Customer Loyalty Under ISO 10002
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ISO 10002 Customer Complaint Management
What does customer loyalty mean under ISO 10002?
Before defining customer loyalty as ISO 10002 uses the term, it helps to recognise that loyalty and customer satisfaction move together. Loyalty is the outcome of a customer's ongoing satisfaction with a service that matters to them.
A consumer's buying rhythm can tie back to the importance the product holds for them, to loyalty, or to long-standing habit. A consumer who answers "none of the others" when the preferred brand is out of stock, rather than picking an alternative, is a loyal customer.
Under ISO 10002, customer loyalty points to the customer's continued commitment to the organisation. It describes the consumer's intent, when the need arises, to buy the same product again or to buy regularly from the same supplier for products or services that matter to them.
Why this definition matters
ISO 10002 is built around a customer complaint-handling system. When the system works well, the resolution of each complaint reinforces satisfaction, which over time produces the loyalty pattern the standard describes. That is why the standard treats a complaint not as a problem to close but as a moment in which loyalty is earned or lost.
