Quality management — Customer satisfaction — Guidelines for monitoring and measuring
ISO 10004 Quality management – Customer satisfaction – Monitoring and measurement
Guidelines, ISO 10004 guides in defining and implementing processes for monitoring and measuring customer satisfaction. Customer satisfaction is achieved through identifying customer expectations, analyzing, and collecting data on customer satisfaction, and improving and monitoring customer satisfaction. ISO 10004 targets organizations of all sizes and industries. Among the countless benefits of implementing this standard, we can mention the resolution of complaints, customer satisfaction, customer orientation, and encouraging personnel to improve relations with customers.
ISO 10004 is intended for use by organizations, regardless of type, size or product offered. ISO 10004 focuses on customers outside the organization.
To pursue these goals, the organization must:
Identify customer expectations.
Collect customer satisfaction data
Analyzing customer satisfaction data
Providing feedback to improve customer
Monitoring customer satisfaction for ongoing customer satisfaction
Key principles for implementing and maintaining effective monitoring and measurement processes for customer satisfaction include:
A commitment of the organization
Ensure effective capacity to manage monitoring and measurement processes
Transparency of monitoring and measurement processes
Access for all interested
Responding to monitoring and measurement results
Integrity and confidentiality of information
Ensuring a customer-centric approach that promotes accountability and competence.
Provide a timeline for monitoring and measuring customer satisfaction
Understanding and continuous monitoring and measurement
ISO10004 is the latest published standard in the field of customer orientation that can help your business prosper and present a new face of your organization in the mind of the customer as a customer-oriented organization.
Information obtained from monitoring and measuring customer satisfaction can help identify opportunities for organizational improvement in strategies, products, processes, and features valued by customers.
Measuring and monitoring customer satisfaction using different techniques helps the organization to understand customer satisfaction needs that are not usually expressed by the customer and are unknown to the organization; be aware This standard provides information about customer expectations and resolves complaints to ensure customer satisfaction. Identifying trends and thus eliminating the causes of complaints and encouraging personnel to improve their skills in working with customers, is the basis for continuous review and analysis of the complaint handling process, among the reasons for establishing this management system.
Using this standard, which uses the most modern marketing systems, the following goals are pursued:
Continuous identification of customer expectations (current and potential).
Creating a reliable system to collect real and accurate data
Creating a scientific system to analyze data
Providing appropriate feedback for improvement (including organizational improvement, product improvement, and service improvement)
Finally, customer satisfaction leads to increased sales for the organization.
Help increase the effectiveness of ISO quality management
Accelerate the identification and response to feedback from customers and other stakeholders of the organization
Increase customer satisfaction and other stakeholders of the organization (customer retention)
Obtain information about consumer expectations and use customer feedback to improve product quality. (Continuous improvement)
Increase the credibility of the organization (reputation).
Encourage employees to improve customer relations. (Improve communication)
Possible to measure and measure customer satisfaction
Timely diagnosis of the customer’s expectations
Oriented approach to resolving complaints
Increase productivity, sales, and profitability
Finally, the customer decides whether he is satisfied with our products or services or not. That’s the piece that we need to get to and really work on and create a program that looks at it as objectively as possible. And this is possible with the implementation of ISO 10004.
To achieve customer satisfaction, look at your workflow as if you were a customer. For example, if you are using an IVR system, call this system as a customer and press the corresponding numbers. In many cases, you realize that what you are looking for cannot be obtained by dialing numbers. Therefore, you prefer to speak with an operator. If this is not possible, the customer will simply remove you from the competition and go to your competitors.
