Customer Satisfaction

ISO 10004:2018, Quality management – Customer satisfaction – Guidelines for monitoring and measuring, is available.

ISO 10004 gives guidelines for defining and implementing processes to monitor and measure customer satisfaction. It is intended for use by any organization regardless of its type or size, or the products and services it provides. The focus of the standard is on customers external to the organization.

Customer Satisfaction

According to ISO 10004, one of the key elements of organizational success is the customer’s satisfaction with the organization and its products and services. Therefore, it is necessary to monitor and measure customer satisfaction.

The information obtained from monitoring and measuring customer satisfaction can help identify opportunities for improvement of the organization’s strategies, products, services, processes, and characteristics that are valued by customers, and serve the organization’s objectives. Such improvements can strengthen customer confidence and result in commercial and other benefits.

ISO 10004 provides guidance to the organization on establishing effective processes for monitoring and measuring customer satisfaction.

The satisfaction of persons or organizations that could or do receive a product or a service from a public or a private organization is the focus of this document.

ISO 9001:2015

ISO 10004:2018 is compatible with ISO 9001:2015. It can help address specific clauses in ISO 9001:2015 related to customer satisfaction, including those listed below:

  • 4.3 on the scope of the quality management system;
  • 5.1.2 on customer focus;
  • 6.2.1 on quality objectives;
  • 8.2.1.c on customer communication;
  • 9.1.2 on customer satisfaction;
  • 9.1.3 on analysis and evaluation;
  • 9.3.2.c on management review inputs;
  • 10.1 on improvement.

ISO 10004:2018 can also be used independently of ISO 9001:2015. You can order ISO 10004:2018 from for $162.00 (member price is $129.60), or from for about $138.00.

Table of Contents

1. Scope
2. Normative references
3. Terms and definitions

4. Concepts and guiding principles
4.1 General
4.2 Concept of customer satisfaction
4.3 Guiding principles
4.3.1 Commitment
4.3.2 Capacity
4.3.3 Transparency
4.3.4 Accessibility
4.3.5 Responsiveness
4.3.6 Information integrity
4.3.7 Accountability
4.3.8 Improvement
4.3.9 Confidentiality
4.3.10 Customer-focused approach
4.3.11 Competence
4.3.12 Timeliness
4.3.13 Comprehension
4.3.14 Continuity

5. Framework for monitoring and measuring customer satisfaction
5.1 Context of the organization
5.2 Establishment

6. Planning, design, and development
6.1 Defining the purpose and objectives
6.2 Determining the scope and frequency
6.3 Determining implementation methods and responsibilities
6.4 Allocating resources

7. Operation
7.1 General
7.2 Identifying customer expectations
7.3 Gathering customer satisfaction data
7.4 Analyzing customer satisfaction data
7.5 Communicating customer satisfaction information
7.6 Monitoring customer satisfaction
7.7 Closing the file

8. Maintenance and improvement

Annex A: Interrelationship of ISO 10001, ISO 10002, ISO 10003, and ISO 10004
Annex B: Conceptual model of customer satisfaction
Annex C: Identification of customer expectations
Annex D: Direct measurement of customer satisfaction
Annex E: Analysis of customer satisfaction data
Annex F: Using customer satisfaction information