Customer satisfaction -- Guidelines for monitoring and measuring
ISO 10004:2012 provides guidance in defining and implementing processes to monitor and measure customer satisfaction.
ISO 10004:2012 is intended for use by organizations regardless of type,size or product provided.
ISO 10004 is relevant to any organization that wishes to exceed customer expectations, a basic requirement for businesses of all types and sizes, whether they’re in the private,public or voluntary sectors.
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.