The more effectively customer complaints can be managed, the higher the ability of enterprises to meet customer demands and expectations. Customer complaints, in particular, are good opportunities for businesses to improve their existing activities. The ISO 10002 standard is a management system standard that can greatly turn complaints into customer satisfaction.
ISO 10002 Customer Satisfaction Quality Management System supports companies in achieving this goal, regardless of the size and scope of the business. This system is a simple but essential system, especially for enterprises aiming for sustainable success.
As a result of the rapid development of computer and communication technologies and the awareness of the customers more, customers expect more from the products and services offered by the enterprises. All businesses are competing to meet this more. The ISO 10002 standard is an internationally recognized standard in this sense and is focused on increasing customer satisfaction. With this standard, enterprises identify areas that need to be developed and try to eliminate the causes of complaints.
The ISO 10002 Customer Satisfaction Quality Management System standard, designed and published by the International Standards Organization (ISO), defines the management tools necessary to manage customer complaints more effectively and efficiently. The basis of this standard is the BS 860 standard, prepared by the British Standards Institute.
ISO 10002 Customer Satisfaction Quality Management System standard has a very important function in terms of handling and solving customer complaints in an appropriate and fair way and preventing them from repeating at the same time. Businesses that value customers, listen to them and want to turn their complaints into opportunities have to install and implement this system.
The biggest plus of this system is that the business increases its potential to retain existing customers. As customer satisfaction will increase, operational efficiency will increase automatically. With this system, customers' sense of loyalty to the business increases.
As the complaints will be resolved within the framework of the relevant standard criteria, the awareness among the employees within the enterprise increases. This increases the productivity and productivity of the enterprise.
In short, ISO 10002 Customer Satisfaction Quality Management System is widely applied by enterprises for the following reasons:
Demonstrate how to manage customer complaints in businesses
Demonstrate solutions in case of a customer problem
Supports fair handling of customer-related problems
Demonstrates how to turn complaints into opportunities by finding remediable areas within customer complaints
According to the researches, the amount of the expenses that the enterprises will make to obtain a new customer is four times that of the expenditures to protect an existing customer. Businesses that lose customers consistently suffer from great damage and are not easy to repair. In today's competitive environment, product and service innovations (innovation studies) redefine accepted performance levels. A good customer satisfaction system, while managing the demands and expectations of the customers, supports the protection of the image and brand of the enterprise. In this respect, the implementation of ISO 10002 Customer Satisfaction Quality Management System in the company is one of the most important requirements for successful enterprises.
The ISO 10002 standard was first published in 2004 and an update was made in 2018. Therefore, the current version is ISO 10002: 2018. This standard helps businesses understand and manage the extent to which customers are successfully dealing with their complaints. The ISO 10002 standard sets the basic conditions for the successful handling of customer complaints and helps to eliminate potential customer dissatisfaction.
This standard has been published by the Turkish Standards Institute in our country under the following heading: TS ISO 10002 Quality management - Customer satisfaction - Guidance for handling complaints in organizations.
ISO 10002 Customer Satisfaction Quality Management System enables customers to adopt a customer-oriented approach and encourage employees to improve their behavior and skills with customers. It also creates the possibility of continuous improvement within the enterprise and provides a basis for the analysis of complaints and the continuous improvement of the complaints resolution process.
The ISO 10002 system is a transparent system. It provides customers with an open, effective and easy to use feedback process. It creates a customer-oriented environment that is open to feedback and creates customer satisfaction by solving problems and increasing the business's ability to improve customer service.
The ISO 10002 standard is a guideline for the processing of complaints about products and services within an enterprise, including planning, design, development, operation, maintenance and improvement. The process of addressing these complaints is essentially one of the processes of a general quality management system.
The basic principles of the system are as follows:
Businesses should have explained to their customers, employees and third parties who and how to resolve complaints
Businesses should keep grievance management processes within easy reach of customers and employees
Customers should be informed of the receipt of the complaint and developments
In the analysis process, the business must be fair and impartial to all
No fee should be charged for the resolution of complaints
Personal information of customers should be kept confidential in the process of resolving complaints
Businesses should be open to all kinds of feedback and should be customer oriented in the process of resolution of complaints
Businesses should always be able to account for the resolution of complaints
Processes and solution methods should be continuously improved
Today, in a competitive environment where marketing reaches global dimensions, businesses must not only succeed in gaining new customers, but also retaining existing customers. Businesses that know their customers and understand their demands and expectations are moving faster in this regard. For this reason, businesses have to implement new quality systems such as ISO 10002 and take the relationship with customers to different dimensions.
First, it is determined whether the organization meets the mandatory requirements of the standard and whether to proceed to the next stage.
It is checked whether necessary procedures and audits have been developed and your institution's readiness for evaluation is reviewed.
The findings that arise in the first two stages are evaluated and after all corrective actions are reviewed, document preparation is started.
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