ISO 10004:2012

SLOVENSKI STANDARD
SIST ISO 10004:2012
01-november-2012
1DGRPHãþD
SIST-TS ISO/TS 10004:2010
Vodenje kakovosti - Zadovoljstvo odjemalcev - Smernice za nadzorovanje in
merjenje
Quality management - Customer satisfaction - Guidelines for monitoring and measuring
Management de la qualité - Satisfaction du client - Lignes directrices relatives à la
surveillance et au mesurage
Ta slovenski standard je istoveten z: ISO 10004:2012
ICS:
03.120.10 Vodenje in zagotavljanje Quality management and
kakovosti quality assurance
SIST ISO 10004:2012 en
2003-01.Slovenski inštitut za standardizacijo. Razmnoževanje celote ali delov tega standarda ni dovoljeno.

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SIST ISO 10004:2012

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SIST ISO 10004:2012
INTERNATIONAL ISO
STANDARD 10004
First edition
2012-09-15
Quality management — Customer
satisfaction — Guidelines for
monitoring and measuring
Management de la qualité — Satisfaction du client — Lignes
directrices relatives à la surveillance et au mesurage
Reference number
ISO 10004:2012(E)
©
ISO 2012

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SIST ISO 10004:2012
ISO 10004:2012(E)
COPYRIGHT PROTECTED DOCUMENT
© ISO 2012
All rights reserved. Unless otherwise specified, no part of this publication may be reproduced or utilized in any form or by any
means, electronic or mechanical, including photocopying and microfilm, without permission in writing from either ISO at the
address below or ISO’s member body in the country of the requester.
ISO copyright office
Case postale 56 • CH-1211 Geneva 20
Tel. + 41 22 749 01 11
Fax + 41 22 749 09 47
E-mail copyright@iso.org
Web www.iso.org
Published in Switzerland
ii © ISO 2012 – All rights reserved

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SIST ISO 10004:2012
ISO 10004:2012(E)
Contents Page
Foreword .iv
Introduction .v
1 Scope . 1
2 Normative references . 1
3 Terms and definitions . 1
4 Concept and guiding principles . 2
4.1 General . 2
4.2 Concept of customer satisfaction . 2
4.3 Guiding principles . 2
5 Framework for monitoring and measuring customer satisfaction . 3
6 Planning . 4
6.1 Defining the purpose and objectives . 4
6.2 Determining the scope and frequency . . 4
6.3 Determining implementation methods and responsibilities . 4
6.4 Allocating resources . 5
7 Operation . 5
7.1 General . 5
7.2 Identifying customer expectations . 5
7.3 Gathering customer satisfaction data . 6
7.4 Analysing customer satisfaction data . 9
7.5 Communicating customer satisfaction information .10
7.6 Monitoring customer satisfaction .10
8 Maintenance and improvement .11
Annex A (normative) Conceptual model of customer satisfaction .13
Annex B (normative) Identification of customer expectations .15
Annex C (normative) Direct measurement of customer satisfaction .18
Annex D (normative) Analysis of customer satisfaction data
.23
Annex E (normative) Using customer satisfaction information .28
Annex F (informative) Relationship between this International Standard, ISO 10001, ISO 10002
and ISO 10003 .30
Bibliography .32
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SIST ISO 10004:2012
ISO 10004:2012(E)
Foreword
ISO (the International Organization for Standardization) is a worldwide federation of national standards
bodies (ISO member bodies). The work of preparing International Standards is normally carried out
through ISO technical committees. Each member body interested in a subject for which a technical
committee has been established has the right to be represented on that committee. International
organizations, governmental and non-governmental, in liaison with ISO, also take part in the work.
ISO collaborates closely with the International Electrotechnical Commission (IEC) on all matters of
electrotechnical standardization.
International Standards are drafted in accordance with the rules given in the ISO/IEC Directives, Part 2.
The main task of technical committees is to prepare International Standards. Draft International
Standards adopted by the technical committees are circulated to the member bodies for voting.
Publication as an International Standard requires approval by at least 75 % of the member bodies
casting a vote.
Attention is drawn to the possibility that some of the elements of this document may be the subject of
patent rights. ISO shall not be held responsible for identifying any or all such patent rights.
ISO 10004 was prepared by Technical Committee ISO/TC 176, Quality management and quality assurance,
Subcommittee SC 3, Supporting technologies.
This first edition of ISO 10004 cancels and replaces ISO/TS 10004:2010, which has been technically revised.
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SIST ISO 10004:2012
ISO 10004:2012(E)
Introduction
0.1 General
One of the key elements of organizational success is the customer’s satisfaction with the organization
and its products. Therefore, it is necessary to monitor and measure customer satisfaction.
The information obtained from monitoring and measuring customer satisfaction can help identify
opportunities for improvement of the organization’s strategies, products, processes and characteristics
that are valued by customers, and serve the organization’s objectives. Such improvements can strengthen
customer confidence and result in commercial and other benefits.
This International Standard provides guidance to the organization on establishing effective processes
for monitoring and measuring customer satisfaction.
0.2 Relationship with ISO 9001:2008
This International Standard is compatible with ISO 9001:2008, whose objectives it supports by providing
guidance on monitoring and measuring customer satisfaction. This International Standard can help
address specific clauses in ISO 9001:2008 related to customer satisfaction, namely those listed below.
a) ISO 9001:2008, 5.2, on customer focus: “Top management shall ensure that customer requirements
are determined and are met with the aim of enhancing customer satisfaction.”
b) ISO 9001:2008, 6.1, b), on resource management: “The organization shall determine and provide the
resources needed (…) to enhance customer satisfaction by meeting customer requirements.”
c) ISO 9001:2008, 7.2.3 c), on customer communication: “The organization shall determine and
implement effective arrangements for communicating with customers in relation to (.) c) customer
feedback, including customer complaints.”
d) ISO 9001:2008, 8.2.1, on customer satisfaction: “As one of the measurements of the performance of
the quality management system, the organization shall monitor information relating to customer
perception as to whether the organization has met customer requirements. The methods for
obtaining and using this information shall be determined.”
e) ISO 9001:2008, 8.4, on analysis of data: “The organization shall determine, collect and analyse
appropriate data to demonstrate the suitability and effectiveness of the quality management system
and to evaluate where continual improvement of the effectiveness of the quality management system
can be made. This shall include data generated as a result of monitoring and measurement and
from other relevant sources. The analysis of data shall provide information relating to (.) customer
satisfaction (…).”
This International Standard can be used independently of ISO 9001:2008.
0.3 Relationship with ISO 9004:2009
This International Standard is also compatible with ISO 9004:2009, which provides guidance on
managing for the sustained success of an organization. This International Standard supplements the
following guidance given in:
— ISO 9004:2009, Clause B.2, on customer focus, and
— ISO 9004:2009, 8.3.1 and 8.3.2, on determining needs, expectations and satisfaction of customers.
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, ISO 10001, ISO 10002, ISO 10003 and this International Standard can be part of a broader
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SIST ISO 10004:2012
ISO 10004:2012(E)
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).
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 10001:2007, 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-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 10002:2004, 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-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 10003:2007, 8.3.2).
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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SIST ISO 10004:2012
INTERNATIONAL STANDARD ISO 10004:2012(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 organizations regardless of type, size or product
provided. The focus of this International Standard is on customers external to the organization.
2 Normative references
The following referenced documents are indispensable for the application of this document: For dated
references, only the edition cited applies. For undated references, the latest edition of the referenced
document (including any amendments) applies.
ISO 9000:2005, Quality management systems — Fundamentals and vocabulary
3 Terms and definitions
For the purposes of this document, the terms and definitions given in ISO 9000:2005 and the following apply.
3.1
product
result of a process
NOTE 1 Product can be a service, software, hardware or processed material.
NOTE 2 Adapted from ISO 9000:2005, definition 3.4.2, whose original three notes have been condensed into Note 1.
3.2
customer
organization or person that receives a product
NOTE 1 Customers might include other interested parties who might be affected by the products provided by the
organization and who might influence the success of the organization.
NOTE 2 While a customer can be internal or external to the organization, the focus of this International Standard
is on the external customer.
NOTE 3 Adapted from ISO 9000:2005, definition 3.3.5, whose original note has been expanded into Notes 1 and 2.
EXAMPLE Consumer, client, end-user, retailer, beneficiary, purchaser.
3.3
customer satisfaction
customer’s perception of the degree to which their expectations have been fulfilled
NOTE The definition of customer satisfaction differs from that in ISO 9000:2005, in that the provisions of this
International Standard are intended to assist in the identification of customer expectations entirely from the
point of view of the customer’s vision of the expected product; while the definition in ISO 9000:2005 involves the
organization’s understanding of the customer’s requirements.
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SIST ISO 10004:2012
ISO 10004:2012(E)
3.4
organization
group of people and facilities with an arrangement of responsibilities, authorities and relationships
NOTE Adapted from ISO 9000:2005, 3.3.1. Notes have been deleted.
EXAMPLE Company, corporation, firm, enterprise, institution, charity, sole trader, association, government
agency, non- governmental organization or combination thereof.
3.5
complaint
expression of dissatisfaction made to an organization (3.4), related to its products, or the complaints-
handling process itself, where a response or resolution is explicitly or implicitly expected
[ISO 10002:2004, definition 3.2]
NOTE Complaints can be made in relation to the processes for monitoring and measuring customer satisfaction (3.3).
4 Concept 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 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 the product that is
subsequently planned and delivered.
The extent to which the delivered product 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
and the customer’s perception of the delivered product 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 Comprehension
The organization should clearly and fully understand the customer’s expectations, and the customer’s
perception of how well those expectations are met.
4.3.2 Integrity
The organization should ensure the relevance, correctness and completeness of data pertinent to
customer satisfaction.
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SIST ISO 10004:2012
ISO 10004:2012(E)
4.3.3 Relevance
The information derived from customer satisfaction data should be meaningful and useful.
4.3.4 Timeliness
Gathering and dissemination of information should be done at the appropriate time, consistent with the
organization’s objectives.
4.3.5 Communication
The organization should ensure that customer satisfaction information is communicated to interested
parties, as appropriate.
4.3.6 Continuity
The organization should ensure that monitoring of customer satisfaction is ongoing and continuous.
4.3.7 Responsiveness
Customer satisfaction information should be used as a basis for action to support the achievement of the
organization’s objectives
4.3.8 Transparency
Relevant customer satisfaction information and resulting actions should be shared with customers.
4.3.9 Accountability
The organization should establish and maintain accountability for the decisions and actions taken with
respect to monitoring and measuring customer satisfaction.
4.3.10 Commitment
The organization should be actively committed to defining and implementing processes to monitor and
measure customer satisfaction.
5 Framework for monitoring and measuring customer satisfaction
The organization should establish a systematic approach to monitoring and measuring customer
satisfaction. This approach should be supported by an organizational framework to enable the planning,
operation, maintenance and improvement of processes for monitoring and measuring customer
satisfaction.
Planning includes determination of the methods of implementation, and the allocation of necessary
resources (see Clause 6).
Operation includes identifying customer expectations, gathering and analysing customer satisfaction
data, providing feedback for improvement and monitoring of customer satisfaction (see Clause 7).
Maintenance and improvement includes the review, evaluation and continual improvement of processes
for monitoring and measuring customer satisfaction (see Clause 8).
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SIST ISO 10004:2012
ISO 10004:2012(E)
6 Planning
6.1 Defining the purpose and objectives
As a first step, the organization should clearly define the purpose and objectives of monitoring and
measuring customer satisfaction, which might, for example, include the following:
— to evaluate customer response to existing, new or re-designed products;
— to obtain information on specific aspects, such as supporting processes, personnel or
organization behaviour;
— to investigate reasons for customer complaints;
— to investigate reasons for loss of customers or market share;
— to monitor trends in customer satisfaction;
— to compare customer satisfaction in relation to other organizations.
The purpose and objectives influence what, when, how and from whom the data are gathered. They also
influence how the data are analysed and how the information is ultimately to be used.
The objectives of monitoring and measuring customer satisfaction should be defined in a manner such
that their fulfilment can be measured using performance indicators as specified by the organization.
6.2 Determining the scope and frequency
Based on the purpose and objectives, the organization should determine the scope of the planned
measurement, in terms of both the type of data that is sought, and from where it is to be obtained.
The type of information gathered can range from data regarding a specific characteristic, to assessment
of overall satisfaction. Likewise, the scope of assessment depends on the type of segmentation, such as:
— by customer,
— by region,
— by time period
— by market, or
— by product.
The organization should also determine the frequency of data gathering, which can be on a regular
basis, on an occasional basis, or both, as dictated by business needs or specific events (see 7.3).
6.3 Determining implementation methods and responsibilities
Some information regarding customer satisfaction might be obtained indirectly from the organization’s
internal processes (e.g. customer complaints handling) or from external sources (e.g. reports in the
media). Usually, the organization needs to supplement such information with data obtained directly
from customers.
The organization should determine how customer satisfaction information is to be obtained, and who is
responsible for that activity. The organization should also determine to whom the information is to be
directed for appropriate action.
The organization should plan to monitor the processes for obtaining and using customer satisfaction
information, as well as the results and effectiveness of these processes.
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SIST ISO 10004:2012
ISO 10004:2012(E)
6.4 Allocating resources
The organization should determine and provide the necessary competent human and other resources
for planning, monitoring and measuring customer satisfaction.
7 Operation
7.1 General
To monitor and measure customer satisfaction, the organization should:
— identify customer expectations;
— gather customer satisfaction data;
— analyse customer satisfaction data;
— communicate customer satisfaction information;
— monitor customer satisfaction on-going.
These activities and their relationship are depicted in Figure 1, and described in 7.2 to 7.6
Gather
customer satisfaction
data
INPUTS
OUTPUTS
Analyze
Identify
customer Degree of
Related Measuring
customer
satisfaction customer
to
customer satisfaction
expectations
data
satisfaction
customer
satisfaction
Communicate
customer satisfaction
information
Monitoring customer satisfaction
Figure 1 — Monitoring and measuring customer satisfaction
7.2 Identifying customer expectations
7.2.1 Identifying the customers
The organization should identify the customers, both current and potential, whose expectations it
intends to determine.
Once the “customer” group has been defined, the organization should identify the individual customers
whose expectations are to be determined. For example, in the consumer goods sector, such individuals
might be regular customers, or they might be occasional customers. When the customer is an enterprise,
one or more persons in that enterprise (e.g. from purchasing, project management or production)
should be selected.
Further examples of various types of customers and considerations are provided in Clause B.2.
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SIST ISO 10004:2012
ISO 10004:2012(E)
7.2.2 Determining customer expectations
When determining customer expectations (see Figure A.1), the organization should consider the following:
— stated customer requirements;
— implied customer requirements;
— statutory and regulatory requirements;
— other customer desires (“wish list”).
It is important to recognize that a customer might not always explicitly specify all aspects of the product.
Items that are presupposed might not be specified. Some aspects might be overlooked, or may not be
known to the customer.
As outlined in the conceptual model (see Annex A), it is crucial that the customer’s expectations are
clearly and completely understood. How well these expectations are met will influence the customer’s
satisfaction. Examples of various aspects to consider in order to better understand customer expectations
are provided in Clause B.3.
The relationship between customer expectations and customer satisfaction is further discussed in Clause B.4.
NOTE Information regarding customer expectations can also be used in preparing codes of conduct for
customer satisfaction (see ISO 10001:2007, Clause 6).
7.3 Gathering customer satisfaction data
7.3.1 Identifying and selecting characteristics related to customer satisfaction
The organization should identify the characteristics of the product, of its delivery and of the organization,
which have a significant effect on customer satisfaction. For convenience, the characteristics can be
grouped into categories such as:
a) product characteristics;
EXAMPLE Performance (quality, dependability), features, aesthetics, safety, support (maintenance,
disposal, training), price, perceived value, warranty, environmental impact.
b) delivery characteristics;
EXAMPLE On-time delivery, completeness of order, response time
...

INTERNATIONAL ISO
STANDARD 10004
First edition
2012-09-15
Quality management — Customer
satisfaction — Guidelines for
monitoring and measuring
Management de la qualité — Satisfaction du client — Lignes
directrices relatives à la surveillance et au mesurage
Reference number
ISO 10004:2012(E)
©
ISO 2012

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ISO 10004:2012(E)
COPYRIGHT PROTECTED DOCUMENT
© ISO 2012
All rights reserved. Unless otherwise specified, no part of this publication may be reproduced or utilized in any form or by any
means, electronic or mechanical, including photocopying and microfilm, without permission in writing from either ISO at the
address below or ISO’s member body in the country of the requester.
ISO copyright office
Case postale 56 • CH-1211 Geneva 20
Tel. + 41 22 749 01 11
Fax + 41 22 749 09 47
E-mail copyright@iso.org
Web www.iso.org
Published in Switzerland
ii © ISO 2012 – All rights reserved

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ISO 10004:2012(E)
Contents Page
Foreword .iv
Introduction .v
1 Scope . 1
2 Normative references . 1
3 Terms and definitions . 1
4 Concept and guiding principles . 2
4.1 General . 2
4.2 Concept of customer satisfaction . 2
4.3 Guiding principles . 2
5 Framework for monitoring and measuring customer satisfaction . 3
6 Planning . 4
6.1 Defining the purpose and objectives . 4
6.2 Determining the scope and frequency . . 4
6.3 Determining implementation methods and responsibilities . 4
6.4 Allocating resources . 5
7 Operation . 5
7.1 General . 5
7.2 Identifying customer expectations . 5
7.3 Gathering customer satisfaction data . 6
7.4 Analysing customer satisfaction data . 9
7.5 Communicating customer satisfaction information .10
7.6 Monitoring customer satisfaction .10
8 Maintenance and improvement .11
Annex A (normative) Conceptual model of customer satisfaction .13
Annex B (normative) Identification of customer expectations .15
Annex C (normative) Direct measurement of customer satisfaction .18
Annex D (normative) Analysis of customer satisfaction data
.23
Annex E (normative) Using customer satisfaction information .28
Annex F (informative) Relationship between this International Standard, ISO 10001, ISO 10002
and ISO 10003 .30
Bibliography .32
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ISO 10004:2012(E)
Foreword
ISO (the International Organization for Standardization) is a worldwide federation of national standards
bodies (ISO member bodies). The work of preparing International Standards is normally carried out
through ISO technical committees. Each member body interested in a subject for which a technical
committee has been established has the right to be represented on that committee. International
organizations, governmental and non-governmental, in liaison with ISO, also take part in the work.
ISO collaborates closely with the International Electrotechnical Commission (IEC) on all matters of
electrotechnical standardization.
International Standards are drafted in accordance with the rules given in the ISO/IEC Directives, Part 2.
The main task of technical committees is to prepare International Standards. Draft International
Standards adopted by the technical committees are circulated to the member bodies for voting.
Publication as an International Standard requires approval by at least 75 % of the member bodies
casting a vote.
Attention is drawn to the possibility that some of the elements of this document may be the subject of
patent rights. ISO shall not be held responsible for identifying any or all such patent rights.
ISO 10004 was prepared by Technical Committee ISO/TC 176, Quality management and quality assurance,
Subcommittee SC 3, Supporting technologies.
This first edition of ISO 10004 cancels and replaces ISO/TS 10004:2010, which has been technically revised.
iv © ISO 2012 – All rights reserved

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ISO 10004:2012(E)
Introduction
0.1 General
One of the key elements of organizational success is the customer’s satisfaction with the organization
and its products. Therefore, it is necessary to monitor and measure customer satisfaction.
The information obtained from monitoring and measuring customer satisfaction can help identify
opportunities for improvement of the organization’s strategies, products, processes and characteristics
that are valued by customers, and serve the organization’s objectives. Such improvements can strengthen
customer confidence and result in commercial and other benefits.
This International Standard provides guidance to the organization on establishing effective processes
for monitoring and measuring customer satisfaction.
0.2 Relationship with ISO 9001:2008
This International Standard is compatible with ISO 9001:2008, whose objectives it supports by providing
guidance on monitoring and measuring customer satisfaction. This International Standard can help
address specific clauses in ISO 9001:2008 related to customer satisfaction, namely those listed below.
a) ISO 9001:2008, 5.2, on customer focus: “Top management shall ensure that customer requirements
are determined and are met with the aim of enhancing customer satisfaction.”
b) ISO 9001:2008, 6.1, b), on resource management: “The organization shall determine and provide the
resources needed (…) to enhance customer satisfaction by meeting customer requirements.”
c) ISO 9001:2008, 7.2.3 c), on customer communication: “The organization shall determine and
implement effective arrangements for communicating with customers in relation to (.) c) customer
feedback, including customer complaints.”
d) ISO 9001:2008, 8.2.1, on customer satisfaction: “As one of the measurements of the performance of
the quality management system, the organization shall monitor information relating to customer
perception as to whether the organization has met customer requirements. The methods for
obtaining and using this information shall be determined.”
e) ISO 9001:2008, 8.4, on analysis of data: “The organization shall determine, collect and analyse
appropriate data to demonstrate the suitability and effectiveness of the quality management system
and to evaluate where continual improvement of the effectiveness of the quality management system
can be made. This shall include data generated as a result of monitoring and measurement and
from other relevant sources. The analysis of data shall provide information relating to (.) customer
satisfaction (…).”
This International Standard can be used independently of ISO 9001:2008.
0.3 Relationship with ISO 9004:2009
This International Standard is also compatible with ISO 9004:2009, which provides guidance on
managing for the sustained success of an organization. This International Standard supplements the
following guidance given in:
— ISO 9004:2009, Clause B.2, on customer focus, and
— ISO 9004:2009, 8.3.1 and 8.3.2, on determining needs, expectations and satisfaction of customers.
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, ISO 10001, ISO 10002, ISO 10003 and this International Standard can be part of a broader
© ISO 2012 – All rights reserved v

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ISO 10004:2012(E)
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).
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 10001:2007, 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-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 10002:2004, 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-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 10003:2007, 8.3.2).
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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INTERNATIONAL STANDARD ISO 10004:2012(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 organizations regardless of type, size or product
provided. The focus of this International Standard is on customers external to the organization.
2 Normative references
The following referenced documents are indispensable for the application of this document: For dated
references, only the edition cited applies. For undated references, the latest edition of the referenced
document (including any amendments) applies.
ISO 9000:2005, Quality management systems — Fundamentals and vocabulary
3 Terms and definitions
For the purposes of this document, the terms and definitions given in ISO 9000:2005 and the following apply.
3.1
product
result of a process
NOTE 1 Product can be a service, software, hardware or processed material.
NOTE 2 Adapted from ISO 9000:2005, definition 3.4.2, whose original three notes have been condensed into Note 1.
3.2
customer
organization or person that receives a product
NOTE 1 Customers might include other interested parties who might be affected by the products provided by the
organization and who might influence the success of the organization.
NOTE 2 While a customer can be internal or external to the organization, the focus of this International Standard
is on the external customer.
NOTE 3 Adapted from ISO 9000:2005, definition 3.3.5, whose original note has been expanded into Notes 1 and 2.
EXAMPLE Consumer, client, end-user, retailer, beneficiary, purchaser.
3.3
customer satisfaction
customer’s perception of the degree to which their expectations have been fulfilled
NOTE The definition of customer satisfaction differs from that in ISO 9000:2005, in that the provisions of this
International Standard are intended to assist in the identification of customer expectations entirely from the
point of view of the customer’s vision of the expected product; while the definition in ISO 9000:2005 involves the
organization’s understanding of the customer’s requirements.
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ISO 10004:2012(E)
3.4
organization
group of people and facilities with an arrangement of responsibilities, authorities and relationships
NOTE Adapted from ISO 9000:2005, 3.3.1. Notes have been deleted.
EXAMPLE Company, corporation, firm, enterprise, institution, charity, sole trader, association, government
agency, non- governmental organization or combination thereof.
3.5
complaint
expression of dissatisfaction made to an organization (3.4), related to its products, or the complaints-
handling process itself, where a response or resolution is explicitly or implicitly expected
[ISO 10002:2004, definition 3.2]
NOTE Complaints can be made in relation to the processes for monitoring and measuring customer satisfaction (3.3).
4 Concept 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 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 the product that is
subsequently planned and delivered.
The extent to which the delivered product 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
and the customer’s perception of the delivered product 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 Comprehension
The organization should clearly and fully understand the customer’s expectations, and the customer’s
perception of how well those expectations are met.
4.3.2 Integrity
The organization should ensure the relevance, correctness and completeness of data pertinent to
customer satisfaction.
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ISO 10004:2012(E)
4.3.3 Relevance
The information derived from customer satisfaction data should be meaningful and useful.
4.3.4 Timeliness
Gathering and dissemination of information should be done at the appropriate time, consistent with the
organization’s objectives.
4.3.5 Communication
The organization should ensure that customer satisfaction information is communicated to interested
parties, as appropriate.
4.3.6 Continuity
The organization should ensure that monitoring of customer satisfaction is ongoing and continuous.
4.3.7 Responsiveness
Customer satisfaction information should be used as a basis for action to support the achievement of the
organization’s objectives
4.3.8 Transparency
Relevant customer satisfaction information and resulting actions should be shared with customers.
4.3.9 Accountability
The organization should establish and maintain accountability for the decisions and actions taken with
respect to monitoring and measuring customer satisfaction.
4.3.10 Commitment
The organization should be actively committed to defining and implementing processes to monitor and
measure customer satisfaction.
5 Framework for monitoring and measuring customer satisfaction
The organization should establish a systematic approach to monitoring and measuring customer
satisfaction. This approach should be supported by an organizational framework to enable the planning,
operation, maintenance and improvement of processes for monitoring and measuring customer
satisfaction.
Planning includes determination of the methods of implementation, and the allocation of necessary
resources (see Clause 6).
Operation includes identifying customer expectations, gathering and analysing customer satisfaction
data, providing feedback for improvement and monitoring of customer satisfaction (see Clause 7).
Maintenance and improvement includes the review, evaluation and continual improvement of processes
for monitoring and measuring customer satisfaction (see Clause 8).
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ISO 10004:2012(E)
6 Planning
6.1 Defining the purpose and objectives
As a first step, the organization should clearly define the purpose and objectives of monitoring and
measuring customer satisfaction, which might, for example, include the following:
— to evaluate customer response to existing, new or re-designed products;
— to obtain information on specific aspects, such as supporting processes, personnel or
organization behaviour;
— to investigate reasons for customer complaints;
— to investigate reasons for loss of customers or market share;
— to monitor trends in customer satisfaction;
— to compare customer satisfaction in relation to other organizations.
The purpose and objectives influence what, when, how and from whom the data are gathered. They also
influence how the data are analysed and how the information is ultimately to be used.
The objectives of monitoring and measuring customer satisfaction should be defined in a manner such
that their fulfilment can be measured using performance indicators as specified by the organization.
6.2 Determining the scope and frequency
Based on the purpose and objectives, the organization should determine the scope of the planned
measurement, in terms of both the type of data that is sought, and from where it is to be obtained.
The type of information gathered can range from data regarding a specific characteristic, to assessment
of overall satisfaction. Likewise, the scope of assessment depends on the type of segmentation, such as:
— by customer,
— by region,
— by time period
— by market, or
— by product.
The organization should also determine the frequency of data gathering, which can be on a regular
basis, on an occasional basis, or both, as dictated by business needs or specific events (see 7.3).
6.3 Determining implementation methods and responsibilities
Some information regarding customer satisfaction might be obtained indirectly from the organization’s
internal processes (e.g. customer complaints handling) or from external sources (e.g. reports in the
media). Usually, the organization needs to supplement such information with data obtained directly
from customers.
The organization should determine how customer satisfaction information is to be obtained, and who is
responsible for that activity. The organization should also determine to whom the information is to be
directed for appropriate action.
The organization should plan to monitor the processes for obtaining and using customer satisfaction
information, as well as the results and effectiveness of these processes.
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ISO 10004:2012(E)
6.4 Allocating resources
The organization should determine and provide the necessary competent human and other resources
for planning, monitoring and measuring customer satisfaction.
7 Operation
7.1 General
To monitor and measure customer satisfaction, the organization should:
— identify customer expectations;
— gather customer satisfaction data;
— analyse customer satisfaction data;
— communicate customer satisfaction information;
— monitor customer satisfaction on-going.
These activities and their relationship are depicted in Figure 1, and described in 7.2 to 7.6
Gather
customer satisfaction
data
INPUTS
OUTPUTS
Analyze
Identify
customer Degree of
Related Measuring
customer
satisfaction customer
to
customer satisfaction
expectations
data
satisfaction
customer
satisfaction
Communicate
customer satisfaction
information
Monitoring customer satisfaction
Figure 1 — Monitoring and measuring customer satisfaction
7.2 Identifying customer expectations
7.2.1 Identifying the customers
The organization should identify the customers, both current and potential, whose expectations it
intends to determine.
Once the “customer” group has been defined, the organization should identify the individual customers
whose expectations are to be determined. For example, in the consumer goods sector, such individuals
might be regular customers, or they might be occasional customers. When the customer is an enterprise,
one or more persons in that enterprise (e.g. from purchasing, project management or production)
should be selected.
Further examples of various types of customers and considerations are provided in Clause B.2.
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ISO 10004:2012(E)
7.2.2 Determining customer expectations
When determining customer expectations (see Figure A.1), the organization should consider the following:
— stated customer requirements;
— implied customer requirements;
— statutory and regulatory requirements;
— other customer desires (“wish list”).
It is important to recognize that a customer might not always explicitly specify all aspects of the product.
Items that are presupposed might not be specified. Some aspects might be overlooked, or may not be
known to the customer.
As outlined in the conceptual model (see Annex A), it is crucial that the customer’s expectations are
clearly and completely understood. How well these expectations are met will influence the customer’s
satisfaction. Examples of various aspects to consider in order to better understand customer expectations
are provided in Clause B.3.
The relationship between customer expectations and customer satisfaction is further discussed in Clause B.4.
NOTE Information regarding customer expectations can also be used in preparing codes of conduct for
customer satisfaction (see ISO 10001:2007, Clause 6).
7.3 Gathering customer satisfaction data
7.3.1 Identifying and selecting characteristics related to customer satisfaction
The organization should identify the characteristics of the product, of its delivery and of the organization,
which have a significant effect on customer satisfaction. For convenience, the characteristics can be
grouped into categories such as:
a) product characteristics;
EXAMPLE Performance (quality, dependability), features, aesthetics, safety, support (maintenance,
disposal, training), price, perceived value, warranty, environmental impact.
b) delivery characteristics;
EXAMPLE On-time delivery, completeness of order, response time, operating information.
c) organizational characteristics.
EXAMPLE Personnel characteristics (courtesy, competence, communication), billing process, complaints
handling, security, organizational behaviour (business ethics, social responsibility), image in society,
transparency.
The organization should rank the selected characteristics to reflect their relative importance, as
perceived by the customer. If necessary, a survey should be carried out with a sub-set of customers to
determine or verify their perception of relative importance of characteristics.
7.3.2 Indirect indicators of customer satisfaction
The organization should examine existing sources of information for data that reflect characteristics
related to customer satisfaction, e.g.
— frequency or trend in customer complaints and disputes (see ISO 10002:2004, Clause 8, and
ISO 10003), calls for assistance, or customer compliments;
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ISO 10004:2012(E)
— frequency or trend in product r
...

NORME ISO
INTERNATIONALE 10004
Première édition
2012-09-15
Management de la qualité —
Satisfaction du client — Lignes
directrices relatives à la surveillance
et au mesurage
Quality management — Customer satisfaction — Guidelines for
monitoring and measuring
Numéro de référence
ISO 10004:2012(F)
©
ISO 2012

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ISO 10004:2012(F)

DOCUMENT PROTÉGÉ PAR COPYRIGHT
© ISO 2012
Droits de reproduction réservés. Sauf indication contraire, aucune partie de cette publication ne peut être reproduite ni utilisée
sous quelque forme que ce soit et par aucun procédé, électronique ou mécanique, y compris la photocopie, l’affichage sur
l’internet ou sur un Intranet, sans autorisation écrite préalable. Les demandes d’autorisation peuvent être adressées à l’ISO à
l’adresse ci-après ou au comité membre de l’ISO dans le pays du demandeur.
ISO copyright office
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Version française parue en 2013
Publié en Suisse
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ISO 10004:2012(F)

Sommaire Page
Avant-propos .iv
Introduction .v
1 Domaine d’application . 1
2 Références normatives . 1
3 Termes et définitions . 1
4 Concept et principes directeurs . 2
4.1 Généralités . 2
4.2 Concept de satisfaction du client . 2
4.3 Principes directeurs . 2
5 Cadre pour la surveillance et le mesurage de la satisfaction du client .3
6 Planification . 4
6.1 Définition de la finalité et des objectifs. 4
6.2 Détermination du domaine d’application et de la fréquence . 4
6.3 Détermination des méthodes de mise en œuvre et des responsabilités . 4
6.4 Affectation des ressources . 5
7 Fonctionnement . 5
7.1 Généralités . 5
7.2 Identification des attentes du client . 5
7.3 Recueil des données de satisfaction du client . 6
7.4 Analyse des données de satisfaction du client . 9
7.5 Communication des informations relatives à la satisfaction du client .10
7.6 Surveillance de la satisfaction du client .11
8 Actualisation et amélioration .12
Annexe A (normative) Modèle conceptuel de satisfaction du client .14
Annexe B (normative) Identification des attentes du client .16
Annexe C (normative) Mesurage direct de la satisfaction du client.19
Annexe D (normative) Analyse des données de satisfaction du client
.24
Annexe E (normative) Utilisation des informations relatives à la satisfaction du client.29
Annexe F (informative) Relations entre la présente Norme internationale, l’ISO 10001, l’ISO 10002
et l’ISO 10003 .31
Bibliographie .33
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ISO 10004:2012(F)

Avant-propos
L’ISO (Organisation internationale de normalisation) est une fédération mondiale d’organismes
nationaux de normalisation (comités membres de l’ISO). L’élaboration des Normes internationales est
en général confiée aux comités techniques de l’ISO. Chaque comité membre intéressé par une étude
a le droit de faire partie du comité technique créé à cet effet. Les organisations internationales,
gouvernementales et non gouvernementales, en liaison avec l’ISO participent également aux travaux.
L’ISO collabore étroitement avec la Commission électrotechnique internationale (CEI) en ce qui concerne
la normalisation électrotechnique.
Les Normes internationales sont rédigées conformément aux règles données dans les Directives
ISO/CEI, Partie 2.
La tâche principale des comités techniques est d’élaborer les Normes internationales. Les projets de
Normes internationales adoptés par les comités techniques sont soumis aux comités membres pour vote.
Leur publication comme Normes internationales requiert l’approbation de 75 % au moins des comités
membres votants.
L’attention est appelée sur le fait que certains des éléments du présent document peuvent faire l’objet de
droits de propriété intellectuelle ou de droits analogues. L’ISO ne saurait être tenue pour responsable de
ne pas avoir identifié de tels droits de propriété et averti de leur existence.
L’ISO 10004 a été élaborée par le comité technique ISO/TC 176, Management et assurance de la qualité,
sous-comité SC 3, Techniques de soutien.
Cette première édition de l’ISO 10004 annule et remplace l’ISO/TS 10004:2010 qui a fait l’objet d’une
révision technique.
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ISO 10004:2012(F)

Introduction
0.1 Généralités
L’un des éléments essentiels de la réussite d’un organisme est la satisfaction du client vis-à-vis de l’organisme
et de ses produits. Il est par conséquent nécessaire de surveiller et de mesurer la satisfaction du client.
Les informations issues de la surveillance et du mesurage de la satisfaction du client peuvent permettre
d’identifier les opportunités d’amélioration des stratégies, produits, processus et caractéristiques de
l’organisme qui ont de l’importance pour les clients, et ainsi être utiles à l’organisme pour atteindre
ses objectifs. Ces améliorations peuvent accroître la confiance du client et générer des bénéfices
commerciaux et autres.
La présente Norme internationale fournit des recommandations aux organismes pour l’établissement
de processus efficaces de surveillance et de mesure de la satisfaction du client.
0.2 Relations avec l’ISO 9001:2008
La présente Norme internationale est compatible avec l’ISO 9001:2008, dont elle soutient les objectifs
en fournissant des recommandations sur la surveillance et le mesurage de la satisfaction du client. La
présente Norme internationale peut aider à aborder des articles spécifiques de l’ISO 9001:2008 relatifs
à la satisfaction du client, à savoir:
a) ISO 9001:2008, 5.2 relatif à l’écoute client: «La direction doit assurer que les exigences des clients
sont déterminées et respectées afin d’accroître la satisfaction des clients.»;
b) ISO 9001:2008, 6.1 b) relatif au management des ressources: «L’organisme doit déterminer et fournir
les ressources nécessaires (.) pour accroître la satisfaction des clients en respectant leurs exigences.»;
c) ISO 9001:2008, 7.2.3 c) relatif à la communication avec les clients: «L’organisme doit déterminer et
mettre en œuvre des dispositions efficaces pour communiquer avec les clients à propos (.) c) des
retours d’information des clients, y compris leurs réclamations.»
d) ISO 9001:2008, 8.2.1 relatif à la satisfaction du client: «L’organisme doit surveiller les informations
relatives à la perception du client sur le niveau de satisfaction de ses exigences par l’organisme
comme une des mesures de la performance du système de management de la qualité. Les méthodes
permettant d’obtenir et d’utiliser ces informations doivent être déterminées.»;
e) ISO 9001:2008, 8.4 relatif à l’analyse des données: «L’organisme doit déterminer, recueillir et analyser
les données appropriées pour démontrer la pertinence et l’efficacité du système de management
de la qualité et pour évaluer les possibilités d’amélioration de son efficacité. Ceci doit inclure les
données résultant des activités de surveillance et de mesure ainsi que d’autres sources pertinentes.
L’analyse des données doit fournir des informations sur (.) la satisfaction du client (…).».
La présente Norme internationale peut également être utilisée indépendamment de l’ISO 9001:2008.
0.3 Relations avec l’ISO 9004:2009
La présente Norme internationale est également compatible avec l’ISO 9004:2009 qui fournit des
recommandations pour la gestion des performances durables d’un organisme. La présente Norme
internationale complète les recommandations données dans:
— l’ISO 9004:2009, B.2, relatif à l’écoute client, et
— l’ISO 9004:2009, 8.3.1 et 8.3.2, relatifs à la détermination des besoins, des attentes et de la
satisfaction du client.
0.4 Relations avec l’ISO 10001, l’ISO 10002, l’ISO 10003
La présente Norme internationale est compatible avec l’ISO 10001, l’ISO 10002 et l’ISO 10003. Ces
quatre Normes internationales peuvent être utilisées indépendamment ou conjointement. Lorsqu’elles
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ISO 10004:2012(F)

sont utilisées conjointement, l’ISO 10001, l’ISO 10002, l’ISO 10003 et la présente Norme internationale
peuvent faire partie d’un cadre plus étendu et intégré permettant d’accroître la satisfaction du client par
le biais de codes de conduite, de traitement des réclamations, de résolution des conflits et de surveillance
et mesurage de la satisfaction des clients (voir Annexe F).
L’ISO 10001 contient des recommandations sur les codes de conduite des organismes concernés par 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 la présente Norme internationale peuvent être utilisées conjointement. Les lignes
directrices données dans la présente Norme internationale peuvent aider à établir et mettre en œuvre
des codes de conduite. Par exemple, les processus décrits dans la présente Norme internationale peuvent
aider l’organisme à surveiller et mesurer la satisfaction des clients avec ces codes de conduite (voir
l’ISO 10001:2007, 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 du mesurage de la satisfaction du client.
L’ISO 10002 contient des recommandations sur le traitement des réclamations relatives aux produits au
sein d’un organisme. Ces recommandations peuvent contribuer à préserver la satisfaction et la fidélité
du client en résolvant les réclamations de manière efficace et efficiente.
L’ISO 10002 et la présente Norme internationale peuvent être utilisées conjointement. Les lignes
directrices données dans la présente Norme internationale peuvent aider à établir et mettre en œuvre
un processus de traitement des réclamations. Par exemple, les processus décrits dans la présente Norme
internationale peuvent aider l’organisme à surveiller et mesurer la satisfaction du client avec le processus
de traitement des réclamations (voir l’ISO 10002:2004, 8.3). De la même manière, les informations
obtenues par un processus de traitement des réclamations peuvent être utilisées pour la surveillance
et le mesurage de 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 recommandations sur la résolution des conflits liés à des réclamations relatives
à des produits et qui ne peuvent pas être résolus de manière satisfaisante en interne. L’ISO 10003
contribue à réduire le plus possible l’insatisfaction du client découlant de réclamations non résolues.
L’ISO 10003 et la présente Norme internationale peuvent être utilisées conjointement. Les lignes
directrices données dans la présente Norme internationale peuvent aider à établir et mettre en œuvre
un processus de résolution de conflits. Par exemple, les processus décrits dans la présente Norme
internationale peuvent aider l’organisme à surveiller et mesurer la satisfaction du client avec le
processus de résolution de conflits (voir l’ISO 10003:2007, 8.3.2). De la même manière, les informations
obtenues dans le cadre d’un processus de résolution de 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 recommandations visant à réduire le plus possible l’insatisfaction du
client et à accroître sa satisfaction. L’ISO 10001, l’ISO 10002 et l’ISO 10003 sont complétées par la
présente Norme internationale qui fournit des recommandations sur la surveillance et le mesurage
de la satisfaction du client. Les informations obtenues peuvent aider l’organisme à mener des actions
permettant de maintenir ou d’accroître la satisfaction du client.
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NORME INTERNATIONALE ISO 10004:2012(F)
Management de la qualité — Satisfaction du client —
Lignes directrices relatives à la surveillance et au mesurage
1 Domaine d’application
La présente Norme internationale fournit des recommandations pour la définition et la mise en œuvre
de processus de surveillance et de mesure de la satisfaction du client.
La présente Norme internationale est destinée à être utilisée par les organismes quel que soit leur type, leur
taille ou le produit fourni. La présente Norme internationale porte sur les clients externes à l’organisme.
2 Références normatives
Les documents de référence suivants sont indispensables à l’application du présent document. Pour les
références datées, seule l’édition citée s’applique. Pour les références non datées, la dernière édition du
document de référence (y compris les éventuels amendements) s’applique.
ISO 9000:2005, Systèmes de management de la qualité — Principes essentiels et vocabulaire
3 Termes et définitions
Pour les besoins du présent document, les termes et définitions donnés dans l’ISO 9000:2005 ainsi que
les suivants s’appliquent.
3.1
produit
résultat d’un processus
Note 1 à l’article: Le produit peut être un service, un logiciel, un matériel ou un produit issu de processus à
caractère continu.
Note 2 à l’article: Adapté de l’ISO 9000:2005, définition 3.4.2, dont les trois notes ont été condensées dans la NOTE 1.
3.2
client
organisme ou personne qui reçoit un produit
EXEMPLE Consommateur, client, utilisateur final, détaillant, bénéficiaire, acheteur.
Note 1 à l’article: Les clients peuvent inclure d’autres parties intéressées susceptibles d’être affectées par les
produits fournis par l’organisme, et qui peuvent avoir une influence sur les performances de l’organisme.
Note 2 à l’article: Même si un client peut être interne ou externe à l’organisme, la présente Norme internationale
porte sur les clients externes.
Note 3 à l’article: Adapté de l’ISO 9000:2005, définition 3.3.5, dont la note a été divisée en NOTE 1 et NOTE 2.
3.3
satisfaction du client
perception du client sur le niveau de satisfaction de ses attentes
Note 1 à l’article: La définition de la satisfaction du client diffère de celle donnée dans l’ISO 9000:2005 du fait
que les dispositions de la présente Norme internationale sont destinées à faciliter l’identification des attentes
du client uniquement du point de vue de la perception du client du produit attendu, alors que la définition de
l’ISO 9000:2005 implique la compréhension qu’a l’organisme des exigences du client.
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ISO 10004:2012(F)

3.4
organisme
ensemble d’installations et de personnes avec des responsabilités, pouvoirs et relations
EXEMPLE Compagnie, société, firme, entreprise, institution, œuvre de bienfaisance, travailleur indépendant,
association, agence gouvernementale, organisme non gouvernemental ou combinaison de ceux-ci.
Note 1 à l’article: Adapté de l’ISO 9000:2005, 3.3.1. Les Notes ont été supprimées.
3.5
réclamation
toute expression de mécontentement adressée à un organisme (3.4), concernant
ses produits ou le processus même de traitement des réclamations, duquel
une réponse ou une solution est explicitement ou implicitement attendue

(ISO 10002:2004, définition 3.2)
Note 1 à l’article: Les réclamations peuvent concerner les processus de surveillance et de mesure de la satisfaction
du client (3.3).
4 Concept 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
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 du produit à réaliser.
Le niveau de satisfaction du client est déterminé par le degré selon lequel le produit livré et d’autres
aspects de l’organisme sont perçus par le client comme respectant ou dépassant ses attentes.
Il est important de faire la distinction entre le point de vue de l’organisme sur la qualité du produit livré
et la perception par le client du produit livré et d’autres aspects de l’organisme, car c’est cette dernière
qui détermine la satisfaction du client. Les relations entre les points de vue de l’organisme et du client
sur la qualité sont décrites plus avant par le modèle conceptuel de satisfaction du client présenté dans
l’Annexe A.
La satisfaction du client étant sujette au changement, il convient que les organismes établissent
régulièrement des processus de surveillance et de mesure de la satisfaction du client.
4.3 Principes directeurs
4.3.1 Compréhension
Il convient que l’organisme comprenne clairement et pleinement les attentes du client et la perception
qu’a le client du respect de ces attentes.
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ISO 10004:2012(F)

4.3.2 Exhaustivité
Il convient que l’organisme s’assure de l’exactitude, de la complétude et de la pertinence des données en
rapport avec la satisfaction du client.
4.3.3 Pertinence
Il convient que les informations extraites des données de satisfaction du client soient significatives et utiles.
4.3.4 Ponctualité
Il convient que le recueil et la diffusion des informations soient effectués au moment opportun, en
cohérence avec les objectifs de l’organisme.
4.3.5 Communication
Il convient que l’organisme s’assure que les informations relatives à la satisfaction du client soient
communiquées aux parties intéressées.
4.3.6 Continuité
Il convient que l’organisme s’assure que la surveillance de la satisfaction du client soit permanente et continue.
4.3.7 Réactivité
Il convient que les informations relatives à la satisfaction du client servent de base d’action pour soutenir
la réalisation des objectifs de l’organisme.
4.3.8 Transparence
Il convient de partager avec les clients les informations pertinentes de satisfaction du client et les actions
qui en découlent.
4.3.9 Responsabilité
Il convient que l’organisme établisse et maintienne la responsabilité pour les décisions et les actions
relatives à la surveillance et au mesurage de la satisfaction du client.
4.3.10 Engagement
Il convient que l’organisme s’engage activement à définir et mettre en œuvre des processus de surveillance
et de mesure de la satisfaction du client.
5 Cadre pour la surveillance et le mesurage de la satisfaction du client
Il convient que l’organisme établisse une approche systématique de surveillance et de mesurage de
la satisfaction du client. Il convient que cette approche s’inscrive dans un cadre organisationnel afin
de permettre la planification, le fonctionnement, l’actualisation et l’amélioration des processus de
surveillance et de mesure de la satisfaction du client.
La planification comprend la détermination des méthodes de mise en œuvre et l’affectation des
ressources nécessaires (voir Article 6).
Le fonctionnement comprend l’identification des attentes du client, le recueil et l’analyse des données de
satisfaction du client, les retours d’information en vue d’apporter des améliorations et la surveillance de
la satisfaction du client (voir Article 7).
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ISO 10004:2012(F)

L’actualisation et l’amélioration comprennent la revue, l’évaluation et l’amélioration continue des
processus de surveillance et de mesure de la satisfaction du client (voir Article 8).
6 Planification
6.1 Définition de la finalité et des objectifs
Il convient dans un premier temps que l’organisme définisse clairement la finalité et les objectifs de la
surveillance et du mesurage de la satisfaction du client, lesquels peuvent par exemple consister à:
— évaluer les réactions du client à un produit existant, à un nouveau produit ou à un produit modifié;
— obtenir des informations sur des aspects spécifiques tels que les processus d’assistance, le
comportement du personnel ou de l’organisme;
— rechercher les motifs de réclamation du client;
— rechercher les motifs de perte de clients ou de parts de marché;
— surveiller les tendances en matière de satisfaction du client;
— comparer la satisfaction du client par rapport à d’autres organismes.
La finalité et les objectifs influencent le type de données recueillies, quand et comment elles sont
recueillies, et auprès de qui. Ils influencent également la manière dont les données sont analysées et
dont les informations sont finalement utilisées.
Il convient que les objectifs de la surveillance et du mesurage de la satisfaction du client soient définis
de manière à pouvoir mesurer leur réalisation en utilisant des indicateurs de performance spécifiés
par l’organisme.
6.2 Détermination du domaine d’application et de la fréquence
En fonction de la finalité et des objectifs, il convient que l’organisme détermine le domaine d’application
du mesurage planifié, en termes à la fois du type de données recherchées et auprès de qui les obtenir.
Le type d’informations recueillies peut aller des données relatives à une caractéristique spécifique à
l’évaluation de la satisfaction dans son ensemble. De même, le domaine d’application de l’évaluation
dépend du type de segmentation, tel que:
— par client;
— par région;
— par période;
— par marché; ou
— par produit.
Il convient également que l’organisme détermine la fréquence de recueil des données (sur une base
régulière ou ponctuelle, ou les deux), en fonction des besoins de l’organisme ou d’un événement spécifique
(voir 7.3).
6.3 Détermination des méthodes de mise en œuvre et des responsabilités
Certaines informations relatives à la satisfaction du client peuvent être obtenues indirectement
de processus internes à l’organisme tels que le traitement des réclamations du client, ou de sources
externes telles que des rapports dans les médias. En règle générale, l’organisme a besoin de compléter
ces informations par des données obtenues directement auprès du client.
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ISO 10004:2012(F)

Il convient que l’organisme détermine la manière dont les informations relatives à la satisfaction du
client sont obtenues, ainsi que les personnes responsables de cette activité. Il convient que l’organisme
détermine également à qui les informations sont destinées en vue d’entreprendre les actions appropriées.
Il convient que l’organisme planifie la surveillance des processus d’obtention et d’utilisation des
informations relatives à la satisfaction du client, ainsi que la surveillance des résultats et de l’efficacité
de ces processus.
6.4 Affectation des ressources
Il convient que l’organisme détermine et fournisse les ressources humaines compétentes et autres
ressources nécessaires à la planification, à la surveillance et au mesurage de la satisfaction du client.
7 Fonctionnement
7.1 Généralités
Afin de surveiller et de mesurer la satisfaction du client, il convient que l’organisme:
— identifie les attentes du client;
— recueille les données de satisfaction du client;
— analyse les données de satisfaction du client;
— communique les informations relatives à la satisfaction du client;
— surveille en continu la satisfaction du client.
Ces activités et leurs relations sont illustrées à la Figure 1 et sont décrites de 7.2 à 7.6.
Recueillir des
données de
satisfaction du
client
ÉLÉMENTS ÉLÉMENTS
Analyser des
D’ENTRÉE DE SORTIE
Mesurage de la
données de
Identifier les
satisfaction du
satisfaction du
attentes du client
client
client
Relatifs à la
Niveau de
Communiquer les
satisfaction
satisfaction
informations de
du client
du client
satisfaction du
client
Surveillance de la satisfaction du client
Figure 1 — Surveillance et mesurage de la satisfaction du client
7.2 Identification des attentes du client
7.2.1 Identification des clients
Il convient que l’organisme identifie les clients, existants et potentiels, dont il vise à déterminer les attentes.
Une fois le groupe de clients défini, il convient que l’organisme identifie les clients individuels dont
les attentes sont à déterminer. Par exemple, dans le secteur des biens de consommation, ces individus
peuvent être des clients réguliers ou des clients occasionnels. Lorsque le client est une entreprise, il
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ISO 10004:2012(F)

convient de sélectionner une ou plusieurs personnes de cette entreprise (par exemple au sein des achats,
de la gestion de projet ou de la production).
D’autres exemples de différents types de clients et de considérations sont fournis en B.2.
7.2.2 Détermination des attentes du client
Lors de la détermination des attentes du client (voir F
...

NORMA ISO
INTERNACIONAL 10004
Primera edición
Traducción oficial
2012-09-15
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 Translation Working
Group, que ha certificado la conformidad en relación con las
versiones inglesa y francesa.
Número de referencia
ISO 10004:2012 (traducción oficial)
©
ISO 2012

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ISO 10004:2012 (traducción oficial)

DOCUMENTO PROTEGIDO POR COPYRIGHT
© ISO 2012
Reservados los derechos de reproducción. Salvo prescripción diferente, no podrá reproducirse ni utilizarse ninguna parte de
esta publicación bajo ninguna forma y por ningún medio, electrónico o mecánico, incluidos el fotocopiado, o la publicación en
Internet o una Intranet, sin la autorización previa por escrito. La autorización puede solicitarse a ISO en la siguiente dirección o
al organismo miembro de ISO en el país solicitante.
ISO copyright office
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Publicado en Suiza
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ISO 10004:2012 (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 Concepto y principios guía . 2
4.1 Generalidades . 2
4.2 Concepto de satisfacción del cliente . 2
4.3 Principios guía . 3
4.3.1 Comprensión . 3
4.3.2 Integridad . 3
4.3.3 Relevancia . 3
4.3.4 Oportunidad. 3
4.3.5 Comunicación . 3
4.3.6 Continuidad . 3
4.3.7 Receptividad . 3
4.3.8 Trasparencia . 3
4.3.9 Rendición de cuentas . 3
4.3.10 Compromiso. 3
5 Marco de trabajo para el seguimiento y la medición de la satisfacción del cliente .3
6 Planificación. 4
6.1 Definición del propósito y los objetivos . 4
6.2 Determinación del alcance y la frecuencia . 4
6.3 Determinación de los métodos de implementación y las responsabilidades . 5
6.4 Asignación de recursos . 5
7 Operación . 5
7.1 Generalidades . 5
7.2 Identificación de las expectativas del cliente . 6
7.2.1 Identificación de los clientes . 6
7.2.2 Determinación de las expectativas del cliente . 6
7.3 Recopilación de los datos de la satisfacción del cliente . 6
7.3.1 Identificación y selección de las características relacionadas con la
satisfacción del cliente . 6
7.3.2 Indicadores indirectos de la satisfacción del cliente . 7
7.3.3 Mediciones directas de la satisfacción del cliente . 7
7.3.4 Recopilación de los datos de la satisfacción del cliente . 8
7.4 Análisis de los datos de la satisfacción del cliente . 9
7.4.1 Generalidades . 9
7.4.2 Preparación de los datos para el análisis . 9
7.4.3 Determinación del método de análisis . 9
7.4.4 Realización del análisis .10
7.4.5 Validación del análisis .10
7.4.6 Informe de resultados y recomendaciones .10
7.5 Comunicación de la información de la satisfacción del cliente .10
7.6 Seguimiento de la satisfacción del cliente .11
7.6.1 Generalidades .11
7.6.2 Examen de los clientes seleccionados y de los datos recopilados.11
7.6.3 Examen de la información sobre la satisfacción del cliente .11
7.6.4 Seguimiento de las acciones tomadas para mejorar la satisfacción del cliente.11
7.6.5 Evaluación de la eficacia de las acciones tomadas .12
8 Mantenimiento y mejora .12
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ISO 10004:2012 (traducción oficial)

Anexo A (normativo) Modelo conceptual de satisfacción del cliente .14
Anexo B (normativo) Identificación de las expectativas del cliente .16
Anexo C (normativo) Medición directa de la satisfacción del cliente .19
Anexo D (normativo) Análisis de los datos de la satisfacción del cliente .24
Anexo E (normativo) Utilización de la satisfacción del cliente .29
Anexo F (informativo) Relación entre esta Norma Internacional, la Norma ISO 10001,la
Norma ISO 10002 y la Norma ISO 10003.31
Bibliografía .33
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ISO 10004:2012 (traducción oficial)

Prólogo
ISO (Organización Internacional de Normalización) es una federación mundial de organismos
nacionales de normalización (organismos miembros de ISO). El trabajo de preparación de las normas
internacionales normalmente se realiza 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, públicas y privadas, en
coordinación con ISO, también participan en el trabajo. ISO colabora estrechamente con la Comisión
Electrotécnica Internacional (IEC) en todas las materias de normalización electrotécnica.
Las normas internacionales se redactan de acuerdo con las reglas establecidas en la Parte 2 de las
Directivas ISO/IEC.
La tarea principal de los comités técnicos es preparar normas internacionales. Los proyectos de normas
internacionales adoptados por los comités técnicos se envían a los organismos miembros para votación.
La publicación como norma internacional requiere la aprobación por al menos el 75% de los organismos
miembros que emiten voto.
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 cualquiera
o todos los derechos de patente.
La Norma ISO 10004 fue preparada por el Comité Técnico ISO/TC 176, Gestión y aseguramiento de la
calidad, Subcomité SC 3, Técnicas de apoyo.
Esta primera edición de la Norma ISO 10004 anula y sustituye a la ISO/TS 10004:2010 que ha sido
revisada técnicamente.
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ISO 10004:2012 (traducción oficial)

Prólogo de la versión en español
Esta Norma Internacional ha sido traducida 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, Bolivia, Brasil, Chile, Colombia, Costa Rica, Cuba, Ecuador, España, Estados Unidos de
América, México, 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 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 10004:2012 (traducción oficial)

Introducción
0.1  Generalidades
Uno de los elementos clave del éxito de las organizaciones es la satisfacción del cliente con la organización
y sus productos. Por lo tanto, es necesario realizar el seguimiento y medir 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 de la organización, los productos,
los procesos y las características que son valiosas para los clientes, y servir a los objetivos de la
organización. Tales mejoras pueden fortalecer la confianza del cliente y dar como resultado beneficios
comerciales y de otro tipo.
Esta Norma Internacional proporciona orientación a la organización al establecer procesos eficaces
para el seguimiento y la medición de la satisfacción del cliente.
0.2  Relación con la Norma ISO 9001:2008
Esta Norma Internacional es compatible con la Norma ISO 9001:2008 y da apoyo a los objetivos de esa
norma proporcionando orientación sobre el seguimiento y la medición de la satisfacción del cliente.
Puede ayudar a tratar capítulos específicos de la Norma ISO 9001:2008 relacionados con la satisfacción
del cliente, concretamente:
a) El apartado 5.2 de la Norma ISO 9001:2008, sobre enfoque al cliente: “La alta dirección debe
asegurarse de que los requisitos del cliente se determinan y se cumplen con el propósito de
aumentar la satisfacción del cliente.”
b) El apartado 6.1 b) de la Norma ISO 9001:2008 sobre gestión de los recursos: “La organización debe
determinar y proporcionar los recursos necesarios (…) para aumentar la satisfacción del cliente
mediante el cumplimiento de sus requisitos.”
c) El apartado 7.2.3 c) de la Norma ISO 9001:2008 sobre comunicación con el cliente: “La organización
debe determinar e implementar disposiciones eficaces para la comunicación con los clientes,
relativas (…) c) la retroalimentación del cliente, incluyendo sus quejas.
d) El apartado 8.2.1 de la Norma ISO 9001:2008 sobre satisfacción del cliente: “Como una de las
medidas del desempeño del sistema de gestión de la calidad, la organización debe realizar el
seguimiento de la información relativa a la percepción del cliente con respecto al cumplimiento
de sus requisitos por parte de la organización. Deben determinarse los métodos para obtener y
utilizar dicha información.”
e) El apartado 8.4 de la Norma ISO 9001:2008 sobre análisis de datos: “La organización debe
determinar, recopilar y analizar los datos apropiados para demostrar la idoneidad y la eficacia del
sistema de gestión de la calidad y para evaluar dónde puede realizarse la mejora continua de la
eficacia del sistema de gestión de la calidad. Esto debe incluir los datos generados del resultado
del seguimiento y medición y de cualesquiera otras fuentes pertinentes. El análisis de datos debe
proporcionar información sobre: (…) la satisfacción del cliente (…).”
Esta Norma Internacional también se puede utilizar de manera independiente a la Norma ISO 9001.
0.3  Relación con la Norma ISO 9004:2009
Esta Norma Internacional también es compatible con la Norma ISO 9004:2009, que proporciona
orientación sobre la gestión para el éxito sostenido de una organización. Esta Norma Internacional
complementa la siguiente orientación dada en:
— Capítulo B.2 de la Norma ISO 9004:2009 sobre el enfoque al cliente, y
— apartados 8.3.1 y 8.3.2 de la Norma ISO 9004:2009 sobre la determinación de las necesidades,
expectativas y satisfacción de los clientes.
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ISO 10004:2012 (traducción oficial)

0.4  Relación con las Normas ISO 10001, ISO 10002 e ISO 10003
Esta Norma Internacional es compatible con la Normas ISO 10001, ISO 10002 e ISO 10003. Estas cuatro
normas internacionales pueden ser usadas, ya sean independientemente o en conjunto. Cuando se usan
en conjunto las normas internacionales ISO 10001, ISO 10002 e ISO 10003 y esta Norma Internacional
pueden ser parte de un marco de referencia más amplio e integrado 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 (véase el Anexo F).
La Norma ISO 10001 contiene orientación sobre los códigos de conducta de las organizaciones relativos
a la satisfacción del cliente. Estos códigos 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 esta Norma Internacional pueden usarse en conjunto. Las directrices dadas en
esta Norma Internacional pueden apoyar el establecimiento y la implementación de códigos de conducta.
Por ejemplo los procesos descritos en esta Norma Internacional pueden ayudar a la organización en el
seguimiento y medición de la satisfacción del cliente con estos códigos de conducta (véase la Norma
ISO 10001:2007, 8.3). Del mismo modo, los códigos de conducta pueden ayudar a la organización en los
procesos de definición e implementación de los 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 medición de la satisfacción del cliente.
La Norma ISO 10002 contiene orientación sobre el tratamiento interno de las quejas relacionadas
con el producto. Esta orientación puede ayudar a preservar la satisfacción del cliente y su fidelidad
resolviendo las quejas de manera eficaz y eficiente.
La Norma ISO 10002 y esta Norma Internacional pueden usarse en conjunto. Las directrices dadas
en esta Norma internacional pueden apoyar el establecimiento y la implementación de procesos
de tratamiento de quejas, por ejemplo los procesos descritos en esta Norma Internacional puede
ayudar a la organización en el seguimiento y la medición de la satisfacción del cliente con el procesos
de tratamiento de quejas (véase la Norma ISO 10002:2004, 8.3). Del mismo modo, los procesos de
tratamiento de quejas pueden ser usados para el seguimiento y medición de la satisfacción del cliente.
Por ejemplo la frecuencia y tipo de queja puede 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 el producto que podrían no haberse resuelto satisfactoriamente de manera interna. La
Norma ISO 10003 puede ayudar a minimizar la insatisfacción del cliente originada por quejas sin resolver.
La Norma ISO 10003 y esta Norma Internacional pueden usarse en conjunto. Las directrices dadas
en esta Norma Internacional pueden apoyar el establecimiento y la implementación de un proceso
de resolución de conflictos. Por ejemplo, los procesos descritos en esta Norma Internacional puede
ayudar a la organización en el seguimiento y la medición de la satisfacción del cliente con el proceso
de resolución de conflictos (véase la Norma ISO 10003:2007, 8.3.2). Del mismo modo, la información
del proceso de resolución de conflictos puede usarse para el seguimiento y medición de la satisfacción
del cliente. Por ejemplo, la frecuencia y naturaleza de conflictos puede 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. Esta Norma Internacional 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 ayuden a mantener o a
aumentar la satisfacción del cliente
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NORMA INTERNACIONAL ISO 10004:2012 (traducción oficial)
Gestión de la calidad — Satisfacción del cliente —
Directrices para el seguimiento y la medición
1 Objeto y campo de aplicación
Esta Norma Internacional proporciona orientación al definir e implementar procesos para el
seguimiento y la medición de la satisfacción del cliente.
Esta Norma Internacional está prevista para su uso por organizaciones cualquiera que sea su tipo,
tamaño o producto que proporciona. Esta Norma Internacional se centra en los clientes externos a la
organización.
2 Referencias normativas
Las normas que a continuación se indican son indispensables para la aplicación de esta norma. Para las
referencias con fecha, sólo se aplica la edición citada. Para las referencias sin fecha se aplica la última
edición de la norma (incluyendo cualquier modificación de ésta).
ISO 9000:2005, 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 9000:2005 además de los siguientes:
3.1
producto
resultado de un proceso
Nota 1 a la entrada: Un producto puede ser un servicio, software, hardware o un material procesado.
Nota 2 a la entrada: Adaptada de la definición 3.4.2 de la Norma ISO 9000:2005, cuyas tres notas originales se han
condensado en la Nota 1.
3.2
cliente
organización o persona que recibe un producto
Nota 1 a la entrada: Los “clientes” pueden incluir a otras partes interesadas que podrían verse afectadas por los
productos proporcionados por la organización y que podrían influir en el éxito de la organización.
Nota 2 a la entrada: Aunque el cliente puede ser interno o externo a la organización, esta Norma Internacional se
centra en el cliente externo.
Nota 3 a la entrada: Adaptado de la definición 3.3.5 de la Norma ISO 9000:2005, cuya nota original se ha ampliado
en las Notas 1 y 2.
EJEMPLO Consumidor, cliente, usuario final, minorista, beneficiario y comprador.
Traducción oficial/Official translation/Traduction officielle
© ISO 2012 – Todos los derechos reservados 1

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ISO 10004:2012 (traducción oficial)

3.3
satisfacción del cliente
percepción del cliente sobre el grado en que sus expectativas se han cumplido
Nota 1 a la entrada: La definición de satisfacción del cliente difiere de la existente en la Norma ISO 9000:2005
en que las provisiones de esta Norma Internacional están previstas para ayudar en la identificación de todas
las expectativas del cliente desde el punto de vista de la visión cliente del producto esperado, mientras que la
definición en la Norma ISO 9000:2005 involucra el entendimiento de la organización de los requisitos del cliente.
3.4
organización
conjunto de personas e instalaciones con una disposición de responsabilidades, autoridades y relaciones
Nota 1 a la entrada: Adaptada de la Norma ISO 9000:2005, 3.3.1 las notas se han eliminado.
EJEMPLO Compañía, corporación, firma, empresa, institución, institución de beneficencia, empresa
unipersonal, asociación, agencia gubernamental, organización no gubernamental o una combinación de las
anteriores.
3.5
queja
expresión de insatisfacción hecha a una organización (3.4), con respecto a sus productos o al propio
proceso de tratamiento de las quejas, donde se espera una respuesta o resolución explícita o implícita
[FUENTE: ISO 10002:2004, definición 3.2]
Nota 1 a la entrada: Las quejas se pueden hacer en relación con el proceso de seguimiento y medición de la
satisfacción del cliente (3.3).
4 Concepto y principios guía
4.1 Generalidades
El concepto de satisfacción del cliente expresado en 4.2 y los principios guía especificados en 4.3
proporcionan las bases para procesos eficientes y efectivos para el seguimiento y medición de la
satisfacción del cliente.
4.2 Concepto de satisfacción del cliente
La satisfacción del cliente se determina mediante la diferencia existente entre las expectativas del
cliente y la percepción que tiene el cliente del producto según lo entrega la organización, y los aspectos
relativos a la organización.
Para lograr la satisfacción del cliente la organización debería, en primer lugar, entender las expectativas
del cliente. Estas expectativas pueden ser explícitas o implícitas, o no estar articuladas completamente.
Las expectativas del cliente, según las entiende la organización, forman la base principal del producto
que subsecuentemente se planifica y entrega.
El grado en que el cliente percibe que el producto entregado y otros aspectos organizacionales cumple o
supera sus expectativas determina el grado de satisfacción del cliente.
Es importante distinguir entre el punto de vista de la organización con respecto a la calidad del producto
entregado y la percepción del cliente sobre el producto entregado y otros aspectos organizacionales,
porque es esta última quien rige la satisfacción del cliente. La relación entre el punto de vista de la
organización y el del cliente acerca de la calidad se describe en mayor profundidad en el modelo
conceptual de la satisfacción del cliente, que se presenta en el Anexo A.
Dado que la satisfacción del cliente está sujeta a cambios, la organización debería establecer procesos
para realizar el seguimiento y la medición de la satisfacción del cliente con regularidad.
Traducción oficial/Official translation/Traduction officielle
2 © ISO 2012 – Todos los derechos reservados

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ISO 10004:2012 (traducción oficial)

4.3 Principios guía
4.3.1 Comprensión
La organización debería comprender de forma clara y completa las expectativas del cliente y su
percepción de cómo se han satisfecho aquellas expectativas.
4.3.2 Integridad
La organización debería asegurarse de la pertinencia, exactitud y totalidad de los datos relativos a la
satisfacción del cliente.
4.3.3 Relevancia
La información derivada de los datos de la satisfacción del cliente debería ser significativa y útil.
4.3.4 Oportunidad
La recopilación y difusión de la información debería realizarse en el momento apropiado, coherente con
los objetivos de la organización.
4.3.5 Comunicación
La organización debería asegurarse de que la información de la satisfacción del cliente se comunica a
las partes interesadas, según corresponda.
4.3.6 Continuidad
La organización debería asegurarse de que el seguimiento de la satisfacción del cliente se lleva a cabo
y es continuo.
4.3.7 Receptividad
La información de la satisfacción del cliente debería usarse como la base para la acción de apoyo al
logro de los objetivos de la organización.
4.3.8 Trasparencia
La información pertinente de la satisfacción del cliente y las acciones resultantes debería
...

SLOVENSKI SIST ISO 10004
STANDARD
november 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




















Referenčna oznaka
ICS 03.120.10 SIST ISO 10004:2012 (sl, en)

Nadaljevanje na straneh od 2 do 67

2015-09. Standard je založil in izdal Slovenski inštitut za standardizacijo. Razmnoževanje celote ali delov tega standarda ni dovoljeno.

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SIST ISO 10004 : 2012
NACIONALNI UVOD
Standard SIST ISO 10004 (sl, en), Vodenje kakovosti – Zadovoljstvo odjemalcev – Smernice za
nadzorovanje in merjenje, 2012, ima status slovenskega standarda in je enakovreden mednarodnemu
standardu ISO 10004, Quality management – Customer satisfaction – Guidelines for monitoring and
measuring, 2012.
NACIONALNI PREDGOVOR
Besedilo standarda ISO 10004:2012 je pripravil tehnični odbor ISO/TC 176 Vodenje in zagotavljanje
kakovosti, pododbor SC 3 Podporne tehnologije. Slovenski standard SIST ISO 10004:2012 je prevod
angleškega besedila mednarodnega standarda ISO 10004:2012. V primeru spora glede besedila
slovenskega prevoda v tem standardu je odločilen izvirni mednarodni standard v angleškem jeziku.
Slovensko-angleško izdajo standarda je pripravil tehnični odbor SIST/TC VZK Vodenje in zagotavljanje
kakovosti.
Odločitev za privzem tega standarda je dne 1. oktobra 2012 sprejel tehnični odbor SIST/TC VZK
Vodenje in zagotavljanje kakovosti.
ZVEZE S STANDARDI
S privzemom tega mednarodnega standarda veljajo za omejeni namen referenčnih standardov vsi
standardi, navedeni v izvirniku, razen standardov, ki so že sprejeti v nacionalno standardizacijo:
SIST EN ISO 9001:2008 (sl, en) Sistemi vodenja kakovosti – Zahteve (ISO 9001:2008)
SIST EN ISO 9004:2009 (sl, en) Vodenje za trajno uspešnost organizacije – Pristop z vodenjem
kakovosti (ISO 9004:2009)
SIST ISO 10001:2008 (en)  Vodenje kakovosti – Zadovoljstvo odjemalcev – Smernice za
kodeks ravnanja organizacij
SIST ISO 10002:2014 (en)  Vodenje kakovosti – Zadovoljstvo odjemalcev – Smernice za
ravnanje s pritožbami v organizacijah
SIST ISO 10003:2008 (en)  Vodenje kakovosti – Zadovoljstvo odjemalcev – Smernice za
reševanje nesoglasij z odjemalci s pomočjo drugih organizacij
SIST ISO/TR 10017:2003 (en)  Napotki za statistične metode v zvezi z ISO 9001:2000
OSNOVA ZA IZDAJO STANDARDA
– Privzem standarda ISO 10004:2012
OPOMBE
– Povsod, kjer se v besedilu standarda uporablja izraz “mednarodni standard”, v SIST ISO
10004:2012 to pomeni “slovenski standard”.
– Nacionalni uvod in nacionalni predgovor nista sestavni del standarda.

2

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SIST ISO 10004 : 2012
Vsebina Stran
Contents Page
Predgovor . 5 Foreword . 5
Uvod . 6 Introduction . 6
1 Področje uporabe . 10 1 Scope . 10
2 Zveza s standardi . 10 2 Normative references . 10
3 Izrazi in definicije . 10 3 Terms and definitions . 10
4 Koncept in vodilna načela . 11 4 Concept and guiding principles . 11
4.1 Splošno . 11 4.1 General . 11
4.2 Koncept zadovoljstva odjemalcev . 11 4.2 Concept of customer satisfaction . 11
4.3 Vodilna načela . 12 4.3 Guiding principles . 12
5 Okvir za nadzorovanje in merjenje 5 Framework for monitoring and
zadovoljstva odjemalcev . 13 measuring customer satisfaction . 13
6 Planiranje . 14 6 Planning . 14
6.1 Opredelitev namena in ciljev . 14 6.1 Defining the purpose and objectives . 14
6.2 Določanje obsega in pogostnosti . 14 6.2 Determining the scope and frequency . 14
6.3 Določanje izvedbenih metod in  6.3 Determining implementation
odgovornosti . 15 methods and responsibilities. 15
6.4 Dodeljevanje virov . 15 6.4 Allocating resources . 15
7 Delovanje . 15 7 Operation . 15
7.1 Splošno . 15 7.1 General . 15
7.2 Identificiranje pričakovanj odjemalcev . 16 7.2 Identifying customer expectations . 16
7.3 Zbiranje podatkov o zadovoljstvu  7.3 Gathering customer satisfaction
odjemalcev . 17 data . 17
7.4 Analiziranje podatkov o zadovoljstvu  7.4 Analysing customer satisfaction
odjemalcev . 21 data . 21
7.5 Posredovanje informacij o  7.5 Communicating customer satisfaction
zadovoljstvu odjemalcev . 23 information . 23
7.6 Nadzorovanje zadovoljstva  7.6 Monitoring customer
odjemalcev . 24 satisfaction . 24
8 Vzdrževanje in izboljševanje . 26 8 Maintenance and improvement . 26
Dodatek A (normativni): Konceptualni  Annex A (normative) Conceptual model
model zadovoljstva odjemalcev . 28 of customer satisfaction . 29
Dodatek B (normativni): Identifikacija  Annex B (normative) Identification
pričakovanj odjemalcev . 32 of customer expectations . 33
Dodatek C (normativni): Neposredno  Annex C (normative) Direct measurement
merjenje zadovoljstva odjemalcev . 38 of customer satisfaction . 39
Dodatek D (normativni): Analiza podatkov  Annex D (normative) Analysis
o zadovoljstvu odjemalcev . 48 of customer satisfaction data . 49
Dodatek E (normativni): Uporaba  Annex E (normative) Using customer
informacij o zadovoljstvu odjemalcev . 58 satisfaction information . 59
Dodatek F (informativni): Povezava  Annex F (informative) Relationship
med tem mednarodnim standardom, between this International Standard,
ISO 10001, ISO 10002 in ISO 10003 . 62 ISO 10001, ISO 10002 and ISO 10003 . 63
Literatura . 66 Bibliography . 67

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SIST ISO 10004 : 2012



















(Prazna stran)

4

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SIST ISO 10004 : 2012

Predgovor Foreword

ISO (Mednarodna organizacija za standardizacijo) ISO (the International Organization for

je svetovna zveza nacionalnih organov za Standardization) is a worldwide federation of
standarde (članov ISO). Mednarodne standarde national standards bodies (ISO member bodies).
ponavadi pripravljajo tehnični odbori ISO. Vsak The work of preparing International Standards is
član, ki želi delovati na določenem področju, za normally carried out through ISO technical
katero je bil ustanovljen tehnični odbor, ima committees. Each member body interested in a
pravico biti zastopan v tem odboru. Pri delu subject for which a technical committee has been
sodelujejo tudi mednarodne vladne in nevladne established has the right to be represented on that
organizacije, povezane z ISO. V vseh zadevah, committee. International organizations,
ki so povezane s standardizacijo na področju governmental and non-governmental, in liaison
elektrotehnike, ISO tesno sodeluje z with ISO, also take part in the work. ISO
Mednarodno elektrotehniško komisijo (IEC). collaborates closely with the International
Electrotechnical Commission (IEC) on all matters
of electrotechnical standardization.
Mednarodni standardi so pripravljeni v skladu s International Standards are drafted in accordance

pravili, podanimi v 2. delu Direktiv ISO/IEC. with the rules given in the ISO/IEC Directives,
Part 2.
Glavna naloga tehničnih odborov je priprava The main task of technical committees is to

mednarodnih standardov. Osnutki mednarodnih prepare International Standards. Draft
standardov, ki jih sprejmejo tehnični odbori, se International Standards adopted by the technical
pošljejo vsem članom v glasovanje. Za objavo committees are circulated to the member bodies
mednarodnega standarda je treba pridobiti for voting. Publication as an International
soglasje najmanj 75 odstotkov članov, ki se Standard requires approval by at least 75 % of the
udeležijo glasovanja. member bodies casting a vote.
Opozoriti je treba na možnost, da je lahko nekaj Attention is drawn to the possibility that some of

elementov tega dokumenta predmet patentnih the elements of this document may be the subject
pravic. ISO ne prevzema odgovornosti za of patent rights. ISO shall not be held responsible
identifikacijo katerihkoli ali vseh takih patentnih for identifying any or all such patent rights.
pravic.
ISO 10004 je pripravil tehnični odbor ISO/TC 176 ISO 10004 was prepared by Technical

Vodenje in zagotavljanje kakovosti, pododbor Committee ISO/TC 176, Quality management
SC 3 Podporne tehnologije. and quality assurance, Subcommittee SC 3,
Supporting technologies.
Ta prva izdaja ISO 10004 razveljavlja in This first edition of ISO 10004 cancels and

nadomešča ISO/TS 10004:2010, ki je bila replaces ISO/TS 10004:2010, which has been
strokovno revidirana. technically revised.

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SIST ISO 10004 : 2012
Uvod Introduction
0.1 Splošno 0.1 General

Zadovoljstvo odjemalca z organizacijo in njenimi One of the key elements of organizational

proizvodi je eden od ključnih elementov njenega success is the customer's satisfaction with the
uspeha, zato je treba zadovoljstvo odjemalcev organization and its products. Therefore, it is
nadzorovati in meriti. necessary to monitor and measure customer
satisfaction.
Informacije, pridobljene z nadzorovanjem in The information obtained from monitoring and

merjenjem zadovoljstva odjemalcev, lahko measuring customer satisfaction can help
pomagajo identificirati priložnosti za izboljšanje identify opportunities for improvement of the
strategije, proizvodov, procesov in karakteristik organization's strategies, products, processes
organizacije, ki jih odjemalci cenijo, in služijo and characteristics that are valued by
ciljem organizacije. Take izboljšave lahko customers, and serve the organization's
okrepijo zaupanje odjemalcev in prinašajo objectives. Such improvements can strengthen
komercialne ter druge koristi. customer confidence and result in commercial
and other benefits.
Ta mednarodni standard daje organizaciji This International Standard provides guidance to

napotke za vzpostavljanje uspešnih procesov the organization on establishing effective
nadzorovanja in merjenja zadovoljstva processes for monitoring and measuring
odjemalcev. customer satisfaction.
0.2 Povezava z ISO 9001:2008 0.2 Relationship with ISO 9001:2008

Ta mednarodni standard je združljiv z This International Standard is compatible with

ISO 9001:2008, katerega cilje podpira z ISO 9001:2008, whose objectives it supports by
dajanjem napotkov za nadzorovanje in merjenje providing guidance on monitoring and
zadovoljstva odjemalcev. S pomočjo tega measuring customer satisfaction. This
mednarodnega standarda se lahko obravnavajo International Standard can help address specific
specifične točke iz ISO 9001:2008, povezane z clauses in ISO 9001:2008 related to customer
zadovoljstvom odjemalcev, in sicer tiste, ki so satisfaction, namely those listed below.
naštete v nadaljevanju.
a) ISO 9001:2008, 5.2, osredotočenost na a) ISO 9001:2008, 5.2, on customer focus:

odjemalce: "Najvišje vodstvo mora “Top management shall ensure that
zagotoviti, da so zahteve odjemalcev customer requirements are determined and
opredeljene in izpolnjene z namenom, da are met with the aim of enhancing customer
se poveča zadovoljstvo odjemalcev." satisfaction.”
b) ISO 9001:2008, 6.1, b), o vodenju virov: b) ISO 9001:2008, 6.1, b), on resource

"Organizacija mora določiti in priskrbeti vire, management: “The organization shall
potrebne za (…) b) povečevanje determine and provide the resources needed
zadovoljstva odjemalcev z izpolnjevanjem (…) to enhance customer satisfaction by
njihovih zahtev." meeting customer requirements.”
c) ISO 9001:2008, 7.2.3 c), o komuniciranju z c) ISO 9001:2008, 7.2.3 c), on customer

odjemalci: "Organizacija mora določiti in communication: “The organization shall
izvajati uspešne načine komuniciranja z determine and implement effective
odjemalci v zvezi z (.) c) povratnimi arrangements for communicating with
informacijami odjemalcev, vključno z customers in relation to (.) c) customer
njihovimi pritožbami." feedback, including customer complaints.”
d) ISO 9001:2008, 8.2.1, o zadovoljstvu d) ISO 9001:2008, 8.2.1, on customer

odjemalcev: "Kot eno od meritev delovanja satisfaction: “As one of the measurements
sistema vodenja kakovosti mora of the performance of the quality
organizacija nadzorovati informacije o management system, the organization shall
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SIST ISO 10004 : 2012
dojemanju odjemalcev, ali je organizacija monitor information relating to customer
izpolnila njihove zahteve. Določiti mora perception as to whether the organization
metode za pridobivanje in uporabo teh has met customer requirements. The
informacij." methods for obtaining and using this
information shall be determined.”
e) ISO 9001:2008, 8.4, o analizi podatkov: e) ISO 9001:2008, 8.4, on analysis of data: “The

"Organizacija mora določiti, zbirati in organization shall determine, collect and
analizirati primerne podatke, da bi dokazala analyse appropriate data to demonstrate the
primernost in uspešnost sistema vodenja suitability and effectiveness of the quality
kakovosti in ocenila, kje je mogoče management system and to evaluate where
nenehno izboljševanje uspešnosti sistema continual improvement of the effectiveness of
vodenja kakovosti. Vključeni morajo biti the quality management system can be
podatki, pridobljeni z nadzorovanjem in made. This shall include data generated as a
merjenjem ter iz drugih primernih virov. result of monitoring and measurement and
Analiza podatkov mora priskrbeti from other relevant sources. The analysis of
informacije o (.) zadovoljstvu odjemalcev data shall provide information relating to (.)
(…)." customer satisfaction (…).”
Ta mednarodni standard se lahko uporablja This International Standard can be used

neodvisno od ISO 9001:2008. independently of ISO 9001:2008.
0.3 Povezava z ISO 9004:2009 0.3 Relationship with ISO 9004:2009

Ta mednarodni standard je združljiv tudi z This International Standard is also compatible

ISO 9004:2009, ki daje napotke o vodenju za with ISO 9004:2009, which provides guidance on
trajnostni uspeh organizacije. Ta mednarodni managing for the sustained success of an
standard dopolnjuje naslednje napotke, podane v: organization. This International Standard
supplements the following guidance given in:
– ISO 9004:2009, točka B.2, o osredotočenosti – ISO 9004:2009, Clause B.2, on customer

na odjemalce, in focus, and
– ISO 9004:2009, 8.3.1 in 8.3.2, o določanju – ISO 9004:2009, 8.3.1 and 8.3.2, on

potreb, pričakovanj in zadovoljstva odjemalcev. determining needs, expectations and
satisfaction of customers.
0.4 Povezava z ISO 10001, ISO 10002 in 0.4 Relationship with ISO 10001, ISO 10002

ISO 10003 and ISO 10003
Ta mednarodni standard je združljiv z This International Standard is compatible with

ISO 10001, ISO 10002 in ISO 10003. Ti štirje ISO 10001, ISO 10002 and ISO 10003. These
mednarodni standardi se lahko uporabljajo four International Standards can be used either
neodvisno ali v medsebojni povezavi. Kadar se independently or in conjunction with each other.
ISO 10001, ISO 10002, ISO 10003 in ta When used together, ISO 10001, ISO 10002,
mednarodni standard uporabljajo skupaj, so ISO 10003 and this International Standard can
lahko del širšega in celovitega okvira za be part of a broader and integrated framework
izboljšanje zadovoljstva odjemalcev s pomočjo for enhanced customer satisfaction through
kodeksov ravnanja, obravnavanja pritožb, codes of conduct, complaints handling, dispute
reševanja sporov ter nadzorovanja in merjenja resolution and monitoring and measurement of
zadovoljstva odjemalcev (glej dodatek F). customer satisfaction (see Annex F).
ISO 10001 vsebuje napotke za organizacije ISO 10001 contains guidance on codes of

glede kodeksov ravnanja v zvezi z conduct for organizations related to customer
zadovoljstvom odjemalcev. S takimi kodeksi se satisfaction. Such codes of conduct can
lahko zmanjša verjetnost nastajanja težav in se decrease the probability of problems arising and
lahko odpravijo vzroki za pritožbe in spore, ki can eliminate causes of complaints and disputes
lahko zmanjšajo zadovoljstvo odjemalcev. which can decrease customer satisfaction.
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SIST ISO 10004 : 2012
ISO 10001 in ta mednarodni standard se lahko ISO 10001 and this International Standard can

uporabljata skupaj. Smernice iz tega be used together. Guidelines given in this
mednarodnega standarda lahko podpirajo International Standard can support the
vzpostavitev in izvajanje kodeksov ravnanja. Na establishment and implementation of codes of
primer procesi, opisani v tem mednarodnem conduct. For example, the processes described
standardu, lahko organizaciji pomagajo in this International Standard can assist the
nadzorovati in meriti zadovoljstvo odjemalcev s organization to monitor and measure customer
temi kodeksi ravnanja (glej ISO 10001:2007, satisfaction with these codes of conduct (see
8.3). Prav tako lahko kodeksi ravnanja pomagajo ISO 10001:2007, 8.3). Likewise, the codes of
organizaciji pri določanju in izvajanju procesov conduct can assist the organization in defining
nadzorovanja in merjenja zadovoljstva and implementing processes for monitoring and
odjemalcev. Organizacija lahko, na primer, measuring customer satisfaction. For example,
vzpostavi kodeks ravnanja glede na zaupnost an organization can establish a code of conduct
informacij o odjemalcih pri nadzorovanju in with respect to the confidentiality of customer
merjenju zadovoljstva odjemalcev. information in monitoring and measuring
customer satisfaction.
ISO 10002 vsebuje napotke glede notranjega ISO 10002 contains guidance on the internal

obravnavanja pritožb v zvezi s proizvodi. Ti handling of product-related complaints. This
napotki lahko pomagajo ohranjati zadovoljstvo in guidance can help to preserve customer
zvestobo odjemalcev z uspešnim in učinkovitim satisfaction and loyalty by resolving complaints
reševanjem pritožb. effectively and efficiently.
ISO 10002 in ta mednarodni standard se lahko ISO 10002 and this International Standard can

uporabljata skupaj. Smernice iz tega be used together. Guidelines given in this
mednarodnega standarda lahko podpirajo International Standard can support the
vzpostavitev in izvajanje procesa obravnavanja establishment and implementation of a
pritožb. Na primer procesi, opisani v tem complaints-handling process. For example, the
mednarodnem standardu, lahko organizaciji processes described in this International
pomagajo nadzorovati in meriti zadovoljstvo Standard can assist the organization in
odjemalcev s procesom obravnavanja pritožb monitoring and measuring customer satisfaction
(glej ISO 10002:2004, 8.3). Prav tako se lahko with the complaints-handling process (see
informacije iz procesa obravnavanja pritožb ISO 10002:2004, 8.3). Likewise, information
uporabijo pri nadzorovanju in merjenju from a complaints-handling process can be used
zadovoljstva odjemalcev. Tako sta na primer in monitoring and measuring customer
pogostnost in vrsta pritožb lahko posredna satisfaction. For example, the frequency and
kazalnika zadovoljstva odjemalcev (glej 7.3.2). type of complaints can be an indirect indicator of
customer satisfaction (see 7.3.2).
ISO 10003 vsebuje napotke za reševanje tistih ISO 10003 contains guidance on the resolution

sporov v zvezi s proizvodi, ki jih ni bilo mogoče of disputes regarding product-related complaints
rešiti notranje. ISO 10003 lahko pomaga čim bolj that could not be satisfactorily resolved
zmanjšati nezadovoljstvo odjemalcev, ki izhaja internally. ISO 10003 can help to minimize
iz nerešenih pritožb. customer dissatisfaction stemming from
unresolved complaints.
ISO 10003 in ta mednarodni standard se lahko 10003 and this International Standard can be

uporabljata skupaj. Smernice iz tega used together. Guidelines given in this
mednarodnega standarda lahko podpirajo International Standard can support the
vzpostavitev in izvajanje procesa reševanja establishment and implementation of a dispute
sporov. Na primer procesi, opisani v tem resolution process. For example, the processes
mednarodnem standardu, lahko organizaciji described in this International Standard can
pomagajo nadzorovati in meriti zadovoljstvo assist the organization in monitoring and
odjemalcev s procesom reševanja sporov (glej measuring customer satisfaction with the dispute
ISO 10003:2007, 8.3.2). Prav tako se lahko resolution process (see ISO 10003:2007, 8.3.2).
informacije iz procesa reševanja sporov Likewise, information from a dispute resolution
uporabijo pri nadzorovanju in merjenju process can be used in monitoring and
zadovoljstva odjemalcev. Tako sta na primer measuring customer satisfaction. For example,
8

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SIST ISO 10004 : 2012
pogostnost in narava sporov lahko posredna the frequency and nature of disputes can be an
kazalnika zadovoljstva odjemalcev (glej 7.3.2). indirect indicator of customer satisfaction (see
ISO 10001, ISO 10002 in ISO 10003 skupaj 7.3.2). Collectively, ISO 10001, ISO 10002 and
dajejo napotke, ki lahko pomagajo čim bolj ISO 10003 provide guidance which can help to
zmanjšati nezadovoljstvo odjemalcev in povečati minimize customer dissatisfaction and enhance
njihovo zadovoljstvo. Ta mednarodni standard customer satisfaction. This International
dopolnjuje ISO 10001, ISO 10002 in ISO 10003 Standard complements ISO 10001, ISO 10002
z napotki glede nadzorovanja in merjenja and ISO 10003 by providing guidance on the
zadovoljstva odjemalcev. Pridobljene monitoring and measuring of customer
informacije lahko organizacijo vodijo k satisfaction. The information gained can guide
sprejemanju ukrepov, ki lahko pomagajo the organization to take actions which can help
ohranjati in krepiti zadovoljstvo odjemalcev. to sustain or enhance customer satisfaction.


9

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SIST ISO 10004 : 2012

Vodenje kakovosti – Zadovoljstvo Quality management – Customer
odjemalcev – Smernice za satisfaction – Guidelines for
nadzorovanje in merjenje monitoring and measuring
1 Področje uporabe 1 Scope
Ta mednarodni standard vsebuje napotke za This International Standard provides guidance in
procese določanja in izvajanja nadzorovanja ter defining and implementing processes to monitor
merjenja zadovoljstva odjemalcev. and measure customer satisfaction.
Ta mednarodni standard je namenjen uporabi v This International Standard is intended for use
organizacijah ne glede na vrsto, velikost ali by organizations regardless of type, size or
proizvod, ki ga zagotavljajo. Ta mednarodni product provided. The focus of this International
standard se osredotoča na zunanje odjemalce Standard is on customers external to the
organizacije. organization.
2 Zveza s standardi 2 Normative references
Za uporabo tega standarda so nujno potrebni The following referenced documents are
spodaj navedeni dokumenti. Pri datiranem indispensable for the application of this
sklicevanju se uporablja samo navedena izdaja. document: For dated references, only the edition
Pri nedatiranem sklicevanju se uporablja zadnja cited applies. For undated references, the latest
izdaja dokumenta (vključno z morebitnimi edition of the referenced document (including
dopolnili). any amendments) applies.
ISO 9000:2005, Sistemi vodenja kakovosti – ISO 9000:2005, Quality management systems –
Osnove in slovar Fundamentals and vocabulary
3 Izrazi in definicije 3 Terms and definitions
V tem dokumentu se uporabljajo izrazi in For the purposes of this document, the terms
definicije iz standarda ISO 9000:2005 ter and definitions given in ISO 9000:2005 and the
naslednji izrazi. following apply.
3.1 3.1
proizvod product
rezultat procesa  result of a process
OPOMBA 1: Proizvod je lahko storitev, miselni proizvod, NOTE 1: Product can be a service, software,

materialni proizvod ali predelani material. hardware or processed material.
OPOMBA 2: Prirejeno po ISO 9000:2005, definicija 3.4.2, NOTE 2: Adapted from ISO 9000:2005, definition

s tem da so tri izvirne opombe strnjene v 3.4.2, whose original three notes have been
opombo 1. condensed into Note 1.
3.2 3.2
odjemalec customer
organizacija ali oseba, ki prejme proizvod organization or person that receives a product
OPOMBA 1: Odjemalci lahko vključujejo druge NOTE 1: Customers might include other interested

zainteresirane strani, na katere bi lahko parties who might be affected by the
vplivali proizvodi, ki jih organizacija products provided by the organization and
zagotavlja, in ki bi lahko vplivali na uspeh who might influence the success of the
organizacije. organization.
OPOMBA 2: Medtem ko je lahko odjemalec znotraj ali NOTE 2: While a customer can be internal or external

zunaj organizacije, se ta mednarodni to the organization, the focus of this
standard osredotoča na zunanjega International Standard is on the external
odjemalca. customer.
10

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SIST ISO 10004 : 2012
OPOMBA 3: Prirejeno po ISO 9000:2005, definicija 3.3.5, NOTE 3: Adapted from ISO 9000:2005, definition

s tem da je izvirna opomba razširjena na 3.3.5, whose original note has been
opombi 1 in 2. expanded into Notes 1 and 2.
PRIMER: Potrošnik, naročnik, končni uporabnik, trgovec na EXAMPLE: Consumer, client, end-user, retailer, beneficiary,

drobno, koristnik, kupec. purchaser.
3.3 3.3
zadovoljstvo odjemalcev customer satisfaction
dojemanje odjemalca o tem, v kolikšnem obsegu customer's perception of the degree to which
so bila izpolnjena njegova pričakovanja their expectations have been fulfilled
OPOMBA: Definicija zadovoljstva odjemalcev se NOTE: The definition of customer satisfaction differs

razlikuje od tiste iz ISO 9000:2005 po tem, from that in ISO 9000:2005, in that the
da so določbe tega mednarodnega provisions of this International Standard are
f
standarda v celoti namenjene temu, da intended to assist in the identification o
pomagajo pri identifikaciji pričakovanj customer expectations entirely from the
odjemalcev z vidika odjemalčeve vizije point of view of the customer's vision of the
pričakovanega proizvoda, medtem ko gre pri expected product; while the definition in
definiciji iz ISO 9000:2005 za to, kako ISO 9000:2005 involves the organization’s
organizacija razume zahteve odjemalca. understanding of the customer’s requirements.
3.4 3.4
organizacija organization
skupina zaposlenih in sredstev z razporeditvijo group of people and facilities with an
odgovornosti, pooblastil in razmerij arrangement of responsibilities, authorities and
relationships
PRIMER: Družba, korporacija, firma, podjetje, institucija, EXAMPLE: Company, corporation, firm, enterprise,

dobrodelna ustanova, samostojni trgovec (v eni osebi), institution, charity, sole trader, association, government
združenje, vladna agencija, nevladna organizacija ali njihova agency, non-governmental organization or combination
kombinacija. thereof.
OPOMBA: Prirejeno po ISO 9000:2005, 3.3.1. Opombe NOTE: Adapted from ISO 9000:2005, 3.3.1. Notes

so izbrisane. have been deleted.
3.5 3.5
pritožba complaint
izražanje nezadovoljstva, naslovljeno na expression of dissatisfaction made to an
organizacijo (3.4) v zvezi z njenimi proizvodi, ali organization (3.4), related to its products, or the
sam proces obravnavanja pritožb, od katerega complaints-handling process itself, where a
se eksplicitno ali implicitno pričakuje odgovor ali response or resolution is explicitly or implicitly
rešitev expected
[ISO 10002:2004, definicija 3.2] [ISO 10002:2004, definition 3.2]
OPOMBA: Pritožbe se lah
...

SLOVENSKI STANDARD
oSIST ISO/DIS 10004:2011
01-maj-2011
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:
03.120.10 Vodenje in zagotavljanje Quality management and
kakovosti quality assurance
oSIST ISO/DIS 10004:2011 en,fr
2003-01.Slovenski inštitut za standardizacijo. Razmnoževanje celote ali delov tega standarda ni dovoljeno.

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oSIST ISO/DIS 10004:2011

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oSIST ISO/DIS 10004:2011

DRAFT INTERNATIONAL STANDARD ISO/DIS 10004
ISO/TC 176/SC 3 Secretariat: NEN
Voting begins on Voting terminates on

2011-02-28 2011-07-28
INTERNATIONAL ORGANIZATION FOR STANDARDIZATION  •  МЕЖДУНАРОДНАЯ ОРГАНИЗАЦИЯ ПО СТАНДАРТИЗАЦИИ  •  ORGANISATION INTERNATIONALE DE NORMALISATION


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
(Revision of ISO/TS 10004:2010)
ICS 03.120.10








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©  International Organization for Standardization, 2011

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oSIST ISO/DIS 10004:2011
ISO/DIS 10004
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oSIST ISO/DIS 10004:2011
ISO/DIS 10004
Contents Page
Foreword .iv

Introduction.v
1 Scope.1
2 Normative references.1
3 Terms and definitions.1
4 Concept and guiding principles.3
4 Framework for monitoring and measuring customer satisfaction.4
5 Planning.5
6 Operation.6
7 Maintenance and improvement.13
Annex A (normative) Conceptual model of customer satisfaction .14
Annex B (normative) Identification of customer expectations .16
Annex C (normative) Direct measurement of customer satisfaction .19
Annex D (normative) Analysis of customer satisfaction data .24
Annex E (normative) Using customer satisfaction information .29
Annex F (informative) Inter-relationship of ISO 10001, ISO 10002, ISO 10003 and ISO 10004 .31
Bibliography.32

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oSIST ISO/DIS 10004:2011
ISO/DIS 10004
Foreword
ISO (the International Organization for Standardization) is a worldwide federation of national standards bodies
(ISO member bodies). The work of preparing International Standards is normally carried out through ISO
technical committees. Each member body interested in a subject for which a technical committee has been
established has the right to be represented on that committee. International organizations, governmental and
non-governmental, in liaison with ISO, also take part in the work. ISO collaborates closely with the
International Electrotechnical Commission (IEC) on all matters of electrotechnical standardization.
International Standards are drafted in accordance with the rules given in the ISO/IEC Directives, Part 2.
The main task of technical committees is to prepare International Standards. Draft International Standards
adopted by the technical committees are circulated to the member bodies for voting. Publication as an
International Standard requires approval by at least 75 % of the member bodies casting a vote.
In other circumstances, particularly when there is an urgent market requirement for such documents, a
technical committee may decide to publish other types of normative document:
— an ISO Publicly Available Specification (ISO/PAS) represents an agreement between technical experts in
an ISO working group and is accepted for publication if it is approved by more than 50 % of the members
of the parent committee casting a vote;
— an ISO Technical Specification (ISO/TS) represents an agreement between the members of a technical
committee and is accepted for publication if it is approved by 2/3 of the members of the committee casting
a vote.
An ISO/PAS or ISO/TS is reviewed after three years in order to decide whether it will be confirmed for a
further three years, revised to become an International Standard, or withdrawn. If the ISO/PAS or ISO/TS is
confirmed, it is reviewed again after a further three years, at which time it must either be transformed into an
International Standard or be withdrawn.
Attention is drawn to the possibility that some of the elements of this document may be the subject of patent
rights. ISO shall not be held responsible for identifying any or all such patent rights.
ISO/TS 10004 was prepared by Technical Committee ISO/TC 176, Quality management & Quality
assurance, Subcommittee SC 3, Supporting Technologies.

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oSIST ISO/DIS 10004:2011
ISO/DIS 10004

Introduction
0.1 General
One of the key elements of organizational success is the customer's satisfaction with the organization and its
products. Therefore, it is necessary to monitor and measure customer satisfaction.
The information obtained from monitoring and measuring customer satisfaction can help identify opportunities
for improvement of the organization's strategies, products, processes and characteristics that are valued by
customers, and serve the organization's objectives. Such improvements can strengthen customer confidence
and result in commercial and other benefits.
This International Standard provides guidance to the organization on establishing effective processes for
monitoring and measuring customer satisfaction.
0.2 Relationship with ISO 9001:2008
This International Standard is compatible with ISO 9001:2008, whose objectives it supports by providing
guidance on monitoring and measuring customer satisfaction. This International Standard can help address
specific clauses in ISO 9001:2008 related to customer satisfaction, namely those listed below.
a) ISO 9001:2008, 5.2, on customer focus: “Top management shall ensure that customer requirements are
determined and are met with the aim of enhancing customer satisfaction.”
b) ISO 9001:2008, 6.1, b), on resource management: “The organization shall determine and provide the
resources needed (…) to enhance customer satisfaction by meeting customer requirements.”
c) ISO 9001:2008, 8.2.1, on customer satisfaction: “As one of the measurements of the performance of the
quality management system, the organization shall monitor information relating to customer perception as
to whether the organization has met customer requirements. The methods for obtaining and using this
information shall be determined.”
d) ISO 9001:2008, 8.4, on analysis of data: “The organization shall determine, collect and analyse
appropriate data to demonstrate the suitability and effectiveness of the quality management system and
to evaluate where continual improvement of the effectiveness of the quality management system can be
made. This shall include data generated as a result of monitoring and measurement and from other
relevant sources. The analysis of data shall provide information relating to (.) customer satisfaction (…).”
This International Standard can also be used independently of ISO 9001.
0.3 Relationship with ISO 9004:2009
This International Standard is also compatible with ISO 9004:2009, which provides guidance on managing for
the sustained success of an organization. This International Standard supplements the following guidance
given in:
 ISO 9004:2009, Clause B.2, on customer focus, and
 ISO 9004:2009, 8.3.1 and 8.3.2, on determining needs, expectations and satisfaction of customers.
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oSIST ISO/DIS 10004:2011
ISO/DIS 10004
0.4 Relationship with ISO 10001, ISO 10002, ISO 10003
This International Standard is compatible with ISO 10001, ISO 10002 and ISO 10003. These four standards
can be used either independently or in conjunction with each other. When used together, ISO 10001, ISO
10002, ISO 10003 and this International Standard 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).
ISO 10001 contains guidance on codes of conduct for organizations related to customer satisfaction. Such
codes of conduct can decrease the likelihood of problems arising and can eliminate causes of complaints and
disputes which can decrease customer satisfaction.
ISO 10001 and ISO 10004 can be used together. Guidelines given in ISO 10004 can support the
establishment and implementation of codes of conduct. For example, the processes described in ISO 10004
can assist the organization to monitor and measure customer satisfaction with these codes of conduct (see
8.3 of ISO 10001). 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-related complaints. This guidance can help
to preserve customer satisfaction and loyalty by resolving complaints effectively and efficiently.
ISO 10002 and ISO 10004 can be used together. Guidelines given in ISO 10004 can support the
establishment and implementation of a complaints-handling process. For example, the processes described in
ISO 10004 can assist the organization to monitor and measure customer satisfaction with the complaints-
handling process (see 8.3 of ISO 10002). 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 10004).
ISO 10003 contains guidance on the resolution of disputes regarding product-related complaints that could not
be satisfactorily resolved internally. ISO 10003 can help to minimize customer dissatisfaction stemming from
unresolved complaints.
ISO 10003 and ISO 10004 can be used together. Guidelines given in ISO 10004 can support the
establishment and implementation of dispute resolution process. For example, the processes described in ISO
10004 can assist the organization to monitor and measure customer satisfaction with the dispute resolution
process (see 8.3.2 of ISO 10003). 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, ISO 10004). 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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ISO/DIS 10004

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 organizations regardless of type, size or product provided.
The focus of this International Standard is on customers external to the organization.
This International Standard is not intended for certification or contractual purposes, nor is it intended to
change any rights or obligations under applicable statutory or regulatory requirements.
2 Normative references
The following referenced documents are indispensable for the application of this document: For dated
references, only the edition cited applies. For undated references, the latest edition of the referenced
document (including any amendments) applies.
ISO 9000:2005, Quality management systems — Fundamentals and vocabulary
3 Terms and definitions
For the purposes of this document, the terms and definitions given in ISO 9000:2005 and the following apply.
3.1
product
result of a process
NOTE 1 Product can be a service, software, hardware or processed material.
NOTE 2 Adapted from ISO 9000:2005, definition 3.4.2, whose original three notes have been condensed into Note 1.
3.2
customer
organization or person that receives a product
EXAMPLE Consumer, client, end-user, retailer, beneficiary, purchaser.
NOTE 1 Customers might include other interested parties who might be affected by the products provided by the
organization and who might influence the success of the organization.
NOTE 2 While a customer can be internal or external to the organization, the focus of this International Standard is on
the external customer.
NOTE 3 Adapted from ISO 9000:2005, definition 3.3.5, whose original note has been expanded into Notes 1 and 2.
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ISO/DIS 10004
3.3
customer satisfaction
customer's perception of the degree to which the customer's requirements have been fulfilled
NOTE 1 Customer complaints are a common indicator of low customer satisfaction but their absence does not
necessarily imply high customer satisfaction.
NOTE 2 Even when customer requirements have been agreed with the customer and fulfilled, this does not necessarily
ensure high customer satisfaction.
(ISO 9000:2005, definition 3.1.4)
3.4
requirement
need or expectation that is stated, generally implied or obligatory
NOTE Adapted from ISO 9000:2005, definition 3.1.2, whose original five notes have been removed.
3.5
organization
group of people and facilities with an arrangement of responsibilities, authorities and relationships
EXAMPLE: company, corporation, firm, enterprise, institution, charity, sole trader, association, government agency or
parts or combination thereof.
NOTE Adapted from ISO 9000:2005, 3.3.1. Notes have been deleted.
3.6
interested party
NOTE Adapted from ISO 9000:2005, 3.3.7. The Example and Note have been deleted.

3.7
customer satisfaction code of conduct
code of conduct
promises, made to customers (3.2) by an organization (3.5) concerning its behaviour, that are aimed at
enhanced customer satisfaction (3.3) and related provisions

NOTE 1: Related provisions can include objectives, conditions, limitations, contact information and complaints handling
procedures.

NOTE 2: Hereafter in this International Standard, the term “code of conduct” is used in place of “customer satisfaction
code of conduct”.

NOTE 3: Adapted from ISO 10001:2007, 3.1. Note 2 has been changed for the purpose of this International Standard.

3.8
complaint
expression of dissatisfaction made to an organization (3.5), related to its products, or the complaints-handling
process itself, where a response or resolution is explicitly or implicitly expected
(ISO 10002:2004, 3.2)

NOTE Complaints can be made in relation to the processes for monitoring and measuring customer satisfaction (3.3).
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3.9
dispute
dispute resolutiondisagreement, arising from a complaint (3.8), submitted to a provider (3.10)

NOTE Some organizations (3.5) allow their customers (3.2) to express their dissatisfaction to a provider in the first
instance. In this situation, the expression of dissatisfaction becomes a complaint when sent to the organization for a
response, and becomes a dispute if not resolved by the organization without provider intervention. Many organizations
prefer their customers to first express any dissatisfaction to the organization before utilizing dispute resolution external to
the organization.

(ISO 10003:2007, 3.6)
3.10
provider
dispute resolution>person or organization (3.5) that supplies and operates a dispute (3.9) resolution
process, external to the organization

NOTE Adapted from ISO10003:2007, 3.9. The notes have been deleted.
4 Concept 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 as delivered by the organization.
To achieve customer satisfaction, the organization should first understand the customer's expectations. These
expectations might be explicit or implicit, or not fully articulated.
Customer expectations, as understood by the organization, form the primary basis of the product that is
subsequently planned and delivered.
The extent to which the delivered product is perceived by the customer to meet or exceed expectations
determines the degree of customer satisfaction.
It is important to make a distinction between the organization's view of the quality of the delivered product and
the customer's perception of the delivered product, because it is the latter that governs the customer's
satisfaction. The relationship between the organization's and the customer's views on quality is further
described by the conceptual model of customer satisfaction, as presented in Annex A.
Since customer satisfaction is subject to change, organizations should establish processes to monitor and
measure customer satisfaction on a regular basis.
4.3 Guiding principles
4.3.1 Comprehension
The organization should clearly and fully understand the customer’s expectations, and the customer’s
perception of how well those expectations are met.

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4.3.2 Integrity
The organization should ensure the correctness, completeness and relevance of data pertinent to customer
satisfaction.

4.3.3 Relevance
The information derived from customer satisfaction data should be meaningful and useful.

4.3.4 Timeliness
Gathering and dissemination of information should be done at the appropriate time, consistent with the
organization’s objectives.

4.3.5 Communication
The organization should ensure that customer satisfaction information is communicated to interested parties.

4.3.6 Continuity
The organization should ensure that monitoring of customer satisfaction is ongoing and continuous.

4.3.7 Responsiveness
Customer satisfaction information should be used as a basis for action to support the organization’s
objectives.

4.3.8 Transparency
Relevant customer satisfaction information and resulting actions should be shared with customers.

4.3.9 Accountability
The organization should establish and maintain accountability for, and reporting on, the actions and decisions
with respect to monitoring and measuring customer satisfaction.

4.3.10 Commitment
The organization should be actively committed to defining and implementing processes to monitor and
measure customer satisfaction.

4.3.11 Capacity
Sufficient resources should be made available for planning, operation, maintenance and improvement of the
processes for monitoring and measuring customer satisfaction, and for managing them effectively and
efficiently.

4.3.12 Improvement
Increased effectiveness and efficiency of the processes for monitoring and measuring customer satisfaction
should be a permanent objective of the organization.

4 Framework for monitoring and measuring customer satisfaction
The organization should establish a systematic approach to monitoring and measuring customer satisfaction.
This approach should be supported by an organizational framework to enable the planning, operation,
maintenance and improvement of processes for monitoring and measuring customer satisfaction.
Planning includes determination of the methods of implementation, and the allocation of necessary resources
(see Clause 6).
Operation includes identifying customer expectations, gathering and analysing customer satisfaction data,
providing feedback for improvement and monitoring of customer satisfaction (see Clause 7).
Maintenance and improvement includes the review, evaluation and continual improvement of processes for
monitoring and measuring customer satisfaction (see Clause 8).
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5 Planning
5.1 Defining the purpose and objectives
As a first step, the organization should clearly define the purpose and objectives of monitoring and measuring
customer satisfaction, which might, for example, include the following:
 to evaluate customer response to existing, new or re-designed products;
 to obtain information on specific aspects, such as supporting processes, personnel or organization
behaviour;
 to investigate reasons for customer complaints;
 to investigate reasons for loss of customers or market share;
 to monitor trends in customer satisfaction;
 to compare customer satisfaction in relation to other organisations.
The purpose and objectives influence what, when, how and from whom the data is gathered. They also
influence how the data is analysed and how the information is ultimately to be used.
The objectives of monitoring and measuring customer satisfaction should be defined in a manner such that
their fulfilment can be measured using performance indicators as specified by the organization.
5.2 Determining the scope and frequency
Based on the purpose and objectives, the organization should determine the scope of the planned
measurement, in terms of both the type of data that is sought, and from where it is to be obtained.
The type of information gathered can range from data regarding a specific characteristic, to assessment of
overall satisfaction. Likewise, the scope of assessment depends on the type of segmentation, such as:
 by customer,
 by region,
 by time period,
 by market,
 by product.
The organization should also determine the frequency of data gathering, which can be on a regular basis, on
an occasional basis, or both, as dictated by business needs or specific events (see 7.3).
5.3 Determining implementation methods and responsibilities
Some information regarding customer satisfaction might be obtained indirectly from the organization's internal
processes (e.g. customer complaints handling) or from external sources (e.g. reports in the media). Usually,
the organization needs to supplement such information with data obtained directly from customers.
The organization should determine how customer satisfaction information is to be obtained, and who is
responsible for that activity. The organization should also determine to whom the information is to be directed
for appropriate action.
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oSIST ISO/DIS 10004:2011
ISO/DIS 10004
The organization should plan to monitor the processes for obtaining and using customer satisfaction
information, as well as the results and effectiveness of these processes.
5.4 Allocating resources
The organization should determine and provide the necessary competent human and other resources for
planning, monitoring and measuring customer satisfaction.
6 Operation
6.1 General
To monitor and measure customer satisfaction, the organization should:
 identify customer expectations;
 gather customer satisfaction data;
 analyse customer satisfaction data;
 communicate customer satisfaction information;
 monitor customer satisfaction on-going.
These activities and their relationship are depicted in Figure 1, and described in the clauses that follow.
Gather customer
INPUTS OUTPUTS
satisfaction data
Related to Customer
customer satisfaction
Analyze customer
satisfaction level
IdenObtaitifn cy cuussttomomere r
Measuring
satisfaction data
expectations [7.1]
expectations
customer satisfaction
Communicate
customer
satisfaction
information
Monitoring customer satisfaction

Figure 1 — M
...