This paper presents a new methodology for the joint stiffness identification of industrial serial robots and as consequence for the evaluation of both translational and rotational displacements of the robot's end-effector subject to an external wrench (force and torque). In this paper, the robot's links are supposed to be quite stiffer than the actuated joints as it is usually the case with industrial serial robots. The robustness of the identification method and the sensitivity of the results to measurement errors and number of experimental tests are also analyzed. The Kuka KR240-2 robot is used as an illustrative example throughout the paper.