SIST ISO 10004:2018
Quality management - Customer satisfaction - Guidelines for monitoring and measuring
Quality management - Customer satisfaction - Guidelines for monitoring and measuring
This document gives guidelines for defining and implementing processes to monitor and measure
customer satisfaction.
This document is intended for use by any organization regardless of its type or size, or the products and
services it provides. The focus of this document is on customers external to the organization.
NOTE Throughout this document, the terms “product” and “service” refer to the outputs of an organization
that are intended for, or required by, a customer.
Management de la qualité - Satisfaction du client - Lignes directrices relatives à la surveillance et au mesurage
Le pr�sent document fournit des lignes directrices relatives � la d�finition et � la mise en œuvre de processus de surveillance et de mesure de la satisfaction du client.
Le pr�sent document est destin� � �tre utilis� par tout organisme, quels que soient son type, sa taille ou les produits et services qu'il fournit. Le pr�sent document porte sur les clients externes � l'organisme.
NOTE Tout au long du pr�sent document, les termes �produit� et �service� se rapportent aux �l�ments de sortie d'un organisme qui sont destin�s � un client ou demand�s par celui-ci.
Vodenje kakovosti - Zadovoljstvo odjemalcev - Smernice za nadzorovanje in merjenje
Ta dokument podaja smernice za določanje in uveljavljanje postopkov za nadzorovanje in merjenje
zadovoljstva odjemalcev.
Ta dokument je namenjen za uporabo v kateri koli organizaciji, ne glede na vrsto ali velikost ter izdelke in storitve, ki jih ponuja. Ta dokument se osredotoča na odjemalce zunaj organizacije.
OPOMBA V tem dokumentu se izraza »izdelek« in »storitev« nanašata na proizvode organizacije, ki so namenjeni odjemalcu ali jih ta potrebuje.
General Information
Relations
Buy Standard
Related Packages
Standards Content (Sample)
SLOVENSKI STANDARD
SIST ISO 10004:2018
01-oktober-2018
1DGRPHãþD
SIST ISO 10004:2012
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 10004:2018
ICS:
03.100.70 Sistemi vodenja Management systems
03.120.10 Vodenje in zagotavljanje Quality management and
kakovosti quality assurance
SIST ISO 10004:2018 en,fr
2003-01.Slovenski inštitut za standardizacijo. Razmnoževanje celote ali delov tega standarda ni dovoljeno.
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SIST ISO 10004:2018
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SIST ISO 10004:2018
INTERNATIONAL ISO
STANDARD 10004
Second edition
2018-07
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 10004:2018(E)
©
ISO 2018
---------------------- Page: 3 ----------------------
SIST ISO 10004:2018
ISO 10004:2018(E)
COPYRIGHT PROTECTED DOCUMENT
© ISO 2018
All rights reserved. Unless otherwise specified, or required in the context of its implementation, no part of this publication may
be reproduced or utilized otherwise in any form or by any means, electronic or mechanical, including photocopying, or posting
on the internet or an intranet, without prior written permission. Permission can be requested from either ISO at the address
below or ISO’s member body in the country of the requester.
ISO copyright office
CP 401 • Ch. de Blandonnet 8
CH-1214 Vernier, Geneva
Phone: +41 22 749 01 11
Fax: +41 22 749 09 47
Email: copyright@iso.org
Website: www.iso.org
Published in Switzerland
ii © ISO 2018 – All rights reserved
---------------------- Page: 4 ----------------------
SIST ISO 10004:2018
ISO 10004:2018(E)
Contents Page
Foreword .v
Introduction .vi
1 Scope . 1
2 Normative references . 1
3 Terms and definitions . 1
4 Concepts and guiding principles . 3
4.1 General . 3
4.2 Concept of customer satisfaction . 3
4.3 Guiding principles . 3
4.3.1 Commitment . 3
4.3.2 Capacity . 3
4.3.3 Transparency . 3
4.3.4 Accessibility . 3
4.3.5 Responsiveness . 3
4.3.6 Information integrity . 4
4.3.7 Accountability . 4
4.3.8 Improvement. 4
4.3.9 Confidentiality . 4
4.3.10 Customer-focused approach . 4
4.3.11 Competence . 4
4.3.12 Timeliness. 4
4.3.13 Comprehension . 4
4.3.14 Continuity . 4
5 Framework for monitoring and measuring customer satisfaction . 4
5.1 Context of the organization . 4
5.2 Establishment . 5
6 Planning, design and development . 5
6.1 Defining the purpose and objectives . 5
6.2 Determining the scope and frequency . . 6
6.3 Determining implementation methods and responsibilities . 6
6.4 Allocating resources . 6
7 Operation . 7
7.1 General . 7
7.2 Identifying customer expectations . 7
7.2.1 Identifying customers. 7
7.2.2 Determining customer expectations . 7
7.3 Gathering customer satisfaction data . 8
7.3.1 Identifying and selecting characteristics related to customer satisfaction . 8
7.3.2 Indirect indicators of customer satisfaction . 8
7.3.3 Direct measures of customer satisfaction . 9
7.3.4 Collecting customer satisfaction data .10
7.4 Analysing customer satisfaction data .11
7.4.1 General.11
7.4.2 Preparing the data for analysis .11
7.4.3 Determining the method of analysis .11
7.4.4 Conducting the analysis .11
7.4.5 Validating the analysis .12
7.4.6 Reporting results and recommendations .12
7.5 Communicating customer satisfaction information .12
7.6 Monitoring customer satisfaction .13
7.6.1 General.13
7.6.2 Examining the customers selected and the data gathered .13
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SIST ISO 10004:2018
ISO 10004:2018(E)
7.6.3 Examining customer satisfaction information .13
7.6.4 Monitoring actions taken in response to customer satisfaction information .13
7.6.5 Assessing the effectiveness of actions taken.13
8 Maintenance and improvement .14
Annex A (informative) Interrelationship of ISO 10001, ISO 10002, ISO 10003 and this document 15
Annex B (informative) Conceptual model of customer satisfaction .17
Annex C (informative) Identification of customer expectations .19
Annex D (informative) Direct measurement of customer satisfaction .22
Annex E (informative) Analysis of customer satisfaction data .28
Annex F (informative) Using customer satisfaction information .33
Bibliography .35
iv © ISO 2018 – All rights reserved
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SIST ISO 10004:2018
ISO 10004:2018(E)
Foreword
ISO (the International Organization for Standardization) is a worldwide federation of national standards
bodies (ISO member bodies). The work of preparing International Standards is normally carried out
through ISO technical committees. Each member body interested in a subject for which a technical
committee has been established has the right to be represented on that committee. International
organizations, governmental and non-governmental, in liaison with ISO, also take part in the work.
ISO collaborates closely with the International Electrotechnical Commission (IEC) on all matters of
electrotechnical standardization.
The procedures used to develop this document and those intended for its further maintenance are
described in the ISO/IEC Directives, Part 1. In particular the different approval criteria needed for the
different types of ISO documents should be noted. This document was drafted in accordance with the
editorial rules of the ISO/IEC Directives, Part 2 (see www .iso .org/directives).
Attention is drawn to the possibility that some of the elements of this document may be the subject of
patent rights. ISO shall not be held responsible for identifying any or all such patent rights. Details of
any patent rights identified during the development of the document will be in the Introduction and/or
on the ISO list of patent declarations received (see www .iso .org/patents).
Any trade name used in this document is information given for the convenience of users and does not
constitute an endorsement.
For an explanation on the voluntary nature of standards, the meaning of ISO specific terms and
expressions related to conformity assessment, as well as information about ISO’s adherence to the
World Trade Organization (WTO) principles in the Technical Barriers to Trade (TBT) see the following
URL: www .iso .org/iso/foreword .html.
This document was prepared by Technical Committee ISO/TC 176, Quality management and quality
assurance, Subcommittee SC 3, Supporting technologies.
This second edition cancels and replaces the first edition (ISO 10004:2012), which has been technically
revised.
The main changes compared with the previous edition are as follows:
— alignment with ISO 9000:2015;
— alignment with ISO 9001:2015;
— improved alignment with ISO 10001, ISO 10002 and ISO 10003.
© ISO 2018 – All rights reserved v
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SIST ISO 10004:2018
ISO 10004:2018(E)
Introduction
0.1 General
One of the key elements of organizational success is the customer’s satisfaction with the organization
and its products and services. 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, services, 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 document provides guidance to the organization on establishing effective processes for monitoring
and measuring customer satisfaction.
The satisfaction of persons or organizations that could or do receive a product or a service from a public
or a private organization is the focus of this document.
0.2 Relationship with ISO 9001
This document is compatible with ISO 9001, whose objectives it supports by providing guidance on
monitoring and measuring customer satisfaction. This document can help address specific clauses in
ISO 9001 related to customer satisfaction, including those listed below:
a) ISO 9001:2015, 4.3, on the scope of the quality management system;
b) ISO 9001:2015, 5.1.2, on customer focus;
c) ISO 9001:2015, 6.2.1, on quality objectives;
d) ISO 9001:2015, 8.2.1 c), on customer communication;
e) ISO 9001:2015, 9.1.2, on customer satisfaction;
f) ISO 9001:2015, 9.1.3, on analysis and evaluation;
g) ISO 9001:2015, 9.3.2 c), on management review inputs;
h) ISO 9001:2015, 10.1 on improvement.
This document can also be used independently of ISO 9001.
0.3 Relationship with ISO 9004
This document is compatible with ISO 9004, and supports its objectives through the effective and
efficient application of customer satisfaction monitoring and measuring processes. ISO 9004 provides
guidance to achieve sustained success of an organization. The use of this document (ISO 10004) can
enhance performance in the area of monitoring and measuring of customer satisfaction to facilitate
the achievement of sustained success. It can also facilitate the continual improvement of the quality
of products, services and processes based on feedback from customers and other relevant interested
parties.
NOTE Apart from customers and complainants, other relevant interested parties can include suppliers,
industry associations and their members, consumer organizations, relevant government agencies, personnel,
owners and others who are affected by the customer satisfaction monitoring and measuring processes.
This document can also be used independently of ISO 9004.
0.4 Relationship with ISO 10001, ISO 10002 and ISO 10003
This document is compatible with ISO 10001, ISO 10002 and ISO 10003. These four documents can
be used either independently or in conjunction with each other. When used together, this document,
vi © ISO 2018 – All rights reserved
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SIST ISO 10004:2018
ISO 10004:2018(E)
ISO 10001, ISO 10002 and ISO 10003 can be part of a broader and integrated framework for enhanced
customer satisfaction through codes of conduct, complaints handling, dispute resolution and monitoring
and measurement of customer satisfaction (see Annex A).
ISO 10001 contains guidance on codes of conduct for organizations related to customer satisfaction.
Such codes of conduct can decrease the probability of problems arising and can eliminate causes of
complaints and disputes which can decrease customer satisfaction.
ISO 10001 and this document can be used together. Guidelines given in this document can support
the establishment and implementation of codes of conduct. For example, the processes described in
this document can assist the organization to monitor and measure customer satisfaction with these
codes of conduct (see ISO 10001:2018, 8.3). Likewise, the codes of conduct can assist the organization
in defining and implementing processes for monitoring and measuring customer satisfaction. For
example, an organization can establish a code of conduct with respect to the confidentiality of customer
information in monitoring and measuring customer satisfaction.
ISO 10002 contains guidance on the internal handling of product- and service-related complaints. This
guidance can help to preserve customer satisfaction and loyalty by resolving complaints effectively and
efficiently.
ISO 10002 and this document can be used together. Guidelines given in this document can support
the establishment and implementation of a complaints-handling process. For example, the processes
described in this document can assist the organization in monitoring and measuring customer
satisfaction with the complaints-handling process (see ISO 10002:2018, 8.3). Likewise, information
from a complaints-handling process can be used in monitoring and measuring customer satisfaction.
For example, the frequency and type of complaints can be an indirect indicator of customer satisfaction
(see 7.3.2).
ISO 10003 contains guidance on the resolution of disputes regarding product- and service-related
complaints that could not be satisfactorily resolved internally. ISO 10003 can help to minimize customer
dissatisfaction stemming from unresolved complaints.
ISO 10003 and this document can be used together. Guidelines given in this document can support the
establishment and implementation of a dispute-resolution process. For example, the processes described
in this document can assist the organization in monitoring and measuring customer satisfaction
with the dispute-resolution process (see ISO 10003:2018, 8.3). Likewise, information from a dispute-
resolution process can be used in monitoring and measuring customer satisfaction. For example, the
frequency and nature of disputes can be an indirect indicator of customer satisfaction (see 7.3.2).
Collectively, ISO 10001, ISO 10002 and ISO 10003 provide guidance which can help to minimize customer
dissatisfaction and enhance customer satisfaction. This document 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 ISO 10004:2018
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SIST ISO 10004:2018
INTERNATIONAL STANDARD ISO 10004:2018(E)
Quality management — Customer satisfaction —
Guidelines for monitoring and measuring
1 Scope
This document gives guidelines for defining and implementing processes to monitor and measure
customer satisfaction.
This document is intended for use by any organization regardless of its type or size, or the products and
services it provides. The focus of this document is on customers external to the organization.
NOTE Throughout this document, the terms “product” and “service” refer to the outputs of an organization
that are intended for, or required by, a customer.
2 Normative references
The following documents are referred to in the text in such a way that some or all of their content
constitutes requirements of this document. For dated references, only the edition cited applies. For
undated references, the latest edition of the referenced document (including any amendments) applies.
ISO 9000:2015, Quality management systems — Fundamentals and vocabulary
3 Terms and definitions
For the purposes of this document, the terms and definitions given in ISO 9000 and the following apply.
ISO and IEC maintain terminological databases for use in standardization at the following addresses:
— ISO Online browsing platform: available at https: //www .iso .org/obp
— IEC Electropedia: available at http: //www .electropedia .org/
3.1
customer
person or organization (3.7) that could or does receive a product or a service that is intended for or
required by this person or organization
EXAMPLE Consumer, client, end-user, retailer, receiver of product or service from an internal process,
beneficiary and purchaser.
Note 1 to entry: A customer can be internal or external to the organization.
[SOURCE: ISO 9000:2015, 3.2.4]
3.2
customer satisfaction
customer’s (3.1) perception of the degree to which the customer’s expectations have been fulfilled
Note 1 to entry: It can be that the customer’s expectation is not known to the organization (3.7), or even to the
customer in question, until the product or service is delivered. It can be necessary for achieving high customer
satisfaction to fulfil an expectation of a customer even if it is neither stated nor generally implied or obligatory.
Note 2 to entry: Complaints (3.3) are a common indicator of low customer satisfaction but their absence does not
necessarily imply high customer satisfaction.
© ISO 2018 – All rights reserved 1
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SIST ISO 10004:2018
ISO 10004:2018(E)
Note 3 to entry: Even when customer requirements have been agreed with the customer and fulfilled, this does
not necessarily ensure high customer satisfaction.
[SOURCE: ISO 9000:2015, 3.9.2]
3.3
complaint
expression of dissatisfaction made to an organization (3.7), related to its
product or service, or the complaints-handling process itself, where a response or resolution is explicitly
or implicitly expected
Note 1 to entry: Complaints can be made in relation to other processes where the organization interacts with the
customer (3.1).
Note 2 to entry: Complaints can be made directly or indirectly to the organization.
[SOURCE: ISO 9000:2015, 3.9.3, modified — Notes 1 and 2 to entry have been added.]
3.4
customer service
interaction of the organization (3.7) with the customer (3.1) throughout the life cycle of a product or
a service
[SOURCE: ISO 9000:2015, 3.9.4]
3.5
feedback
opinions, comments and expressions of interest in a product, a service or a
complaints-handling process
Note 1 to entry: Feedback can be given in relation to other processes where the organization (3.7) interacts with
the customer (3.1).
[SOURCE: ISO 9000:2015, 3.9.1, modified — Note 1 to entry has been added.]
3.6
interested party
stakeholder
person or organization (3.7) that can affect, be affected by, or perceive itself to be affected by a decision
or activity
EXAMPLE Customers (3.1), owners, people in an organization, providers, bankers, regulators, unions,
partners or society that can include competitors or opposing pressure groups.
[SOURCE: ISO 9000:2015, 3.2.3, modified — Note 1 to entry has been deleted.]
3.7
organization
person or group of people that has its own functions with responsibilities, authorities and relationships
to achieve its objectives
Note 1 to entry: The concept of organization includes, but is not limited to, sole-trader, company, corporation,
firm, enterprise, authority, partnership, association, charity or institution, or part or combination thereof,
whether incorporated or not, public or private.
[SOURCE: ISO 9000:2015, 3.2.1, modified — Note 2 to entry has been deleted.]
2 © ISO 2018 – All rights reserved
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SIST ISO 10004:2018
ISO 10004:2018(E)
4 Concepts and guiding principles
4.1 General
The concept of customer satisfaction outlined in 4.2, and the guiding principles set out in 4.3, provide
the basis for effective and efficient processes for monitoring and measuring customer satisfaction.
4.2 Concept of customer satisfaction
Customer satisfaction is determined by the gap between the customer’s expectations and the
customer’s perception of the product or service as delivered by the organization, and of aspects related
to the organization itself.
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 products and
services that are subsequently planned and delivered.
The extent to which the delivered product or service and other organizational aspects are 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 or service and the customer’s perception of the delivered product or service and of other
organizational aspects, 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 B.
Since customer satisfaction is subject to change, organizations should establish processes to monitor
and measure customer satisfaction on a regular basis.
4.3 Guiding principles
4.3.1 Commitment
The organization should be actively committed to defining and implementing processes to monitor and
measure customer satisfaction.
4.3.2 Capacity
Sufficient resources should be made available for and committed to monitoring and measuring
customer satisfaction, and should be managed effectively and efficiently.
4.3.3 Transparency
The organization should ensure that adequate customer satisfaction information is communicated to
customers, personnel and other relevant interested parties, as appropriate.
4.3.4 Accessibility
Customer satisfaction information should be easy to find and use.
4.3.5 Responsiveness
The organization should address the needs and expectations of customers in its use of customer
satisfaction information.
© ISO 2018 – All rights reserved 3
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SIST ISO 10004:2018
ISO 10004:2018(E)
4.3.6 Information integrity
The organization should
...
INTERNATIONAL ISO
STANDARD 10004
Second edition
2018-07
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 10004:2018(E)
©
ISO 2018
---------------------- Page: 1 ----------------------
ISO 10004:2018(E)
COPYRIGHT PROTECTED DOCUMENT
© ISO 2018
All rights reserved. Unless otherwise specified, or required in the context of its implementation, no part of this publication may
be reproduced or utilized otherwise in any form or by any means, electronic or mechanical, including photocopying, or posting
on the internet or an intranet, without prior written permission. Permission can be requested from either ISO at the address
below or ISO’s member body in the country of the requester.
ISO copyright office
CP 401 • Ch. de Blandonnet 8
CH-1214 Vernier, Geneva
Phone: +41 22 749 01 11
Fax: +41 22 749 09 47
Email: copyright@iso.org
Website: www.iso.org
Published in Switzerland
ii © ISO 2018 – All rights reserved
---------------------- Page: 2 ----------------------
ISO 10004:2018(E)
Contents Page
Foreword .v
Introduction .vi
1 Scope . 1
2 Normative references . 1
3 Terms and definitions . 1
4 Concepts and guiding principles . 3
4.1 General . 3
4.2 Concept of customer satisfaction . 3
4.3 Guiding principles . 3
4.3.1 Commitment . 3
4.3.2 Capacity . 3
4.3.3 Transparency . 3
4.3.4 Accessibility . 3
4.3.5 Responsiveness . 3
4.3.6 Information integrity . 4
4.3.7 Accountability . 4
4.3.8 Improvement. 4
4.3.9 Confidentiality . 4
4.3.10 Customer-focused approach . 4
4.3.11 Competence . 4
4.3.12 Timeliness. 4
4.3.13 Comprehension . 4
4.3.14 Continuity . 4
5 Framework for monitoring and measuring customer satisfaction . 4
5.1 Context of the organization . 4
5.2 Establishment . 5
6 Planning, design and development . 5
6.1 Defining the purpose and objectives . 5
6.2 Determining the scope and frequency . . 6
6.3 Determining implementation methods and responsibilities . 6
6.4 Allocating resources . 6
7 Operation . 7
7.1 General . 7
7.2 Identifying customer expectations . 7
7.2.1 Identifying customers. 7
7.2.2 Determining customer expectations . 7
7.3 Gathering customer satisfaction data . 8
7.3.1 Identifying and selecting characteristics related to customer satisfaction . 8
7.3.2 Indirect indicators of customer satisfaction . 8
7.3.3 Direct measures of customer satisfaction . 9
7.3.4 Collecting customer satisfaction data .10
7.4 Analysing customer satisfaction data .11
7.4.1 General.11
7.4.2 Preparing the data for analysis .11
7.4.3 Determining the method of analysis .11
7.4.4 Conducting the analysis .11
7.4.5 Validating the analysis .12
7.4.6 Reporting results and recommendations .12
7.5 Communicating customer satisfaction information .12
7.6 Monitoring customer satisfaction .13
7.6.1 General.13
7.6.2 Examining the customers selected and the data gathered .13
© ISO 2018 – All rights reserved iii
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ISO 10004:2018(E)
7.6.3 Examining customer satisfaction information .13
7.6.4 Monitoring actions taken in response to customer satisfaction information .13
7.6.5 Assessing the effectiveness of actions taken.13
8 Maintenance and improvement .14
Annex A (informative) Interrelationship of ISO 10001, ISO 10002, ISO 10003 and this document 15
Annex B (informative) Conceptual model of customer satisfaction .17
Annex C (informative) Identification of customer expectations .19
Annex D (informative) Direct measurement of customer satisfaction .22
Annex E (informative) Analysis of customer satisfaction data .28
Annex F (informative) Using customer satisfaction information .33
Bibliography .35
iv © ISO 2018 – All rights reserved
---------------------- Page: 4 ----------------------
ISO 10004:2018(E)
Foreword
ISO (the International Organization for Standardization) is a worldwide federation of national standards
bodies (ISO member bodies). The work of preparing International Standards is normally carried out
through ISO technical committees. Each member body interested in a subject for which a technical
committee has been established has the right to be represented on that committee. International
organizations, governmental and non-governmental, in liaison with ISO, also take part in the work.
ISO collaborates closely with the International Electrotechnical Commission (IEC) on all matters of
electrotechnical standardization.
The procedures used to develop this document and those intended for its further maintenance are
described in the ISO/IEC Directives, Part 1. In particular the different approval criteria needed for the
different types of ISO documents should be noted. This document was drafted in accordance with the
editorial rules of the ISO/IEC Directives, Part 2 (see www .iso .org/directives).
Attention is drawn to the possibility that some of the elements of this document may be the subject of
patent rights. ISO shall not be held responsible for identifying any or all such patent rights. Details of
any patent rights identified during the development of the document will be in the Introduction and/or
on the ISO list of patent declarations received (see www .iso .org/patents).
Any trade name used in this document is information given for the convenience of users and does not
constitute an endorsement.
For an explanation on the voluntary nature of standards, the meaning of ISO specific terms and
expressions related to conformity assessment, as well as information about ISO’s adherence to the
World Trade Organization (WTO) principles in the Technical Barriers to Trade (TBT) see the following
URL: www .iso .org/iso/foreword .html.
This document was prepared by Technical Committee ISO/TC 176, Quality management and quality
assurance, Subcommittee SC 3, Supporting technologies.
This second edition cancels and replaces the first edition (ISO 10004:2012), which has been technically
revised.
The main changes compared with the previous edition are as follows:
— alignment with ISO 9000:2015;
— alignment with ISO 9001:2015;
— improved alignment with ISO 10001, ISO 10002 and ISO 10003.
© ISO 2018 – All rights reserved v
---------------------- Page: 5 ----------------------
ISO 10004:2018(E)
Introduction
0.1 General
One of the key elements of organizational success is the customer’s satisfaction with the organization
and its products and services. 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, services, 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 document provides guidance to the organization on establishing effective processes for monitoring
and measuring customer satisfaction.
The satisfaction of persons or organizations that could or do receive a product or a service from a public
or a private organization is the focus of this document.
0.2 Relationship with ISO 9001
This document is compatible with ISO 9001, whose objectives it supports by providing guidance on
monitoring and measuring customer satisfaction. This document can help address specific clauses in
ISO 9001 related to customer satisfaction, including those listed below:
a) ISO 9001:2015, 4.3, on the scope of the quality management system;
b) ISO 9001:2015, 5.1.2, on customer focus;
c) ISO 9001:2015, 6.2.1, on quality objectives;
d) ISO 9001:2015, 8.2.1 c), on customer communication;
e) ISO 9001:2015, 9.1.2, on customer satisfaction;
f) ISO 9001:2015, 9.1.3, on analysis and evaluation;
g) ISO 9001:2015, 9.3.2 c), on management review inputs;
h) ISO 9001:2015, 10.1 on improvement.
This document can also be used independently of ISO 9001.
0.3 Relationship with ISO 9004
This document is compatible with ISO 9004, and supports its objectives through the effective and
efficient application of customer satisfaction monitoring and measuring processes. ISO 9004 provides
guidance to achieve sustained success of an organization. The use of this document (ISO 10004) can
enhance performance in the area of monitoring and measuring of customer satisfaction to facilitate
the achievement of sustained success. It can also facilitate the continual improvement of the quality
of products, services and processes based on feedback from customers and other relevant interested
parties.
NOTE Apart from customers and complainants, other relevant interested parties can include suppliers,
industry associations and their members, consumer organizations, relevant government agencies, personnel,
owners and others who are affected by the customer satisfaction monitoring and measuring processes.
This document can also be used independently of ISO 9004.
0.4 Relationship with ISO 10001, ISO 10002 and ISO 10003
This document is compatible with ISO 10001, ISO 10002 and ISO 10003. These four documents can
be used either independently or in conjunction with each other. When used together, this document,
vi © ISO 2018 – All rights reserved
---------------------- Page: 6 ----------------------
ISO 10004:2018(E)
ISO 10001, ISO 10002 and ISO 10003 can be part of a broader and integrated framework for enhanced
customer satisfaction through codes of conduct, complaints handling, dispute resolution and monitoring
and measurement of customer satisfaction (see Annex A).
ISO 10001 contains guidance on codes of conduct for organizations related to customer satisfaction.
Such codes of conduct can decrease the probability of problems arising and can eliminate causes of
complaints and disputes which can decrease customer satisfaction.
ISO 10001 and this document can be used together. Guidelines given in this document can support
the establishment and implementation of codes of conduct. For example, the processes described in
this document can assist the organization to monitor and measure customer satisfaction with these
codes of conduct (see ISO 10001:2018, 8.3). Likewise, the codes of conduct can assist the organization
in defining and implementing processes for monitoring and measuring customer satisfaction. For
example, an organization can establish a code of conduct with respect to the confidentiality of customer
information in monitoring and measuring customer satisfaction.
ISO 10002 contains guidance on the internal handling of product- and service-related complaints. This
guidance can help to preserve customer satisfaction and loyalty by resolving complaints effectively and
efficiently.
ISO 10002 and this document can be used together. Guidelines given in this document can support
the establishment and implementation of a complaints-handling process. For example, the processes
described in this document can assist the organization in monitoring and measuring customer
satisfaction with the complaints-handling process (see ISO 10002:2018, 8.3). Likewise, information
from a complaints-handling process can be used in monitoring and measuring customer satisfaction.
For example, the frequency and type of complaints can be an indirect indicator of customer satisfaction
(see 7.3.2).
ISO 10003 contains guidance on the resolution of disputes regarding product- and service-related
complaints that could not be satisfactorily resolved internally. ISO 10003 can help to minimize customer
dissatisfaction stemming from unresolved complaints.
ISO 10003 and this document can be used together. Guidelines given in this document can support the
establishment and implementation of a dispute-resolution process. For example, the processes described
in this document can assist the organization in monitoring and measuring customer satisfaction
with the dispute-resolution process (see ISO 10003:2018, 8.3). Likewise, information from a dispute-
resolution process can be used in monitoring and measuring customer satisfaction. For example, the
frequency and nature of disputes can be an indirect indicator of customer satisfaction (see 7.3.2).
Collectively, ISO 10001, ISO 10002 and ISO 10003 provide guidance which can help to minimize customer
dissatisfaction and enhance customer satisfaction. This document 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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INTERNATIONAL STANDARD ISO 10004:2018(E)
Quality management — Customer satisfaction —
Guidelines for monitoring and measuring
1 Scope
This document gives guidelines for defining and implementing processes to monitor and measure
customer satisfaction.
This document is intended for use by any organization regardless of its type or size, or the products and
services it provides. The focus of this document is on customers external to the organization.
NOTE Throughout this document, the terms “product” and “service” refer to the outputs of an organization
that are intended for, or required by, a customer.
2 Normative references
The following documents are referred to in the text in such a way that some or all of their content
constitutes requirements of this document. For dated references, only the edition cited applies. For
undated references, the latest edition of the referenced document (including any amendments) applies.
ISO 9000:2015, Quality management systems — Fundamentals and vocabulary
3 Terms and definitions
For the purposes of this document, the terms and definitions given in ISO 9000 and the following apply.
ISO and IEC maintain terminological databases for use in standardization at the following addresses:
— ISO Online browsing platform: available at https: //www .iso .org/obp
— IEC Electropedia: available at http: //www .electropedia .org/
3.1
customer
person or organization (3.7) that could or does receive a product or a service that is intended for or
required by this person or organization
EXAMPLE Consumer, client, end-user, retailer, receiver of product or service from an internal process,
beneficiary and purchaser.
Note 1 to entry: A customer can be internal or external to the organization.
[SOURCE: ISO 9000:2015, 3.2.4]
3.2
customer satisfaction
customer’s (3.1) perception of the degree to which the customer’s expectations have been fulfilled
Note 1 to entry: It can be that the customer’s expectation is not known to the organization (3.7), or even to the
customer in question, until the product or service is delivered. It can be necessary for achieving high customer
satisfaction to fulfil an expectation of a customer even if it is neither stated nor generally implied or obligatory.
Note 2 to entry: Complaints (3.3) are a common indicator of low customer satisfaction but their absence does not
necessarily imply high customer satisfaction.
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ISO 10004:2018(E)
Note 3 to entry: Even when customer requirements have been agreed with the customer and fulfilled, this does
not necessarily ensure high customer satisfaction.
[SOURCE: ISO 9000:2015, 3.9.2]
3.3
complaint
expression of dissatisfaction made to an organization (3.7), related to its
product or service, or the complaints-handling process itself, where a response or resolution is explicitly
or implicitly expected
Note 1 to entry: Complaints can be made in relation to other processes where the organization interacts with the
customer (3.1).
Note 2 to entry: Complaints can be made directly or indirectly to the organization.
[SOURCE: ISO 9000:2015, 3.9.3, modified — Notes 1 and 2 to entry have been added.]
3.4
customer service
interaction of the organization (3.7) with the customer (3.1) throughout the life cycle of a product or
a service
[SOURCE: ISO 9000:2015, 3.9.4]
3.5
feedback
opinions, comments and expressions of interest in a product, a service or a
complaints-handling process
Note 1 to entry: Feedback can be given in relation to other processes where the organization (3.7) interacts with
the customer (3.1).
[SOURCE: ISO 9000:2015, 3.9.1, modified — Note 1 to entry has been added.]
3.6
interested party
stakeholder
person or organization (3.7) that can affect, be affected by, or perceive itself to be affected by a decision
or activity
EXAMPLE Customers (3.1), owners, people in an organization, providers, bankers, regulators, unions,
partners or society that can include competitors or opposing pressure groups.
[SOURCE: ISO 9000:2015, 3.2.3, modified — Note 1 to entry has been deleted.]
3.7
organization
person or group of people that has its own functions with responsibilities, authorities and relationships
to achieve its objectives
Note 1 to entry: The concept of organization includes, but is not limited to, sole-trader, company, corporation,
firm, enterprise, authority, partnership, association, charity or institution, or part or combination thereof,
whether incorporated or not, public or private.
[SOURCE: ISO 9000:2015, 3.2.1, modified — Note 2 to entry has been deleted.]
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ISO 10004:2018(E)
4 Concepts and guiding principles
4.1 General
The concept of customer satisfaction outlined in 4.2, and the guiding principles set out in 4.3, provide
the basis for effective and efficient processes for monitoring and measuring customer satisfaction.
4.2 Concept of customer satisfaction
Customer satisfaction is determined by the gap between the customer’s expectations and the
customer’s perception of the product or service as delivered by the organization, and of aspects related
to the organization itself.
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 products and
services that are subsequently planned and delivered.
The extent to which the delivered product or service and other organizational aspects are 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 or service and the customer’s perception of the delivered product or service and of other
organizational aspects, 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 B.
Since customer satisfaction is subject to change, organizations should establish processes to monitor
and measure customer satisfaction on a regular basis.
4.3 Guiding principles
4.3.1 Commitment
The organization should be actively committed to defining and implementing processes to monitor and
measure customer satisfaction.
4.3.2 Capacity
Sufficient resources should be made available for and committed to monitoring and measuring
customer satisfaction, and should be managed effectively and efficiently.
4.3.3 Transparency
The organization should ensure that adequate customer satisfaction information is communicated to
customers, personnel and other relevant interested parties, as appropriate.
4.3.4 Accessibility
Customer satisfaction information should be easy to find and use.
4.3.5 Responsiveness
The organization should address the needs and expectations of customers in its use of customer
satisfaction information.
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ISO 10004:2018(E)
4.3.6 Information integrity
The organization should ensure that customer satisfaction information is accurate and not misleading,
and that data collected are relevant, correct, complete, meaningful and useful.
4.3.7 Accountability
The organization should establish and maintain accountability for, and reporting on, the decisions and
actions taken with respect to monitoring and measuring customer satisfaction.
4.3.8 Improvement
Increased effectiveness and efficiency of the processes to monitor and measure customer satisfaction
should be a permanent objective.
4.3.9 Confidentiality
Personally identifiable information should be kept confidential and protected, unless disclosure is
required by law or consent for disclosure is obtained from the person concerned.
NOTE Personally identifiable information is information that when associated with an individual can be
used to identify him or her, and is retrievable by the individual’s name, address, email address, telephone number
or similarly specific identifier. The precise meaning of the term differs around the world.
4.3.10 Customer-focused approach
The organization should adopt a customer-focused approach to monitor and measure customer
s
...
NORME ISO
INTERNATIONALE 10004
Deuxième édition
2018-07
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 10004:2018(F)
©
ISO 2018
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ISO 10004:2018(F)
DOCUMENT PROTÉGÉ PAR COPYRIGHT
© ISO 2018
Tous droits réservés. Sauf prescription différente ou nécessité dans le contexte de sa mise en œuvre, aucune partie de cette
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Publié en Suisse
ii © ISO 2018 – Tous droits réservés
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ISO 10004:2018(F)
Sommaire Page
Avant-propos .v
Introduction .vi
1 Domaine d'application . 1
2 Références normatives . 1
3 Termes et définitions . 1
4 Concepts et principes directeurs . 3
4.1 Généralités . 3
4.2 Concept de satisfaction du client . 3
4.3 Principes directeurs . 3
4.3.1 Engagement . . 3
4.3.2 Capacité. 3
4.3.3 Transparence . 4
4.3.4 Accessibilité. 4
4.3.5 Réactivité . 4
4.3.6 Intégrité des informations . 4
4.3.7 Responsabilité . 4
4.3.8 Amélioration . 4
4.3.9 Confidentialité . 4
4.3.10 Approche orientée client . 4
4.3.11 Compétences . 4
4.3.12 Ponctualité . 4
4.3.13 Compréhension . 5
4.3.14 Continuité. 5
5 Cadre pour la surveillance et la mesure de la satisfaction du client .5
5.1 Contexte de l'organisme . 5
5.2 Établissement . 5
6 Planification, conception et développement . 6
6.1 Définition de la finalité et des objectifs. 6
6.2 Détermination du domaine d'application et de la fréquence . 6
6.3 Détermination des méthodes de mise en œuvre et des responsabilités . 7
6.4 Affectation des ressources . 7
7 Fonctionnement . 7
7.1 Généralités . 7
7.2 Identification des attentes du client . 8
7.2.1 Identification des clients . 8
7.2.2 Détermination des attentes du client . 8
7.3 Recueil des données de satisfaction du client . 8
7.3.1 Identification et sélection des caractéristiques liées à la satisfaction du client . 8
7.3.2 Indicateurs indirects de la satisfaction du client . 9
7.3.3 Mesures directes de la satisfaction du client .10
7.3.4 Recueil des données de satisfaction du client .11
7.4 Analyse des données de satisfaction du client .11
7.4.1 Généralités .11
7.4.2 Préparation des données pour l'analyse .12
7.4.3 Détermination de la méthode d'analyse .12
7.4.4 Conduite de l'analyse .12
7.4.5 Validation de l'analyse .12
7.4.6 Compte rendu des résultats et recommandations .12
7.5 Communication des informations relatives à la satisfaction du client .13
7.6 Surveillance de la satisfaction du client .13
7.6.1 Généralités .13
7.6.2 Examen des clients sélectionnés et des données recueillies .13
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ISO 10004:2018(F)
7.6.3 Examen des informations relatives à la satisfaction du client .14
7.6.4 Surveillance des actions entreprises en réponse aux informations
relatives à la satisfaction du client .14
7.6.5 Évaluation de l'efficacité des actions entreprises .14
8 Mise à jour et amélioration .14
Annexe A (informative) Relations entre l'ISO 10001, l'ISO 10002, l’ISO 10003 et le présent
document .16
Annexe B (informative) Modèle conceptuel de satisfaction du client .18
Annexe C (informative) Identification des attentes du client .20
Annexe D (informative) Mesure directe de la satisfaction du client.23
Annexe E (informative) Analyse des données de satisfaction du client .30
Annexe F (informative) Utilisation des informations relatives à la satisfaction du client .35
Bibliographie .37
iv © ISO 2018 – Tous droits réservés
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ISO 10004:2018(F)
Avant-propos
L’ISO (Organisation internationale de normalisation) est une fédération mondiale d’organismes
nationaux de normalisation (comités membres de l’ISO). L’élaboration des Normes internationales est
en général confiée aux comités techniques de l’ISO. Chaque comité membre intéressé par une étude
a le droit de faire partie du comité technique créé à cet effet. Les organisations internationales,
gouvernementales et non gouvernementales, en liaison avec l’ISO participent également aux travaux.
L’ISO collabore étroitement avec la Commission électrotechnique internationale (IEC) en ce qui
concerne la normalisation électrotechnique.
Les procédures utilisées pour élaborer le présent document et celles destinées à sa mise à jour sont
décrites dans les Directives ISO/IEC, Partie 1. Il convient, en particulier de prendre note des différents
critères d’approbation requis pour les différents types de documents ISO. Le présent document a été
rédigé conformément aux règles de rédaction données dans les Directives ISO/IEC, Partie 2 (voir www
.iso .org/directives).
L’attention est attirée sur le fait que certains des éléments du présent document peuvent faire l’objet de
droits de propriété intellectuelle ou de droits analogues. L’ISO ne saurait être tenue pour responsable
de ne pas avoir identifié de tels droits de propriété et averti de leur existence. Les détails concernant
les références aux droits de propriété intellectuelle ou autres droits analogues identifiés lors de
l’élaboration du document sont indiqués dans l’Introduction et/ou dans la liste des déclarations de
brevets reçues par l’ISO (voir www .iso .org/brevets).
Les appellations commerciales éventuellement mentionnées dans le présent document sont données
pour information, par souci de commodité, à l’intention des utilisateurs et ne sauraient constituer un
engagement.
Pour une explication de la nature volontaire des normes, la signification des termes et expressions
spécifiques de l’ISO liés à l’évaluation de la conformité, ou pour toute information au sujet de l’adhésion
de l’ISO aux principes de l’Organisation mondiale du commerce (OMC) concernant les obstacles
techniques au commerce (OTC), voir le lien suivant: www .iso .org/avant -propos.
Le présent document a été élaboré par le comité technique ISO/TC 176, Management et assurance de la
qualité, sous-comité SC 3, Techniques de soutien.
Cette deuxième édition annule et remplace la première édition (ISO 10004:2012), qui a fait l'objet d'une
révision technique.
Les principales modifications par rapport à l’édition précédente sont les suivantes:
— alignement avec l’ISO 9000:2015;
— alignement avec l’ISO 9001:2015;
— amélioration de l’alignement avec l’ISO 10001, l’ISO 10002 et l’ISO 10003.
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ISO 10004:2018(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 et services. Il est par conséquent nécessaire de surveiller et de mesurer
la satisfaction du client.
Les informations issues de la surveillance et de la mesure de la satisfaction du client peuvent
permettre d'identifier les opportunités d'amélioration des stratégies, produits, services, 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.
Le présent document fournit aux organismes des lignes directrices relatives à l'établissement de
processus efficaces de surveillance et de mesure de la satisfaction du client.
Le présent document porte sur la satisfaction des personnes ou des organismes qui sont susceptibles de
recevoir ou qui reçoivent un produit ou un service d'un organisme public ou privé.
0.2 Relations avec l'ISO 9001
Le présent document est compatible avec l'ISO 9001, dont il soutient les objectifs en fournissant des
lignes directrices relatives à la surveillance et à la mesure de la satisfaction du client. Le présent
document peut aider à aborder des articles spécifiques de l'ISO 9001 relatifs à la satisfaction du client,
y compris:
a) ISO 9001: 2015, 4.3, relatif à la détermination du domaine d’application du système de management
de la qualité;
b) ISO 9001: ISO 2015, 5.1.2, relatif à l'orientation client;
c) ISO 9001: ISO 2015, 6.2.1, relatif aux objectifs qualité;
d) ISO 9001:2015, 8.2.1 c) relatif à la communication avec les clients;
e) ISO 9001:2015, 9.1.2, relatif à la satisfaction du client;
f) ISO 9001:2015, 9.1.3, relatif à l'analyse et à l'évaluation;
g) ISO 9001: 2015, 9.3.2 c), relatif aux éléments d'entrée de la revue de direction;
h) ISO 9001: 2015, 10.1, relatif à l'amélioration.
Le présent document peut également être utilisé indépendamment de l'ISO 9001.
0.3 Relations avec l'ISO 9004
Le présent document est compatible avec l'ISO 9004 et soutient ses objectifs grâce à l'application efficace
et efficiente de processus de surveillance et de mesure de la satisfaction du client. L'ISO 9004 fournit
des lignes directrices permettant à un organisme d’obtenir des performances durables. L'utilisation
du présent document (ISO 10004) peut permettre d'améliorer davantage les performances dans le
domaine de la surveillance et de la mesure de la satisfaction du client pour contribuer à l'obtention
de performances durables. Cela peut également contribuer à l'amélioration continue de la qualité des
produits, des services et des processus, grâce au retour d'information des clients comme des autres
parties intéressées pertinentes.
NOTE Hormis les clients et les réclamants, les autres parties intéressées pertinentes peuvent inclure les
fournisseurs, les associations d'industriels et leurs membres, les associations de consommateurs, les agences
gouvernementales correspondantes, le personnel, les propriétaires et toute autre partie concernée par le
processus de surveillance et de mesurage de la satisfaction du client.
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ISO 10004:2018(F)
Le présent document peut également être utilisé indépendamment de l'ISO 9004.
0.4 Relations avec l'ISO 10001, l'ISO 10002 et l'ISO 10003
Le présent document est compatible avec l'ISO 10001, l'ISO 10002 et l'ISO 10003. Ces quatre documents
peuvent être utilisés indépendamment ou conjointement. Lorsqu'ils sont utilisés conjointement, le
présent document, l'ISO 10001, l'ISO 10002 et l'ISO 10003 peuvent faire partie d'un cadre intégré plus
large visant à augmenter la satisfaction du client par le biais de codes de conduite, du traitement des
réclamations, de la résolution des conflits ainsi que de la surveillance et de la mesure de la satisfaction
du client (voir Annexe A).
L'ISO 10001 contient des lignes directrices relatives aux codes de conduite des organismes liés à la
satisfaction du client. Ces codes de conduite 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 10001 et le présent document peuvent être utilisés conjointement. Les lignes directrices données
dans le présent document peuvent aider à établir et mettre en œuvre des codes de conduite. Par exemple,
les processus décrits dans le présent document peuvent aider l'organisme à surveiller et mesurer la
satisfaction des clients par rapport à ces codes de conduite (voir l’ISO 10001:2018, 8.3). De la même
manière, les codes de conduite peuvent aider l’organisme à définir et mettre en œuvre des processus de
surveillance et de mesure de la satisfaction du client. Par exemple, un organisme peut établir un code
de conduite en ce qui concerne la confidentialité des informations relatives au client dans le cadre de la
surveillance et de la mesure de la satisfaction du client.
L'ISO 10002 contient des lignes directrices relatives au traitement interne des réclamations liées aux
produits et services. Ces recommandations peuvent contribuer à préserver la satisfaction et la fidélité
du client en résolvant les réclamations de manière efficace et efficiente.
L’ISO 10002 et le présent document peuvent être utilisés conjointement. Les lignes directrices données
dans le présent document peuvent aider à établir et mettre en œuvre un processus de traitement des
réclamations. Par exemple, les processus décrits dans le présent document peuvent aider l’organisme à
surveiller et mesurer la satisfaction du client par rapport au processus de traitement des réclamations
(voir l'ISO 10002:2018, 8.3). De même, les informations issues du processus de traitement des
réclamations peuvent être utilisées pour surveiller et mesurer la satisfaction du client. Par exemple,
la fréquence et le type de réclamations peuvent être un indicateur indirect de la satisfaction du client
(voir 7.3.2).
L'ISO 10003 contient des lignes directrices relatives à la résolution des conflits concernant les
réclamations liées aux produits et services qui ne peuvent pas être résolus de manière satisfaisante
en interne. L’ISO 10003 peut aider à réduire l’insatisfaction du client découlant de réclamations non
résolues.
L’ISO 10003 et le présent document peuvent être utilisés conjointement. Les lignes directrices données
dans le présent document peuvent aider à établir et mettre en œuvre un processus de résolution de
conflits. Par exemple, les processus décrits dans le présent document peuvent aider l’organisme à
surveiller et mesurer la satisfaction du client par rapport au processus de résolution des conflits (voir
l'ISO 10003:2018, 8.3). De la même manière, les informations obtenues dans le cadre d’un processus de
résolution des conflits peuvent être utilisées pour surveiller et mesurer la satisfaction du client. Par
exemple, la fréquence et la nature des conflits peuvent être un indicateur indirect de la satisfaction du
client (voir 7.3.2).
Collectivement, l'ISO 10001, l'ISO 10002 et l'ISO 10003 fournissent des lignes directrices 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 le présent document qui fournit des lignes directrices relatives
à la surveillance et à la mesure 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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NORME INTERNATIONALE ISO 10004:2018(F)
Management de la qualité — Satisfaction du client
— Lignes directrices relatives à la surveillance et au
mesurage
1 Domaine d'application
Le présent document fournit des lignes directrices relatives à la définition et à la mise en œuvre de
processus de surveillance et de mesure de la satisfaction du client.
Le présent document est destiné à être utilisé par tout organisme, quels que soient son type, sa taille ou
les produits et services qu'il fournit. Le présent document porte sur les clients externes à l'organisme.
NOTE Tout au long du présent document, les termes «produit» et «service» se rapportent aux éléments de
sortie d'un organisme qui sont destinés à un client ou demandés par celui-ci.
2 Références normatives
Les documents suivants cités dans le texte constituent, pour tout ou partie de leur contenu, des
exigences du présent document. Pour les références datées, seule l’édition citée s’applique. Pour les
références non datées, la dernière édition du document de référence s’applique (y compris les éventuels
amendements).
ISO 9000:2015, Systèmes de management de la qualité — Principes essentiels et vocabulaire
3 Termes et définitions
Pour les besoins du présent document, les termes et les définitions de l’ISO 9000, ainsi que les suivants,
s’appliquent.
L’ISO et l’IEC tiennent à jour des bases de données terminologiques destinées à être utilisées en
normalisation, consultables aux adresses suivantes:
— ISO Online browsing platform: disponible à l’adresse https: //www .iso .org/obp
— IEC Electropedia: disponible à l’adresse http: //www .electropedia .org/
3.1
client
personne ou organisme (3.7) qui est susceptible de recevoir ou qui reçoit un produit ou un service
destiné à, ou demandé par, cette personne ou cet organisme
EXEMPLE Consommateur, utilisateur final, détaillant, destinataire d'un produit ou service issu d'un
processus interne, bénéficiaire et acheteur.
Note 1 à l'article: Le client peut être interne ou externe à l'organisme.
[SOURCE: ISO 9000:2015, 3.2.4]
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ISO 10004:2018(F)
3.2
satisfaction du client
perception du client (3.1) sur le niveau de satisfaction de ses attentes
Note 1 à l'article: Il se peut que les attentes du client ne soient pas connues de l'organisme (3.7), voire du client
en question, jusqu'à ce que le produit ou le service soit fourni. Pour atteindre un niveau élevé de satisfaction
du client, il peut être nécessaire de satisfaire une attente d'un client, même si celle-ci n'est pas formulée, ni
généralement implicite ou obligatoire.
Note 2 à l'article: Les réclamations (3.3) 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 3 à l'article: Même lorsque les exigences du client ont été convenues avec lui et satisfaites, cela n'entraîne pas
nécessairement une forte satisfaction du client.
[SOURCE: ISO 9000:2015, 3.9.2]
3.3
réclamation
toute expression de mécontentement adressée à un organisme (3.7), concernant
son produit ou service, ou le processus de traitement des réclamations lui-même, pour laquelle une
réponse ou une solution est explicitement ou implicitement attendue
Note 1 à l'article: Les réclamations peuvent être faites en rapport avec d'autres processus dans lesquels
l'organisme interagit avec le client (3.1).
Note 2 à l'article: Les réclamations peuvent être transmises directement ou indirectement à l'organisme.
[SOURCE: ISO 9000:2015, 3.9.3, modifiée — Les Notes 1 et 2 à l’article ont été ajoutées.]
3.4
service à la clientèle
interaction de l'organisme (3.7) avec le client (3.1) tout au long du cycle de vie d'un produit ou d'un service
[SOURCE: ISO 9000:2015, 3.9.4]
3.5
retour d'information
avis, commentaires et expressions de l'intérêt porté à un produit, un service ou
au processus de traitement des réclamations
Note 1 à l'article: Le retour d'information peut être en rapport avec d'autres processus dans lesquels l'organisme
(3.7) interagit avec le client (3.1).
[SOURCE: ISO 9000:2015, 3.9.1, modifiée — La Note 1 à l’article a été ajoutée.]
3.6
partie intéressée
partie prenante
personne ou organisme (3.7) qui peut soit influer sur une décision ou une activité, soit être influencée
ou s’estimer influencée par une décision ou une activité
EXEMPLE Clients (3.1), propriétaires, personnel d'un organisme, prestataires, établissements financiers,
autorités réglementaires, syndicats, partenaires ou société qui peut inclure des concurrents ou des groupes de
pression d'opposition.
[SOURCE: ISO 9000:2015, 3.2.3, modifiée — La Note 1 à l'article a été supprimée.]
2 © ISO 2018 – Tous droits réservés
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ISO 10004:2018(F)
3.7
organisme
personne ou groupe de personnes ayant un rôle avec les responsabilités, l’autorité et les relations lui
permettant d'atteindre ses objectifs
Note 1 à l'article: Le concept d'organisme englobe sans s’y limiter, les travailleurs indépendants, les compagnies,
les sociétés, les firmes, les entreprises, les administrations, les partenariats, les associations, les organisations
caritatives ou les institutions, ou bien une partie ou une combinaison des entités précédentes, à responsabilité
limitée ou ayant un autre statut, de droit public ou privé.
[SOURCE: ISO 9000:2015, 3.2.1, modifiée — La Note 2 à l'article a été supprimée.]
4 Concepts et principes directeurs
4.1 Généralités
Le concept de satisfaction du client décrit en 4.2 et les principes directeurs énoncés en 4.3 servent de
base à des processus efficaces et efficients de surveillance et de mesure de la satisfaction du client.
4.2 Concept de satisfaction du client
La satisfaction du client est déterminée par l'écart entre ses attentes et sa perception du produit livré
ou du service fourni par l'organisme et des aspects relatifs à l'organisme lui-même.
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 et de la livraison des produits et services à réaliser.
Le niveau de satisfaction du client est déterminé par le degré selon lequel le produit livré ou le service
fourni et d'autres aspects de l'organisme sont perçus par le client comme respectant ou dépassant ses
atten
...
NORMA ISO
INTERNACIONAL 10004
Segunda edición
Traducción oficial
2018-07
Official translation
Traduction officielle
Gestión de la calidad — Satisfacción
del cliente — Directrices para el
seguimiento y la medición
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
Publicado por la Secretaría Central de ISO en Ginebra, Suiza, como
traducción oficial en español avalada por el Grupo de Trabajo Spanish
Translation Task Force (STTF), que ha certificado la conformidad en
relación con las versiones inglesa y francesa.
Número de referencia
ISO 10004:2018 (traducción oficial)
©
ISO 2018
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ISO 10004:2018 (traducción oficial)
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Versión española publicada en 2019
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ISO 10004:2018 (traducción oficial)
Índice Página
Prólogo .v
Introducción .vii
1 Objeto y campo de aplicación. 1
2 Referencias normativas . 1
3 Términos y definiciones . 1
4 Conceptos y principios guía . 3
4.1 Generalidades . 3
4.2 Concepto de satisfacción al cliente . 3
4.3 Principios guía . 3
4.3.1 Compromiso. 3
4.3.2 Capacidad . 3
4.3.3 Transparencia . 3
4.3.4 Accesibilidad . 3
4.3.5 Receptividad . 3
4.3.6 Integridad de la información . 4
4.3.7 Rendición de cuentas . 4
4.3.8 Mejora . 4
4.3.9 Confidencialidad . 4
4.3.10 Enfoque centrado en el cliente . 4
4.3.11 Competencia . 4
4.3.12 Puntualidad . 4
4.3.13 Comprensión . 4
4.3.14 Continuidad . 4
5 Marco de trabajo para el seguimiento y la medición de la satisfacción del cliente .5
5.1 Contexto de la organización . 5
5.2 Establecimiento . 5
6 Planificación, diseño y desarrollo . 6
6.1 Definición del propósito y los objetivos . 6
6.2 Determinación del alcance y la frecuencia . 6
6.3 Determinación de los métodos de implementación y las responsabilidades . 6
6.4 Asignación de recursos . 7
7 Operación . 7
7.1 Generalidades . 7
7.2 Identificación de las expectativas del cliente . 7
7.2.1 Identificación de los clientes . 7
7.2.2 Determinación de las expectativas del cliente . 8
7.3 Recopilación de los datos de la satisfacción del cliente . 8
7.3.1 Identificar y seleccionar las características relacionadas con la
satisfacción del cliente . 8
7.3.2 Indicadores indirectos de satisfacción del cliente . 9
7.3.3 Mediciones directas de la satisfacción del cliente . 9
7.3.4 Recopilación de los datos de la satisfacción del cliente .10
7.4 Análisis de los datos de la satisfacción del cliente .11
7.4.1 Generalidades .11
7.4.2 Preparación de los datos para el análisis .11
7.4.3 Determinación del método de análisis .11
7.4.4 Realización del análisis .12
7.4.5 Validación del análisis .12
7.4.6 Informe de resultados y recomendaciones .12
7.5 Comunicación de la información de la satisfacción del cliente .12
7.6 Seguimiento de la satisfacción del cliente .13
7.6.1 Generalidades .13
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ISO 10004:2018 (traducción oficial)
7.6.2 Examen de los clientes seleccionados y de los datos recopilados.13
7.6.3 Examen de la información sobre la satisfacción del cliente .13
7.6.4 Seguimiento de las acciones tomadas para mejorar la satisfacción del cliente.14
7.6.5 Evaluación de la eficacia de las medidas adoptadas .14
8 Mantenimiento y mejora .14
Anexo A (informativo) Interrelación de las Normas ISO 10001, 10002, 10003 y este documento .16
Anexo B (informativo) Modelo conceptual de satisfacción del cliente .18
Anexo C (informativo) Identificación de las expectativas del cliente .20
Anexo D (informativo) Medición directa de la satisfacción del cliente .23
Anexo E (informativo) Análisis de los datos de la satisfacción del cliente .29
Anexo F (informativo) Utilización de la satisfacción del cliente .34
Bibliografía .36
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ISO 10004:2018 (traducción oficial)
Prólogo
ISO (Organización Internacional de Normalización) es una federación mundial de organismos
nacionales de normalización (organismos miembros de ISO). El trabajo de elaboración de las Normas
Internacionales se lleva a cabo normalmente a través de los comités técnicos de ISO. Cada organismo
miembro interesado en una materia para la cual se haya establecido un comité técnico, tiene el derecho
de estar representado en dicho comité. Las organizaciones internacionales, gubernamentales y no
gubernamentales, vinculadas con ISO, también participan en el trabajo. ISO colabora estrechamente
con la Comisión Electrotécnica Internacional (IEC) en todos los temas de normalización electrotécnica.
En la Parte 1 de las Directivas ISO/IEC se describen los procedimientos utilizados para desarrollar este
documento y aquellos previstos para su mantenimiento posterior. En particular debería tomarse nota
de los diferentes criterios de aprobación necesarios para los distintos tipos de documentos ISO. Este
documento ha sido redactado de acuerdo con las reglas editoriales de la Parte 2 de las Directivas ISO/
IEC (véase www .iso .org/directives).
Se llama la atención sobre la posibilidad de que algunos de los elementos de este documento puedan
estar sujetos a derechos de patente. ISO no asume la responsabilidad por la identificación de alguno
o todos los derechos de patente. Los detalles sobre cualquier derecho de patente identificado durante
el desarrollo de este documento se indicarán en la Introducción y/o en la lista ISO de declaraciones de
patente recibidas (véase www .iso .org/patents).
Cualquier nombre comercial utilizado en este documento es información que se proporciona para
comodidad del usuario y no constituye una recomendación.
Para una explicación de la naturaleza voluntaria de las normas, el significado de los términos específicos
de ISO y las expresiones relacionadas con la evaluación de la conformidad, así como la información
acerca de la adhesión de ISO a los principios de la Organización Mundial del Comercio (OMC) respecto a
los Obstáculos Técnicos al Comercio (OTC), véase www .iso .org/iso/foreword .html.
Este documento ha sido elaborado por el Comité Técnico ISO/TC 176, Gestión y aseguramiento de la
calidad, Subcomité SC 3, Técnicas de apoyo.
Esta segunda edición anula y sustituye a la primera edición (ISO 10004:2012) que ha sido revisada
técnicamente.
Los mayores cambios comparados con la edición previa son los siguientes:
— Alineamiento con ISO 9000:2015;
— Alineamiento con ISO 9001:2015;
— Alineamiento mejorado con ISO 10001, ISO 10002 e ISO 10003.
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ISO 10004:2018 (traducción oficial)
Prólogo de la versión en español
Este documento ha sido traducido por el Grupo de Trabajo Spanish Translation Task Force (STTF) del
Comité Técnico ISO/TC 176, Gestión y aseguramiento de la calidad, en el que participan representantes
de los organismos nacionales de normalización y representantes del sector empresarial de los
siguientes países:
Argentina, Brasil, Bolivia, Chile, Colombia, Costa Rica, Cuba, Ecuador, El Salvador, España, México,
Panamá, Perú y Uruguay.
Igualmente, en el citado Grupo de Trabajo participan representantes de COPANT (Comisión
Panamericana de Normas Técnicas) y de INLAC (Instituto Latinoamericano de Aseguramiento de la
calidad).
Esta traducción es parte del resultado del trabajo que el Grupo ISO/TC 176/STTF viene desarrollando
desde su creación en el año 1999 para lograr la unificación de la terminología en lengua española en el
ámbito de la gestión de la calidad.
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ISO 10004:2018 (traducción oficial)
Introducción
0.1 Generalidades
Uno de los elementos clave del éxito de la organización es la satisfacción del cliente con la organización
y sus productos y servicios. Por lo tanto, es necesario realizar el seguimiento y la medición de la
satisfacción del cliente.
La información obtenida del seguimiento y la medición de la satisfacción del cliente puede ayudar
a identificar oportunidades para la mejora de las estrategias, productos, servicios, procesos y
características de la organización que son valoradas por los clientes y sirven a los objetivos de
la organización. Tales mejoras pueden fortalecer la confianza del cliente y resultar en beneficios
comerciales y otros.
Este documento proporciona orientación a la organización sobre el establecimiento de procesos
efectivos para realizar el seguimiento y la medición de la satisfacción del cliente.
La satisfacción de personas u organizaciones que podrían recibir o reciben un producto o un servicio de
una organización pública o privada es el foco de este documento.
0.2 Relación con la Norma ISO 9001
Este documento es compatible con la Norma ISO 9001, y da apoyo a sus objetivos proporcionando
orientación sobre el seguimiento y la medición de la satisfacción del cliente. Este documento puede
ayudar a tratar capítulos específicos de la Norma ISO 9001 relacionados con la satisfacción del cliente,
incluyendo los que se listan a continuación.
a) ISO 9001:2015, 4.3, sobre el alcance del sistema de gestión de la calidad
b) ISO 9001:2015, 5.1.2, sobre el enfoque al cliente
c) ISO 9001:2015, 6.2.1, sobre los objetivos de calidad
d) ISO 9001:2015, 8.2.1 c), sobre la comunicación con el cliente
e) ISO 9001:2015, 9.1.2, sobre la satisfacción del cliente
f) ISO 9001:2015, 9.1.3, sobre al análisis y la evaluación
g) ISO 9001:2015, 9.3.2 c), sobre las entradas de la revisión de la dirección
h) ISO 9001:2015, 10.1 sobre la mejora
Este documento se puede utilizar también de manera independiente de la Norma ISO 9001.
0.3 Relación con la Norma ISO 9004
Este documento es compatible con la Norma ISO 9004 y apoya sus objetivos mediante la aplicación eficaz
y eficiente de los procesos de seguimiento y medición de la satisfacción del cliente. La Norma ISO 9004
proporciona orientación para lograr el éxito sostenido de una organización. El uso de este documento
(ISO 10004) puede mejorar el desempeño en el área de seguimiento y medición de la satisfacción del
cliente para facilitar el logro de un éxito sostenido. También puede facilitar la mejora continua de la
calidad de los productos, servicios y procesos con base en en la retroalimentación de los clientes y otras
partes interesadas pertinentes.
NOTA Aparte de consumidores y reclamantes, otras partes interesadas pertinentes pueden incluir
proveedores, asociaciones industriales y sus miembros, organizaciones de consumidores, agencias de gobierno
pertinentes, personal, propietarios y otros que están afectados por los procesos de seguimiento y medición de
satisfacción del cliente.
Este documento también puede utilizarse independientemente de la Norma ISO 9004.
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ISO 10004:2018 (traducción oficial)
0.4 Relación con ISO 10001, ISO 10002 e ISO 10003
Este documento es compatible con las Normas ISO 10001, ISO 10002 e ISO 10003. Estos cuatro
documentos pueden utilizarse de forma independiente o conjuntamente entre sí. Cuando se emplean en
conjunto este documento, la Norma ISO 10001, la Norma ISO 10002 y la Norma ISO 10003, pueden ser
parte de un marco integrado y mayor para aumentar la satisfacción del cliente a través de códigos de
conducta, tratamiento de quejas, resolución de conflictos y seguimiento y medición de la satisfacción el
cliente (ver anexo A).
La Norma ISO 10001 contiene orientación sobre los códigos de conducta de las organizaciones relativos
a la satisfacción del cliente. Estos códigos de conducta pueden disminuir la probabilidad de que surjan
problemas y pueden eliminar las causas de quejas y conflictos que pueden disminuir la satisfacción del
cliente.
La Norma ISO 10001 y este documento pueden utilizarse en conjunto. Las directrices dadas en este
documento pueden apoyar el establecimiento y la implementación de códigos de conducta. Por ejemplo,
los procesos descritos en este documento pueden ayudar a la organización en el seguimiento y medición
de la satisfacción del cliente con estos códigos de conducta (véase ISO 10001:2018, 8.3). Del mismo
modo, los códigos de conducta pueden ayudar a la organización a definir e implementar procesos de
seguimiento y medición de la satisfacción del cliente. Por ejemplo, una organización puede establecer
un código de conducta con respecto a la confidencialidad de la información del cliente en el seguimiento
y la medición de la satisfacción del cliente.
La Norma ISO 10002 contiene orientación sobre el tratamiento interno de las quejas relacionadas con
el producto y el servicio. Esta orientación puede ayudar a preservar la satisfacción del cliente y su
fidelidad resolviendo quejas de manera eficaz y eficiente.
La Norma ISO 10002 y este documento pueden utilizarse en conjunto. Las directrices dadas en este
documento pueden apoyar el establecimiento y la implementación de procesos de tratamiento de
quejas. Por ejemplo, los procesos descritos en este documento pueden ayudar a la organización en el
seguimiento y medición de la la satisfacción del cliente con el proceso de tratamiento de quejas (véase
ISO 10002:2018 8.3). Del mismo modo, la información de un proceso de tratamiento de quejas puede ser
utilizada para el seguimiento y la medición de la satisfacción del cliente. Por ejemplo, la frecuencia y el
tipo de queja pueden ser un indicador indirecto de la satisfacción del cliente (véase 7.3.2).
La Norma ISO 10003 contiene orientación sobre la resolución de conflictos relativos a las quejas
relacionadas con productos y servicios que no pudieron resolverse internamente de manera
satisfactoria. La Norma ISO 10003 puede ayudar a minimizar la insatisfacción del cliente, originada por
quejas sin resolver.
La Norma ISO 10003 y este documento pueden usarse en conjunto. Las directrices dadas en este
documento pueden apoyar el establecimiento y la implementación de un proceso de resolución de
conflictos. Por ejemplo, los procesos descritos en este documento pueden ayudar a la organización en
el seguimiento y la medición de la satisfacción del cliente con el proceso de resolución de conflictos
(véase ISO 10003:2018 8.3). Del mismo modo, la información del proceso de resolución de conflictos
puede usarse para el seguimiento y la medición de la satisfacción del cliente. Por ejemplo, la frecuencia
y naturaleza de conflictos pueden ser un indicador indirecto de la satisfacción del cliente (véase 7.3.2).
En conjunto las Normas ISO 10001, ISO 10002 e ISO 10003 proporcionan orientación que puede
ayudar a minimizar la insatisfacción del cliente y aumentar la satisfacción del cliente. Este documento
complementa a las Normas ISO 10001, ISO 10002 e ISO 10003, proporcionando orientación sobre el
seguimiento y medición de la satisfacción del cliente. La información obtenida puede llevar a que la
organización emprenda acciones que pueden ayudar a mantener o aumentar la satisfacción del cliente.
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NORMA INTERNACIONAL ISO 10004:2018 (traducción oficial)
Gestión de la calidad — Satisfacción del cliente —
Directrices para el seguimiento y la medición
1 Objeto y campo de aplicación
Este documento proporciona directrices para definir e implementar procesos para el seguimiento y la
medición de la satisfacción del cliente.
Este documento está previsto para su uso por organizaciones cualquiera sea su tipo o tamaño,
o los productos y servicios que proporciona. Este documento se centra en los clientes externos a la
organización.
NOTA A lo largo de este documento, los términos "producto" y "servicio" se refieren a las salidas de una
organización que están destinados o son requeridos por un cliente.
2 Referencias normativas
En el texto se hace referencia a los siguientes documentos de manera que parte o la totalidad de su
contenido constituyen requisitos de este documento. Para las referencias con fecha, solo se aplica la
edición citada. Para las referencias sin fecha se aplica la última edición (incluida cualquier modificación
de esta).
ISO 9000:2015, Sistemas de gestión de la calidad — Fundamentos y vocabulario
3 Términos y definiciones
Para los fines de este documento, se aplican los términos y definiciones incluidos en la Norma ISO 9000
además de los siguientes.
ISO e IEC mantienen bases de datos terminológicas para su utilización en normalización en las siguientes
direcciones:
— Plataforma de búsqueda en línea de ISO: disponible en http: //www .iso .org/obp
— Electropedia de IEC: disponible en http: //www .electropedia .org/
3.1
cliente
persona u organización (3.7) que podría recibir o que recibe un producto o un servicio destinado a esa
persona u organización o requerido por ella
EJEMPLO Consumidor, cliente, usuario final, minorista, receptor de un producto o servicio de un proceso
interno, beneficiario y comprador.
Nota 1 a la entrada: Un cliente puede ser interno o externo a la organización.
[FUENTE: ISO 9000:2015, 3.2.4]
3.2
satisfacción del cliente
percepción del cliente (3.1) sobre el grado en que se han cumplido las expectativas de los clientes
Nota 1 a la entrada: Puede que la expectativa del cliente no sea conocida por la organización (3.7), o incluso por el
propio cliente, hasta que el producto o servicio se entregue. Para alcanzar una alta satisfacción del cliente puede
ser necesario cumplir una expectativa de un cliente incluso si no está declarada, ni está generalmente implícita,
ni es obligatoria.
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ISO 10004:2018 (traducción oficial)
Nota 2 a la entrada: Las quejas (3.3) son un indicador habitual de una baja satisfacción del cliente, pero la ausencia
de las mismas no implica necesariamente una elevada satisfacción del cliente.
Nota 3 a la entrada: Incluso cuando los requisitos del cliente se han acordado con el cliente y éstos se han
cumplido, esto no asegura necesariamente una elevada satisfacción del cliente.
[FUENTE: ISO 9000:2015, 3.9.2]
3.3
queja
expresión de insatisfacción hecha a una organización (3.7), relativa a su
producto o servicio, o al propio proceso de tratamiento de quejas, donde explícita o implícitamente se
espera una respuesta o resolución
Nota 1 a la entrada: Las quejas pueden hacerse en relación con otros procesos en los que la organización
interactúa con el cliente (3.1).
Nota 2 a la entrada: Las quejas pueden ser hechas directa o indirectamente a la organización.
[FUENTE: ISO 9000:2015, 3.9.3, modificada – se han agregado las Notas 1 y 2]
3.4
servicio al cliente
interacción de la organización (3.7) con el cliente (3.1) a lo largo del ciclo de vida de un producto o
servicio
[FUENTE: ISO 9000:2015, 3.9.4]
3.5
retroalimentación
opiniones, comentarios y expresiones de interés por un producto, un servicio
o un proceso de tratamiento de quejas
Nota 1 a la entrada: La retroalimentación puede darse en relación a otros procesos en los cuales la organización
(3.7) interactúa con el cliente (3.1).
[FUENTE: ISO 9000:2015, 3.9.1, modificada – se ha agregado la Nota 1 a la entrada]
3.6
parte interesada
persona u organización (3.7) que pueda afectar, verse afectada o percibirse como afectada por una
decisión o actividad
EJEMPLO Clientes (3.1), propietarios, personas de una organización, proveedores, banca, legisladores,
sindicatos, socios o sociedad en general que puede incluir competidores o grupos de presión con intereses
opuestos.
[FUENTE: ISO 9000:2015, 3.2.3, modificada — se ha eliminado la Nota 1 a la entrada]
3.7
organización
persona o grupo de personas que tiene sus propias funciones con responsabilidades, autoridades y
relaciones para lograr sus objetivos
Nota 1 a la entrada: El concepto de organización incluye, entre otros un trabajador independiente, compañía,
corporación, firma, empresa, autoridad, sociedad, asociación, organización benéfica o institución, o una parte o
combinación de éstas, ya estén constituidas o no, públicas o privadas.
[FUENTE: ISO 9000:2015, 3.2.1, modificada — se ha eliminado la Nota 2 a la entrada]
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...
SLOVENSKI STANDARD
oSIST ISO/DIS 10004:2017
01-september-2017
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/DIS 10004
ICS:
03.100.70 Sistemi vodenja Management systems
03.120.10 Vodenje in zagotavljanje Quality management and
kakovosti quality assurance
oSIST ISO/DIS 10004:2017 en,fr,de
2003-01.Slovenski inštitut za standardizacijo. Razmnoževanje celote ali delov tega standarda ni dovoljeno.
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oSIST ISO/DIS 10004:2017
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oSIST ISO/DIS 10004:2017
DRAFT INTERNATIONAL STANDARD
ISO/DIS 10004
ISO/TC 176/SC 3 Secretariat: NEN
Voting begins on: Voting terminates on:
2017-06-02 2017-08-24
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
ICS: 03.120.10
THIS DOCUMENT IS A DRAFT CIRCULATED
FOR COMMENT AND APPROVAL. IT IS
THEREFORE SUBJECT TO CHANGE AND MAY
NOT BE REFERRED TO AS AN INTERNATIONAL
STANDARD UNTIL PUBLISHED AS SUCH.
IN ADDITION TO THEIR EVALUATION AS
BEING ACCEPTABLE FOR INDUSTRIAL,
This document is circulated as received from the committee secretariat.
TECHNOLOGICAL, COMMERCIAL AND
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STANDARDS MAY ON OCCASION HAVE TO
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WHICH REFERENCE MAY BE MADE IN
Reference number
NATIONAL REGULATIONS.
ISO/DIS 10004:2017(E)
RECIPIENTS OF THIS DRAFT ARE INVITED
TO SUBMIT, WITH THEIR COMMENTS,
NOTIFICATION OF ANY RELEVANT PATENT
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©
PROVIDE SUPPORTING DOCUMENTATION. ISO 2017
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oSIST ISO/DIS 10004:2017
ISO/DIS 10004:2017(E)
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© ISO 2017, Published in Switzerland
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oSIST ISO/DIS 10004:2017
ISO/DIS 10004:2017(E)
Contents Page
Foreword .v
Introduction .vi
1 Scope . 1
2 Normative references . 1
3 Terms and definitions . 1
4 Concepts and guiding principles . 2
4.1 General . 2
4.2 Concept of customer satisfaction . 3
4.3 Guiding principles . 3
4.3.1 Commitment . 3
4.3.2 Capacity . 3
4.3.3 Transparency . 3
4.3.4 Accessibility . 3
4.3.5 Responsiveness . 3
4.3.6 Information integrity . 3
4.3.7 Accountability . 3
4.3.8 Improvement. 4
4.3.9 Confidentiality . 4
4.3.10 Customer-focused approach . 4
4.3.11 Competence . 4
4.3.12 Timeliness. 4
4.3.13 Comprehension . 4
4.3.14 Continuity . 4
5 Framework for monitoring and measuring customer satisfaction . 4
5.1 Context of the organization . 4
5.2 Establishment . 4
6 Planning, design and development . 5
6.1 Defining the purpose and objectives . 5
6.2 Determining the scope and frequency . . 6
6.3 Determining implementation methods and responsibilities . 6
6.4 Allocating resources . 6
7 Operation . 6
7.1 General . 6
7.2 Identifying customer expectations . 7
7.2.1 Identifying customers. 7
7.2.2 Determining customer expectations . 7
7.3 Gathering customer satisfaction data . 8
7.3.1 Identifying and selecting characteristics related to customer satisfaction . 8
7.3.2 Indirect indicators of customer satisfaction . 8
7.3.3 Direct measures of customer satisfaction . 9
7.3.4 Collecting customer satisfaction data .10
7.4 Analysing customer satisfaction data .10
7.4.1 General.10
7.4.2 Preparing the data for analysis .11
7.4.3 Determining the method of analysis .11
7.4.4 Conducting the analysis .11
7.4.5 Validating the analysis .11
7.4.6 Reporting results and recommendations .11
7.5 Communicating customer satisfaction information .12
7.6 Monitoring customer satisfaction .12
7.6.1 General.12
7.6.2 Examining the customers selected and the data gathered .12
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7.6.3 Examining customer satisfaction information .12
7.6.4 Monitoring actions taken in response to customer satisfaction information .13
7.6.5 Assessing the effectiveness of actions taken.13
8 Maintenance and improvement .13
Annex A (normative) Conceptual model of customer satisfaction .15
Annex B (normative) Identification of customer expectations .17
Annex C (normative) Direct measurement of customer satisfaction .20
Annex D (normative) Analysis of customer satisfaction data .26
Annex E (normative) Using customer satisfaction information .31
Annex F (informative) Inter-relationship of ISO 10001, ISO 10002, ISO 10003 and ISO 10004 .33
Bibliography .34
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oSIST ISO/DIS 10004:2017
ISO/DIS 10004:2017(E)
Foreword
ISO (the International Organization for Standardization) is a worldwide federation of national standards
bodies (ISO member bodies). The work of preparing International Standards is normally carried out
through ISO technical committees. Each member body interested in a subject for which a technical
committee has been established has the right to be represented on that committee. International
organizations, governmental and non-governmental, in liaison with ISO, also take part in the work.
ISO collaborates closely with the International Electrotechnical Commission (IEC) on all matters of
electrotechnical standardization.
The procedures used to develop this document and those intended for its further maintenance are
described in the ISO/IEC Directives, Part 1. In particular the different approval criteria needed for the
different types of ISO documents should be noted. This document was drafted in accordance with the
editorial rules of the ISO/IEC Directives, Part 2 (see www .iso .org/ directives).
Attention is drawn to the possibility that some of the elements of this document may be the subject of
patent rights. ISO shall not be held responsible for identifying any or all such patent rights. Details of
any patent rights identified during the development of the document will be in the Introduction and/or
on the ISO list of patent declarations received (see www .iso .org/ patents).
Any trade name used in this document is information given for the convenience of users and does not
constitute an endorsement.
For an explanation on the meaning of ISO specific terms and expressions related to conformity assessment,
as well as information about ISO’s adherence to the World Trade Organization (WTO) principles in the
Technical Barriers to Trade (TBT) see the following URL: www . i so .org/ iso/ foreword .html.
The committee responsible for this document is ISO/TC 176, Quality management and quality assurance,
Subcommittee SC 3, Supporting technologies.
This second edition cancels and replaces the second edition (ISO 10004:2012). This edition has sought
to improve the alignment of ISO 10004 with ISO 9001:2015.
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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 and services. 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, services, 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 International Standard provides guidance to the organization on establishing effective processes
for monitoring and measuring customer satisfaction.
The satisfaction of persons or organizations that could or do receive a product or a service from a public
or a private organization is the focus of this International Standard.
0.2 Relationship with ISO 9001
This International Standard is compatible with ISO 9001, whose objectives it supports by providing
guidance on monitoring and measuring customer satisfaction. This International Standard can help
address specific clauses in ISO 9001 related to customer satisfaction, namely those listed below.
a) ISO 9001: 2015, 4.3, on the scope of the quality management system
b) ISO 9001: 2015, 5.1.2, on customer focus
c) ISO 9001: 2015, 6.2.1, on quality objectives
d) ISO 9001:2015, 8.2.1 c), on customer communication
e) ISO 9001:2015, 9.1.2, on customer satisfaction
f) ISO 9001:2015, 9.1.3, on analysis and evaluation
g) ISO 9001: 2015, 9.3.2 c), on management review inputs
h) ISO 9001: 2015, 10.1 on improvement
This International Standard can be used independently of ISO 9001.
0.3 Relationship with ISO 9004
This International Standard is compatible with ISO 9004, and supports its objectives through the
effective and efficient application of customer satisfaction monitoring and measuring processes.
ISO 9004 provides guidance on managing for the sustained success of an organization. The use of this
International Standard (ISO 10004) can enhance performance in the area of monitoring and measuring
of customer satisfaction to facilitate the achievement of sustained success. It can also facilitate the
continual improvement of the quality of products, services and processes based on feedback from
customers and other relevant interested parties.
This International Standard can also be used independently of ISO 9004.
0.4 Relationship with ISO 10001, ISO 10002 and ISO 10003
This International Standard is compatible with ISO 10001, ISO 10002 and ISO 10003. These four
International Standards can be used either independently or in conjunction with each other. When used
together, this International Standard, ISO 10001, ISO 10002, and ISO 10003 can be part of a broader
and integrated framework for enhanced customer satisfaction through codes of conduct, complaints
handling, dispute resolution and monitoring and measurement of customer satisfaction (see Annex F).
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ISO 10001 contains guidance on codes of conduct for organizations related to customer satisfaction.
Such codes of conduct can decrease the probability of problems arising and can eliminate causes of
complaints and disputes which can decrease customer satisfaction.
ISO 10001 and this International Standard can be used together. Guidelines given in this International
Standard can support the establishment and implementation of codes of conduct. For example, the
processes described in this International Standard can assist the organization to monitor and measure
customer satisfaction with these codes of conduct (see ISO 10001, 8.3). Likewise, the codes of conduct
can assist the organization in defining and implementing processes for monitoring and measuring
customer satisfaction. For example, an organization can establish a code of conduct with respect to the
confidentiality of customer information in monitoring and measuring customer satisfaction.
ISO 10002 contains guidance on the internal handling of product- and service-related complaints. This
guidance can help to preserve customer satisfaction and loyalty by resolving complaints effectively and
efficiently.
ISO 10002 and this International Standard can be used together. Guidelines given in this International
Standard can support the establishment and implementation of a complaints-handling process.
For example, the processes described in this International Standard can assist the organization in
monitoring and measuring customer satisfaction with the complaints-handling process (see ISO 10002,
8.3). Likewise, information from a complaints-handling process can be used in monitoring and
measuring customer satisfaction. For example, the frequency and type of complaints can be an indirect
indicator of customer satisfaction (see 7.3.2).
ISO 10003 contains guidance on the resolution of disputes regarding product- and service-related
complaints that could not be satisfactorily resolved internally. ISO 10003 can help to minimize customer
dissatisfaction stemming from unresolved complaints.
ISO 10003 and this International Standard can be used together. Guidelines given in this International
Standard can support the establishment and implementation of a dispute resolution process. For
example, the processes described in this International Standard can assist the organization in
monitoring and measuring customer satisfaction with the dispute resolution process (see ISO 10003,
8.3). Likewise, information from a dispute resolution process can be used in monitoring and measuring
customer satisfaction. For example, the frequency and nature of disputes can be an indirect indicator of
customer satisfaction (see 7.3.2).
Collectively, ISO 10001, ISO 10002 and ISO 10003 provide guidance which can help to minimize
customer dissatisfaction and enhance customer satisfaction. This International Standard 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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oSIST ISO/DIS 10004:2017
DRAFT INTERNATIONAL STANDARD ISO/DIS 10004:2017(E)
Quality management — Customer satisfaction —
Guidelines for monitoring and measuring
1 Scope
This International Standard provides guidance in defining and implementing processes to monitor and
measure customer satisfaction.
This International Standard is intended for use by any organization regardless of its type or size, or the
products and services it provides. The focus of this International Standard is on customers external to
the organization.
NOTE 1 Throughout this International Standard, the terms “product” and “service” refer to the outputs of an
organization that are intended for, or required by, a customer.
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
3.1
customer
person or organization (3.7) that could or does receive a product or a service that is intended for or
required by this person or organization
EXAMPLE Consumer, client, end-user, retailer, receiver of product or service from an internal process,
beneficiary and purchaser.
Note 1 to entry: A customer can be internal or external to the organization.
[SOURCE: ISO 9000:2015, 3.2.4]
3.2
customer satisfaction
customer’s (3.1) perception of the degree to which the customer’s expectations have been fulfilled
Note 1 to entry: Note 1 to entry: It can be that the customer’s expectation is not known to the organization, or
even to the customer in question, until the product or service is delivered. It can be necessary for achieving high
customer satisfaction to fulfil an expectation of a customer even if it is neither stated nor generally implied or
obligatory.
Note 2 to entry: Complaints are a common indicator of low customer satisfaction but their absence does not
necessarily imply high customer satisfaction.
Note 3 to entry: Note 3 to entry: Even when customer requirements have been agreed with the customer and
fulfilled, this does not necessarily ensure high customer satisfaction.
[SOURCE: ISO 9000:2015, 3.9.2]
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3.3
complaint
expression of dissatisfaction made to an organization (3.7), related to its
product or service, or the complaints-handling process itself, where a response or resolution is explicitly
or implicitly expected
[SOURCE: ISO 9000:2015, 3.9.3]
Note 1 to entry: Complaints can be made in relation to other processes where the organization interacts with the
customer.
Note 2 to entry: Complaints can be made directly or indirectly to the organization.
3.4
customer service
interaction of the organization (3.7) with the customer (3.1) throughout the life cycle of a product or
a service
[SOURCE: ISO 9000:2015, 3.9.4]
3.5
feedback
opinions, comments and expressions of interest in a product, a service or a
complaints-handling process
[SOURCE: ISO 9000:2015, 3.9.1]
Note 1 to entry: Feedback can be given in relation to other processes where the organization interacts with the
customer.
3.6
interested party
stakeholder
person or organization (3.7) that can affect, be affected by, or perceive itself to be affected by a decision
or activity
EXAMPLE Customers, owners, people in an organization, providers, bankers, regulators, unions, partners or
society that can include competitors or opposing pressure groups.
[SOURCE: ISO 9000:2015, 3.2.3, modified — Note 1 to entry has been deleted]
3.7
organization
person or group of people that has its own functions with responsibilities, authorities and relationships
to achieve its objectives
Note 1 to entry: The concept of organization includes, but is not limited to, sole-trader, company, corporation,
firm, enterprise, authority, partnership, association, charity or institution, or part or combination thereof,
whether incorporated or not, public or private.
[SOURCE: ISO 9000:2015, 3.2.1, modified — Note 2 to entry has been deleted]
4 Concepts and guiding principles
4.1 General
The concept of customer satisfaction outlined in 4.2, and the guiding principles set out in 4.3, provide
the basis for effective and efficient processes for monitoring and measuring customer satisfaction.
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4.2 Concept of customer satisfaction
Customer satisfaction is determined by the gap between the customer’s expectations and the
customer’s perception of the product or service as delivered by the organization, and of aspects related
to the organization itself.
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 products and
services that are subsequently planned and delivered.
The extent to which the delivered product or service and other organizational aspects are 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 or service and the customer’s perception of the delivered product or service and of other
organizational aspects, 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.
4.3 Guiding principles
4.3.1 Commitment
The organization should be actively committed to defining and implementing processes to monitor and
measure customer satisfaction.
4.3.2 Capacity
Sufficient resources should be made available and committed to monitor and measure customer
satisfaction, and managed effectively and efficiently.
4.3.3 Transparency
The organization should ensure that adequate customer satisfaction information is communicated to
customers, personnel and other relevant interested parties, as appropriate.
4.3.4 Accessibility
Customer satisfaction information should be easy to find and use.
4.3.5 Responsiveness
The organization should address the needs and expectations of customers in its use of cust
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