ISO 10004
provides guidance in defining and implementing processes to monitor and measure
customer satisfaction. Obtain information on new expectation, resolving
complaints to the satisfaction of the complainant and the organization. Identify
trends and therewith eliminate causes of complaints, encourage personnel to
improve their skills in working with customers, basis for continual review and
analysis of the complaints-handling process. Customer satisfaction is
determined by the gap between the customer's expectations and the customer's
perception of the product as delivered by the organization. To achieve customer
satisfaction, the organization should first understand the customer's
expectations. These expectations might be explicit or implicit, or not fully
articulated. Customer expectations, as understood by the organization, form the
primary basis of the product that is subsequently planned and delivered. The
extent to which the delivered product is perceived by the customer to meet or
exceed expectations determines the degree of customer satisfaction. It is
important to make a distinction between the organization's view of the quality
of the delivered product and the customer's perception of the delivered
product, because it is the latter that governs the customer's satisfaction. ISO
10004 deals with defining and applying processes to monitor and measure
customer satisfaction. It is implemented by any organization irrespective of
its type, size or product produced. The focus of ISO 10004 is on customers
external to the organization.ISO provides organizations with the following
further merits ISO 10004 are:-
Obtain
information on new expectation .
Resolving
complaints to the satisfaction of the complainant and the organization.
Identify
trends and therewith eliminate causes of complaints .
Customer-focused
approach to resolving complaints .
Encourage
personnel to improve their skills in working with customers.
Identify
customer expectations.
Customer
retention
Brand
reputation
Improved
communication
Continual
improvement
Process
efficiency
Increase
sales and profitability
ISO 10004
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. According to ISO 10004, 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. Customer's perception of the degree to which the
customer's requirements have been fulfilled. ISO 10004 provides guidance in defining and implementing
processes to monitor and measure customer satisfaction.Obtain information on
new expectation, resolving complaints to the satisfaction of the complainant
and the organization.Identify trends and therewith eliminate causes of
complaints, encourage personnel to improve their skills in working with
customers, basis for continual review and analysis of the complaints-handling
process.
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