SIST ISO 10008:2022

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
• ICS: 03.080.01 - Services in general
• ICS: 03.120.10 - Quality management and quality assurance
• Technical Committee: VZK - Quality management and quality assurance
• Current Stage: 6060 - National Implementation/Publication (Adopted Project)
• Start Date: 08-Aug-2022
• Due Date: 13-Oct-2022
• Completion Date: 05-Sep-2022
• Ref Project: ISO 10008:2022 - Quality management — Customer satisfaction — Guidance for business-to-consumer electronic commerce transactions

Relations

• Replaces: SIST ISO 10008:2013 - Quality Management - Customer satisfaction - Guidelines for business-to-consumer electronic commerce transactions
• Effective Date: 01-Oct-2022

Standards Content (Sample)

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.

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SIST ISO 10008:2022

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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

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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: [phone]
Email: [e-mail]
Website: www.iso.org
Published in Switzerland
ii
  © ISO 2022 – All rights reserved

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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
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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
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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.
v
© ISO 2022 – All rights reserved

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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.
1)
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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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.
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SIST ISO 10008:2022

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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.
1
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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: [phone]
Email: [e-mail]
Website: www.iso.org
Published in Switzerland
ii
  © 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
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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
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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.
v
© 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.
1)
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.
vi
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---------------------- Page: 6 ----------------------
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.
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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.
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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.
ISO copyright office
Case postale 401 • Ch. de Blandonnet 8
CH-1214 Vernier, Genève
Tél.: [phone]
E-mail: [e-mail]
Web: www.iso.org
Publié en Suisse
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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
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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.
1)
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.
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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
CP 401 • Ch. de Blandonnet 8
CH-1214 Vernier, Geneva
Phone: [phone]
Email: [e-mail]
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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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
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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.
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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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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.
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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.
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