Form 1: Proposal for a new field oftechnical activity
Circulation date:2017-05-04
Closing date for voting:2017-08-04

Reference number(to be given by Central Secretariat)

Proposer :ISO/TS/PDIN

266

A proposal for a new field of technical activity shall be submitted to the Central Secretariat, which willassign it a reference number and process the proposal in accordance with the ISO/IEC Directives(part 1, subclause 1.5). The proposer may be a member body of ISO, a technical commit tee,subcommittee or project committee, the Technical Management Board or a General Assemblycommittee, the Secretary-General, a body responsible for managing a certification system operating
under the auspices of ISO, or another international organization with national body membership.
Guidelines for proposing and justifying a new field of technical activity are given in the ISO/IEC
Directives (part 1, Annex C).
The proposal (to be completed by the proposer)
Title of the proposed new committee (The title shall indicate clearly yet concisely the newfield of technical activity which the proposal is intended to cover.)Excellence in service

Scope statement of the proposed new committee (The scope shall precisely define thelimits of the field of activity. Scopes shall not repeat general aims and principles governing
the work of the organization but shall indicate the specific area concerned.)
This standardization project wants to develop documents on the guidance for the creation ofoutstanding customer experiences through the provision of excellent services to achieve customer
delight. It does not focus on providing basic customer service which organizations should alreadyhave in place. These documents apply to all organizations delivering services, such as commercialorganizations, public services and not-for-profit organizations.

FORM 1 – Proposal for a new field of technical activity
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Proposed initial programme of work (The proposed programme of work shall correspond toand clearly reflect the aims of the standardization activities and shall, therefor e, show therelationship between the subject proposed. Each item on the programme of work shall bedefined by both the subject aspect(s) to be standardized (for products, for example, theitems would be the types of products, characteristics, other require ments, data to besupplied, test methods, etc.). Supplementary justification may be combined with particular
items in the programme of work. The proposed programme of work shall also suggest
priorities and target dates.
Initial work shall include the following projects:
1. Basic standard
Set clear definitions for terms which are hard to comprehend like customer centricity, customer
delight, customer experiences, service leadership and management, excellent services due to thesubjective perception of such “soft” constructs.
Creating principles to stimulate the mind-set of service managers and service employees going
into the direction of customer centricity.
Developing a model on service excellence containing different elements leading to outstanding
customer experiences and delight.

2. Standard for the Design of services and customer experiences
Guidance on the creation of outstanding customer experiences and excellent services: a standard
which defines the scope of outstanding customer experiences and specifies guidelines to promote
the creation of outstanding customer experiences and the design of new services.

3. Standard for Measurement and Evaluation
Identifying an appropriate set of objective and subjective (especially emotional indicators) internaland external metrics which can be used to operationalize the influencers and substantial effects(positive impact on stock evolution) of outstanding customer experiences and customer delight.
Defining potential thresholds that can be used to differentiate maturity levels.

4. Standard for Implementation and Transformation
Guidance on the implementation of service orientation and transformation of the organization: astandard which defines the construct (service culture, service leadership and management) ofservice orientation and specifies guidelines to support a better understanding of customers andthe design and provision of excellent services .

The work should start with the basic standard to build up a similar understanding of the innovativeand complex matter. The next step will focus on the Standard on Measurement and Evaluationand the Standard on Implementation and Transformation. Therefore, the new TC plans to propose
four international technical specifications in three to four years.

FORM 1 – Proposal for a new field of technical activity
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Indication(s) of the preferred type or types of deliverable(s) to be produced under theproposal (This may be combined with the "Proposed initial programme of work" if moreconvenient.)
1. Terminology, principles and a model to achieve outstanding customer experi ences andcustomer delight (Technical Specification)
2. Design of services and customer experiences (Technical Specification)
3. Identification of internal and external metrics (Technical Specification)
4. Guidance on implementation and transformation of the creation of service orientation (TechnicalSpecification)

A listing of relevant existing documents at the international, regional and national levels.
(Any known relevant document (such as standards and regulations) shall be listed,regardless of their source and should be accompanied by an indication of theirsignificance.)
Basic standards:
CEN/TS 16880 Service Excellence – Creating outstanding customer experiences through service
excellence
DIN SPEC 77224:2011-07 Achieving Customer Delight Through Service Excellence
BS 8477 Code of practice for customer service

A statement from the proposer as to how the proposed work may relate to or impact on
existing work, especially existing ISO and IEC deliverables. (The proposer should explain how
the work differs from apparently similar work, or explain how duplication and conflict will beminimized. If seemingly similar or related work is already in the scope of other committees ofthe organization or in other organizations, the proposed scope shall di stinguish between theproposed work and the other work. The proposer shall indicate whether his or her proposal
could be dealt with by widening the scope of an existing committee or by establishing a newcommittee.)
Currently, there exists no technical committee of standardization (TC or PC) working on related
topics like customer experiences, excellent services in ISO. The proposed technical committee would
be responsible for standardization of mindsets and procedures how to achieve outstanding customer
experiences through the provision of excellent services including terminology, principles, elements,metrics, implementation, amongst others. Therefore it will support the ISO Strategy 2016 – 2020
where developing standards for services is one of the priorities since they make a positive
contribution to the globalization of the services sector .

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A listing of relevant countries where the subject of the proposal is important to theirnational commercial interests.
As these technical specifications focus on services and their specifics, all countries with a strong
service sector or a high percentage of service exports have a strong interest in improving theservice businesses from an average service level to an excellent service level. According to WorldBank data, services account for some 75 % of GDP and employment in the most developedcountries. But even in many developing countries, the services share is still close to 50 %. And
services trade has been growing consistently. Some two-thirds of the global FDI (foreign directinvestment) stock is in the services sector. Therefore most of the regions and countries worldwide
are affected by these standards.
The establishment of such a set of technical specifications will help service industries all over theworld to improve the service businesses and to satisfy and delight their customers. Therefore, thedelivered services will be improved, financial effects for the service -providing companies can bereached and the experiences of customers can be improved.

A listing of relevant external international organizations or internal parties (other ISO and/orIEC committees) to be engaged as liaisons in the development of the deliverable(s). (Inorder to avoid conflict with, or duplication of efforts of, other bod ies, it is important toindicate all points of possible conflict or overlap. The result of any communication withother interested bodies shall also be included.)
ISO/IEC JTC 1/SC 40 IT Service Management and IT Governance
ISO/TC 224 Service activities relating to drinking water supply systems and wastewater systems- Quality criteria of the service and performance indicators
ISO/TC 225 Market, opinion and social research
ISO/TC 228 Tourism and related services
ISO/TC 232 Learning services outside formal education
ISO/TC 279 Innovation management
ISO/TC 290 Online reputation

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A simple and concise statement identifying and describing relevant affected stakeholder
categories (including small and medium sized enterprises) and how they will eac h benefit
from or be impacted by the proposed deliverable(s).
Potential stakeholders are all organizations delivering services, such as commercial organizations,public services and not-for-profit organizations. The mentioned technical specifications will help
service organizations world-wide to design, manage and deliver better services evoking positive tooutstanding experiences for their customers and resulting in delighted customers. This will also leadto more loyal customer relationships, improved customer engagement, cost-savings, higherreputation, excellent employer image, better financial results and at least a higher attractiveness of
trading services world-wide. In consequence, the technical specifications lead to more attractive
service offers enhancing the value for service-providing organizations and for customers.
The work of the proposed TC results in a broad range of benefits for the following stakeholders:
1. Terminology, principles and a model to achieve outstanding customer experiences a nd customer
delight:
All kind of service organizations as relevant stakeholders can gain a better understanding of themost important aspects and principles to improve the customer experiences by providing excellent
services.
Suppliers and clients can better communicate about a consistent way how to satisfy and delight thecustomers.
Consumer organizations and government will get a better impression of customer needs, perception
and experiences.
2. Design of services and customer experiences:Service organizations will be enabled to develop and deliver better experiences and services forcustomers.
Customers benefit from better experiences and excellent services.
3. Identification of internal and external metrics:
Service organizations can improve their capabilities to re-orientate the service business into thedirection of the customer.
Analysts, service associations and government authorities will get deeper insights into theperformance (potentials) of the service sector.
4. Guidance on implementation of the creation of service orientation:
Service organizations are able to become more customer centred.
Customers will profit of getting better services and a higher value provision.

An expression of commitment from the proposer to provide the committee secretariat if theproposal succeeds.
If the proposal will be accepted, DIN is willing to undertake the work of secretariat of the new TC,
and is committed to providing all required resources to successfully run the secretariat.

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Purpose and justification for the proposal. (The purpose and justification for the creation ofa new technical committee shall be made clear and the need for standardization in thisfieldshall be justified. Clause C.4.13.3 of Annex C of the ISO/IEC Directives, Part 1 contains amenu of suggestions or ideas for possible documentation to support and purpose andjustification of proposals. Proposers should consider these suggestions, but they are notlimited to them, nor are they required to comply strictly with them. What is most important isthat proposers develop and provide purpose and justification information that is mostrelevant to their proposals and that makes a substantial business case for the market
relevance and the need for their proposals. Thorough, well-developed and robust purpose andjustification documentation will lead to more informed consideration of proposals andultimately their possible success in the ISO IEC system.)Due to the unceasing globalisation process of services, service industries and corporatio ns worldwide have an increased need to secure or rather to improve their competitive position and establish
long-term customer relationships. Moreover, as customer needs and expectations continue toexpand and as customer loyalty wanes increasingly, organ isations must concentrate their efforts onoptimizing their customer touchpoints and finding innovative, excellent service solutions which create
outstanding customer experiences resulting in customer delight.
Therefore, providing not only a higher level of quality for core services or value-added services, butestablishing a system which systematically produces outstanding customer experiences hasemerged as a critical success factor for leading service-providing companies. Thereby the impact ofexcellent services on a company’s competitiveness can be significant, due to creation of delighting
moments for customers which have a direct impact on customer loyalty and especially on repurchaseand recommendation behaviour. Consequently, service companies have shifted their focus towards
finding ways how to design, produce, and deliver excellent services.
As a result of this shift in focus, the objectives of customer experiences and customer delight haveemerged as viable and promising opportunities. A necessity for this is the provision of excellent
services which exceed the expectations of the customers. Delight as an emotional response toexcellent services, is in turn capable of strengthening a customer’s co mmitment to a service provider.
Since these topics are primarily mentioned as “soft factors”, a standardized understanding andhandling of relevant topics are required. Service organizations can profit from doing so when they
dedicate their business strategies to offering customers excellent services. In consequence,customers and society can also benefit from an increased service level which is outstanding.
Whereas the relevance of providing excellent services is already well -known and well-establishedby leading service companies, in a lot of service markets there exist no fundamental knowledge how
to define and design these “soft” factors. Therefore, first attempts were made on a national (German)
and regional (EU) level to think about first guidance for service organizations which result in DIN
SPEC 77224:2011-07 “Achieving Customer Delight Through Service Excellence” and CEN/TS 16880“Service Excellence – Creating outstanding customer experiences through service excellence” .
Since this topic is of high relevance for all service organizations world -wide and the provision ofexcellent service is a global challenge which can lead to tremendous benefits for all stakeholders ,an ISO project bundles the service competencies of leading service organizations wo rld-wide to
improve customer experiences and create additional value for all stakeholders.

Signature of the proposer
Dr.Ulrike Bohnsack
Member of the Management Board Standardization
DIN / Germany
2017-04-27

FORM 1 – Proposal for a new field of technical activity
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Further information to assist with understanding the requirements for the items abov e can be foundin the Directives, Part 1, Annex C.

FORM 1 – Proposal for a new field of technical activity
Version 01/2015