Customer Satisfaction Concept
Based on the concept of customer satisfaction, it includes the following elements:
- The quality of the products or services offered to the customers is in line with the expectations of the customers
- The price of these products or services is at an acceptable level and in balance with quality.
- Customers can easily find or access products or services
- Benefit from products or services to be in line with customer expectations
- Continuous and reliable services provided after the sale of products or services
When the customer complaint is mentioned, all the feedbacks that occur with the elimination of the situations creating satisfaction are expressed. If a business cannot satisfy its customers, another business will surely provide it.
In accordance with the ISO 10002 standard, a complaint is an expression of dissatisfaction that customers express in an open or implicit manner as a result of their evaluations of goods and services produced by businesses, and as a result they expect a response or solution. For this reason, the Customer Satisfaction Management System is the process of collecting, analyzing and resolving customer complaints.
Why ISO 10002 Standard Required?
The ISO 10002 standard is a guiding international standard that describes how businesses should behave in the event of customer complaints. This standard provides guidance to businesses whether it is sufficient to apologize after a customer dissatisfaction or whether different activities are needed to compensate for this dissatisfaction. In short, the ISO 10002 standard ensures that in the event of a problem with customers, these problems are handled in the most fair way possible.
Customer expectations have always varied from year to year. For example, in the 1950s, people would take what they found. By the 1970s, people started to buy whatever they could afford. But in the 1900s, people started getting whatever they wanted. Finally, with the start of the 2000s, people started looking for the best. People started looking for the best quality products and services, not what they could find or could buy.
There is a truth to all marketing and sales training: the cost of retaining an acquired customer is one-fifth lower than the cost of acquiring a new customer. So if one is spent to hold the existing customer, it is necessary to spend five to gain a new customer. If a business constantly loses customers, it means that it loses a lot of competitiveness and reputation in the market, and it may not be possible to win them back.
Therefore, there are some important points that businesses should focus on. For example, customer complaints should be turned into new opportunities, the causes of complaints should be identified correctly, processes should be reviewed, feedbacks and market trends should be well understood and completely original solutions should be produced. In addition, the customer should be sure that they are understood correctly, the customer should be perceived correctly and the customers should be informed about the problems and the solutions produced. All customers are private and want to be taken seriously.
The ISO 10002 Customer Satisfaction Management System standard was published in 2004 by the International Standards Organization to ensure this. In our country, it has been translated into our language in 2006 and published as TS ISO 10002 standard (TS ISO 10002 Quality management - Customer satisfaction - Guidance for handling complaints in organizations). This standard provides guidance on handling and resolving complaints in order to create customer satisfaction in enterprises.
Today, the ISO 10002 standard is gaining much attention all over the world. Businesses establish the ISO 10002 Customer Satisfaction Management System and comply with the requirements of the standard, and the number of enterprises holding ISO 10002 certification is increasing. Businesses give importance to customers' opinions and suggestions and use them for development purposes as much as possible.
Scope of ISO 10002 Customer Satisfaction Management System
When designing the ISO 10002 standard, it is aimed to benefit not only businesses, but also customers, complainants who have problems with the enterprise and other related parties. This standard mainly complies with the ISO 9001 Quality Management System standard. However, for the implementation of the ISO 10002 standard, the establishment of the ISO 9001 standard is not a requirement.
In the application of this standard, it is not important to produce goods or services in the enterprise. The scope of the standard includes planning, design, operation, maintenance and development and R & D activities in a company producing goods, and sales, marketing, customer service, contact centers and human resources activities in a service producing company.
The ISO 10002 standard generally covers:
- Creating a customer-based understanding and increasing customer satisfaction by receiving all kinds of feedback from customers including complaints
- Resolving all complaints received and increasing the ability of the enterprise to do so
- Ensuring that all resources of the enterprise, including human resources, are at an adequate level
- Understanding and adopting the standard requirements of senior management
- Identifying and addressing customer needs and expectations correctly
- Providing customers with an effective, clear and easy to use complaint process
- Identify processes to ensure the correct analysis and evaluation of complaints and feedback in order to improve the quality of products and customers
- Ensuring the effectiveness and efficiency of complaints handling and resolution processes
In this respect, businesses have to undertake that they will handle all complaints effectively and efficiently within the system. This commitment should manifest itself in the policies, objectives and processes related to the resolution of complaints and in the adoption by all senior management and employees.
The company's policy, objectives and processes for dealing with complaints must be taken into account when establishing the legal requirements.
Benefits of ISO 10002 Certificate
Businesses that establish and implement the ISO 10002 standard may apply to a certification body if they wish, and request an ISO 10002 Customer Satisfaction Management System certificate. For the enterprises that have this certificate, the following gains are remarkable:
- Business increases the potential to retain its customers
- Increasing sense of customer loyalty to the business
- The brand value of the business increases and its reputation in the market increases
- Business productivity and productivity increase
- Businesses demonstrate their commitment to customer dissatisfaction towards their customers
- Demonstrates a customer-focused approach to the resolution of complaints
- By analyzing customer complaints, prospective opportunities are obtained.
