General ..................................................................................................................................................................................... 18

7.1.2 B2C ECT code ...................................................................................................................................................................... 18

7.1.3 Consumer support.......................................................................................................................................................... 19

7.1.4 Feedback handling ......................................................................................................................................................... 19

7.1.5 Complaints handling and external dispute resolution .................................................................. 19

7.2 Consumer data management ..................................................................................................................................................20

7.2.1 General .....................................................................................................................................................................................20

7.2.2 Security ................................... ........................................................................................................ .........................................20

7.2.3 Privacy ...................................................................................................................................................................................... 20

8 Maintenance and improvement ........................................................................................................................................................21

8.1 Collection of information ........................................................................................................................................................... 21

8.2 Evaluation of performance of the B2C ECT system ............................................................................................ 21

8.3 Satisfaction with the B2C ECT system ........................................................................................................................... 21

8.4 Review of the B2C ECT system .............................................................................................................................................. 21

8.5 Continual improvement ............................................................................................................................................................... 22

Annex A (informative) Customer satisfaction and consumer needs in the B2C ECT context ...............23

Annex B (informative) Supplementary references ............................................................................................................................25

Annex C (informative) Guidance on information provision ....................................................................................................27

Annex D (informative) Guidance concerning an organization’s B2C ECT code ...................................................30

Bibliography .............................................................................................................................................................................................................................32

© ISO 2022 – All rights reserved
---------------------- Page: 6 ----------------------
SIST ISO 10008:2022
ISO 10008:2022(E)
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 of 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

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 10008:2013), which has been technically

revised.
The main changes are as follows:
— alignment with ISO 9000:2015;
— alignment with ISO 9001:2015;
— improved alignment with ISO 10001, ISO 10002, ISO 10003 and ISO 10004.

Any feedback or questions on this document should be directed to the user’s national standards body. A

complete listing of these bodies can be found at www.iso.org/members.html.
© ISO 2022 – All rights reserved
---------------------- Page: 7 ----------------------
SIST ISO 10008:2022
ISO 10008:2022(E)
Introduction
0.1 General

Electronic commerce offers the convenience of being able to research and select from a wide range of

products and services, but consumers must usually do so without the benefit of face-to-face interactions.

The related transactions can take place across international borders, sometimes without the consumer

realizing this, and the levels of consumer protection can be different from those to which the consumer

is accustomed.

This document provides guidance to organizations for planning, designing, developing, implementing,

maintaining and improving an effective and efficient system concerning business-to-consumer

electronic commerce transactions (B2C ECTs).

An effective and efficient B2C ECT system can assist consumers and organizations in addressing all

aspects of a transaction.

This document gives guidance on how organizations can implement such a B2C ECT system and thereby:

a) provide a basis for consumers to have increased confidence in B2C ECTs;
b) enhance the ability of organizations to satisfy consumers;
c) reduce complaints and disputes.

A B2C ECT involves electronic interactions between the organization and the consumer, when accessed

by the consumer through any device with wired or wireless connectivity (e.g. personal computers,

e-tablets, personal digital assistants, cell phones). For the purposes of this document, a B2C ECT can

also involve other data-based telecommunications networks (e.g. short-text messaging) and various

interfaces, including websites, social media web pages, apps and emails.

NOTE ISO 32111 provides principles and framework for electronic commerce transaction assurance.

The guidance in this document is intended to apply to situations where a substantial part of the B2C

ECT, including at least one in-transaction phase process (e.g. processing of payment, confirmation by

the consumer of the agreement, delivery of products and services) is facilitated by electronic methods.

It also can be useful where no B2C ECT takes place, but there is some online interaction between the

organization and the consumer, such as when an organization advertises online and does not sell

products or services online. Where distance selling does not include an online component (e.g. a mail

order), it is not the subject of this document, but some of the guidance provided can be relevant.

Considered broadly, business-to-consumer e-commerce involves a wide variety of organizations

engaged in many different activities. The focus of this document is on the organizations that directly

offer products and services to consumers, whether via their own platforms or via online marketplaces.

However, the guidance provided can be relevant to other organizations involved in any B2C ECT

transaction, including online marketplaces and price comparison sites. There are also separate

standards for organizations that facilitate transactions between consumers and providers, and

organizations that provide consumers access to publicly accessible processes where they can review

and rate products and services offered by their organizations, and access the reviews and ratings of

other consumers (see ISO 42500 and ISO 20488).

The guidance in this document is not intended to apply to online transactions completed between

individuals (“consumer-to-consumer”). However, the guidance in this document can be relevant to

third-party organizations that provide online services to facilitate consumer-to-consumer transactions

(e.g. online marketplaces).
1) Under preparation. Stage at the time of publication: ISO/DIS 32111:2022.
© ISO 2022 – All rights reserved
---------------------- Page: 8 ----------------------
SIST ISO 10008:2022
ISO 10008:2022(E)
0.2 Relationship with ISO 9001 and ISO 9004

This document is compatible with ISO 9001 and ISO 9004 and supports the objectives of these two

standards through the effective and efficient application of a B2C ECT system. This document can also

be used independently of ISO 9001 and ISO 9004.

ISO 9001 specifies requirements for a quality management system. A B2C ECT system implemented

in accordance with this document (i.e. ISO 10008) can be used as an element of a quality management

system.

ISO 9004 provides guidance to achieve sustained success of an organization. The use of this document

can enhance performance regarding B2C ECTs, as well as increase the satisfaction of consumers and

other relevant interested parties 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

consumers and other relevant interested parties.

NOTE Other relevant interested parties can include customers, providers, industry associations and their

members, consumer organizations, relevant government agencies, regulatory authorities, personnel, owners and

others who are affected by an organization’s B2C ECT system.
0.3 Relationship with ISO 10001, ISO 10002, ISO 10003 and ISO 10004

This document is compatible with ISO 10001, ISO 10002, ISO 10003 and ISO 10004. These five standards

can be used either independently or in conjunction with each other. When used together, the standards

can be part of a broader and integrated framework for enhanced customer satisfaction in both the B2C

and non-B2C contexts.

Organizations can use the guidance contained in ISO 10001 to plan, design, develop, implement,

maintain and improve a B2C ECT code as part of the B2C ECT system. The complaints handling, dispute

resolution and customer satisfaction monitoring and measuring processes described in ISO 10002,

ISO 10003 and ISO 10004, respectively, can form important parts of a B2C ECT system.

vii
© ISO 2022 – All rights reserved
---------------------- Page: 9 ----------------------
SIST ISO 10008:2022
---------------------- Page: 10 ----------------------
SIST ISO 10008:2022
INTERNATIONAL STANDARD ISO 10008:2022(E)
Quality management — Customer satisfaction —
Guidance for business-to-consumer electronic commerce
transactions
1 Scope

This document gives guidance on planning, designing, developing, implementing, maintaining and

improving an effective and efficient business-to-consumer electronic commerce transaction (B2C ECT)

system within an organization.

It is applicable to any organization engaged in, or planning to be engaged in, a B2C ECT, regardless of

size, type and activity. The focus of this document is on organizations that directly offer and provide

products and services to consumers.

This document aims to enable organizations to set up a fair, effective, efficient, transparent and secure

B2C ECT system, in order to enhance consumers’ confidence in B2C ECTs and increase the satisfaction

of consumers. It is aimed at B2C ECTs concerning consumers as a sub-set of customers.

The guidance given in this document can complement an organization’s quality management system.

2 Normative references

The following documents are referred to in the text in such a way that some or all of their content

constitutes requirements of this document. For dated references, only the edition cited applies. For

undated references, the latest edition of the referenced document (including any amendments) applies.

ISO 9000, Quality management systems — Fundamentals and vocabulary
3 Terms and definitions

For the purposes of this document, the terms and definitions given in ISO 9000 and the following apply.

ISO and IEC maintain terminology databases for use in standardization at the following addresses:

— ISO Online browsing platform: available at https:// www .iso .org/ obp
— IEC Electropedia: available at https:// www .electropedia .org/
3.1
business-to-consumer electronic commerce transaction
B2C ECT

set of interactions between an organization (3.2) and a consumer (3.3) for the provision of products and

services, facilitated online
3.2
organization

person or group of people that has its own functions with responsibilities, authorities and relationships

to achieve its objectives

Note 1 to entry: The concept of organization includes, but is not limited to, sole-trader, company, corporation,

firm, enterprise, authority, partnership, association, charity or institution, or part or combination thereof,

whether incorporated or not, public or private.
Note 2 to entry: Additional examples include shop and retailer.
© ISO 2022 – All rights reserved
---------------------- Page: 11 ----------------------
SIST ISO 10008:2022
ISO 10008:2022(E)
[SOURCE: ISO 9000:2015, 3.2.1, modified — Note 2 to entry has been replaced.]
3.3
consumer

individual member of the general public who is the end user of products and services

Note 1 to entry: For the purposes of this document, use of the term “consumer” includes a range of potential and

existing product or service users, e.g.
— those thinking about using or purchasing a product or a service;
— those who have purchased a one-off produ
...

INTERNATIONAL ISO
STANDARD 10008
Second edition
2022-08
Quality management — Customer
satisfaction — Guidance for business-
to-consumer electronic commerce
transactions
Management de la qualité — Satisfaction client — Lignes directrices
pour les transactions de commerce électronique entre commerçant et
consommateur
Reference number
ISO 10008:2022(E)
© ISO 2022
---------------------- Page: 1 ----------------------
ISO 10008:2022(E)
COPYRIGHT PROTECTED DOCUMENT
© ISO 2022

All rights reserved. Unless otherwise specified, or required in the context of its implementation, no part of this publication may

be reproduced or utilized otherwise in any form or by any means, electronic or mechanical, including photocopying, or posting on

the internet or an intranet, without prior written permission. Permission can be requested from either ISO at the address below

or ISO’s member body in the country of the requester.
ISO copyright office
CP 401 • Ch. de Blandonnet 8
CH-1214 Vernier, Geneva
Phone: +41 22 749 01 11
Email: copyright@iso.org
Website: www.iso.org
Published in Switzerland
© ISO 2022 – All rights reserved
---------------------- Page: 2 ----------------------
ISO 10008:2022(E)
Contents Page

Foreword ..........................................................................................................................................................................................................................................v

Introduction .............................................................................................................................................................................................................................. vi

1 Scope ................................................................................................................................................................................................................................. 1

2 Normative references ..................................................................................................................................................................................... 1

3 Terms and definitions .................................................................................................................................................................................... 1

4 Guiding principles .............................................................................................................................................................................................. 2

4.1 General ........................................................................................................................................................................................................... 2

4.2 Commitment ............................................................................................................................................................................................. 3

4.3 Capacity ........................................................................................................................................................................................................ 3

4.4 Competence ............................................................................................................................................................................................... 3

4.5 Suitability .................................................................................................................................................................................................... 3

4.6 Information integrity ....................................................................................................................................................................... 3

4.7 Transparency ........................................................................................................................................................................................... 3

4.8 Choice .............................................................................................................................................................................................................. 3

4.9 Accessibility .............................................................................................................................................................................................. 3

4.10 Responsiveness ...................................................................................................................................................................................... 4

4.11 Timeliness ................................................................................................................................................................................................... 4

4.12 Consent .......................................................................................................................................................................................................... 4

4.13 Accountability ......................................................................................................................................................................................... 4

4.14 Legality .......................................................................................................................................................................................................... 4

4.15 Privacy ........................................................................................................................................................................................................... 4

4.16 Data protection ...................................................................................................................................................................................... 4

4.17 Safety............................................................................................................................................................................................................... 5

4.18 Sustainability ........................................................................................................................................................................................... 5

4.19 Integration.................................................................................................................................................................................................. 5

4.20 Customer-focused approach ....................................................................................................................................................... 5

4.21 Improvement ............................................................................................................................................................................................ 5

5 Business-to-consumer electronic commerce transaction system .................................................................5

5.1 Context of the organization ........................................................................................................................................... .............. 5

5.2 Framework ................................................................................................................................................................................................. 6

5.3 Objectives .................................................................................................................................................................................................... 6

5.4 Processes ..................................................................................................................................................................................................... 7

5.4.1 General ........................................................................................................................................................................................ 7

5.4.2 Single-phase processes ................................................................................................................................................. 8

5.4.3 Multi-phase processes ................................................................................................................................................... 8

5.5 Resources .................................................................................................................................................................................................... 9

5.5.1 General ........................................................................................................................................................................................ 9

5.5.2 B2C ECT providers ............................................................................................................................................................ 9

5.5.3 Procedures ............................................................................................................................................................................... 9

5.5.4 Internal and external communication plan................................................................................................ 9

5.6 Connectivity ........................................................................................................................................................................................... 10

6 Single-phase processes ..............................................................................................................................................................................10

6.1 Pre-transaction phase ......... .......................................................................................................................................................... 10

6.1.1 General ..................................................................................................................................................................................... 10

6.1.2 Content creation .............................................................................................................................................................. 10

6.1.3 Content delivery ............................................................................................................................................................... 10

6.1.4 Content governance ......................................................................................................................................................12

6.2 In-transaction phase ...................................................................................................................................................................... 13

6.2.1 General .....................................................................................................................................................................................13

6.2.2 Initial selection support ............................................................................................................................................ 13

6.2.3 Consumer identification ........................................................................................................................................... 14

6.2.4 Final quote ............................................................................................................................................................................ 14

iii
© ISO 2022 – All rights reserved
---------------------- Page: 3 ----------------------
ISO 10008:2022(E)

6.2.5 Payment selection support ..................................................................................................................................... 15

6.2.6 Payment authorization .............................................................................................................................................. 16

6.2.7 Order confirmation ....................................................................................................................................................... 16

6.3 Post-transaction phase ................................................................................................................................................................. 16

6.3.1 General ..................................................................................................................................................................................... 16

6.3.2 Delivery.................................................................................................................................................................................... 17

6.3.3 Correction .............................................................................................................................................................................. 17

6.3.4 Return and exchange ................................................................................................................................................... 18

7 Multi-phase processes .................................................................................................................................................................................18

7.1 Consumer interaction .................................................................................................................................................................... 18

7.1.1 General ..................................................................................................................................................................................... 18

7.1.2 B2C ECT code ...................................................................................................................................................................... 18

7.1.3 Consumer support.......................................................................................................................................................... 19

7.1.4 Feedback handling ......................................................................................................................................................... 19

7.1.5 Complaints handling and external dispute resolution .................................................................. 19

7.2 Consumer data management ..................................................................................................................................................20

7.2.1 General .....................................................................................................................................................................................20

7.2.2 Security ................................... ........................................................................................................ .........................................20

7.2.3 Privacy ...................................................................................................................................................................................... 20

8 Maintenance and improvement ........................................................................................................................................................21

8.1 Collection of information ........................................................................................................................................................... 21

8.2 Evaluation of performance of the B2C ECT system ............................................................................................ 21

8.3 Satisfaction with the B2C ECT system ........................................................................................................................... 21

8.4 Review of the B2C ECT system .............................................................................................................................................. 21

8.5 Continual improvement ............................................................................................................................................................... 22

Annex A (informative) Customer satisfaction and consumer needs in the B2C ECT context ...............23

Annex B (informative) Supplementary references ............................................................................................................................25

Annex C (informative) Guidance on information provision ....................................................................................................27

Annex D (informative) Guidance concerning an organization’s B2C ECT code ...................................................30

Bibliography .............................................................................................................................................................................................................................32

© ISO 2022 – All rights reserved
---------------------- Page: 4 ----------------------
ISO 10008:2022(E)
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 of 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

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 10008:2013), which has been technically

revised.
The main changes are as follows:
— alignment with ISO 9000:2015;
— alignment with ISO 9001:2015;
— improved alignment with ISO 10001, ISO 10002, ISO 10003 and ISO 10004.

Any feedback or questions on this document should be directed to the user’s national standards body. A

complete listing of these bodies can be found at www.iso.org/members.html.
© ISO 2022 – All rights reserved
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ISO 10008:2022(E)
Introduction
0.1 General

Electronic commerce offers the convenience of being able to research and select from a wide range of

products and services, but consumers must usually do so without the benefit of face-to-face interactions.

The related transactions can take place across international borders, sometimes without the consumer

realizing this, and the levels of consumer protection can be different from those to which the consumer

is accustomed.

This document provides guidance to organizations for planning, designing, developing, implementing,

maintaining and improving an effective and efficient system concerning business-to-consumer

electronic commerce transactions (B2C ECTs).

An effective and efficient B2C ECT system can assist consumers and organizations in addressing all

aspects of a transaction.

This document gives guidance on how organizations can implement such a B2C ECT system and thereby:

a) provide a basis for consumers to have increased confidence in B2C ECTs;
b) enhance the ability of organizations to satisfy consumers;
c) reduce complaints and disputes.

A B2C ECT involves electronic interactions between the organization and the consumer, when accessed

by the consumer through any device with wired or wireless connectivity (e.g. personal computers,

e-tablets, personal digital assistants, cell phones). For the purposes of this document, a B2C ECT can

also involve other data-based telecommunications networks (e.g. short-text messaging) and various

interfaces, including websites, social media web pages, apps and emails.

NOTE ISO 32111 provides principles and framework for electronic commerce transaction assurance.

The guidance in this document is intended to apply to situations where a substantial part of the B2C

ECT, including at least one in-transaction phase process (e.g. processing of payment, confirmation by

the consumer of the agreement, delivery of products and services) is facilitated by electronic methods.

It also can be useful where no B2C ECT takes place, but there is some online interaction between the

organization and the consumer, such as when an organization advertises online and does not sell

products or services online. Where distance selling does not include an online component (e.g. a mail

order), it is not the subject of this document, but some of the guidance provided can be relevant.

Considered broadly, business-to-consumer e-commerce involves a wide variety of organizations

engaged in many different activities. The focus of this document is on the organizations that directly

offer products and services to consumers, whether via their own platforms or via online marketplaces.

However, the guidance provided can be relevant to other organizations involved in any B2C ECT

transaction, including online marketplaces and price comparison sites. There are also separate

standards for organizations that facilitate transactions between consumers and providers, and

organizations that provide consumers access to publicly accessible processes where they can review

and rate products and services offered by their organizations, and access the reviews and ratings of

other consumers (see ISO 42500 and ISO 20488).

The guidance in this document is not intended to apply to online transactions completed between

individuals (“consumer-to-consumer”). However, the guidance in this document can be relevant to

third-party organizations that provide online services to facilitate consumer-to-consumer transactions

(e.g. online marketplaces).
1) Under preparation. Stage at the time of publication: ISO/DIS 32111:2022.
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ISO 10008:2022(E)
0.2 Relationship with ISO 9001 and ISO 9004

This document is compatible with ISO 9001 and ISO 9004 and supports the objectives of these two

standards through the effective and efficient application of a B2C ECT system. This document can also

be used independently of ISO 9001 and ISO 9004.

ISO 9001 specifies requirements for a quality management system. A B2C ECT system implemented

in accordance with this document (i.e. ISO 10008) can be used as an element of a quality management

system.

ISO 9004 provides guidance to achieve sustained success of an organization. The use of this document

can enhance performance regarding B2C ECTs, as well as increase the satisfaction of consumers and

other relevant interested parties 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

consumers and other relevant interested parties.

NOTE Other relevant interested parties can include customers, providers, industry associations and their

members, consumer organizations, relevant government agencies, regulatory authorities, personnel, owners and

others who are affected by an organization’s B2C ECT system.
0.3 Relationship with ISO 10001, ISO 10002, ISO 10003 and ISO 10004

This document is compatible with ISO 10001, ISO 10002, ISO 10003 and ISO 10004. These five standards

can be used either independently or in conjunction with each other. When used together, the standards

can be part of a broader and integrated framework for enhanced customer satisfaction in both the B2C

and non-B2C contexts.

Organizations can use the guidance contained in ISO 10001 to plan, design, develop, implement,

maintain and improve a B2C ECT code as part of the B2C ECT system. The complaints handling, dispute

resolution and customer satisfaction monitoring and measuring processes described in ISO 10002,

ISO 10003 and ISO 10004, respectively, can form important parts of a B2C ECT system.

vii
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INTERNATIONAL STANDARD ISO 10008:2022(E)
Quality management — Customer satisfaction —
Guidance for business-to-consumer electronic commerce
transactions
1 Scope

This document gives guidance on planning, designing, developing, implementing, maintaining and

improving an effective and efficient business-to-consumer electronic commerce transaction (B2C ECT)

system within an organization.

It is applicable to any organization engaged in, or planning to be engaged in, a B2C ECT, regardless of

size, type and activity. The focus of this document is on organizations that directly offer and provide

products and services to consumers.

This document aims to enable organizations to set up a fair, effective, efficient, transparent and secure

B2C ECT system, in order to enhance consumers’ confidence in B2C ECTs and increase the satisfaction

of consumers. It is aimed at B2C ECTs concerning consumers as a sub-set of customers.

The guidance given in this document can complement an organization’s quality management system.

2 Normative references

The following documents are referred to in the text in such a way that some or all of their content

constitutes requirements of this document. For dated references, only the edition cited applies. For

undated references, the latest edition of the referenced document (including any amendments) applies.

ISO 9000, Quality management systems — Fundamentals and vocabulary
3 Terms and definitions

For the purposes of this document, the terms and definitions given in ISO 9000 and the following apply.

ISO and IEC maintain terminology databases for use in standardization at the following addresses:

— ISO Online browsing platform: available at https:// www .iso .org/ obp
— IEC Electropedia: available at https:// www .electropedia .org/
3.1
business-to-consumer electronic commerce transaction
B2C ECT

set of interactions between an organization (3.2) and a consumer (3.3) for the provision of products and

services, facilitated online
3.2
organization

person or group of people that has its own functions with responsibilities, authorities and relationships

to achieve its objectives

Note 1 to entry: The concept of organization includes, but is not limited to, sole-trader, company, corporation,

firm, enterprise, authority, partnership, association, charity or institution, or part or combination thereof,

whether incorporated or not, public or private.
Note 2 to entry: Additional examples include shop and retailer.
© ISO 2022 – All rights reserved
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ISO 10008:2022(E)
[SOURCE: ISO 9000:2015, 3.2.1, modified — Note 2 to entry has been replaced.]
3.3
consumer

individual member of the general public who is the end user of products and services

Note 1 to entry: For the purposes of this document, use of the term “consumer” includes a range of potential and

existing product or service users, e.g.
— those thinking about using or purchasing a product or a service;
— those who have purchased a one-off product or service;
— those in a short- or long-term product or service contract;

— end users of a product or a service paying directly for the product or service;

— end users of a product or a service not paying for the product or service.

Note 2 to entry: The end user might not be the customer who purchased the product or service, e.g. persons

having a meal at a restaurant that is paid for either by one person in this group or by a different person.

[SOURCE: ISO/IEC Guide 76:2020, 3.5, modified — The phrase “services or service-related goods (e.g. a

smart speaker)” has been replaced by “products and services” and the term “product” has been added

to the term “service” in the notes to entry.]
3.4
business-to-consumer electronic commerce transaction code
B2C ECT code

promise or set of promises made by organizations (3.2) to consumers (3.3), and related provisions in

support of B2C ECTs (3.1)

Note 1 to entry: Promises can include elements of what are commonly referred to as “terms and conditions”.

3.5
business-to-consumer electronic commerce transaction provider
B2C ECT provider

organization (3.2) that supplies a B2C ECT (3.1) process or activity to the organizati

...

NORME ISO
INTERNATIONALE 10008
Deuxième édition
2022-08
Management de la qualité —
Satisfaction client — Lignes
directrices pour les transactions
de commerce électronique entre
commerçant et consommateur
Quality management — Customer satisfaction — Guidance for
business-to-consumer electronic commerce transactions
Numéro de référence
ISO 10008:2022(F)
© ISO 2022
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ISO 10008:2022(F)
DOCUMENT PROTÉGÉ PAR COPYRIGHT
© ISO 2022

Tous droits réservés. Sauf prescription différente ou nécessité dans le contexte de sa mise en œuvre, aucune partie de cette

publication ne peut être reproduite ni utilisée sous quelque forme que ce soit et par aucun procédé, électronique ou mécanique,

y compris la photocopie, ou la diffusion sur l’internet ou sur un intranet, sans autorisation écrite préalable. Une autorisation peut

être demandée à l’ISO à l’adresse ci-après ou au comité membre de l’ISO dans le pays du demandeur.

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© ISO 2022 – Tous droits réservés
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ISO 10008:2022(F)
Sommaire Page

Avant-propos ...............................................................................................................................................................................................................................v

Introduction .............................................................................................................................................................................................................................. vi

1 Domaine d’application ................................................................................................................................................................................... 1

2 Références normatives ..................................................................................................................................................................................1

3 Termes et définitions ...................................................................................................................................................................................... 1

4 Principes directeurs ........................................................................................................................................................................................ 3

4.1 Généralités ................................................................................................................................................................................................. 3

4.2 Engagement ............................................................................................................................................................................................... 3

4.3 Capacité ......................................................................................................................................................................................................... 3

4.4 Compétence ............................................................................................................................................................................................... 3

4.5 Adéquation ................................................................................................................................................................................................. 3

4.6 Intégrité des informations ........................................................................................................................................................... 3

4.7 Transparence ........................................................................................................................................................................................... 4

4.8 Choix ................................................................................................................................................................................................................ 4

4.9 Accessibilité............................................................................................................................................................................................... 4

4.10 Réactivité..................................................................................................................................................................................................... 4

4.11 Rapidité ......................................................................................................................................................................................................... 4

4.12 Consentement .......................................................................................................................................................................................... 4

4.13 Responsabilité ......................................................................................................................................................................................... 4

4.14 Légalité .......................................................................................................................................................................................................... 5

4.15 Respect de la vie privée .................................................................................................................................................................. 5

4.16 Protection des données .................................................................................................................................................................. 5

4.17 Sécurité ......................................................................................................................................................................................................... 5

4.18 Développement durable .................................................................................................................................................................. 5

4.19 Intégration.................................................................................................................................................................................................. 6

4.20 Approche axée sur le client .......................................................................................................................................................... 6

4.21 Amélioration ............................................................................................................................................................................................. 6

5 Système de transaction de commerce électronique entre commerçant et

consommateur .......................................................................................................................................................................................................6

5.1 Contexte de l’organisme ................................................................................................................................................................. 6

5.2 Cadre................................................................................................................................................................................................................ 6

5.3 Objectifs ........................................................................................................................................................................................................ 7

5.4 Processus ..................................................................................................................................................................................................... 8

5.4.1 Généralités ............................................................................................................................................................................... 8

5.4.2 Processus associés à une seule phase ............................................................................................................. 9

5.4.3 Processus associés à plusieurs phases ........................................................................................................... 9

5.5 Ressources ............................................................................................................................................................................................... 10

5.5.1 Généralités ............................................................................................................................................................................ 10

5.5.2 Fournisseurs TCE CC .................................................................................................................................................... 10

5.5.3 Procédures ............................................................................................................................................................................ 10

5.5.4 Plan de communication interne et externe ................................... ........................................................... 10

5.6 Connectivité ........................................................................................................................................................................................... 11

6 Processus associés à une seule phase ........................................................................................................................................11

6.1 Phase pré-transactionnelle ...................................................................................................................................................... 11

6.1.1 Généralités ............................................................................................................................................................................ 11

6.1.2 Création du contenu ..................................................................................................................................................... 11

6.1.3 Diffusion du contenu ....................................................................................................................................................12

6.1.4 Gestion du contenu ........................................................................................................................................................ 14

6.2 Phase transactionnelle ................................................................................................................................................................. 14

6.2.1 Généralités ............................................................................................................................................................................ 14

6.2.2 Aide à la sélection initiale ................................... ..................................................................................................... 15

6.2.3 Identification du consommateur ....................................................................................................................... 15

iii
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ISO 10008:2022(F)

6.2.4 Indication du prix final .............................................................................................................................................. 16

6.2.5 Aide au choix du mode de paiement ............................................................................................................... 17

6.2.6 Ordre de paiement ......................................................................................................................................................... 17

6.2.7 Confirmation de la commande ............................................................................................................................ 18

6.3 Phase post-transactionnelle .................................................................................................................................................... 18

6.3.1 Généralités ............................................................................................................................................................................ 18

6.3.2 Livraison ................................................................................................................................................................................. 18

6.3.3 Correction .............................................................................................................................................................................. 19

6.3.4 Retour et échange ........................................................................................................................................................... 20

7 Processus associés à plusieurs phases ......................................................................................................................................20

7.1 Interaction avec le consommateur .................................................................................................................................... 20

7.1.1 Généralités ............................................................................................................................................................................20

7.1.2 Code TCE CC ......................................................................................................................................................................... 20

7.1.3 Assistance au consommateur .............................................................................................................................. 21

7.1.4 Traitement des retours d’information ......................................................................................................... 21

7.1.5 Traitement des réclamations et résolution externe des conflits .......................................... 21

7.2 Gestion des données relatives aux consommateurs .......................................................................................... 22

7.2.1 Généralités ............................................................................................................................................................................22

7.2.2 Sécurité .................................................................................................................................................................................... 22

7.2.3 Respect de la vie privée ............................................................................................................................................. 22

8 Tenue à jour et amélioration ................................................................................................................................................................23

8.1 Collecte d’informations ................................................................................................................................................................23

8.2 Évaluation des performances du système TCE CC ............................................................................................... 23

8.3 Satisfaction associée au système TCE CC ..................................................................................................................... 23

8.4 Revue du système TCE CC .......................................................................................................................................................... 24

8.5 Amélioration continue .................................................................................................................................................................. 24

Annexe A (informative) Satisfaction du client et besoins des consommateurs dans le

contexte de transactions TCE CC ......................................................................................................................................................25

Annexe B (informative) Références supplémentaires ...................................................................................................................27

Annexe C (informative) Recommandations relatives à la fourniture d’informations .................................29

Annexe D (informative) Recommandations concernant le code TCE CC d’un organisme ........................32

Bibliographie ...........................................................................................................................................................................................................................34

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ISO 10008:2022(F)
Avant-propos

L'ISO (Organisation internationale de normalisation) est une fédération mondiale d'organismes

nationaux de normalisation (comités membres de l'ISO). L'élaboration des Normes internationales est

en général confiée aux comités techniques de l'ISO. Chaque comité membre intéressé par une étude

a le droit de faire partie du comité technique créé à cet effet. Les organisations internationales,

gouvernementales et non gouvernementales, en liaison avec l'ISO participent également aux travaux.

L'ISO collabore étroitement avec la Commission électrotechnique internationale (IEC) en ce qui

concerne la normalisation électrotechnique.

Les procédures utilisées pour élaborer le présent document et celles destinées à sa mise à jour sont

décrites dans les Directives ISO/IEC, Partie 1. Il convient, en particulier, de prendre note des différents

critères d'approbation requis pour les différents types de documents ISO. Le présent document a

été rédigé conformément aux règles de rédaction données dans les Directives ISO/IEC, Partie 2 (voir

www.iso.org/directives).

L'attention est attirée sur le fait que certains des éléments du présent document peuvent faire l'objet de

droits de propriété intellectuelle ou de droits analogues. L'ISO ne saurait être tenue pour responsable

de ne pas avoir identifié de tels droits de propriété et averti de leur existence. Les détails concernant

les références aux droits de propriété intellectuelle ou autres droits analogues identifiés lors de

l'élaboration du document sont indiqués dans l'Introduction et/ou dans la liste des déclarations de

brevets reçues par l'ISO (voir www.iso.org/brevets).

Les appellations commerciales éventuellement mentionnées dans le présent document sont données

pour information, par souci de commodité, à l’intention des utilisateurs et ne sauraient constituer un

engagement.

Pour une explication de la nature volontaire des normes, la signification des termes et expressions

spécifiques de l'ISO liés à l'évaluation de la conformité, ou pour toute information au sujet de l'adhésion

de l'ISO aux principes de l’Organisation mondiale du commerce (OMC) concernant les obstacles

techniques au commerce (OTC), voir www.iso.org/avant-propos.

Le présent document a été élaboré par le comité technique ISO/TC 176, Management et assurance de la

qualité, sous-comité SC 3, Techniques de soutien.

Cette deuxième édition annule et remplace la première édition (ISO 10008:2013), qui a fait l’objet d’une

révision technique.
Les principales modifications sont les suivantes:
— alignement sur l’ISO 9000:2015;
— alignement sur l’ISO 9001:2015;

— un meilleur alignement sur l’ISO 10001, l’ISO 10002, l’ISO 10003 et l’ISO 10004.

Il convient que l’utilisateur adresse tout retour d’information ou toute question concernant le présent

document à l’organisme national de normalisation de son pays. Une liste exhaustive desdits organismes

se trouve à l’adresse www.iso.org/fr/members.html.
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ISO 10008:2022(F)
Introduction
0.1 Généralités

Le commerce électronique offre la facilité de pouvoir rechercher et choisir parmi une large gamme

de produits et de services, mais les consommateurs doivent généralement le faire sans l’avantage

d’interactions directes. Les transactions correspondantes peuvent avoir lieu par-delà les frontières

internationales, parfois sans que le consommateur s’en rende compte, et les niveaux de protection des

consommateurs peuvent être différents de ceux auxquels le consommateur est habitué.

Le présent document fournit aux organismes des recommandations pour la planification, la conception,

le développement, la mise en œuvre, la tenue à jour et l’amélioration d’un système efficace et efficient

concernant les transactions de commerce électronique entre commerçant et consommateur (TCE CC).

Un système TCE CC efficace et efficient peut aider les consommateurs et les organismes à aborder tous

les aspects d’une transaction.

Le présent document fournit aux organismes des recommandations relatives à la manière de mettre

en œuvre un tel système TCE CC et ainsi:

a) contribuer à améliorer la confiance des consommateurs dans les transactions de type TCE CC;

b) améliorer la capacité des organismes à satisfaire les consommateurs;
c) réduire le nombre de réclamations et de conflits.

Une transaction de type TCE CC implique des interactions électroniques entre l’organisme et le

consommateur, initiées par le consommateur au moyen de tout dispositif disposant d’une connexion

par câble ou sans fil (par exemple ordinateurs personnels, tablettes électroniques, assistants

numériques personnels [PDA], téléphones mobiles). Pour les besoins du présent document, une

transaction de type TCE CC peut également impliquer d’autres réseaux de télécommunications de

données (par exemple service d’envoi de messages courts [SMS]) et diverses interfaces, y compris des

sites web, des pages web de médias sociaux, des applications et des messageries électroniques.

NOTE L’ISO 32111 fournit des principes et un cadre pour l’assurance des transactions de commerce

électronique.

Les recommandations du présent document sont destinées à s’appliquer à des situations dans

lesquelles une partie importante de la transaction de type TCE CC, incluant au moins un processus

associé à la phase transactionnelle (par exemple traitement du paiement, confirmation de l’accord

par le consommateur, livraison des produits et services), est facilitée par des méthodes électroniques.

Elles peuvent également être utiles lorsqu’aucune transaction de type TCE CC n’intervient, mais qu’il

existe une certaine interaction en ligne entre l’organisme et le consommateur, par exemple lorsqu’un

organisme fait une publicité en ligne, mais ne vend pas ses produits ou services en ligne. Une vente à

distance ne contenant pas d’élément en ligne (par exemple une vente par correspondance) n’est pas

concernée par le présent document, mais certaines des recommandations peuvent être pertinentes.

Considéré au sens large, le commerce électronique entre commerçant et consommateur implique une

grande variété d’organismes engagés dans de nombreuses activités différentes. Le présent document

se concentre sur les organismes qui offrent directement des produits et services aux consommateurs,

que ce soit par l’intermédiaire de leurs propres plateformes ou par l’intermédiaire de places de marché

en ligne. Cependant, les recommandations fournies peuvent être pertinentes pour d’autres organismes

impliqués dans des transactions de type TCE CC, y compris les places de marché en ligne et les sites

de comparaison de prix. Il existe également des normes distinctes pour les organismes qui facilitent

les transactions entre les consommateurs et les fournisseurs, et pour les organismes qui fournissent

aux consommateurs un accès à des processus accessibles au public où ils peuvent évaluer et noter les

produits et services offerts par ces organismes, et accéder aux avis et notations d’autres consommateurs

(voir l’ISO 42500 et l’ISO 20488).
1) En préparation. Stade au moment de la publication: ISO/DIS 32111:2022.
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ISO 10008:2022(F)

Les recommandations du présent document ne sont pas destinées à s’appliquer aux transactions en ligne

conclues entre des particuliers («consommateur à consommateur»). Toutefois, les recommandations

du présent document peuvent être pertinentes pour des organismes tiers offrant des services en ligne

pour faciliter les transactions de consommateur à consommateur (par exemple les places de marché

en ligne).
0.2 Relation avec l’ISO 9001 et l’ISO 9004

Le présent document est compatible avec l’ISO 9001 et l’ISO 9004 et vient à l’appui des objectifs de

ces deux normes par l’application efficace et efficiente d’un système TCE CC. Le présent document peut

également être utilisé indépendamment de l’ISO 9001 et de l’ISO 9004.

L’ISO 9001 spécifie les exigences relatives à un système de management de la qualité. Un système

TCE CC mis en œuvre conformément au présent document (c’est-à-dire l’ISO 10008) peut être utilisé

comme un élément d’un système de management de la qualité.

L’ISO 9004 fournit des recommandations pour permettre à un organisme d’obtenir des performances

durables. L’utilisation du présent document peut permettre d’améliorer les performances concernant

les transactions de type TCE CC, ainsi que d’accroître la satisfaction des consommateurs et des autres

parties intéressées pertinentes afin de faciliter l’obtention de performances durables. Elle peut

également faciliter l’amélioration continue de la qualité des produits, des services et des processus sur

la base des retours d’information des consommateurs et des autres parties intéressées pertinentes.

NOTE Les autres parties intéressées pertinentes peuvent inclure les clients, les fournisseurs, les associations

professionnelles et leurs membres, les organisations de consommateurs, les agences gouvernementales

pertinentes, les autorités de régulation, le personnel, les propriétaires et les autres personnes concernées par le

système TCE CC d’un organisme.
0.3 Relation avec l’ISO 10001, l’ISO 10002, l’ISO 10003 et l’ISO 10004

Le présent document est compatible avec l’ISO 10001, l’ISO 10002, l’ISO 10003 et l’ISO 10004. Ces

cinq normes peuvent être utilisées indépendamment ou conjointement. Lorsqu’elles sont utilisées

conjointement, les normes peuvent faire partie d’un cadre intégré plus étendu visant à accroître

la satisfaction du client dans des contextes commerçant-consommateur et non commerçant-

consommateur.

Les organismes peuvent utiliser les lignes directrices contenues dans l’ISO 10001 pour planifier,

concevoir, développer, mettre en œuvre, tenir à jour et améliorer un code TCE CC dans le cadre

d’un système TCE CC. Le traitement des réclamations, la résolution des conflits et les processus de

surveillance et de mesurage de la satisfaction du client décrits respectivement dans l’ISO 10002,

l’ISO 10003 et l’ISO 10004 peuvent former des parties importantes d’un système TCE CC.

vii
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NORME INTERNATIONALE ISO 10008:2022(F)
Management de la qualité — Satisfaction client —
Lignes directrices pour les transactions de commerce
électronique entre commerçant et consommateur
1 Domaine d’application

Le présent document fournit des recommandations relatives à la planification, à la conception,

au développement, à la mise en œuvre, à la tenue à jour et à l’amélioration d’un système efficace

et efficient de transaction de commerce électronique entre commerçant et consommateur (TCE CC) au

sein d’un organisme.

Il s’applique à tout organisme engagé ou envisageant de s’engager dans une TCE CC, quels que soient

sa taille, son type et son activité. Le présent document se concentre sur les organismes qui offrent

et fournissent directement des produits et services aux consommateurs.

Le présent document vise à permettre aux organismes de mettre en place un système TCE CC loyal,

efficace, efficient, transparent et sûr afin d’améliorer la confiance des consommateurs dans les

transactions de type TCE CC et d’accroître la satisfaction des consommateurs. Il a pour objet les

transactions de type TCE CC concernant les consommateurs en tant que sous-ensemble des clients.

Le respect des recommandations du présent document peut venir en complément du système de

management de la qualité d’un organisme.
2 Références normatives

Les documents suivants sont cités dans le texte de sorte qu’ils constituent, pour tout ou partie de leur

contenu, des exigences du présent document. Pour les références datées, seule l’édition citée s’applique.

Pour les références non datées, la dernière édition du document de référence s'applique (y compris les

éventuels amendements).

ISO 9000, Systèmes de management de la qualité — Principes essentiels et vocabulaire

3 Termes et définitions

Pour les besoins du présent document, les termes et les définitions de l’ISO 9000 ainsi que les suivants

s’appliquent.

L’ISO et l’IEC tiennent à jour des bases de données terminologiques destinées à être utilisées en

normalisation, consultables aux adresses suivantes:

— ISO Online browsing platform: disponible à l’adresse https:// www .iso .org/ obp

— IEC Electropedia: disponible à l’adresse https:// www .electropedia .org/
3.1
transaction de commerce électronique entre commerçant et consommateur
TCE CC

ensemble d’interactions entre un organisme (3.2) et un consommateur (3.3) en vue de la fourniture

de produits et de se
...

SLOVENSKI STANDARD
oSIST ISO/DIS 10008:2021
01-december-2021
Vodenje kakovosti - Zadovoljstvo odjemalcev - Napotki za elektronsko poslovanje
organizacij s potrošniki
Quality management - Customer satisfaction - Guidance for business-to-consumer
electronic commerce transactions
Titre manque
Ta slovenski standard je istoveten z: ISO/DIS 10008
ICS:
03.080.01 Storitve na splošno Services in general
03.120.10 Vodenje in zagotavljanje Quality management and
kakovosti quality assurance
oSIST ISO/DIS 10008:2021 en

2003-01.Slovenski inštitut za standardizacijo. Razmnoževanje celote ali delov tega standarda ni dovoljeno.

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oSIST ISO/DIS 10008:2021
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oSIST ISO/DIS 10008:2021
DRAFT INTERNATIONAL STANDARD
ISO/DIS 10008
ISO/TC 176/SC 3 Secretariat: NEN
Voting begins on: Voting terminates on:
2021-10-07 2021-12-30
Quality management — Customer satisfaction —
Guidance for business-to-consumer electronic commerce
transactions
ICS: 03.120.10
THIS DOCUMENT IS A DRAFT CIRCULATED
FOR COMMENT AND APPROVAL. IT IS
THEREFORE SUBJECT TO CHANGE AND MAY
NOT BE REFERRED TO AS AN INTERNATIONAL
STANDARD UNTIL PUBLISHED AS SUCH.
IN ADDITION TO THEIR EVALUATION AS
BEING ACCEPTABLE FOR INDUSTRIAL,
This document is circulated as received from the committee secretariat.
TECHNOLOGICAL, COMMERCIAL AND
USER PURPOSES, DRAFT INTERNATIONAL
STANDARDS MAY ON OCCASION HAVE TO
BE CONSIDERED IN THE LIGHT OF THEIR
POTENTIAL TO BECOME STANDARDS TO
WHICH REFERENCE MAY BE MADE IN
Reference number
NATIONAL REGULATIONS.
ISO/DIS 10008:2021(E)
RECIPIENTS OF THIS DRAFT ARE INVITED
TO SUBMIT, WITH THEIR COMMENTS,
NOTIFICATION OF ANY RELEVANT PATENT
RIGHTS OF WHICH THEY ARE AWARE AND TO
PROVIDE SUPPORTING DOCUMENTATION. ISO 2021
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oSIST ISO/DIS 10008:2021
ISO/DIS 10008:2021(E)
COPYRIGHT PROTECTED DOCUMENT
© ISO 2021

All rights reserved. Unless otherwise specified, or required in the context of its implementation, no part of this publication may

be reproduced or utilized otherwise in any form or by any means, electronic or mechanical, including photocopying, or posting

on the internet or an intranet, without prior written permission. Permission can be requested from either ISO at the address

below or ISO’s member body in the country of the requester.
ISO copyright office
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Phone: +41 22 749 01 11
Email: copyright@iso.org
Website: www.iso.org
Published in Switzerland
ii © ISO 2021 – All rights reserved
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oSIST ISO/DIS 10008:2021
ISO/DIS 10008:2021(E)
Contents Page

Foreword ..........................................................................................................................................................................................................................................v

Introduction ................................................................................................................................................................................................................................vi

1 Scope ................................................................................................................................................................................................................................. 1

2 Normative references ...................................................................................................................................................................................... 1

3 Terms and definitions ..................................................................................................................................................................................... 1

4 Guiding principles ............................................................................................................................................................................................... 2

4.1 General ........................................................................................................................................................................................................... 2

4.2 Commitment ............................................................................................................................................................................................. 3

4.3 Capacity ......................................................................................................................................................................................................... 3

4.4 Competence ............................................................................................................................................................................................... 3

4.5 Suitability ..................................................................................................................................................................................................... 3

4.6 Information integrity ......................................................................................................................................................................... 3

4.7 Transparency ............................................................................................................................................................................................ 3

4.8 Choice .............................................................................................................................................................................................................. 3

4.9 Accessibility ............................................................................................................................................................................................... 3

4.10 Responsiveness ....................................................................................................................................................................................... 4

4.11 Timeliness ................................................................................................................................................................................................... 4

4.12 Consent .......................................................................................................................................................................................................... 4

4.13 Accountability .......................................................................................................................................................................................... 4

4.14 Legality .......................................................................................................................................................................................................... 4

4.15 Privacy ............................................................................................................................................................................................................ 4

4.16 Data protection ....................................................................................................................................................................................... 4

4.17 Safety ............................................................................................................................................................................................................... 4

4.18 Sustainability ............................................................................................................................................................................................ 5

4.19 Integration .................................................................................................................................................................................................. 5

4.20 Customer-focused approach ....................................................................................................................................................... 5

4.21 Improvement ............................................................................................................................................................................................ 5

5 Business-to-consumer electronic commerce transaction system ....................................................................5

5.1 Context of the organization .......................................................................................................................................................... 5

5.2 Framework ................................................................................................................................................................................................. 5

5.3 Objectives..................................................................................................................................................................................................... 6

5.4 Processes ...................................................................................................................................................................................................... 7

5.4.1 General...................................................................................................................................................................................... 7

5.4.2 Single-phase processes ........................................................................................................................................... .... 8

5.4.3 Multi-phase processes ................................................................................................................................................ 8

5.5 Resources ..................................................................................................................................................................................................... 9

5.5.1 General...................................................................................................................................................................................... 9

5.5.2 B2C ECT providers ......................................................................................................................................................... 9

5.5.3 Procedures ............................................................................................................................................................................ 9

5.5.4 Internal and external communication plan .............................................................................................. 9

5.6 Connectivity ............................................................................................................................................................................................10

6 Single-phase processes ...............................................................................................................................................................................10

6.1 Pre-transaction phase ....................................................................................................................................................................10

6.1.1 General...................................................................................................................................................................................10

6.1.2 Content creation ............................................................................................................................................................10

6.1.3 Content delivery ............................................................................................................................................................10

6.1.4 Content governance ...................................................................................................................................................12

6.2 In-transaction phase .......................................................................................................................................................................13

6.2.1 General...................................................................................................................................................................................13

6.2.2 Initial selection support..........................................................................................................................................13

6.2.3 Consumer identification .........................................................................................................................................14

6.2.4 Final quote ...................................................................... ....................................................................................................14

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oSIST ISO/DIS 10008:2021
ISO/DIS 10008:2021(E)

6.2.5 Payment selection support ..................................................................................................................................15

6.2.6 Payment authorization ............................................................................................................................................16

6.2.7 Order confirmation .....................................................................................................................................................16

6.3 Post-transaction phase..................................................................................................................................................................16

6.3.1 General...................................................................................................................................................................................16

6.3.2 Delivery .................................................................................................................................................................................16

6.3.3 Correction ...........................................................................................................................................................................17

6.3.4 Return and exchange .................................................................................................................................................18

7 Multi-phase processes .................................................................................................................................................................................18

7.1 Consumer interaction ....................................................................................................................................................................18

7.1.1 General...................................................................................................................................................................................18

7.1.2 B2C ECT code ...................................................................................................................................................................18

7.1.3 Consumer support .......................................................................................................................................................19

7.1.4 Feedback handling ......................................................................................................................................................19

7.1.5 Complaints handling and external dispute resolution .................................................................19

7.2 Consumer data management ...................................................................................................................................................20

7.2.1 General...................................................................................................................................................................................20

7.2.2 Security .................................................................................................................................................................................20

7.2.3 Privacy ...................................................................................................................................................................................20

8 Maintenance and improvement .........................................................................................................................................................21

8.1 Collection of information ............................................................................................................................................................21

8.2 Evaluation of performance of the B2C ECT system ..............................................................................................21

8.3 Satisfaction with the B2C ECT system .............................................................................................................................21

8.4 Review of the B2C ECT system ...............................................................................................................................................21

8.5 Continual improvement ...............................................................................................................................................................22

Annex A (informative) Customer satisfaction and consumer needs in the B2C ECT context ..................23

Annex B (informative) Supplementary references .............................................................................................................................25

Annex C (informative) Guidance on information provision ......................................................................................................27

Annex D (informative) Guidance concerning an organization's B2C ECT Code ....................................................30

Bibliography .............................................................................................................................................................................................................................32

iv © ISO 2021 – All rights reserved
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oSIST ISO/DIS 10008:2021
ISO/DIS 10008:2021(E)
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 10008:2013), which has been technically

revised.
The main changes compared to the previous edition are as follows:
— alignment with ISO 9000:2015;
— alignment with ISO 9001:2015;
— improved alignment with ISO 10001, ISO 10002, ISO 10003 and ISO 10004.
© ISO 2021 – All rights reserved v
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oSIST ISO/DIS 10008:2021
ISO/DIS 10008:2021(E)
Introduction
0.1 General

Electronic commerce offers the convenience of being able to research and select from a wide range of

products and services, but consumers must usually do so without the benefit of face-to-face interactions.

The related transactions can take place across international borders, sometimes without the consumer

realizing this, and the levels of consumer protection may be different from those to which the consumer

is accustomed.

This document provides guidance to organizations for planning, designing, developing, implementing,

maintaining and improving an effective and efficient system concerning business-to-consumer

electronic commerce transactions (B2C ECTs).

An effective and efficient business-to-consumer electronic commerce transaction (B2C ECT) system

can assist consumers and organizations in addressing all aspects of a transaction.

This document gives guidance on how organizations can implement such a B2C ECT system and thereby:

a) provide a basis for consumers to have increased confidence in B2C ECTs;
b) enhance the ability of organizations to satisfy consumers;
c) reduce complaints and disputes.

A B2C ECT involves electronic interactions between the organization and the consumer, when accessed

by the consumer through any device with wired or wireless connectivity (e.g. personal computers,

e-tablets, personal digital assistants and cell phones). For the purposes of this document, a B2C ECT can

also involve other data-based telecommunications networks (e.g. short-text messaging) and various

interfaces, including websites, social media web pages, apps and e-mails.

NOTE ISO/CD 32111 (in preparation) provides principles and framework for electronic commerce

transaction assurance.

The guidance in this document is intended to apply to situations where a substantial part of the B2C

ECT, including at least one in-transaction phase process (e.g. processing of payment, confirmation

by the consumer of the agreement, or delivery of products and services) is facilitated by electronic

methods. It also could be useful where no B2C ECT takes place, but there is some online interaction

between the organization and the consumer, such as when an organization advertises online and does

not sell products or services online. Where distance selling does not include an online component, e.g.

a mail order, it is not the subject of this document, but some of the guidance provided could be relevant.

Considered broadly, business-to-consumer e-commerce involves a wide variety of organizations

engaged in many different activities. The focus of this document is on the organizations that directly

offer products and services to consumers, whether via their own platforms or via online marketplaces.

However, the guidance provided can be relevant to other organizations involved in any B2C ECT

transaction, including online marketplaces and price comparison sites. There are also separate

standards for organizations that facilitate transactions between consumers and providers, and

organizations that provide consumers access to publicly accessible processes where they can review

and rate products and services offered by their organizations, and access the reviews and ratings of

other consumers (see ISO/FDIS 42500 and ISO 20488).

The guidance in this document is not intended to apply to online transactions completed between

individuals (“consumer-to-consumer”). However, the guidance in this document could be relevant to

third party organizations that provide online services to facilitate consumer-to-consumer transactions

(e.g. online marketplaces).
0.2 Relationship with ISO 9001 and ISO 9004
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oSIST ISO/DIS 10008:2021
ISO/DIS 10008:2021(E)

This document is compatible with ISO 9001 and ISO 9004 and supports the objectives of these two

standards through the effective and efficient application of a B2C ECT system. This document can also

be used independently of ISO 9001 and ISO 9004.

ISO 9001 specifies requirements for a quality management system. A B2C ECT system implemented in

accordance with this document (ISO 10008) can be used as an element of a quality management system.

ISO 9004 provides guidance to achieve sustained success of an organization. The use of this document

can enhance performance regarding B2C ECTs, as well as increase the satisfaction of consumers and

other relevant interested parties 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

consumers and other relevant interested parties.

NOTE Other relevant interested parties can include customers, providers, industry associations and their

members, consumer organizations, relevant government agencies, regulatory authorities, personnel, owners and

others who are affected by an organization’s B2C ECT system.
0.3 Relationship with ISO 10001, ISO 10002, ISO 10003 and ISO 10004

This document is compatible with ISO 10001, ISO 10002, ISO 10003 and ISO 10004. These five standards

can be used either independently or in conjunction with each other. When used together, the standards

can be part of a broader and integrated framework for enhanced customer satisfaction in both the B2C

and non-B2C contexts.

Organizations can use the guidance contained in ISO 10001 to plan, design, develop, implement,

maintain and improve a B2C ECT code as part of the B2C ECT system. The complaints handling, dispute

resolution and customer satisfaction monitoring and measuring processes described in ISO 10002,

ISO 10003 and ISO 10004, respectively, can form important parts of a B2C ECT system.

© ISO 2021 – All rights reserved vii
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oSIST ISO/DIS 10008:2021
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oSIST ISO/DIS 10008:2021
DRAFT INTERNATIONAL STANDARD ISO/DIS 10008:2021(E)
Quality management — Customer satisfaction —
Guidance for business-to-consumer electronic commerce
transactions
1 Scope

This document provides guidance for planning, designing, developing, implementing, maintaining and

improving an effective and efficient business-to-consumer electronic commerce transaction (B2C ECT)

system within an organization.

It is applicable to any organization engaged in, or planning to be engaged in, a business-to-consumer

electronic commerce transaction, regardless of size, type and activity. The focus of this document is on

organizations that directly offer and provide products and services to consumers.

This document is not intended to form part of a consumer contract or to change any rights or obligations

provided by applicable statutory and regulatory requirements.

This document aims to enable organizations to set up a fair, effective, efficient, transparent and secure

B2C ECT system, in order to enhance consumers’ confidence in B2C ECTs and increase the satisfaction

of consumers. It is aimed at B2C ECTs concerning consumers as a sub-set of customers.

The guidance given in this document can complement an organization's quality management system.

2 Normative references

The following documents, in whole or in part, are normatively referenced in this document and are

indispensable for its application. For dated references, only the edition cited applies. For undated

references, the latest edition of the referenced document (including any amendments) applies.

ISO 9000:2015, Quality management systems — Fundamentals and vocabulary
3 Terms and definitions

For the purposes of this document, the terms and definitions given in ISO 9000 and the following apply.

3.1
business-to-consumer electronic commerce transaction
B2C ECT

set of interactions between an organization (3.2) and a consumer (3.3) for the provision of products and

services facilitated online
3.2
organization

person or group of people that has its own functions with responsibilities, authorities and relationships

to achieve its objectives

Note 1 to entry: The concept of organization includes, but is not limited to, sole-trader, company, corporation,

firm, enterprise, authority, partnership, association, charity or institution, or part or combination thereof,

whether incorporated or not, public or private.
[SOURCE: ISO 9000: 2015, 3.2.1, modified – Note 2 to entry has been deleted]
Note 2 to entry: Additional examples include shop and retailer.
© ISO 2021 – All rights reserved 1
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...

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