SIST-TS ISO/TS 10004:2010
Quality management - Customer satisfaction - Guidelines for monitoring and measuring
Quality management - Customer satisfaction - Guidelines for monitoring and measuring
This Technical Specification provides guidance in defining and implementing processes to monitor and measure customer satisfaction. This Technical Specification is intended for use by organizations regardless of type, size or product provided. The focus of this Technical Specification is on customers external to the organization. This Technical Specification is not intended for certification or contractual purposes, nor is it intended to change any rights or obligations under applicable statutory or regulatory requirements.
Management de la qualité - Satisfaction du client - Lignes directrices relatives à la surveillance et au mesurage
L'ISO/TS 10004:2010 fournit des recommandations pour la d�finition et la mise en œuvre de processus de surveillance et de mesure de la satisfaction du client.
L'ISO/TS 10004:2010 est destin�e � �tre utilis�e par les organismes quel que soit leur type, leur taille ou le produit fourni. L'ISO/TS 10004:2010 porte sur les clients externes � l'organisme.
L'ISO/TS 10004:2010 n'est pas destin�e � des besoins de certification ou des besoins contractuels, ni � modifier les droits ou obligations d�finis dans des exigences l�gales ou r�glementaires applicables.
Vodenje kakovosti - Zadovoljstvo odjemalcev - Smernice za nadzorovanje in merjenje
Ta tehnična specifikacija zagotavlja vodilo pri definiranju in vpeljavi postopkov za nadzorovanja in merjenje zadovoljstvo odjemalcev. Ta tehnična specifikacija je namenjena temu, da jo uporabljajo organizacije, ne glede na vrsto, velikost ali proizvod, ki ga zagotavljajo. Poudarek te tehnične specifikacije je na odjemalcih zunaj organizacije. Ta tehnična specifikacija ni namenjena za certifikacijo ali pogodbene namene, niti ni namenjena za spremembo katerih koli pravic ali dolžnosti iz veljavnih zakonskih oziroma predpisanih zahtev.
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TECHNICAL ISO/TS
SPECIFICATION 10004
First edition
2010-04-15
Quality management — Customer
satisfaction — Guidelines for monitoring
and measuring
Management de la qualité — Satisfaction du client — Lignes directrices
relatives à la surveillance et au mesurage
Reference number
ISO/TS 10004:2010(E)
©
ISO 2010
---------------------- Page: 1 ----------------------
ISO/TS 10004:2010(E)
PDF disclaimer
This PDF file may contain embedded typefaces. In accordance with Adobe's licensing policy, this file may be printed or viewed but
shall not be edited unless the typefaces which are embedded are licensed to and installed on the computer performing the editing. In
downloading this file, parties accept therein the responsibility of not infringing Adobe's licensing policy. The ISO Central Secretariat
accepts no liability in this area.
Adobe is a trademark of Adobe Systems Incorporated.
Details of the software products used to create this PDF file can be found in the General Info relative to the file; the PDF-creation
parameters were optimized for printing. Every care has been taken to ensure that the file is suitable for use by ISO member bodies. In
the unlikely event that a problem relating to it is found, please inform the Central Secretariat at the address given below.
COPYRIGHT PROTECTED DOCUMENT
© ISO 2010
All rights reserved. Unless otherwise specified, no part of this publication may be reproduced or utilized in any form or by any means,
electronic or mechanical, including photocopying and microfilm, without permission in writing 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 2010 – All rights reserved
---------------------- Page: 2 ----------------------
ISO/TS 10004:2010(E)
Contents Page
Foreword .iv
Introduction.v
1 Scope.1
2 Normative references.1
3 Terms and definitions .1
4 Concept of customer satisfaction .2
5 Framework for monitoring and measuring customer satisfaction.2
6 Planning for monitoring and measuring customer satisfaction.3
6.1 Defining the purpose and objectives .3
6.2 Determining the scope and frequency.3
6.3 Determining implementation methods and responsibilities.3
6.4 Allocating resources .3
7 Monitoring and measuring customer satisfaction activities .4
7.1 General .4
7.2 Identifying customer expectations .4
7.3 Gathering customer satisfaction data.5
7.4 Analysing customer satisfaction data.8
7.5 Providing feedback for improvement.9
7.6 Monitoring customer satisfaction.9
8 Maintenance and improvement of monitoring and measurement processes .10
Annex A (normative) Conceptual model of customer satisfaction.12
Annex B (normative) Identification of customer expectations .14
Annex C (normative) Direct measurement of customer satisfaction .17
Annex D (normative) Analysis of customer satisfaction data.22
Annex E (normative) Using customer satisfaction.27
Bibliography.29
© ISO 2010 – All rights reserved iii
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ISO/TS 10004:2010(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.
International Standards are drafted in accordance with the rules given in the ISO/IEC Directives, Part 2.
The main task of technical committees is to prepare International Standards. Draft International Standards
adopted by the technical committees are circulated to the member bodies for voting. Publication as an
International Standard requires approval by at least 75 % of the member bodies casting a vote.
In other circumstances, particularly when there is an urgent market requirement for such documents, a
technical committee may decide to publish other types of document:
⎯ an ISO Publicly Available Specification (ISO/PAS) represents an agreement between technical experts in
an ISO working group and is accepted for publication if it is approved by more than 50 % of the members
of the parent committee casting a vote;
⎯ an ISO Technical Specification (ISO/TS) represents an agreement between the members of a technical
committee and is accepted for publication if it is approved by 2/3 of the members of the committee casting
a vote.
An ISO/PAS or ISO/TS is reviewed after three years in order to decide whether it will be confirmed for a
further three years, revised to become an International Standard, or withdrawn. If the ISO/PAS or ISO/TS is
confirmed, it is reviewed again after a further three years, at which time it must either be transformed into an
International Standard or be withdrawn.
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.
ISO/TS 10004 was prepared by Technical Committee ISO/TC 176, Quality management and quality
assurance, Subcommittee SC 3, Supporting technologies.
iv © ISO 2010 – All rights reserved
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ISO/TS 10004:2010(E)
Introduction
0.1 General
One of the key elements of organizational success is the customer's satisfaction with the organization and its
products. Therefore, it is necessary to monitor and measure customer satisfaction.
The information obtained from monitoring and measuring customer satisfaction can help identify opportunities
for improvement of the organization's strategies, products, processes and characteristics that are valued by
customers, and serve the organization's objectives. Such improvements can strengthen customer confidence
and result in commercial and other benefits.
This Technical Specification provides guidance to the organization on establishing effective processes for
monitoring and measuring customer satisfaction.
0.2 Relationship with ISO 9001:2008
This Technical Specification is compatible with ISO 9001:2008, whose objectives it supports by providing
guidance on monitoring and measuring customer satisfaction. This Technical Specification can help address
specific clauses in ISO 9001:2008 related to customer satisfaction, namely those listed below.
a) ISO 9001:2008, 5.2, on customer focus: “Top management shall ensure that customer requirements are
determined and are met with the aim of enhancing customer satisfaction.”
b) ISO 9001:2008, 6.1, b), on resource management: “'The organization shall determine and provide the
resources needed (…) to enhance customer satisfaction by meeting customer requirements.”
c) ISO 9001:2008, 8.2.1, on customer satisfaction: “As one of the measurements of the performance of the
quality management system, the organization shall monitor information relating to customer perception as
to whether the organization has met customer requirements. The methods for obtaining and using this
information shall be determined.”
d) ISO 9001:2008, 8.4, on analysis of data: “The organization shall determine, collect and analyse
appropriate data to demonstrate the suitability and effectiveness of the quality management system and
to evaluate where continual improvement of the effectiveness of the quality management system can be
made. This shall include data generated as a result of monitoring and measurement and from other
relevant sources. The analysis of data shall provide information relating to (.) customer satisfaction (…).”
This Technical Specification can also be used independently of ISO 9001.
0.3 Relationship with ISO 9004:2009
This Technical Specification is also compatible with ISO 9004:2009, which provides guidance on managing for
the sustained success of an organization. This Technical Specification supplements the following guidance
given in:
⎯ ISO 9004:2009, Clause B.2, on customer focus, and
⎯ ISO 9004:2009, 8.3.1 and 8.3.2, on determining needs, expectations and satisfaction of customers.
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ISO/TS 10004:2010(E)
0.4 Relationship with ISO 10001, ISO 10002, ISO 10003
ISO 10001 contains guidance on codes of conduct for organizations related to customer satisfaction. Such
codes can decrease the likelihood of problems arising and can eliminate causes of complaints and disputes
which can decrease customer satisfaction.
ISO 10002 contains guidance on the internal handling of product-related complaints. This guidance can help
to preserve customer satisfaction and loyalty by resolving complaints effectively and efficiently.
ISO 10003 contains guidance on the resolution of disputes regarding product-related complaints that could not
be satisfactorily resolved internally. ISO 10003 can help to minimize customer dissatisfaction stemming from
unresolved complaints.
Collectively, ISO 10001, ISO 10002 and ISO 10003 provide guidance which can help to minimize customer
dissatisfaction and enhance customer satisfaction.
This Technical Specification complements ISO 10001, ISO 10002 and ISO 10003 by providing guidance on
the monitoring and measuring of customer satisfaction. The information gained can guide the organization to
take actions which can help to sustain or enhance customer satisfaction.
vi © ISO 2010 – All rights reserved
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TECHNICAL SPECIFICATION ISO/TS 10004:2010(E)
Quality management — Customer satisfaction — Guidelines for
monitoring and measuring
1 Scope
This Technical Specification provides guidance in defining and implementing processes to monitor and
measure customer satisfaction.
This Technical Specification is intended for use by organizations regardless of type, size or product provided.
The focus of this Technical Specification is on customers external to the organization.
This Technical Specification is not intended for certification or contractual purposes, nor is it intended to
change any rights or obligations under applicable statutory or regulatory requirements.
2 Normative references
The following referenced documents are indispensable for the application of this document: For dated
references, only the edition cited applies. For undated references, the latest edition of the referenced
document (including any amendments) applies.
ISO 9000:2005, Quality management systems — Fundamentals and vocabulary
3 Terms and definitions
For the purposes of this document, the terms and definitions given in ISO 9000:2005 and the following apply.
3.1
product
result of a process
NOTE 1 Product can be a service, software, hardware or processed material.
NOTE 2 Adapted from ISO 9000:2005, definition 3.4.2, whose original three notes have been condensed into Note 1.
3.2
customer
organization or person that receives a product
EXAMPLE Consumer, client, end-user, retailer, beneficiary, purchaser.
NOTE 1 Customers might include other interested parties who might be affected by the products provided by the
organization and who might influence the success of the organization.
NOTE 2 While a customer can be internal or external to the organization, the focus of this Technical Specification is on
the external customer.
NOTE 3 Adapted from ISO 9000:2005, definition 3.3.5, whose original note has been expanded into Notes 1 and 2.
© ISO 2010 – All rights reserved 1
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ISO/TS 10004:2010(E)
3.3
customer satisfaction
customer's perception of the degree to which the customer's requirements have been fulfilled
NOTE 1 Customer complaints are a common indicator of low customer satisfaction but their absence does not
necessarily imply high customer satisfaction.
NOTE 2 Even when customer requirements have been agreed with the customer and fulfilled, this does not necessarily
ensure high customer satisfaction.
[ISO 9000:2005, definition 3.1.4]
3.4
requirement
need or expectation that is stated, generally implied or obligatory
NOTE Adapted from ISO 9000:2005, definition 3.1.2, whose original five notes have been removed.
4 Concept of customer satisfaction
Customer satisfaction is determined by the gap between the customer's expectations and the customer's
perception of the product as delivered by the organization.
To achieve customer satisfaction, the organization should first understand the customer's expectations. These
expectations might be explicit or implicit, or not fully articulated.
Customer expectations, as understood by the organization, form the primary basis of the product that is
subsequently planned and delivered.
The extent to which the delivered product is perceived by the customer to meet or exceed expectations
determines the degree of customer satisfaction.
It is important to make a distinction between the organization's view of the quality of the delivered product and
the customer's perception of the delivered product, because it is the latter that governs the customer's
satisfaction. The relationship between the organization's and the customer's views on quality is further
described by the conceptual model of customer satisfaction, as presented in Annex A.
Since customer satisfaction is subject to change, organizations should establish processes to monitor and
measure customer satisfaction on a regular basis.
5 Framework for monitoring and measuring customer satisfaction
The organization should establish a systematic approach to monitoring and measuring customer satisfaction.
This approach should be supported by an organizational framework to enable the planning, operation,
maintenance and improvement of processes for monitoring and measuring customer satisfaction.
Planning includes determination of the methods of implementation, and the allocation of necessary resources
(see Clause 6).
Operation includes identifying customer expectations, gathering and analysing customer satisfaction data,
providing feedback for improvement and monitoring of customer satisfaction (see Clause 7).
Maintenance and improvement includes the review, evaluation and continual improvement of processes for
monitoring and measuring customer satisfaction (see Clause 8).
2 © ISO 2010 – All rights reserved
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ISO/TS 10004:2010(E)
6 Planning for monitoring and measuring customer satisfaction
6.1 Defining the purpose and objectives
As a first step, the organization should clearly define the purpose and objectives of monitoring and measuring
customer satisfaction, which might, for example, include the following:
⎯ to evaluate customer response to existing, new or re-designed products;
⎯ to obtain information on specific aspects, such as supporting processes, personnel or organization
behaviour;
⎯ to investigate reasons for customer complaints;
⎯ to investigate reasons for loss of market share;
⎯ to monitor trends in customer satisfaction;
⎯ to compare customer satisfaction in relation to other organisations.
The purpose and objectives influence what, when, how and from whom the data is gathered. They also
influence how the data is analysed and how the information is ultimately to be used.
6.2 Determining the scope and frequency
Based on the purpose and objectives, the organization should determine the scope of the planned
measurement, in terms of both the type of data that is sought, and from where it is to be obtained.
The type of information gathered can range from data regarding a specific characteristic, to assessment of
overall satisfaction. Likewise, the scope of assessment depends on the type of segmentation:
⎯ by customer,
⎯ by market, or
⎯ by product.
The organization should also determine the frequency of data gathering, which can be on a regular basis, on
an occasional basis, or both, as dictated by business needs or specific events (see 7.3).
6.3 Determining implementation methods and responsibilities
Some information regarding customer satisfaction might be obtained indirectly from the organization's internal
processes (e.g. customer complaints handling) or from external sources (e.g. reports in the media). Usually,
the organization needs to supplement such information with data obtained directly from customers.
The organization should determine how customer satisfaction information is to be obtained, and who is
responsible for that activity. The organization should also determine to whom the information is to be directed
for appropriate action.
The organization should plan to monitor the processes for obtaining and using customer satisfaction
information, as well as the results and effectiveness of these processes.
6.4 Allocating resources
The organization should determine and provide the necessary competent human and other resources for
planning, monitoring and measuring customer satisfaction.
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ISO/TS 10004:2010(E)
7 Monitoring and measuring customer satisfaction activities
7.1 General
To monitor and measure customer satisfaction, the organization should:
⎯ identify customer expectations;
⎯ gather customer satisfaction data;
⎯ analyse customer satisfaction data;
⎯ provide feedback for improvement of customer satisfaction;
⎯ monitor customer satisfaction on-going.
These activities and their relationship are depicted in Figure 1, and described in the clauses that follow.
INPUTS Gather customer OUTPUTS
satisfaction data
Related to Degree of
customer Analyse customer customer
Identify customer
Measuring
satisfaction satisfaction data satisfaction
expectations
customer satisfaction
Provide feedback
for improvement
Monitoring customer satisfaction
Figure 1 — Monitoring and measuring customer satisfaction
7.2 Identifying customer expectations
7.2.1 Identifying the customers
The organization should identify the customers, both current and potential, whose expectations it intends to
determine.
Once the “customer” group is defined, the organization should identify the individual customers whose
expectations are to be determined. For example, in the consumer goods sector, such individuals might be
regular customers, or they might be occasional customers. When the customer is an enterprise, one or more
persons in that enterprise (e.g. from purchasing, project management or production) should be selected.
Further examples of various types of customers and considerations are provided in Clause B.2.
7.2.2 Determining customer expectations
When determining customer expectations (see Figure A.1), the organization should consider the following:
⎯ stated customer requirements;
⎯ implied customer requirements;
4 © ISO 2010 – All rights reserved
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ISO/TS 10004:2010(E)
⎯ statutory and regulatory requirements;
⎯ other customer desires (“wish list”).
It is important to recognize that a customer might not always explicitly specify all aspects of the product. Items
that are presupposed might not be specified. Some aspects might be overlooked, or may not be known to the
customer.
As outlined in the conceptual model (see Annex A), it is crucial that the customer's expectations are clearly
and completely understood. How well these expectations are met will influence the customer's satisfaction.
Examples of various aspects to consider in order to better understand customer expectations are provided in
Clause B.3.
The relationship between customer expectations and customer satisfaction is further discussed in Clause B.4.
7.3 Gathering customer satisfaction data
7.3.1 Identifying and selecting characteristics related to customer satisfaction
The organization should identify the characteristics of the product, of its delivery and of the organization,
which have a significant effect on customer satisfaction. For convenience, the characteristics can be grouped
into categories such as:
a) product characteristics;
EXAMPLE Performance (quality, dependability), features, aesthetics, safety, support (maintenance, disposal,
training), price, perceived value, warranty.
b) delivery characteristics;
EXAMPLE On-time delivery, completeness of order, response time, operating information, quality of delivery
service.
c) organizational characteristics.
EXAMPLE Personnel characteristics (courtesy, competence, communication), billing process, complaints
handling, security, organizational behaviour (business ethics, social responsibility), image in society, transparency.
The organization should rank the selected characteristics to reflect their relative importance, as perceived by
the customer. If necessary, a survey should be carried out with a sub-set of customers to determine or verify
their perception of relative importance of characteristics.
7.3.2 Indirect indicators of customer satisfaction
The organization should examine existing sources of information for data that reflect characteristics related to
customer satisfaction, e.g.
⎯ frequency or trend in customer complaints, calls for assistance, or customer compliments;
⎯ frequency or trend in product returns, product repair or other indicators of product performance or
customer acceptance, e.g. installation or field inspection reports;
⎯ data obtained through communication with customers, e.g. by marketing, sales or support personnel;
⎯ reports from supplier surveys conducted by customer organizations, which can reveal how the
organization is perceived in relation to other organizations;
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ISO/TS 10004:2010(E)
⎯ reports from consumer groups that might reveal how the organization and its products are perceived by
customers or users;
⎯ media reports which might reveal how the organization or its products are perceived, and which might
themselves also influence customer perceptions;
⎯ sector/industry studies, e.g. involving a comparative assessment of characteristics of the organization's
product;
⎯ regulatory agency reports or publications.
Such data can provide insight into the strengths and weaknesses of the product and related organization
processes (e.g. product support, complaints handling and customer communication). The analysis of such
data can help to shape indicators of customer satisfaction. It can also help to confirm or supplement customer
satisfaction data gained directly from the customer.
7.3.3 Direct measures of customer satisfaction
7.3.3.1 General
While there might be indirect indicators of satisfaction (see 7.3.2), it is usually necessary to gather customer
satisfaction data directly from customers. The method(s) used to gather customer satisfaction data depend on
various factors, e.g.
⎯ the type, number and geographical or cultural distribution of customers,
⎯ the length and frequency of customer interaction,
⎯ the nature of the product provided by the organization, and
⎯ the purpose and cost of the assessment method.
The organization should consider the practical aspects described in 7.3.3.2 to 7.3.3.4 when planning the
approach and methods to use for gathering customer satisfaction data.
7.3.3.2 Selecting the method for gathering customer satisfaction data
The organization should select a method for gathering data that is appropriate to the need and the type of
data that is to be collected.
The method most commonly used for gathering such data is a survey, which can be either qualitative, or
quantitative, or both.
Qualitative surveys are those that are typically designed to reveal characteristics of the product, delivery or
the organization that are relevant to customer satisfaction. They are typically undertaken to understand or
explore individual perceptions and reactions, and to uncover ideas and issues. They are relatively flexible in
application, but can be subjective.
Quantitative surveys are those that are designed to measure the degree of customer satisfaction. They are
typically conducted to collect aggregate data, using fixed questions or criteria. They are used for determining
status, benchmarking, or tracking changes over time.
Brief descriptions of these types of survey methods and a comparison of their relative advantages and
limitations are provided in C.2.4.
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ISO/TS 10004:2010(E)
7.3.3.3 Selecting sample size and method of sampling
The organization should determine the number of customers to be surveyed (i.e. the sample size) and the
method of sampling, in order to measure customer satisfaction. The goal is to obtain reliable data at minimum
cost. The accuracy of the data gathered is governed by the size of the sample and the way the sample is
selected, i.e. the method of sampling.
The sample size can be determined statistically to ensure the precision and confidence levels required in the
findings. In addition, the method of sampling used should ensure that the resulting sample represents the
population well. Both aspects are further discussed in Clause C.3.
7.3.3.4 Developing the customer satisfaction questions
The product and the characteristics to be surveyed should be clearly defined. In addition, other characteristics
can also be surveyed [see 7.3.1, c)]. When developing the questions to be posed, the organization should first
determine the broad areas of interest, and then the sub-set of questions within those areas, with sufficient
details to provide information about customer perception.
The scale of measurement, which depends upon how questions are worded, should also be clearly defined.
Further guidance on defining the questions and consolidating them into a questionnaire is provided in
Clause C.4.
7.3.4 Collecting customer satisfaction data
The collection of data should be systematic, detailed and documented. The organization should specify how
the data is to be collected. When selecting the method(s) and tool(s) for collecting data, certain aspects
should be considered, e.g.
a) customer type and accessibility,
b) timelines for data collection,
c) available technology,
d) available resources (skills and budget), and
e) privacy and confidentiality.
When determining the frequency, period or trigger for collecting customer satisfaction data, the organization
should consider aspects such as the following:
⎯ the development or launch of a new product;
⎯ the completion of significant project milestones;
⎯ when some relevant change is made in the product or related processes, or operating environment;
⎯ when there is decrease in customer satisfaction, or variability in product sales (by region, or season);
⎯ the monitoring an
...
SLOVENSKI STANDARD
SIST-TS ISO/TS 10004:2010
01-september-2010
Vodenje kakovosti - Zadovoljstvo odjemalcev - Smernice za nadzorovanje in
merjenje
Quality management - Customer satisfaction - Guidelines for monitoring and measuring
Management de la qualité - Satisfaction du client - Lignes directrices relatives à la
surveillance et au mesurage
Ta slovenski standard je istoveten z: ISO/TS 10004:2010
ICS:
03.120.10 Vodenje in zagotavljanje Quality management and
kakovosti quality assurance
SIST-TS ISO/TS 10004:2010 en,fr
2003-01.Slovenski inštitut za standardizacijo. Razmnoževanje celote ali delov tega standarda ni dovoljeno.
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SIST-TS ISO/TS 10004:2010
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SIST-TS ISO/TS 10004:2010
TECHNICAL ISO/TS
SPECIFICATION 10004
First edition
2010-04-15
Quality management — Customer
satisfaction — Guidelines for monitoring
and measuring
Management de la qualité — Satisfaction du client — Lignes directrices
relatives à la surveillance et au mesurage
Reference number
ISO/TS 10004:2010(E)
©
ISO 2010
---------------------- Page: 3 ----------------------
SIST-TS ISO/TS 10004:2010
ISO/TS 10004:2010(E)
PDF disclaimer
This PDF file may contain embedded typefaces. In accordance with Adobe's licensing policy, this file may be printed or viewed but
shall not be edited unless the typefaces which are embedded are licensed to and installed on the computer performing the editing. In
downloading this file, parties accept therein the responsibility of not infringing Adobe's licensing policy. The ISO Central Secretariat
accepts no liability in this area.
Adobe is a trademark of Adobe Systems Incorporated.
Details of the software products used to create this PDF file can be found in the General Info relative to the file; the PDF-creation
parameters were optimized for printing. Every care has been taken to ensure that the file is suitable for use by ISO member bodies. In
the unlikely event that a problem relating to it is found, please inform the Central Secretariat at the address given below.
COPYRIGHT PROTECTED DOCUMENT
© ISO 2010
All rights reserved. Unless otherwise specified, no part of this publication may be reproduced or utilized in any form or by any means,
electronic or mechanical, including photocopying and microfilm, without permission in writing 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 2010 – All rights reserved
---------------------- Page: 4 ----------------------
SIST-TS ISO/TS 10004:2010
ISO/TS 10004:2010(E)
Contents Page
Foreword .iv
Introduction.v
1 Scope.1
2 Normative references.1
3 Terms and definitions .1
4 Concept of customer satisfaction .2
5 Framework for monitoring and measuring customer satisfaction.2
6 Planning for monitoring and measuring customer satisfaction.3
6.1 Defining the purpose and objectives .3
6.2 Determining the scope and frequency.3
6.3 Determining implementation methods and responsibilities.3
6.4 Allocating resources .3
7 Monitoring and measuring customer satisfaction activities .4
7.1 General .4
7.2 Identifying customer expectations .4
7.3 Gathering customer satisfaction data.5
7.4 Analysing customer satisfaction data.8
7.5 Providing feedback for improvement.9
7.6 Monitoring customer satisfaction.9
8 Maintenance and improvement of monitoring and measurement processes .10
Annex A (normative) Conceptual model of customer satisfaction.12
Annex B (normative) Identification of customer expectations .14
Annex C (normative) Direct measurement of customer satisfaction .17
Annex D (normative) Analysis of customer satisfaction data.22
Annex E (normative) Using customer satisfaction.27
Bibliography.29
© ISO 2010 – All rights reserved iii
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SIST-TS ISO/TS 10004:2010
ISO/TS 10004:2010(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.
International Standards are drafted in accordance with the rules given in the ISO/IEC Directives, Part 2.
The main task of technical committees is to prepare International Standards. Draft International Standards
adopted by the technical committees are circulated to the member bodies for voting. Publication as an
International Standard requires approval by at least 75 % of the member bodies casting a vote.
In other circumstances, particularly when there is an urgent market requirement for such documents, a
technical committee may decide to publish other types of document:
⎯ an ISO Publicly Available Specification (ISO/PAS) represents an agreement between technical experts in
an ISO working group and is accepted for publication if it is approved by more than 50 % of the members
of the parent committee casting a vote;
⎯ an ISO Technical Specification (ISO/TS) represents an agreement between the members of a technical
committee and is accepted for publication if it is approved by 2/3 of the members of the committee casting
a vote.
An ISO/PAS or ISO/TS is reviewed after three years in order to decide whether it will be confirmed for a
further three years, revised to become an International Standard, or withdrawn. If the ISO/PAS or ISO/TS is
confirmed, it is reviewed again after a further three years, at which time it must either be transformed into an
International Standard or be withdrawn.
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.
ISO/TS 10004 was prepared by Technical Committee ISO/TC 176, Quality management and quality
assurance, Subcommittee SC 3, Supporting technologies.
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Introduction
0.1 General
One of the key elements of organizational success is the customer's satisfaction with the organization and its
products. Therefore, it is necessary to monitor and measure customer satisfaction.
The information obtained from monitoring and measuring customer satisfaction can help identify opportunities
for improvement of the organization's strategies, products, processes and characteristics that are valued by
customers, and serve the organization's objectives. Such improvements can strengthen customer confidence
and result in commercial and other benefits.
This Technical Specification provides guidance to the organization on establishing effective processes for
monitoring and measuring customer satisfaction.
0.2 Relationship with ISO 9001:2008
This Technical Specification is compatible with ISO 9001:2008, whose objectives it supports by providing
guidance on monitoring and measuring customer satisfaction. This Technical Specification can help address
specific clauses in ISO 9001:2008 related to customer satisfaction, namely those listed below.
a) ISO 9001:2008, 5.2, on customer focus: “Top management shall ensure that customer requirements are
determined and are met with the aim of enhancing customer satisfaction.”
b) ISO 9001:2008, 6.1, b), on resource management: “'The organization shall determine and provide the
resources needed (…) to enhance customer satisfaction by meeting customer requirements.”
c) ISO 9001:2008, 8.2.1, on customer satisfaction: “As one of the measurements of the performance of the
quality management system, the organization shall monitor information relating to customer perception as
to whether the organization has met customer requirements. The methods for obtaining and using this
information shall be determined.”
d) ISO 9001:2008, 8.4, on analysis of data: “The organization shall determine, collect and analyse
appropriate data to demonstrate the suitability and effectiveness of the quality management system and
to evaluate where continual improvement of the effectiveness of the quality management system can be
made. This shall include data generated as a result of monitoring and measurement and from other
relevant sources. The analysis of data shall provide information relating to (.) customer satisfaction (…).”
This Technical Specification can also be used independently of ISO 9001.
0.3 Relationship with ISO 9004:2009
This Technical Specification is also compatible with ISO 9004:2009, which provides guidance on managing for
the sustained success of an organization. This Technical Specification supplements the following guidance
given in:
⎯ ISO 9004:2009, Clause B.2, on customer focus, and
⎯ ISO 9004:2009, 8.3.1 and 8.3.2, on determining needs, expectations and satisfaction of customers.
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0.4 Relationship with ISO 10001, ISO 10002, ISO 10003
ISO 10001 contains guidance on codes of conduct for organizations related to customer satisfaction. Such
codes can decrease the likelihood of problems arising and can eliminate causes of complaints and disputes
which can decrease customer satisfaction.
ISO 10002 contains guidance on the internal handling of product-related complaints. This guidance can help
to preserve customer satisfaction and loyalty by resolving complaints effectively and efficiently.
ISO 10003 contains guidance on the resolution of disputes regarding product-related complaints that could not
be satisfactorily resolved internally. ISO 10003 can help to minimize customer dissatisfaction stemming from
unresolved complaints.
Collectively, ISO 10001, ISO 10002 and ISO 10003 provide guidance which can help to minimize customer
dissatisfaction and enhance customer satisfaction.
This Technical Specification complements ISO 10001, ISO 10002 and ISO 10003 by providing guidance on
the monitoring and measuring of customer satisfaction. The information gained can guide the organization to
take actions which can help to sustain or enhance customer satisfaction.
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SIST-TS ISO/TS 10004:2010
TECHNICAL SPECIFICATION ISO/TS 10004:2010(E)
Quality management — Customer satisfaction — Guidelines for
monitoring and measuring
1 Scope
This Technical Specification provides guidance in defining and implementing processes to monitor and
measure customer satisfaction.
This Technical Specification is intended for use by organizations regardless of type, size or product provided.
The focus of this Technical Specification is on customers external to the organization.
This Technical Specification is not intended for certification or contractual purposes, nor is it intended to
change any rights or obligations under applicable statutory or regulatory requirements.
2 Normative references
The following referenced documents are indispensable for the application of this document: For dated
references, only the edition cited applies. For undated references, the latest edition of the referenced
document (including any amendments) applies.
ISO 9000:2005, Quality management systems — Fundamentals and vocabulary
3 Terms and definitions
For the purposes of this document, the terms and definitions given in ISO 9000:2005 and the following apply.
3.1
product
result of a process
NOTE 1 Product can be a service, software, hardware or processed material.
NOTE 2 Adapted from ISO 9000:2005, definition 3.4.2, whose original three notes have been condensed into Note 1.
3.2
customer
organization or person that receives a product
EXAMPLE Consumer, client, end-user, retailer, beneficiary, purchaser.
NOTE 1 Customers might include other interested parties who might be affected by the products provided by the
organization and who might influence the success of the organization.
NOTE 2 While a customer can be internal or external to the organization, the focus of this Technical Specification is on
the external customer.
NOTE 3 Adapted from ISO 9000:2005, definition 3.3.5, whose original note has been expanded into Notes 1 and 2.
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3.3
customer satisfaction
customer's perception of the degree to which the customer's requirements have been fulfilled
NOTE 1 Customer complaints are a common indicator of low customer satisfaction but their absence does not
necessarily imply high customer satisfaction.
NOTE 2 Even when customer requirements have been agreed with the customer and fulfilled, this does not necessarily
ensure high customer satisfaction.
[ISO 9000:2005, definition 3.1.4]
3.4
requirement
need or expectation that is stated, generally implied or obligatory
NOTE Adapted from ISO 9000:2005, definition 3.1.2, whose original five notes have been removed.
4 Concept of customer satisfaction
Customer satisfaction is determined by the gap between the customer's expectations and the customer's
perception of the product as delivered by the organization.
To achieve customer satisfaction, the organization should first understand the customer's expectations. These
expectations might be explicit or implicit, or not fully articulated.
Customer expectations, as understood by the organization, form the primary basis of the product that is
subsequently planned and delivered.
The extent to which the delivered product is perceived by the customer to meet or exceed expectations
determines the degree of customer satisfaction.
It is important to make a distinction between the organization's view of the quality of the delivered product and
the customer's perception of the delivered product, because it is the latter that governs the customer's
satisfaction. The relationship between the organization's and the customer's views on quality is further
described by the conceptual model of customer satisfaction, as presented in Annex A.
Since customer satisfaction is subject to change, organizations should establish processes to monitor and
measure customer satisfaction on a regular basis.
5 Framework for monitoring and measuring customer satisfaction
The organization should establish a systematic approach to monitoring and measuring customer satisfaction.
This approach should be supported by an organizational framework to enable the planning, operation,
maintenance and improvement of processes for monitoring and measuring customer satisfaction.
Planning includes determination of the methods of implementation, and the allocation of necessary resources
(see Clause 6).
Operation includes identifying customer expectations, gathering and analysing customer satisfaction data,
providing feedback for improvement and monitoring of customer satisfaction (see Clause 7).
Maintenance and improvement includes the review, evaluation and continual improvement of processes for
monitoring and measuring customer satisfaction (see Clause 8).
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6 Planning for monitoring and measuring customer satisfaction
6.1 Defining the purpose and objectives
As a first step, the organization should clearly define the purpose and objectives of monitoring and measuring
customer satisfaction, which might, for example, include the following:
⎯ to evaluate customer response to existing, new or re-designed products;
⎯ to obtain information on specific aspects, such as supporting processes, personnel or organization
behaviour;
⎯ to investigate reasons for customer complaints;
⎯ to investigate reasons for loss of market share;
⎯ to monitor trends in customer satisfaction;
⎯ to compare customer satisfaction in relation to other organisations.
The purpose and objectives influence what, when, how and from whom the data is gathered. They also
influence how the data is analysed and how the information is ultimately to be used.
6.2 Determining the scope and frequency
Based on the purpose and objectives, the organization should determine the scope of the planned
measurement, in terms of both the type of data that is sought, and from where it is to be obtained.
The type of information gathered can range from data regarding a specific characteristic, to assessment of
overall satisfaction. Likewise, the scope of assessment depends on the type of segmentation:
⎯ by customer,
⎯ by market, or
⎯ by product.
The organization should also determine the frequency of data gathering, which can be on a regular basis, on
an occasional basis, or both, as dictated by business needs or specific events (see 7.3).
6.3 Determining implementation methods and responsibilities
Some information regarding customer satisfaction might be obtained indirectly from the organization's internal
processes (e.g. customer complaints handling) or from external sources (e.g. reports in the media). Usually,
the organization needs to supplement such information with data obtained directly from customers.
The organization should determine how customer satisfaction information is to be obtained, and who is
responsible for that activity. The organization should also determine to whom the information is to be directed
for appropriate action.
The organization should plan to monitor the processes for obtaining and using customer satisfaction
information, as well as the results and effectiveness of these processes.
6.4 Allocating resources
The organization should determine and provide the necessary competent human and other resources for
planning, monitoring and measuring customer satisfaction.
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7 Monitoring and measuring customer satisfaction activities
7.1 General
To monitor and measure customer satisfaction, the organization should:
⎯ identify customer expectations;
⎯ gather customer satisfaction data;
⎯ analyse customer satisfaction data;
⎯ provide feedback for improvement of customer satisfaction;
⎯ monitor customer satisfaction on-going.
These activities and their relationship are depicted in Figure 1, and described in the clauses that follow.
INPUTS Gather customer OUTPUTS
satisfaction data
Related to Degree of
customer Analyse customer customer
Identify customer
Measuring
satisfaction satisfaction data satisfaction
expectations
customer satisfaction
Provide feedback
for improvement
Monitoring customer satisfaction
Figure 1 — Monitoring and measuring customer satisfaction
7.2 Identifying customer expectations
7.2.1 Identifying the customers
The organization should identify the customers, both current and potential, whose expectations it intends to
determine.
Once the “customer” group is defined, the organization should identify the individual customers whose
expectations are to be determined. For example, in the consumer goods sector, such individuals might be
regular customers, or they might be occasional customers. When the customer is an enterprise, one or more
persons in that enterprise (e.g. from purchasing, project management or production) should be selected.
Further examples of various types of customers and considerations are provided in Clause B.2.
7.2.2 Determining customer expectations
When determining customer expectations (see Figure A.1), the organization should consider the following:
⎯ stated customer requirements;
⎯ implied customer requirements;
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⎯ statutory and regulatory requirements;
⎯ other customer desires (“wish list”).
It is important to recognize that a customer might not always explicitly specify all aspects of the product. Items
that are presupposed might not be specified. Some aspects might be overlooked, or may not be known to the
customer.
As outlined in the conceptual model (see Annex A), it is crucial that the customer's expectations are clearly
and completely understood. How well these expectations are met will influence the customer's satisfaction.
Examples of various aspects to consider in order to better understand customer expectations are provided in
Clause B.3.
The relationship between customer expectations and customer satisfaction is further discussed in Clause B.4.
7.3 Gathering customer satisfaction data
7.3.1 Identifying and selecting characteristics related to customer satisfaction
The organization should identify the characteristics of the product, of its delivery and of the organization,
which have a significant effect on customer satisfaction. For convenience, the characteristics can be grouped
into categories such as:
a) product characteristics;
EXAMPLE Performance (quality, dependability), features, aesthetics, safety, support (maintenance, disposal,
training), price, perceived value, warranty.
b) delivery characteristics;
EXAMPLE On-time delivery, completeness of order, response time, operating information, quality of delivery
service.
c) organizational characteristics.
EXAMPLE Personnel characteristics (courtesy, competence, communication), billing process, complaints
handling, security, organizational behaviour (business ethics, social responsibility), image in society, transparency.
The organization should rank the selected characteristics to reflect their relative importance, as perceived by
the customer. If necessary, a survey should be carried out with a sub-set of customers to determine or verify
their perception of relative importance of characteristics.
7.3.2 Indirect indicators of customer satisfaction
The organization should examine existing sources of information for data that reflect characteristics related to
customer satisfaction, e.g.
⎯ frequency or trend in customer complaints, calls for assistance, or customer compliments;
⎯ frequency or trend in product returns, product repair or other indicators of product performance or
customer acceptance, e.g. installation or field inspection reports;
⎯ data obtained through communication with customers, e.g. by marketing, sales or support personnel;
⎯ reports from supplier surveys conducted by customer organizations, which can reveal how the
organization is perceived in relation to other organizations;
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⎯ reports from consumer groups that might reveal how the organization and its products are perceived by
customers or users;
⎯ media reports which might reveal how the organization or its products are perceived, and which might
themselves also influence customer perceptions;
⎯ sector/industry studies, e.g. involving a comparative assessment of characteristics of the organization's
product;
⎯ regulatory agency reports or publications.
Such data can provide insight into the strengths and weaknesses of the product and related organization
processes (e.g. product support, complaints handling and customer communication). The analysis of such
data can help to shape indicators of customer satisfaction. It can also help to confirm or supplement customer
satisfaction data gained directly from the customer.
7.3.3 Direct measures of customer satisfaction
7.3.3.1 General
While there might be indirect indicators of satisfaction (see 7.3.2), it is usually necessary to gather customer
satisfaction data directly from customers. The method(s) used to gather customer satisfaction data depend on
various factors, e.g.
⎯ the type, number and geographical or cultural distribution of customers,
⎯ the length and frequency of customer interaction,
⎯ the nature of the product provided by the organization, and
⎯ the purpose and cost of the assessment method.
The organization should consider the practical aspects described in 7.3.3.2 to 7.3.3.4 when planning the
approach and methods to use for gathering customer satisfaction data.
7.3.3.2 Selecting the method for gathering customer satisfaction data
The organization should select a method for gathering data that is appropriate to the need and the type of
data that is to be collected.
The method most commonly used for gathering such data is a survey, which can be either qualitative, or
quantitative, or both.
Qualitative surveys are those that are typically designed to reveal characteristics of the product, delivery or
the organization that are relevant to customer satisfaction. They are typically undertaken to understand or
explore individual perceptions and reactions, and to uncover ideas and issues. They are relatively flexible in
application, but can be subjective.
Quantitative surveys are those that are designed to measure the degree of customer satisfaction. They are
typically conducted to collect aggregate data, using fixed questions or criteria. They are used for determining
status, benchmarking, or tracking changes over time.
Brief descriptions of these types of survey methods and a comparison of their relative advantages and
limitations are provided in C.2.4.
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7.3.3.3 Selecting sample size and method of sampling
The organization should determine the number of customers to be surveyed (i.e. the sample size) and the
method of sampling, in order to measure customer satisfaction. The goal is to obtain reliable data at minimum
cost. The accuracy of the data gathered is governed by the size of the sample and the way the sample is
selected, i.e. the method of sampling.
The sample size can be determined statistically to ensure the precision and confidence levels required in the
findings. In addition, the method of sampling used should ensure that the resulting sample represents the
population well. Both aspects are further discussed in Clause C.3.
7.3.3.4 Developing the customer satisfaction questions
The product and the characteristics to be surveyed should be clearly defined. In addition, other characteristics
can also be surveyed [see 7.3.1, c)]. When developing the questions to be posed, the organization should first
determine the broad areas of interest, and then the sub-set of questions within those areas, with sufficient
details to provide information about customer perception.
The scale of measurement, w
...
SPÉCIFICATION ISO/TS
TECHNIQUE 10004
Première édition
2010-04-15
Management de la qualité — Satisfaction
du client — Lignes directrices relatives à
la surveillance et au mesurage
Quality management — Customer satisfaction — Guidelines for
monitoring and measuring
Numéro de référence
ISO/TS 10004:2010(F)
©
ISO 2010
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ISO/TS 10004:2010(F)
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ISO/TS 10004:2010(F)
Sommaire Page
Avant-propos .iv
Introduction.v
1 Domaine d'application .1
2 Références normatives.1
3 Termes et définitions .1
4 Concept de satisfaction du client .2
5 Cadre pour la surveillance et le mesurage de la satisfaction du client.2
6 Plan de surveillance et de mesure de la satisfaction du client .3
6.1 Définition de la finalité et des objectifs.3
6.2 Détermination du domaine d'application et de la fréquence .3
6.3 Détermination des méthodes de mise en œuvre et des responsabilités .3
6.4 Affectation des ressources .4
7 Surveillance et mesurage des activités relatives à la satisfaction du client.4
7.1 Généralités .4
7.2 Identification des attentes du client .4
7.3 Recueil des données de satisfaction du client .5
7.4 Analyse des données de satisfaction du client .8
7.5 Retours d'information en vue d'apporter des améliorations.9
7.6 Surveillance de la satisfaction du client .10
8 Actualisation et amélioration des processus de surveillance et de mesure .11
Annexe A (normative) Modèle conceptuel de satisfaction du client.12
Annexe B (normative) Identification des attentes du client .14
Annexe C (normative) Mesurage direct de la satisfaction du client.17
Annexe D (normative) Analyse des données de satisfaction du client .23
Annexe E (normative) Utilisation de la satisfaction du client .28
Bibliographie.30
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ISO/TS 10004:2010(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 Normes internationales sont rédigées conformément aux règles données dans les Directives ISO/CEI,
Partie 2.
La tâche principale des comités techniques est d'élaborer les Normes internationales. Les projets de Normes
internationales adoptés par les comités techniques sont soumis aux comités membres pour vote. Leur
publication comme Normes internationales requiert l'approbation de 75 % au moins des comités membres
votants.
Dans d'autres circonstances, en particulier lorsqu'il existe une demande urgente du marché, un comité
technique peut décider de publier d'autres types de documents:
⎯ une Spécification publiquement disponible ISO (ISO/PAS) représente un accord entre les experts dans
un groupe de travail ISO et est acceptée pour publication si elle est approuvée par plus de 50 % des
membres votants du comité dont relève le groupe de travail;
⎯ une Spécification technique ISO (ISO/TS) représente un accord entre les membres d'un comité technique
et est acceptée pour publication si elle est approuvée par 2/3 des membres votants du comité.
Une ISO/PAS ou ISO/TS fait l'objet d'un examen après trois ans afin de décider si elle est confirmée pour trois
nouvelles années, révisée pour devenir une Norme internationale, ou annulée. Lorsqu'une ISO/PAS ou
ISO/TS a été confirmée, elle fait l'objet d'un nouvel examen après trois ans qui décidera soit de sa
transformation en Norme internationale soit de son annulation.
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.
L'ISO/TS 10004 a été élaborée par le comité technique ISO/TC 176, Management et assurance de la qualité,
sous-comité SC 3, Techniques de soutien.
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ISO/TS 10004:2010(F)
Introduction
0.1 Généralités
L'un des éléments essentiels de la réussite d'un organisme est la satisfaction du client vis-à-vis de
l'organisme et de ses produits. Il est par conséquent nécessaire de surveiller et de mesurer la satisfaction du
client.
Les informations issues de la surveillance et du mesurage de la satisfaction du client peuvent permettre
d'identifier les opportunités d'amélioration des stratégies, produits, processus et caractéristiques de
l'organisme qui ont de l'importance pour les clients, et ainsi être utiles à l'organisme pour atteindre ses
objectifs. Ces améliorations peuvent accroître la confiance du client et générer des bénéfices commerciaux et
autres.
La présente Spécification technique fournit des recommandations aux organismes pour l'établissement de
processus efficaces de surveillance et de mesure de la satisfaction du client.
0.2 Relations avec l'ISO 9001:2008
La présente Spécification technique est compatible avec l'ISO 9001:2008, dont elle soutient les objectifs en
fournissant des recommandations sur la surveillance et le mesurage de la satisfaction du client. La présente
Spécification technique peut aider à aborder des articles spécifiques de l'ISO 9001:2008 relatifs à la
satisfaction du client, à savoir:
a) ISO 9001:2008, 5.2 relatif à l'écoute client: «La direction doit assurer que les exigences des clients sont
déterminées et respectées afin d'accroître la satisfaction des clients.»;
b) ISO 9001:2008, 6.1 b) relatif au management des ressources: «L'organisme doit déterminer et fournir les
ressources nécessaires (.) pour accroître la satisfaction des clients en respectant leurs exigences.»;
c) ISO 9001:2008, 8.2.1 relatif à la satisfaction du client: «L'organisme doit surveiller les informations
relatives à la perception du client sur le niveau de satisfaction de ses exigences par l'organisme comme
un des mesurages de la performance du système de management de la qualité. Les méthodes
permettant d'obtenir et d'utiliser ces informations doivent être déterminées.»;
d) ISO 9001:2008, 8.4 relatif à l'analyse des données: «L'organisme doit déterminer, recueillir et analyser
les données appropriées pour démontrer la pertinence et l'efficacité du système de management de la
qualité et pour évaluer les possibilités d'amélioration de son efficacité. Ceci doit inclure les données
résultant des activités de surveillance et de mesure ainsi que d'autres sources pertinentes. L'analyse des
données doit fournir des informations relatives à la (.) satisfaction du client (…).».
La présente Spécification technique peut également être utilisée indépendamment de l'ISO 9001.
0.3 Relations avec l'ISO 9004:2009
La présente Spécification technique est également compatible avec l'ISO 9004:2009 qui fournit des
recommandations pour la gestion des performances durables d'un organisme. La présente Spécification
technique complète les recommandations données dans
⎯ l'ISO 9004:2009, B.2, relatif à l'écoute client, et
⎯ l'ISO 9004:2009, 8.3.1 et 8.3.2, relatifs à la détermination des besoins, des attentes et de la satisfaction
du client.
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ISO/TS 10004:2010(F)
0.4 Relations avec l'ISO 10001, l'ISO 10002, l'ISO 10003
L'ISO 10001 contient des recommandations sur les codes de conduite des organismes concernés par la
satisfaction du client. Ces codes peuvent réduire la probabilité de survenue de problèmes et éliminer les
motifs de réclamations et de conflits qui peuvent diminuer la satisfaction du client.
L'ISO 10002 contient des recommandations sur le traitement des réclamations relatives aux produits au sein
d'un organisme. Ces recommandations peuvent contribuer à préserver la satisfaction et la fidélité du client en
résolvant les réclamations de manière efficace et efficiente.
L'ISO 10003 contient des recommandations sur la résolution des conflits liés à des réclamations relatives à
des produits et qui ne peuvent pas être résolus de manière satisfaisante en interne. L'ISO 10003 contribue à
réduire le plus possible l'insatisfaction du client découlant de réclamations non résolues.
Collectivement, l'ISO 10001, l'ISO 10002 et l'ISO 10003 fournissent des recommandations visant à réduire le
plus possible l'insatisfaction du client et à accroître sa satisfaction.
L'ISO 10001, l'ISO 10002 et l'ISO 10003 sont complétées par la présente Spécification technique qui fournit
des recommandations sur la surveillance et le mesurage de la satisfaction du client. Les informations
obtenues peuvent aider l'organisme à mener des actions permettant de maintenir ou d'accroître la satisfaction
du client.
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SPÉCIFICATION TECHNIQUE ISO/TS 10004:2010(F)
Management de la qualité — Satisfaction du client — Lignes
directrices relatives à la surveillance et au mesurage
1 Domaine d'application
La présente Spécification technique fournit des recommandations pour la définition et la mise en œuvre de
processus de surveillance et de mesure de la satisfaction du client.
La présente Spécification technique est destinée à être utilisée par les organismes quel que soit leur type, leur
taille ou le produit fourni. La présente Spécification technique porte sur les clients externes à l'organisme.
La présente Spécification technique n'est pas destinée à des besoins de certification ou des besoins
contractuels, ni à modifier les droits ou obligations définis dans des exigences légales ou réglementaires
applicables.
2 Références normatives
Les documents de référence suivants sont indispensables pour 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 s'applique (y compris les éventuels amendements).
ISO 9000:2005, 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 9000:2005 ainsi que les
suivants s'appliquent.
3.1
produit
résultat d'un processus
NOTE 1 Le produit peut être un service, un logiciel, un matériel ou un produit issu de processus à caractère continu.
NOTE 2 Adapté de l'ISO 9000:2005, définition 3.4.2, dont les trois notes ont été condensées dans la NOTE 1.
3.2
client
organisme ou personne qui reçoit un produit
EXEMPLE Consommateur, client, utilisateur final, détaillant, bénéficiaire, acheteur.
NOTE 1 Les clients peuvent inclure d'autres parties intéressées susceptibles d'être affectées par les produits fournis
par l'organisme, et qui peuvent avoir une influence sur les performances de l'organisme.
NOTE 2 Même si un client peut être interne ou externe à l'organisme, la présente Spécification technique porte sur les
clients externes.
NOTE 3 Adapté de l'ISO 9000:2005, définition 3.3.5, dont la note a été divisée en NOTE 1 et NOTE 2.
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3.3
satisfaction du client
perception du client sur le niveau de satisfaction de ses exigences
NOTE 1 Les réclamations des clients sont un indicateur habituel d'un faible niveau de satisfaction du client, mais leur
absence n'implique pas nécessairement un niveau élevé de satisfaction du client.
NOTE 2 Même lorsque les exigences du client ont été convenues avec lui et satisfaites, cela n'entraîne pas
nécessairement une forte satisfaction du client.
[ISO 9000:2005, définition 3.1.4]
3.4
exigence
besoin ou attente formulée, habituellement implicite, ou imposée
NOTE Adapté de l'ISO 9000:2005, définition 3.1.2, dont les cinq notes originales ont été supprimées.
4 Concept de satisfaction du client
La satisfaction du client est déterminée par l'écart entre ses attentes et sa perception du produit livré par
l'organisme.
Afin de satisfaire le client, il convient que l'organisme commence par comprendre ses attentes. Ces attentes
peuvent être explicites ou implicites, ou non totalement exprimées de façon claire.
Les attentes du client, telles qu'elles sont comprises par l'organisme, constituent le fondement de la
planification du produit à réaliser.
Le niveau de satisfaction du client est déterminé par le degré selon lequel le produit livré est perçu par le
client comme respectant ou dépassant ses attentes.
Il est important de faire la distinction entre le point de vue de l'organisme sur la qualité du produit livré et la
perception par le client du produit livré, car c'est cette dernière qui détermine la satisfaction du client. Les
relations entre les points de vue de l'organisme et du client sur la qualité sont décrites plus avant par le
modèle conceptuel de satisfaction du client présenté dans l'Annexe A.
La satisfaction du client étant sujette au changement, il convient que les organismes établissent régulièrement
des processus de surveillance et de mesure de la satisfaction du client.
5 Cadre pour la surveillance et le mesurage de la satisfaction du client
Il convient que l'organisme établisse une approche systématique de surveillance et de mesure de la
satisfaction du client. Il convient que cette approche s'inscrive dans un cadre organisationnel afin de
permettre la planification, le fonctionnement, l'actualisation et l'amélioration des processus de surveillance et
de mesure de la satisfaction du client.
La planification comprend la détermination des méthodes de mise en œuvre et l'affectation des ressources
nécessaires (voir Article 6).
Le fonctionnement comprend l'identification des attentes du client, le recueil et l'analyse des données de
satisfaction du client, les retours d'information en vue d'apporter des améliorations et la surveillance de la
satisfaction du client (voir Article 7).
L'actualisation et l'amélioration comprennent la revue, l'évaluation et l'amélioration continue des processus de
surveillance et de mesure de la satisfaction du client (voir Article 8).
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6 Plan de surveillance et de mesure de la satisfaction du client
6.1 Définition de la finalité et des objectifs
Il convient dans un premier temps que l'organisme définisse clairement la finalité et les objectifs de la
surveillance et du mesurage de la satisfaction du client, lesquels peuvent par exemple consister en:
⎯ évaluer les réactions du client à un produit existant, à un nouveau produit ou à un produit modifié;
⎯ obtenir des informations sur des aspects spécifiques tels que les processus d'assistance, le
comportement du personnel ou de l'organisme;
⎯ rechercher les motifs de réclamation du client;
⎯ rechercher les motifs de perte de parts de marché;
⎯ surveiller les tendances en matière de satisfaction du client;
⎯ comparer la satisfaction du client par rapport à d'autres organismes.
La finalité et les objectifs influencent le type de données recueillies, quand et comment elles sont recueillies,
et auprès de qui. Ils influencent également la manière dont les données sont analysées et dont les
informations sont finalement utilisées.
6.2 Détermination du domaine d'application et de la fréquence
En fonction de la finalité et des objectifs, il convient que l'organisme détermine le domaine d'application du
mesurage planifié, en termes à la fois du type de données recherchées et auprès de qui les obtenir.
Le type d'informations recueillies peut aller des données relatives à une caractéristique spécifique à
l'évaluation de la satisfaction dans son ensemble. De même, le domaine d'application de l'évaluation dépend
du type de segmentation:
⎯ par client;
⎯ par marché;
⎯ par produit.
Il convient également que l'organisme détermine la fréquence de recueil des données (sur une base régulière
ou ponctuelle, ou les deux), en fonction des besoins de l'organisme ou d'un événement spécifique (voir 7.3).
6.3 Détermination des méthodes de mise en œuvre et des responsabilités
Certaines informations relatives à la satisfaction du client peuvent être obtenues indirectement de processus
internes à l'organisme tels que le traitement des réclamations du client, ou de sources externes telles que des
rapports dans les médias. En règle générale, l'organisme a besoin de compléter ces informations par des
données obtenues directement auprès du client.
Il convient que l'organisme détermine la manière dont les informations relatives à la satisfaction du client sont
obtenues, ainsi que les personnes responsables de cette activité. Il convient que l'organisme détermine
également à qui les informations sont destinées en vue d'entreprendre les actions appropriées.
Il convient que l'organisme planifie la surveillance des processus d'obtention et d'utilisation des informations
relatives à la satisfaction du client, ainsi que la surveillance des résultats et de l'efficacité de ces processus.
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6.4 Affectation des ressources
Il convient que l'organisme détermine et fournisse les ressources humaines compétentes et autres ressources
nécessaires à la planification, à la surveillance et au mesurage de la satisfaction du client.
7 Surveillance et mesurage des activités relatives à la satisfaction du client
7.1 Généralités
Afin de surveiller et de mesurer la satisfaction du client, il convient que l'organisme
⎯ identifie les attentes du client,
⎯ recueille les données de satisfaction du client,
⎯ analyse les données de satisfaction du client,
⎯ procède à des retours d'information pour améliorer la satisfaction du client,
⎯ surveille en continu la satisfaction du client.
Ces activités et leurs relations sont illustrées à la Figure 1 et sont décrites dans les paragraphes qui suivent.
Recueillir des
ÉLÉMENTS ÉLÉMENTS
données de satisfaction
D'ENTRÉE DE SORTIE
du client
Relatifs à la Niveau de
satisfaction du Analyser des données satisfaction du
Identifier les
client Mesurage de la client
de satisfaction du
attentes du client
satisfaction du client
client
Fournir des
retours d’information
en vue d'apporter des
améliorations
Surveillance de la satisfaction du client
Figure 1 — Surveillance et mesurage de la satisfaction du client
7.2 Identification des attentes du client
7.2.1 Identification des clients
Il convient que l'organisme identifie les clients, existants et potentiels, dont il vise à déterminer les attentes.
Une fois le groupe de clients défini, il convient que l'organisme identifie les clients individuels dont les attentes
sont à déterminer. Par exemple, dans le secteur des biens de consommation, ces individus peuvent être des
clients réguliers ou des clients occasionnels. Lorsque le client est une entreprise, il convient de sélectionner
une ou plusieurs personnes de cette entreprise (par exemple au sein des achats, de la gestion de projet ou de
la production).
D'autres exemples de différents types de clients et de considérations sont fournis en B.2.
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7.2.2 Détermination des attentes du client
Lors de la détermination des attentes du client (voir Figure A.1), il convient que l'organisme prenne en compte
les éléments suivants:
⎯ les exigences formulées du client;
⎯ les exigences implicites du client;
⎯ les exigences légales et réglementaires;
⎯ les autres désirs du client (liste de souhaits).
Il est important d'admettre qu'un client peut ne pas toujours spécifier explicitement tous les aspects du produit.
Des éléments présupposés peuvent ne pas être spécifiés. Certains aspects peuvent également être négligés
ou ignorés par le client.
Comme décrit dans le modèle conceptuel (voir Annexe A), il est crucial que les attentes du client soient
clairement et complètement comprises. Le niveau de respect de ces attentes influe sur la satisfaction du client.
Des exemples de différents aspects à prendre en compte afin de mieux comprendre les attentes du client sont
fournis en B.3.
La relation entre les attentes et la satisfaction du client est traitée de manière plus détaillée en B.4.
7.3 Recueil des données de satisfaction du client
7.3.1 Identification et sélection des caractéristiques liées à la satisfaction du client
Il convient que l'organisme identifie les caractéristiques du produit, de sa livraison et de l'organisme qui ont un
effet significatif sur la satisfaction du client. Pour des raisons pratiques, ces caractéristiques peuvent être
regroupées en catégories telles que
a) caractéristiques du produit;
EXEMPLE Performances (qualité, fiabilité), fonctionnalités, esthétique, sécurité, assistance (maintenance, mise
au rebut, formation), prix, valeur perçue, garantie.
b) caractéristiques de livraison;
EXEMPLE Livraison à la date prévue, exhaustivité de la commande, temps de réaction, informations
d'utilisation, qualité du service de livraison.
c) caractéristiques de l'organisme;
EXEMPLE Caractéristiques du personnel (courtoisie, compétence, communication), processus de facturation,
gestion des réclamations, sécurité, comportement de l'organisme (éthique commerciale, responsabilité sociale),
image publique, transparence.
Il convient que l'organisme classe les caractéristiques sélectionnées en fonction de leur importance relative,
telle que perçue par le client. Si nécessaire, il convient de réaliser un sondage parmi un sous-ensemble de
clients afin de déterminer ou de vérifier leur perception de l'importance relative des caractéristiques.
7.3.2 Indicateurs indirects de la satisfaction du client
Il convient que l'organisme examine les sources d'informations existantes sur les données reflétant les
caractéristiques relatives à la satisfaction du client, par exemple
⎯ fréquence ou tendance des réclamations, demandes d'assistance ou compliments de la part du client,
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⎯ fréquence ou tendance des retours de produits, des réparations de produits ou autres indicateurs de
performance des produits ou d'acceptation du client, tels que les rapports d'installation ou d'inspection
sur le terrain,
⎯ données obtenues au travers de la communication avec les clients par exemple via le personnel du
marketing, des ventes ou de l'assistance,
⎯ rapports de sondages de fournisseurs menés par des organismes clients, qui peuvent révéler la manière
dont l'organisme est perçu par rapport à d'autres organismes,
⎯ rapports d'associations de consommateurs qui peuvent révéler la manière dont l'organisme et ses
produits sont perçus par les clients ou les utilisateurs,
⎯ rapports parus dans les médias qui peuvent révéler la manière dont l'organisme et ses produits sont
perçus, et qui peuvent eux-mêmes influencer la perception du client,
⎯ études sectorielles qui peuvent, par exemple, comprendre une évaluation comparative des
caractéristiques du produit de l'organisme,
⎯ rapports ou publications d'organismes de régulation.
Ces données peuvent donner un aperçu des points forts et des points faibles du produit et des processus
associés de l'organisme (tels que l'assistance pour le produit, le traitement des réclamations et la
communication avec les clients). L'analyse de ces données peut faciliter la création d'indicateurs de
satisfaction du client. Elle peut également confirmer ou compléter les données de satisfaction obtenues
directement auprès du client.
7.3.3 Mesurages directs de la satisfaction du client
7.3.3.1 Généralités
Même si des indicateurs indirects de satisfaction (voir 7.3.2) peuvent exister, il est généralement nécessaire
de recueillir des données de satisfaction directement auprès des clients. La ou les méthodes utilisées pour
recueillir les données de satisfaction du client dépendent de divers facteurs tels que
⎯ le type, le nombre et la répartition géographique ou culturelle du client,
⎯ la longueur et la fréquence des interactions avec les clients,
⎯ la nature du produit fourni par l'organisme, et
⎯ le but et le coût de la méthode d'évaluation.
Il convient que l'organisme prenne en compte les éléments décrits de 7.3.3.2 à 7.3.3.4 lors de la planification
de l'approche et des méthodes à utiliser pour recueillir les données de satisfaction du client.
7.3.3.2 Sélection de la méthode de recueil des données de satisfaction du client
Il convient que l'organisme opte pour une méthode de recueil des données adaptée à ses besoins et au type
de données à recueillir.
La méthode la plus couramment utilisée pour recueillir ce type de données est un sondage, qui peut être soit
qualitatif soit quantitatif, ou les deux.
Les sondages qualitatifs sont ceux généralement conçus pour révéler les caractéristiques du produit, de la
livraison ou de l'organisme pertinents en termes de satisfaction du client. Ils sont généralement réalisés afin
de comprendre ou d'examiner les perceptions et les réactions individuelles, et de mettre au jour des idées et
des problèmes.
...
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