ISO 10002 Customer Satisfaction Management System

What Is ISO 10002 Customer Satisfaction Management System Certification?

In today's competitive environment, innovations in products and services lead to the redefinition of established performance levels. A good complaints management system is one of the important requirements for successful businesses to manage their customers' needs and protect their brands.

Retaining an existing customer is more costly for an organization than acquiring a new one. Organizations that continually lose customers make great efforts to repair their damaged reputation.

The ISO 9001 Quality Management System Standard, most recently revised in 2015, has entered our lives with several important innovations. The important innovations brought by ISO 9001 can be summarized as the process approach, continual improvement, the risk-based approach and customer focus. Of these innovations, the standard that brings a new perspective on customer focus is ISO 10002.

Customer Focus

What does it mean to be customer-focused? What activities must we carry out in our organization to be customer-focused? How should we communicate with our customers? Customer focus is one of the most important management principles forming the basis of the ISO 9001 standard.

Why Customer Satisfaction?

According to research, a satisfied customer shares their satisfaction with an average of 5 people, while a dissatisfied customer passes on their dissatisfaction to an average of 9 people and thereby spreads negative publicity. Moreover, 98 percent of dissatisfied customers do not communicate their dissatisfaction in any way and quietly look for alternative suppliers. In today's intensely competitive conditions, none of us can afford to lose even a single customer.

Through this method, successful businesses in the USA learn a great deal from the people they serve. They offer a level of quality, service and reliability that other businesses cannot match. In these businesses, everyone is involved. Most innovative businesses have obtained the creative ideas behind their best products from their customers. The reason for their success is that they listen to their customers carefully and regularly. A new standard was developed to enable organizations that want to stand out in the eyes of their customers, that value their customers' views and ideas, and that use these views as far as possible for continual improvement, to demonstrate and prove these qualities. This standard was published on 06.07.2004 under the title ISO 10002 Guidelines for Customer Satisfaction and the Handling of Customer Complaints. According to the ISO 10002 standard, customer complaints should be seen as an opportunity for improvement, and it should not be overlooked that they are a very important tool for increasing customer loyalty and the number of loyal customers.

Benefits of the ISO 10002 Standard

• Enhances the company's image in the market
• Makes customers feel valued
• Builds a roadmap from customer feedback
• Offers solutions by preventing negative situations
• Is based on customer satisfaction
• Reduces the cost of customer retention