Quality Management - Customer satisfaction - Guidelines for business-to-consumer electronic commerce transactions

This International Standard 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. This International Standard 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 International Standard 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 International Standard 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

L'ISO 10008:2013 fournit des lignes directrices relatives � la planification, � la conception, au d�veloppement, � la mise en ?uvre, � la maintenance et � l'am�lioration d'un syst�me efficace et efficient de transaction de commerce �lectronique entre commer�ant et consommateur au sein d'un organisme.
Elle s'applique � tout organisme engag� ou envisageant de s'engager dans une transaction de commerce �lectronique entre commer�ant et consommateur (TCE CC), quels que soient sa taille, son type et son activit�.
L'ISO 10008:2013 n'est pas con�ue pour faire partie d'un contrat de consommation ou pour modifier les droits ou obligations sp�cifi�s par les exigences l�gales et r�glementaires applicables.
L'ISO 10008:2013 vise � permettre aux organismes de mettre en place un syst�me TCE CC loyal, efficace, efficient, transparent et s�r afin d'am�liorer la confiance des consommateurs dans les transactions de type TCE CC et d'accro�tre la satisfaction des consommateurs. Elle a pour objet les transactions de type TCE CC concernant les consommateurs en tant que sous-ensemble des clients.
Le respect des lignes directrices de l'ISO 10008:2013 peut venir en compl�ment du syst�me de management de la qualit� d'un organisme.

Vodenje kakovosti - Zadovoljstvo odjemalcev - Smernice za elektronsko poslovanje med organizacijami in potrošniki

Ta mednarodni standard ponuja smernice za načrtovanje, projektiranje, razvoj, uvajanje, vzdrževanje in 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 aktivnost. Ta mednarodni standard naj ne bi bil del pogodbe s potrošnikom in ne spreminja pravic in obveznosti, ki so zajamčene z ustreznimi zahtevami zakonodaje in regulative. Ta mednarodni standard naj bi organizacijam omogočal postaviti pošten, zmogljiv, učinkovit, odkrit in varen elektronsko-trgovski sistem poslovanja podjetja s potrošniki ter povečal zadovoljstvo potrošnikov. Namenjen je elektronsko-trgovskim sistemom poslovanja podjetja s potrošniki kot pod-razredu potrošnikov. Smernice, podane v tem mednarodnem standardu, lahko dopolnjujejo sistem vodenja kakovosti organizacije.

General Information

Status
Published
Public Enquiry End Date
02-Sep-2012
Publication Date
11-Jun-2013
Current Stage
6060 - National Implementation/Publication (Adopted Project)
Start Date
29-May-2013
Due Date
03-Aug-2013
Completion Date
12-Jun-2013

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INTERNATIONAL ISO
STANDARD 10008
First edition
2013-06-01
Quality management — Customer
satisfaction — Guidelines 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 10008:2013(E)
ISO 2013
---------------------- Page: 1 ----------------------
ISO 10008:2013(E)
COPYRIGHT PROTECTED DOCUMENT
© ISO 2013

All rights reserved. Unless otherwise specified, 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
Case postale 56 • CH-1211 Geneva 20
Tel. + 41 22 749 01 11
Fax + 41 22 749 09 47
E-mail copyright@iso.org
Web www.iso.org
Published in Switzerland
ii © ISO 2013 – All rights reserved
---------------------- Page: 2 ----------------------
ISO 10008:2013(E)
Contents Page

Foreword ........................................................................................................................................................................................................................................iv

Introduction ..................................................................................................................................................................................................................................v

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

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

3 Terms and Definitions .................................................................................................................................................................................... 1

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

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

4.2 Commitment ............................................................................................................................................................................................. 2

4.3 Capacity ......................................................................................................................................................................................................... 2

4.4 Competence ............................................................................................................................................................................................... 2

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

4.6 Accuracy ........................................................................................................................................................................................................ 3

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

4.8 Accessibility ............................................................................................................................................................................................... 3

4.9 Responsiveness ....................................................................................................................................................................................... 3

4.10 Consent .......................................................................................................................................................................................................... 3

4.11 Fairness ......................................................................................................................................................................................................... 3

4.12 Accountability .......................................................................................................................................................................................... 3

4.13 Legality .......................................................................................................................................................................................................... 3

4.14 Privacy ............................................................................................................................................................................................................ 3

4.15 Security .......................................................................................................................................................................................................... 4

4.16 Integration .................................................................................................................................................................................................. 4

4.17 Improvement ............................................................................................................................................................................................ 4

5 Business-to-consumer electronic commerce transaction system ....................................................................4

5.1 Framework ................................................................................................................................................................................................. 4

5.2 Objectives..................................................................................................................................................................................................... 4

5.3 Processes ...................................................................................................................................................................................................... 5

5.4 Resources ..................................................................................................................................................................................................... 7

5.5 Connectivity ............................................................................................................................................................................................... 8

6 Single-phase processes .................................................................................................................................................................................. 8

6.1 Pre-transaction phase ....................................................................................................................................................................... 8

6.2 In-transaction phase .......................................................................................................................................................................11

6.3 Post-transaction phase..................................................................................................................................................................14

7 Multi-phase processes .................................................................................................................................................................................15

7.1 Consumer interaction ....................................................................................................................................................................15

7.2 Consumer data management ...................................................................................................................................................17

8 Maintenance and improvement .........................................................................................................................................................18

8.1 Collection of information ............................................................................................................................................................18

8.2 Evaluation of performance of the B2C ECT system ..............................................................................................18

8.3 Satisfaction with the B2C ECT system .............................................................................................................................18

8.4 Review of the B2C ECT system ...............................................................................................................................................18

8.5 Continual improvement ...............................................................................................................................................................19

Annex A (informative) Customer satisfaction and consumer needs in the B2C ECT context ..................20

Annex B (informative) Supplementary references .............................................................................................................................22

Annex C (normative) Guidance on information provision..........................................................................................................24

Annex D (informative) Guidance concerning an organization’s B2C ECT Code ....................................................27

Bibliography .............................................................................................................................................................................................................................29

© ISO 2013 – All rights reserved iii
---------------------- Page: 3 ----------------------
ISO 10008:2013(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. 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. 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.

The committee responsible for this document is ISO/TC 176, Quality management and quality assurance,

Subcommittee SC 3, Supporting technologies.
iv © ISO 2013 – All rights reserved
---------------------- Page: 4 ----------------------
ISO 10008:2013(E)
Introduction
0.1 General

This International Standard provides guidance to organizations for planning, designing, developing,

implementing, maintaining and improving an effective and efficient system concerning business-to-

consumer electronic commerce transactions.

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 International Standard 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) help reduce complaints and disputes.

A B2C ECT involves internet 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 internet-enabled cell phones). For the purposes of this International

Standard, 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 and e-mails.

The guidance in this International Standard is intended to apply to situations where a substantial part of the

B2C ECT, including at least one in-transaction phase process (see 5.3), is facilitated by electronic methods

(e.g. processing of payment, confirmation by the consumer of the agreement, or delivery of a product).

The guidance in this International Standard could be useful for situations 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 online.

Where distance selling does not include an online component, e.g. a mail order, it is not the subject of this

International Standard, but some of the guidance provided could be relevant.

The guidance in this International Standard is not intended to apply to online transactions completed

between individuals (“consumer-to-consumer”). However, the guidance in this International Standard

could be relevant to third party organizations that provide online services to facilitate consumer-to-

consumer transactions (e.g. auction websites).
0.2 Relationship with ISO 9001 and ISO 9004

This International Standard 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.

ISO 9001 specifies requirements for a quality management system that can be used for internal application

by organizations, or for certification, or for contractual purposes. A B2C ECT system implemented in

accordance with this International Standard (ISO 10008) can be an element of a quality management

system. ISO 9004 provides guidance on quality management for the sustained success of organizations.

This International Standard (ISO 10008) can support sustained success in the context of B2C ECTs.

0.3 Relationship with ISO 10001, ISO 10002, ISO 10003 and ISO 10004

This International Standard is designed to be 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.
© ISO 2013 – All rights reserved v
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ISO 10008:2013(E)

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.
vi © ISO 2013 – All rights reserved
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INTERNATIONAL STANDARD ISO 10008:2013(E)
Quality management — Customer satisfaction — Guidelines
for business-to-consumer electronic commerce transactions
1 Scope

This International Standard 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.

This International Standard 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 International Standard 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 International Standard 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, Quality management systems — Fundamentals and vocabulary
3 Terms and Definitions

For the purposes of this International Standard, 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 a product (3.4)

facilitated online
3.2
organization

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

to achieve its objectives

EXAMPLE Company, corporation, firm, enterprise, institution, charity, sole trader, association, or parts or

combination thereof.
3.3
consumer

individual member of the general public, purchasing or using products (3.4) for personal, family or

household purposes

Note 1 to entry: For the purposes of this International Standard, the term “consumer” includes potential consumers.

© ISO 2013 – All rights reserved 1
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ISO 10008:2013(E)

[SOURCE: ISO/IEC Guide 76:2008, 3.4, modified — The phrase “goods, property or services” has been

replaced by “products” and the Note has been deleted.]
3.4
product
result of a process

Note 1 to entry: There are four generic product categories: services (e.g. transport); software (e.g. computer

program, dictionary); hardware (e.g. engine mechanical part); processed materials (e.g. lubricant).

Many products comprise elements belonging to different generic product categories. Whether the product is then

called service, software, hardware or processed material depends on the dominant element. For example, the offered

product “automobile” consists of hardware (e.g. tyres), processed materials (e.g. fuel, cooling liquid), software (e.g.

engine control software, driver’s manual) and service (e.g. operating explanations given by the salesman).

Note 2 to entry: In this International Standard, the term “product” refers to products intended for, but not limited

to, personal, family or household use, and can include consumer products. This could differ from the definition of

the term “product” in other ISO standards.
3.5
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
3.6
B2C ECT provider

person or organization (3.2) that supplies a B2C ECT (3.1) process or activity and that is external to the

organization operating the B2C ECT system
4 Guiding principles
4.1 General

Effective and efficient planning, design, development, implementation, maintenance and improvement

of an organization’s B2C ECT system is based on adherence to the consumer-focused guiding principles

set out in 4.2 to 4.17. These guiding principles can assist in enhancing consumer protection throughout

the B2C ECT system.

NOTE Annex A provides further guidance on customer satisfaction and consumer needs in the B2C ECT context.

4.2 Commitment

An organization should be actively committed to the adoption, integration and dissemination of a B2C

ECT system, including the fulfilment of the promises that it is making to consumers in its B2C ECT code.

4.3 Capacity

Sufficient resources should be made available for managing an organization’s B2C ECT system, including

its planning, design, development, implementation, maintenance and improvement.
4.4 Competence

Organization personnel and B2C ECT providers should have the attributes, knowledge, skills, training

and experience necessary to discharge their responsibilities in a consumer-friendly manner.

2 © ISO 2013 – All rights reserved
---------------------- Page: 8 ----------------------
ISO 10008:2013(E)
4.5 Suitability

The organization should ensure that the B2C ECT system is appropriate for the type of transaction

involved, taking into consideration such factors as the characteristics of the consumer, the type of

product and the nature of any complaint or concern, as applicable.
4.6 Accuracy

An organization should ensure that its B2C ECT system and the information about it are adequate,

current, accurate, not misleading, verifiable and in accordance with all applicable statutory and

regulatory requirements.
4.7 Transparency

Sufficient information about the organization’s B2C ECT system should be disclosed to consumers,

personnel and other interested parties, and this information should be clearly visible.

4.8 Accessibility

An organization’s B2C ECT system and the relevant information about it should be easy to find,

understand and use.
NOTE ISO Guide 76 provides further guidance on accessibility.
4.9 Responsiveness

In its B2C ECT system, an organization should respond to the needs of consumers. The organization’s

responses, including responses to any queries or complaints, should be provided quickly and efficiently,

given the nature of the need and the process in question.
4.10 Consent

An organization should ensure that whenever consumer consent is required in a B2C ECT, it is given

intentionally and based on full information.
4.11 Fairness

An organization should develop and implement a B2C ECT system that is fair for all consumers.

4.12 Accountability

An organization should establish and maintain accountability for, and reporting on, the actions and

decisions with respect to its B2C ECT system, including with respect to its B2C ECT providers.

4.13 Legality

An organization should proactively monitor the relevant legislative environment and operate its B2C

ECT system in accordance with all applicable statutory and regulatory requirements.

4.14 Privacy

Personal information about the consumer gathered by an organization in the application of its B2C ECT

system should be kept confidential, and protected and treated in accordance with all applicable statutory

and regulatory requirements. This includes limiting the use of personal information to those purposes for

which explicit consent is obtained from the consumer. This also includes limiting disclosure of personal

information to situations where it is required by applicable statutory and regulatory requirements, or,

when permitted, to situations where explicit consent for disclosure is obtained from the consumer.

© ISO 2013 – All rights reserved 3
---------------------- Page: 9 ----------------------
ISO 10008:2013(E)
4.15 Security

The organization should preserve the confidentiality and integrity of consumer data in the B2C ECT

system by security safeguards appropriate to the sensitivity of the information, and apply generally-

accepted best practices to protect against unauthorized access.
4.16 Integration

An organization’s B2C ECT system should be integrated with the organization’s quality and other

management systems, where appropriate. This should include online B2C ECT and conventional face-

to-face or distance selling marketplace interactions, where applicable, in a way that is consistent and

comprehensible to all consumers.
4.17 Improvement

The increased effectiveness and efficiency of the B2C ECT system should be a permanent objective of

the organization.
5 Business-to-consumer electronic commerce transaction system
5.1 Framework

An organization should establish and apply a framework for decision-making and action in planning,

design, development, implementation, maintenance and improvement of the B2C ECT system. This

framework involves the resource assessment, provision and deployment needed to support the carrying

out of the processes to achieve the objectives of the B2C ECT system. It also includes top management

commitment, assignment of appropriate responsibilities and authorities, and training, in accordance

with the guiding principles stated in Clause 4.

In planning, design, development, implementation, maintenance and improvement of its B2C ECT system,

the organization should gather and assess information concerning:
— the needs and expectations of consumers;

— the issues associated with B2C ECTs (e.g. privacy, security, responsiveness and accuracy);

— statutory and regulatory requirements associated with dealing with these issues (see Annex B);

— how these issues arise, their potential effects, and how they are addressed;
— how other organizations are dealing with these issues.

It is important for the organization to obtain and assess the input from relevant interested parties (e.g.

customers, providers, industry associations, consumer organizations, relevant government agencies,

regulatory authorities, personnel and owners) concerning B2C ECTs.
5.2 Objectives

The organization should determine the objectives to be achieved by the B2C ECT system. These

objectives should be consistent with the overall organizational objectives, and their fulfilment should

be measurable using suitable performance indicators. These objectives should be reviewed at regular

intervals and updated as necessary.

The organization should prepare quantitative and qualitative performance indicators designed

to evaluate and assist in understanding whether the organization’s B2C ECT system is successful in

fulfilling its objectives.
NOTE Examples of performance indicators relating to the B2C ECT system include:
4 © ISO 2013 – All rights reserved
---------------------- Page: 10 ----------------------
ISO 10008:2013(E)

— the number of successful finalized sales in relation to the visits of the website,

— the number of returns of successful deliveries in relation to the total,
— the number of returning consumers in relation to the total,
— loss and damage relative to total deliveries,
— the number of deliveries completed on time in relation to the total,
— the number of internal site/platform system failures,
— grading or ranking from surveys measuring the satisfaction of consumers,
— statistics regarding complaints and their resolution, and
— the timeliness of responses to feedback.
5.3 Processes
5.3.1 General
An organization should plan, design, develop, implement, maintain and improve:
a) single-phase processes, and
b) multi-phase processes.
A B2C ECT typically goes through three distinct phases:
— a pre-transaction phase,
— an in-transaction phase, and
— a post-transaction phase.

A single-phase process applies to only one of the three phases of the B2C ECT. For example, the final

quote process is specific to the in-transaction phase.

A multi-phase process applies to all three phases. The relationship between processes is dynamic and

should not be viewed in a strictly sequential way. For example, an organization can prepare a multi-

phase process, such as establishing a B2C ECT code, prior to the preparation of pre-transaction, in-

transaction and post-transaction phase processes.
Figure 1 illustrates these processes and the related activities.

The planning, design and development of each of these processes is integral to their successful

implementation. The organization should test its B2C ECT system prior to implementation in order to

determine the need for adjustments.

Guidance on planning, design, development and implementation of pre-transaction, in-transaction and

post-transaction phase processes is provided in Clause 6.

Guidance on planning, design, development and implementation of multi-phase processes is provided

in Clause 7. Guidance on maintenance and improvement of the B2C ECT system is provided in Clause 8.

© ISO 2013 – All rights reserved 5
---------------------- Page: 11 ----------------------
ISO 10008:2013(E)
Single-Phase Processes
(applying to a speciic phase of the B2C ECT)
Pre-Transaction Phase In-Transaction Phase
Post-Transaction Phase
Content creation (6.1.2) Initial selection support (6.2.2) Delivery (6.3.2)
Content delivery (6.1.3) Consumer identiication (6.2.3) Correction (6.3.3)
Content governance (6.1.4) Final quote (6.2.4) Return and (6 .3.4)
Payment select
...

SLOVENSKI STANDARD
SIST ISO 10008:2013
01-julij-2013
Vodenje kakovosti - Zadovoljstvo odjemalcev - Smernice za elektronsko
poslovanje med organizacijami in potrošniki
Quality Management - Customer satisfaction - Guidelines 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 10008:2013
ICS:
03.080.01 Storitve na splošno Services in general
03.120.10 Vodenje in zagotavljanje Quality management and
kakovosti quality assurance
SIST ISO 10008:2013 en

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

---------------------- Page: 1 ----------------------
SIST ISO 10008:2013
---------------------- Page: 2 ----------------------
SIST ISO 10008:2013
INTERNATIONAL ISO
STANDARD 10008
First edition
2013-06-01
Quality management — Customer
satisfaction — Guidelines 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 10008:2013(E)
ISO 2013
---------------------- Page: 3 ----------------------
SIST ISO 10008:2013
ISO 10008:2013(E)
COPYRIGHT PROTECTED DOCUMENT
© ISO 2013

All rights reserved. Unless otherwise specified, 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
Case postale 56 • CH-1211 Geneva 20
Tel. + 41 22 749 01 11
Fax + 41 22 749 09 47
E-mail copyright@iso.org
Web www.iso.org
Published in Switzerland
ii © ISO 2013 – All rights reserved
---------------------- Page: 4 ----------------------
SIST ISO 10008:2013
ISO 10008:2013(E)
Contents Page

Foreword ........................................................................................................................................................................................................................................iv

Introduction ..................................................................................................................................................................................................................................v

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

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

3 Terms and Definitions .................................................................................................................................................................................... 1

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

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

4.2 Commitment ............................................................................................................................................................................................. 2

4.3 Capacity ......................................................................................................................................................................................................... 2

4.4 Competence ............................................................................................................................................................................................... 2

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

4.6 Accuracy ........................................................................................................................................................................................................ 3

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

4.8 Accessibility ............................................................................................................................................................................................... 3

4.9 Responsiveness ....................................................................................................................................................................................... 3

4.10 Consent .......................................................................................................................................................................................................... 3

4.11 Fairness ......................................................................................................................................................................................................... 3

4.12 Accountability .......................................................................................................................................................................................... 3

4.13 Legality .......................................................................................................................................................................................................... 3

4.14 Privacy ............................................................................................................................................................................................................ 3

4.15 Security .......................................................................................................................................................................................................... 4

4.16 Integration .................................................................................................................................................................................................. 4

4.17 Improvement ............................................................................................................................................................................................ 4

5 Business-to-consumer electronic commerce transaction system ....................................................................4

5.1 Framework ................................................................................................................................................................................................. 4

5.2 Objectives..................................................................................................................................................................................................... 4

5.3 Processes ...................................................................................................................................................................................................... 5

5.4 Resources ..................................................................................................................................................................................................... 7

5.5 Connectivity ............................................................................................................................................................................................... 8

6 Single-phase processes .................................................................................................................................................................................. 8

6.1 Pre-transaction phase ....................................................................................................................................................................... 8

6.2 In-transaction phase .......................................................................................................................................................................11

6.3 Post-transaction phase..................................................................................................................................................................14

7 Multi-phase processes .................................................................................................................................................................................15

7.1 Consumer interaction ....................................................................................................................................................................15

7.2 Consumer data management ...................................................................................................................................................17

8 Maintenance and improvement .........................................................................................................................................................18

8.1 Collection of information ............................................................................................................................................................18

8.2 Evaluation of performance of the B2C ECT system ..............................................................................................18

8.3 Satisfaction with the B2C ECT system .............................................................................................................................18

8.4 Review of the B2C ECT system ...............................................................................................................................................18

8.5 Continual improvement ...............................................................................................................................................................19

Annex A (informative) Customer satisfaction and consumer needs in the B2C ECT context ..................20

Annex B (informative) Supplementary references .............................................................................................................................22

Annex C (normative) Guidance on information provision..........................................................................................................24

Annex D (informative) Guidance concerning an organization’s B2C ECT Code ....................................................27

Bibliography .............................................................................................................................................................................................................................29

© ISO 2013 – All rights reserved iii
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SIST ISO 10008:2013
ISO 10008:2013(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. 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. 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.

The committee responsible for this document is ISO/TC 176, Quality management and quality assurance,

Subcommittee SC 3, Supporting technologies.
iv © ISO 2013 – All rights reserved
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SIST ISO 10008:2013
ISO 10008:2013(E)
Introduction
0.1 General

This International Standard provides guidance to organizations for planning, designing, developing,

implementing, maintaining and improving an effective and efficient system concerning business-to-

consumer electronic commerce transactions.

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 International Standard 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) help reduce complaints and disputes.

A B2C ECT involves internet 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 internet-enabled cell phones). For the purposes of this International

Standard, 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 and e-mails.

The guidance in this International Standard is intended to apply to situations where a substantial part of the

B2C ECT, including at least one in-transaction phase process (see 5.3), is facilitated by electronic methods

(e.g. processing of payment, confirmation by the consumer of the agreement, or delivery of a product).

The guidance in this International Standard could be useful for situations 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 online.

Where distance selling does not include an online component, e.g. a mail order, it is not the subject of this

International Standard, but some of the guidance provided could be relevant.

The guidance in this International Standard is not intended to apply to online transactions completed

between individuals (“consumer-to-consumer”). However, the guidance in this International Standard

could be relevant to third party organizations that provide online services to facilitate consumer-to-

consumer transactions (e.g. auction websites).
0.2 Relationship with ISO 9001 and ISO 9004

This International Standard 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.

ISO 9001 specifies requirements for a quality management system that can be used for internal application

by organizations, or for certification, or for contractual purposes. A B2C ECT system implemented in

accordance with this International Standard (ISO 10008) can be an element of a quality management

system. ISO 9004 provides guidance on quality management for the sustained success of organizations.

This International Standard (ISO 10008) can support sustained success in the context of B2C ECTs.

0.3 Relationship with ISO 10001, ISO 10002, ISO 10003 and ISO 10004

This International Standard is designed to be 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.
© ISO 2013 – All rights reserved v
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SIST ISO 10008:2013
ISO 10008:2013(E)

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.
vi © ISO 2013 – All rights reserved
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SIST ISO 10008:2013
INTERNATIONAL STANDARD ISO 10008:2013(E)
Quality management — Customer satisfaction — Guidelines
for business-to-consumer electronic commerce transactions
1 Scope

This International Standard 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.

This International Standard 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 International Standard 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 International Standard 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, Quality management systems — Fundamentals and vocabulary
3 Terms and Definitions

For the purposes of this International Standard, 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 a product (3.4)

facilitated online
3.2
organization

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

to achieve its objectives

EXAMPLE Company, corporation, firm, enterprise, institution, charity, sole trader, association, or parts or

combination thereof.
3.3
consumer

individual member of the general public, purchasing or using products (3.4) for personal, family or

household purposes

Note 1 to entry: For the purposes of this International Standard, the term “consumer” includes potential consumers.

© ISO 2013 – All rights reserved 1
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SIST ISO 10008:2013
ISO 10008:2013(E)

[SOURCE: ISO/IEC Guide 76:2008, 3.4, modified — The phrase “goods, property or services” has been

replaced by “products” and the Note has been deleted.]
3.4
product
result of a process

Note 1 to entry: There are four generic product categories: services (e.g. transport); software (e.g. computer

program, dictionary); hardware (e.g. engine mechanical part); processed materials (e.g. lubricant).

Many products comprise elements belonging to different generic product categories. Whether the product is then

called service, software, hardware or processed material depends on the dominant element. For example, the offered

product “automobile” consists of hardware (e.g. tyres), processed materials (e.g. fuel, cooling liquid), software (e.g.

engine control software, driver’s manual) and service (e.g. operating explanations given by the salesman).

Note 2 to entry: In this International Standard, the term “product” refers to products intended for, but not limited

to, personal, family or household use, and can include consumer products. This could differ from the definition of

the term “product” in other ISO standards.
3.5
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
3.6
B2C ECT provider

person or organization (3.2) that supplies a B2C ECT (3.1) process or activity and that is external to the

organization operating the B2C ECT system
4 Guiding principles
4.1 General

Effective and efficient planning, design, development, implementation, maintenance and improvement

of an organization’s B2C ECT system is based on adherence to the consumer-focused guiding principles

set out in 4.2 to 4.17. These guiding principles can assist in enhancing consumer protection throughout

the B2C ECT system.

NOTE Annex A provides further guidance on customer satisfaction and consumer needs in the B2C ECT context.

4.2 Commitment

An organization should be actively committed to the adoption, integration and dissemination of a B2C

ECT system, including the fulfilment of the promises that it is making to consumers in its B2C ECT code.

4.3 Capacity

Sufficient resources should be made available for managing an organization’s B2C ECT system, including

its planning, design, development, implementation, maintenance and improvement.
4.4 Competence

Organization personnel and B2C ECT providers should have the attributes, knowledge, skills, training

and experience necessary to discharge their responsibilities in a consumer-friendly manner.

2 © ISO 2013 – All rights reserved
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SIST ISO 10008:2013
ISO 10008:2013(E)
4.5 Suitability

The organization should ensure that the B2C ECT system is appropriate for the type of transaction

involved, taking into consideration such factors as the characteristics of the consumer, the type of

product and the nature of any complaint or concern, as applicable.
4.6 Accuracy

An organization should ensure that its B2C ECT system and the information about it are adequate,

current, accurate, not misleading, verifiable and in accordance with all applicable statutory and

regulatory requirements.
4.7 Transparency

Sufficient information about the organization’s B2C ECT system should be disclosed to consumers,

personnel and other interested parties, and this information should be clearly visible.

4.8 Accessibility

An organization’s B2C ECT system and the relevant information about it should be easy to find,

understand and use.
NOTE ISO Guide 76 provides further guidance on accessibility.
4.9 Responsiveness

In its B2C ECT system, an organization should respond to the needs of consumers. The organization’s

responses, including responses to any queries or complaints, should be provided quickly and efficiently,

given the nature of the need and the process in question.
4.10 Consent

An organization should ensure that whenever consumer consent is required in a B2C ECT, it is given

intentionally and based on full information.
4.11 Fairness

An organization should develop and implement a B2C ECT system that is fair for all consumers.

4.12 Accountability

An organization should establish and maintain accountability for, and reporting on, the actions and

decisions with respect to its B2C ECT system, including with respect to its B2C ECT providers.

4.13 Legality

An organization should proactively monitor the relevant legislative environment and operate its B2C

ECT system in accordance with all applicable statutory and regulatory requirements.

4.14 Privacy

Personal information about the consumer gathered by an organization in the application of its B2C ECT

system should be kept confidential, and protected and treated in accordance with all applicable statutory

and regulatory requirements. This includes limiting the use of personal information to those purposes for

which explicit consent is obtained from the consumer. This also includes limiting disclosure of personal

information to situations where it is required by applicable statutory and regulatory requirements, or,

when permitted, to situations where explicit consent for disclosure is obtained from the consumer.

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SIST ISO 10008:2013
ISO 10008:2013(E)
4.15 Security

The organization should preserve the confidentiality and integrity of consumer data in the B2C ECT

system by security safeguards appropriate to the sensitivity of the information, and apply generally-

accepted best practices to protect against unauthorized access.
4.16 Integration

An organization’s B2C ECT system should be integrated with the organization’s quality and other

management systems, where appropriate. This should include online B2C ECT and conventional face-

to-face or distance selling marketplace interactions, where applicable, in a way that is consistent and

comprehensible to all consumers.
4.17 Improvement

The increased effectiveness and efficiency of the B2C ECT system should be a permanent objective of

the organization.
5 Business-to-consumer electronic commerce transaction system
5.1 Framework

An organization should establish and apply a framework for decision-making and action in planning,

design, development, implementation, maintenance and improvement of the B2C ECT system. This

framework involves the resource assessment, provision and deployment needed to support the carrying

out of the processes to achieve the objectives of the B2C ECT system. It also includes top management

commitment, assignment of appropriate responsibilities and authorities, and training, in accordance

with the guiding principles stated in Clause 4.

In planning, design, development, implementation, maintenance and improvement of its B2C ECT system,

the organization should gather and assess information concerning:
— the needs and expectations of consumers;

— the issues associated with B2C ECTs (e.g. privacy, security, responsiveness and accuracy);

— statutory and regulatory requirements associated with dealing with these issues (see Annex B);

— how these issues arise, their potential effects, and how they are addressed;
— how other organizations are dealing with these issues.

It is important for the organization to obtain and assess the input from relevant interested parties (e.g.

customers, providers, industry associations, consumer organizations, relevant government agencies,

regulatory authorities, personnel and owners) concerning B2C ECTs.
5.2 Objectives

The organization should determine the objectives to be achieved by the B2C ECT system. These

objectives should be consistent with the overall organizational objectives, and their fulfilment should

be measurable using suitable performance indicators. These objectives should be reviewed at regular

intervals and updated as necessary.

The organization should prepare quantitative and qualitative performance indicators designed

to evaluate and assist in understanding whether the organization’s B2C ECT system is successful in

fulfilling its objectives.
NOTE Examples of performance indicators relating to the B2C ECT system include:
4 © ISO 2013 – All rights reserved
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SIST ISO 10008:2013
ISO 10008:2013(E)

— the number of successful finalized sales in relation to the visits of the website,

— the number of returns of successful deliveries in relation to the total,
— the number of returning consumers in relation to the total,
— loss and damage relative to total deliveries,
— the number of deliveries completed on time in relation to the total,
— the number of internal site/platform system failures,
— grading or ranking from surveys measuring the satisfaction of consumers,
— statistics regarding complaints and their resolution, and
— the timeliness of responses to feedback.
5.3 Processes
5.3.1 General
An organization should plan, design, develop, implement, maintain and improve:
a) single-phase processes, and
b) multi-phase processes.
A B2C ECT typically goes through three distinct phases:
— a pre-transaction phase,
— an in-transaction phase, and
— a post-transaction phase.

A single-phase process applies to only one of the three phases of the B2C ECT. For example, the final

quote process is specific to the in-transaction phase.

A multi-phase process applies to all three phases. The relationship between processes is dynamic and

should not be viewed in a strictly sequential way. For example, an organization can prepare a multi-

phase process, such as establishing a B2C ECT code, prior to the preparation of pre-transaction, in-

transaction and post-transaction phase processes.
Figure 1
...

NORME ISO
INTERNATIONALE 10008
Première édition
2013-06-01
Management de la qualité —
Satisfaction client — Lignes
directrices pour les transactions
de commerce électronique entre
commerçant et consommateur
Quality management — Customer satisfaction — Guidelines for
business-to-consumer electronic commerce transactions
Numéro de référence
ISO 10008:2013(F)
ISO 2013
---------------------- Page: 1 ----------------------
ISO 10008:2013(F)
DOCUMENT PROTÉGÉ PAR COPYRIGHT
© ISO 2013

Droits de reproduction réservés. Sauf indication contraire, 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, l’affichage sur

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l’adresse ci-après ou au comité membre de l’ISO dans le pays du demandeur.
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Publié en Suisse
ii © ISO 2013 – Tous droits réservés
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ISO 10008:2013(F)
Sommaire Page

Avant-propos ..............................................................................................................................................................................................................................iv

Introduction ..................................................................................................................................................................................................................................v

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

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

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

4 Principes directeurs ......................................................................................................................................................................................... 2

4.1 Généralités .................................................................................................................................................................................................. 2

4.2 Engagement ............................................................................................................................................................................................... 2

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

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

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

4.6 Exactitude .................................................................................................................................................................................................... 3

4.7 Transparence ............................................................................................................................................................................................ 3

4.8 Accessibilité ............................................................................................................................................................................................... 3

4.9 Réactivité ...................................................................................................................................................................................................... 3

4.10 Consentement .......................................................................................................................................................................................... 3

4.11 Équité .............................................................................................................................................................................................................. 3

4.12 Responsabilité ......................................................................................................................................................................................... 4

4.13 Légalité ........................................................................................................................................................................................................... 4

4.14 Respect de la vie privée ................................................................................................................................................................... 4

4.15 Sécurité .......................................................................................................................................................................................................... 4

4.16 Intégration .................................................................................................................................................................................................. 4

4.17 Amélioration ............................................................................................................................................................................................. 4

5 Système de transaction de commerce électronique entre commerçant et consommateur ...4

5.1 Cadre ................................................................................................................................................................................................................ 4

5.2 Objectifs ........................................................................................................................................................................................................ 5

5.3 Processus ..................................................................................................................................................................................................... 5

5.4 Ressources .................................................................................................................................................................................................. 7

5.5 Connectivité ............................................................................................................................................................................................... 8

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

6.1 Phase pré-transactionnelle........................................................................................................................................................... 9

6.2 Phase transactionnelle ..................................................................................................................................................................12

6.3 Phase post-transactionnelle .....................................................................................................................................................15

7 Processus associés à plusieurs phases .......................................................................................................................................17

7.1 Interaction avec le consommateur......................................................................................................................................17

7.2 Gestion des données relatives aux consommateurs ............................................................................................18

8 Maintenance et amélioration ...............................................................................................................................................................20

8.1 Collecte d’informations .................................................................................................................................................................20

8.2 Évaluation des performances du système TCE CC ................................................................................................20

8.3 Satisfaction associée au système TCE CC ......................................................................................................................20

8.4 Revue du système TCE CC...........................................................................................................................................................20

8.5 Amélioration continue ...................................................................................................................................................................20

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

transactions TCE CC ........................................................................................................................................................................................22

Annexe B (informative) Références supplémentaires .....................................................................................................................24

Annexe C (normative) Lignes directrices relatives à la fourniture d’informations ..........................................26

Annexe D (informative) Lignes directrices concernant le code TCE CC d’un organisme

.............................29

Bibliographie ...........................................................................................................................................................................................................................31

© ISO 2013 – Tous droits réservés iii
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ISO 10008:2013(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 (CEI) 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/CEI, 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/CEI, Partie 2, www.iso.

org/directives.

L’attention est appelée 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 sur la liste ISO des déclarations de brevets reçues,

www.iso.org/patents.

Les éventuelles appellations commerciales utilisées dans le présent document sont données pour

information à l’intention des utilisateurs et ne constituent pas une approbation ou une recommandation.

Le comité chargé de l’élaboration du présent document est l’ISO/TC 176, Management et assurance de la

qualité, sous-comité SC 3, Techniques de soutien.
iv © ISO 2013 – Tous droits réservés
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ISO 10008:2013(F)
Introduction
0.1 Généralités

La présente Norme internationale fournit aux organismes des lignes directrices relatives à la planification,

à la conception, au développement, à la mise en œuvre, à la maintenance et à l’amélioration d’un système

efficace et efficient concernant les transactions de commerce électronique entre commerçant et

consommateur.

Un système efficace et efficient de transaction de commerce électronique entre commerçant et

consommateur (TCE CC) peut aider les consommateurs et les organismes à aborder tous les aspects

d’une transaction.

La présente Norme internationale fournit aux organismes des lignes directrices sur 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, et
c) contribuer à réduire le nombre de réclamations et de conflits.

Une transaction de type TCE CC implique des interactions sur Internet 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) et téléphones mobiles compatibles Internet). Pour les besoins de la présente

Norme internationale, 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 et des messageries électroniques.

Les lignes directrices de la présente Norme internationale 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 (voir 5.3), est facilitée par des méthodes électroniques (par exemple

traitement du paiement, confirmation de l’accord par le consommateur ou livraison d’un produit).

Les lignes directrices de la présente Norme internationale peuvent être utiles dans des situations où

n’intervient aucune transaction de type TCE CC, mais dans lesquelles 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 en ligne.

Une vente à distance ne contenant pas d’élément en ligne, par exemple une vente par correspondance,

n’est pas concernée par la présente Norme internationale, mais certaines des lignes directrices peuvent

être pertinentes.

Les lignes directrices de la présente Norme internationale ne sont pas destinées à s’appliquer aux

transactions en ligne conclues entre des particuliers («consommateur à consommateur»). Toutefois, les

lignes directrices de la présente Norme internationale peuvent être pertinentes pour des organismes

tiers offrant des services en ligne pour faciliter les transactions de consommateur à consommateur (par

exemple les sites Web de vente aux enchères).
0.2 Relation avec l’ISO 9001 et l’ISO 9004

La présente Norme internationale 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.

L’ISO 9001 spécifie les exigences relatives à un système de management de la qualité, qui peuvent être

utilisées par les organismes en interne ou dans un cadre contractuel ou de certification. Un système

TCE CC mis en œuvre conformément à l’ISO 10008 peut être un élément d’un système de management

de la qualité. L’ISO 9004 fournit des lignes directrices permettant aux organismes de réaliser des

performances durables par une approche de management par la qualité. L’ISO 10008 peut contribuer à

la réalisation de performances durables dans le contexte de transactions de type TCE CC.

© ISO 2013 – Tous droits réservés v
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ISO 10008:2013(F)
0.3 Relation avec l’ISO 10001, l’ISO 10002, l’ISO 10003 et l’ISO 10004

La présente Norme internationale est conçue pour être 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, maintenir 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.
vi © ISO 2013 – Tous droits réservés
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NORME INTERNATIONALE ISO 10008:2013(F)
Management de la qualité — Satisfaction client —
Lignes directrices pour les transactions de commerce
électronique entre commerçant et consommateur
1 Domaine d’application

La présente Norme internationale fournit des lignes directrices relatives à la planification, à la

conception, au développement, à la mise en œuvre, à la maintenance et à l’amélioration d’un système

efficace et efficient de transaction de commerce électronique entre commerçant et consommateur au

sein d’un organisme.

Elle s’applique à tout organisme engagé ou envisageant de s’engager dans une transaction de commerce

électronique entre commerçant et consommateur (TCE CC), quels que soient sa taille, son type et son activité.

La présente Norme internationale n’est pas conçue pour faire partie d’un contrat de consommation ou

pour modifier les droits ou obligations spécifiés par les exigences légales et réglementaires applicables.

La présente Norme internationale 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. Elle a pour objet les

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

Le respect des lignes directrices de la présente Norme internationale peut venir en complément du

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

Les documents ci-après, dans leur intégralité ou non, sont des références normatives indispensables

à l’application 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 (y compris les éventuels

amendements) s’applique.

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 définitions donnés dans l’ISO 9000, ainsi que les

suivants s’appliquent.
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 d’un

produit (3.4) facilitée en ligne
3.2
organisme

personne ou groupe de personnes ayant ses propres fonctions, ainsi que des responsabilités, des pouvoirs

et des contacts lui permettant d’atteindre ses objectifs

EXEMPLE Compagnie, société, firme, entreprise, institution, organisation caritative, commerçant

indépendant, association ou parties ou combinaison de ceux-ci.
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3.3
consommateur

individu membre du grand public qui achète ou utilise des produits (3.4) à des fins personnelles, familiales

ou domestiques

Note 1 à l’article: Pour les besoins de la présente Norme internationale, le terme «consommateur» inclut les

consommateurs potentiels.

[SOURCE: GUIDE ISO/CEI 76:2008, 3.4, modifié — la terminologie «des marchandises, des biens ou des

services» a été remplacée par «des produits» et la Note a été supprimée.]
3.4
produit
résultat d’un processus

Note 1 à l’article: Il existe quatre catégories génériques de produits: les services (par exemple transport),

les «software» (par exemple logiciel, dictionnaire), les [produits] matériels (par exemple pièces

mécaniques de moteur) et les produits issus de processus à caractère continu (par exemple lubrifiant).

De nombreux produits sont constitués d’éléments appartenant à différentes catégories génériques de produits.

Le produit est appelé service, logiciel, matériel ou produit issu de processus à caractère continu selon l’élément

dominant. Par exemple, l’offre produit «automobile» se compose de matériel (par exemple les pneus), de produits

issus de processus à caractère continu (par exemple carburant, liquide de refroidissement), de «software» (par

exemple logiciel de commande de moteur, manuel d’utilisation) et de services (par exemple explications du

vendeur concernant le fonctionnement).

Note 2 à l’article: Dans la présente Norme internationale, le terme «produit» se rapporte aux produits destinés, sans

toutefois s’y limiter, à un usage personnel, familial ou domestique, et peut inclure des produits de consommation.

Cette définition du terme «produit» peut différer de celle donnée dans d’autres Normes internationales.

3.5
code TCE CC

promesse ou ensemble de promesses fait(e) par des organismes (3.2) aux consommateurs (3.3) et

dispositions connexes à l’appui de transactions de type TCE CC
3.6
fournisseur TCE CC

personne ou organisme (3.2) qui fournit un processus ou une activité TCE CC (3.1) et qui est externe à

l’organisme utilisant le système TCE CC
4 Principes directeurs
4.1 Généralités

La planification, la conception, le développement, la mise en œuvre, la maintenance et l’amélioration

efficaces et efficients du système TCE CC d’un organisme reposent sur l’adhésion aux principes directeurs

orientés consommateur énoncés de 4.2 à 4.17. Ces principes directeurs peuvent aider à améliorer la

protection du consommateur dans l’ensemble du système TCE CC.

NOTE Voir l’Annexe A pour des lignes directrices supplémentaires concernant la satisfaction du client et les

besoins des consommateurs dans le cadre de transactions de type TCE CC.
4.2 Engagement

Il convient qu’un organisme s’engage activement dans l’adoption, l’intégration et la dissémination d’un

système TCE CC, y compris le respect des promesses qu’il fait aux consommateurs dans son code TCE CC.

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4.3 Capacité

Il convient de disposer de ressources suffisantes pour gérer le système TCE CC d’un organisme, y

compris sa planification, sa conception, son développement, sa mise en œuvre, sa maintenance et son

amélioration.
4.4 Compétence

Il convient que le personnel de l’organisme et les fournisseurs TCE CC disposent des qualités, des

connaissances, du savoir-faire, de la formation et de l’expérience nécessaires pour s’acquitter de leurs

responsabilités au service du consommateur.
4.5 Adéquation

Il convient que l’organisme s’assure que le système TCE CC est adapté au type de transaction concerné,

compte tenu de facteurs tels que les caractéristiques du consommateur, le type de produit et la nature

des réclamations ou des préoccupations, selon le cas.
4.6 Exactitude

Il convient qu’un organisme s’assure que son système TCE CC ainsi que les informations le concernant

sont adéquats, actualisés, exacts, non trompeurs, vérifiables et conformes à toutes les exigences légales

et réglementaires applicables.
4.7 Transparence

Il convient que des informations suffisantes sur le système TCE CC de l’organisme soient fournies

aux consommateurs, au personnel et aux autres parties intéressées et que ces informations soient

clairement visibles.
4.8 Accessibilité

Il convient que le système TCE CC d’un organisme ainsi que les informations pertinentes le concernant

soient faciles à trouver, comprendre et utiliser.
NOTE Voir le Guide ISO/CEI 76 pour des lignes directrices supplémentaires.
4.9 Réactivité

Dans le cadre de son système TCE CC, il convient qu’un organisme réponde aux besoins des consommateurs.

Il convient que l’organisme réponde, y compris aux questions ou aux réclamations, dans les meilleurs

délais, compte tenu de la nature du besoin et du processus concerné.
4.10 Consentement

Il convient qu’un organisme s’assure que, chaque fois que le consentement du consommateur est requis

dans une transaction TCE CC, ce consentement soit volontaire et éclairé.
4.11 Équité

Il convient qu’un organisme développe et mette en œuvre un système TCE CC qui soit équitable pour

tous les consommateurs.
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4.12 Responsabilité

Il convient qu’un organisme établisse et maintienne la responsabilité et l’établissement de rapports

sur les actions et les décisions relatives à son système TCE CC, y compris en ce qui concerne les

fournisseurs TCE CC de l’organisme.
4.13 Légalité

Il convient qu’un organisme assure une surveillance proactive du cadre législatif pertinent et exploite

son système TCE CC conformément à l’ensemble des exigences législatives et réglementaires applicables.

4.14 Respect de la vie privée

Il convient que les renseignements personnels relatifs au consommateur collectés par un organisme dans

le cadre de la mise en œuvre de son système TCE CC restent confidentiels et soient protégés et traités

conformément aux exigences légales et réglementaires applicables. Cela inclut de limiter l’utilisation des

renseignements personnels dans les cadres pour lesquels un consentement explicite est obtenu auprès

du consommateur. Cela inclut aussi la limitation de la divulgation des renseignements personnels

aux situations prévues par les exigences légales et réglementaires applicables ou, lorsqu’elles sont

autorisées, aux situations dans lesquelles un consentement explicite de divulgation est obtenu auprès

du consommateur.
4.15 Sécurité

Il convient que l’organisme préserve la confidentialité et l’intégrité des données relatives aux

consommateurs dans le système TCE CC par des mécanismes de sécurité adaptés à la sensibilité des

informations, et applique les meilleures pratiques généralement acceptées afin de se protéger contre un

accès non autorisé.
4.16 Intégration

Il convient que le système TCE CC d’un organisme soit intégré au système de management de la qualité et,

le cas échéant, à d’autres systèmes de management de l’organisme. Il convient d’inclure les interactions

entre le TCE CC en ligne et le marché conventionnel de la vente directe ou à distance, le cas échéant,

d’une manière cohérente et compréhensible pour tous les consommateurs.
4.17 Amélioration

Il convient que l’amélioration de l’efficacité et de l’efficience du système TCE CC soit un objectif permanent

de l’organisme.
5 Système de transaction de commerce électronique entre commerçant et
consommateur
5.1 Cadre

Il convient qu’un organisme établisse et applique un cadre pour la prise de décision et l’action dans le

contexte de la planification, de la conception, du développement, de la mise en œuvre, de la maintenance

et de l’amélioration du système TCE CC. Ce cadre implique l’évaluation, la fourniture et le déploiement

des ressources nécessaires à la réalisation des processus pour atteindre les objectifs du système TCE

CC. Il inclut également l’engagement de la direction, l’attribution des responsabilités et des autorités

appropriées et la formation, conformément aux principes directeurs énoncés à l’Article 4.

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Lors de la planification, de la conception, du développement, de la mise en œuvre, de la maintenance

et de l’amélioration de son système TCE CC, il convient que l’organisme collecte et évalue les

informations concernant:
— les besoins et les attentes des consommateurs;

— les problèmes associés aux transactions de type TCE CC (par exemple respect de la vie privée, sûreté,

réactivité et exactitude);

— les exigences légales et réglementaires associées au traitement de ces problèmes (voir l’Annexe B);

— la manière dont ces problèmes surviennent, leurs effets potentiels et la manière dont ils sont traités;

— la manière dont d’autres organismes traitent ces problèmes.

Il est important pour l’organisme d’obtenir des parties intéressées pertinentes (par exemple clients,

fournisseurs, associations industrielles, organisations de consommateurs, agences gouvernementales

pertinentes, autorités de régulation, personnel et propriétaires) et d’évaluer les données d’entrée

concernant les TCE CC.
5.2 Objectifs

Il convient que l’organisme détermine les objectifs devant être atteints par le système

...

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