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Customer Satisfaction and Complaints Handling Management Systems
"You achieve customer satisfaction when you sell merchandise that doesn't come back to a customer who does."
Stanley Marcus (1905 - 2002) American Businessperson.
ISO 1002: 2007 Customer Satisfaction and Complaints Handling
What do your customers really think? Are you measuring what is important to them...? ISO 10002: 2007 provides the Quality Management Guidelines for Complaints Handling in Organizations. It is one of the latest quality management system standards to be released by the International Organization for Standardization, and focuses separately on processing customer complaints. It's a new ISO standard offers a solution for organizations on those occasions when the customer is dissatisfied with a product or service - guidelines for handling complaints in a manner that gives optimal results for both the organization and unhappy customer. ISO 10002: 2007, Quality Management - Customer Satisfaction - Guidelines for Complaints Handling in Organizations, the standard is complete enough for stand-alone implementation, or in support of other quality management and customer satisfaction tools, including Customer Relation Management and other tools like Six-Sigma Management. The standard gives complete guidance including principles, issues for consideration and structural aspects for the management of the overall complaints-handling process.
Guides for Customer Handling
ISO 10002: 2007 provides guidance on the process of complaints handling related to products within an organization, including planning, design, operation, maintenance and improvement. The complaints-handling process described is suitable for use as one of the processes of an overall quality management system. ISO 10002: 2007 is not applicable to disputes referred for resolution outside the organization or for employment-related disputes. It is also intended for use by organizations of all sizes and in all sectors. ISO 10002: 2007 Guide for Customer Handling defines, what a good complaints handling process should be built upon and this include;
· Define customer satisfaction
· Benefits of managing your customer relationship
· Importance of having clear measurement objectives
· The customer satisfaction measurement framework
· Current approaches to measuring customer satisfaction
· Indicators of customer satisfaction
· The customer survey
· Interpreting and using results
· Planning an approach to measuring customer satisfaction
Aspects of Complaints Handling:
· Enhancing customer satisfaction by creating a customer-focused environment that is open to feedback (including complaints), resolving any complaints received and enhancing the organization's ability to improve its product and customer service
· Top management involvement and commitment through adequate acquisition and deployment of resources, including personnel training
· Recognizing and addressing the needs and expectations of complainants
· Providing complainants with an open, effective and easy-to-use complaints process
· Analyzing and evaluating complaints in order to improve the product and customer service quality
· Auditing of the complaints-handling process
· Reviewing the effectiveness and efficiency of the complaints-handling process
ISO 10002: 2007 is not intended to change any rights or obligations provided by applicable statutory or regulatory requirements.
What matters to Consumers?
According to the 'ISO and The consumer Report', Standards often define the characteristics of goods and services and the way to measure or test them. Consumer representatives wish to influence these characteristics so that products and services provide higher levels of:
· Quality and reliability
· Protection of safety and health
· Compatibility between products
· Consistency in the delivery of services
· Choice of goods and services
· Transparency in product information
· Fair competition, hence lower prices for consumers
· Suitability of products for vulnerable populations (children, the elderly)
· Environmental protection
Benefits of ISO 10002: 2007
There are a number of benefits to implementing and certifying your customer complaints management system including:
· Customer Retention
By adopting the management system, your ability to retain the loyalty of your customers will be enhanced.
· Brand Reputation
Implementing and certifying your complaints management system demonstrates to stakeholders that you have a real commitment to managing customer care issues and you have processes in place to handle, analyse and review complaints.
· Operational Efficiency
Implementation and certification ensures a consistent approach to handling customer queries, enabling you to identify trends and eliminate the causes of complaints, as well as improve your organization’s operations.
· Improved internal communications and relations
It helps you to adopt a customer-focused approach to resolving complaints and encourage personnel to improve their skills in working with customers.
· Flexibility
The standard is compatible with ISO 9001 Quality allowing you to add value and efficiency to your organization. ISO 10002 - annex A also provides guidance specifically for small businesses.
· Continual Improvement (Kaizen)
It provides a basis for continual review and analysis of your complaints-handling process, the resolution of complaints and where improvements can be made.
Stanley Marcus (1905 - 2002) American Businessperson.
ISO 1002: 2007 Customer Satisfaction and Complaints Handling
Guides for Customer Handling
ISO 10002: 2007 provides guidance on the process of complaints handling related to products within an organization, including planning, design, operation, maintenance and improvement. The complaints-handling process described is suitable for use as one of the processes of an overall quality management system. ISO 10002: 2007 is not applicable to disputes referred for resolution outside the organization or for employment-related disputes. It is also intended for use by organizations of all sizes and in all sectors. ISO 10002: 2007 Guide for Customer Handling defines, what a good complaints handling process should be built upon and this include;
· Define customer satisfaction
· Benefits of managing your customer relationship
· Importance of having clear measurement objectives
· The customer satisfaction measurement framework
· Current approaches to measuring customer satisfaction
· Indicators of customer satisfaction
· The customer survey
· Interpreting and using results
· Planning an approach to measuring customer satisfaction
Aspects of Complaints Handling:
· Enhancing customer satisfaction by creating a customer-focused environment that is open to feedback (including complaints), resolving any complaints received and enhancing the organization's ability to improve its product and customer service
· Top management involvement and commitment through adequate acquisition and deployment of resources, including personnel training
· Recognizing and addressing the needs and expectations of complainants
· Providing complainants with an open, effective and easy-to-use complaints process
· Analyzing and evaluating complaints in order to improve the product and customer service quality
· Auditing of the complaints-handling process
· Reviewing the effectiveness and efficiency of the complaints-handling process
ISO 10002: 2007 is not intended to change any rights or obligations provided by applicable statutory or regulatory requirements.
What matters to Consumers?
According to the 'ISO and The consumer Report', Standards often define the characteristics of goods and services and the way to measure or test them. Consumer representatives wish to influence these characteristics so that products and services provide higher levels of:
· Quality and reliability
· Protection of safety and health
· Compatibility between products
· Consistency in the delivery of services
· Choice of goods and services
· Transparency in product information
· Fair competition, hence lower prices for consumers
· Suitability of products for vulnerable populations (children, the elderly)
· Environmental protection
Benefits of ISO 10002: 2007
There are a number of benefits to implementing and certifying your customer complaints management system including:
· Customer Retention
By adopting the management system, your ability to retain the loyalty of your customers will be enhanced.
· Brand Reputation
Implementing and certifying your complaints management system demonstrates to stakeholders that you have a real commitment to managing customer care issues and you have processes in place to handle, analyse and review complaints.
· Operational Efficiency
Implementation and certification ensures a consistent approach to handling customer queries, enabling you to identify trends and eliminate the causes of complaints, as well as improve your organization’s operations.
· Improved internal communications and relations
It helps you to adopt a customer-focused approach to resolving complaints and encourage personnel to improve their skills in working with customers.
· Flexibility
The standard is compatible with ISO 9001 Quality allowing you to add value and efficiency to your organization. ISO 10002 - annex A also provides guidance specifically for small businesses.
· Continual Improvement (Kaizen)
It provides a basis for continual review and analysis of your complaints-handling process, the resolution of complaints and where improvements can be made.