Question

In the fast-paced personal computer industry, it would be very tempting for a computer company to rush a new product to market without taking the time to solicit customer input and feedback during the product development cycle. To avoid this temptation and to highlight its commitment to customer satisfaction, Apple Computer has developed a program called Customer Quality Feedback (CQF). CQF is a hands-on program that enables Apple engineers to communicate with potential end users during the entire development cycle of an Apple product. The program integrates many of the features of a focus group, but is sustained on an ongoing basis. It is also a very substantive and useful tool for Apple because it keeps the company attuned to the needs, preferences, and desires of its end users. For people interested in participating in the program, Apple has posted an application form on its Web site. The application form is fairly comprehensive and outlines the terms and conditions of participation. Although the program is open to anyone, it is clear that Apple wants well-informed participants who will stick with the program. Participants are selected based on their interest, ability to provide timely information, commitment to working with Apple personnel, and the suitability of their computing environment as it relates to Apple’s current needs. Once selected, the participants become an integral part of the development process
for the products they are evaluating. They are provided early prototypes of Apple products and are asked to provide feedback pertaining to the product’s features, interaction with employees, ease of use, performance, compatibility with third-party software, and other topics. The participants are also asked to provide suggestions as the product development cycle matures. The information provided by the participants is fed directly to the Apple engineers who are developing and testing the products. The overriding objective of the program is to incorporate customer input into the development of Apple products before they are shipped, rather than waiting for customers to react to the company’s products after they are made available for sale. Prior to a product launch, the CQF participants involved with the product are asked to write testimonials about their input into the product’s final design. These testimonials are used by Apple to demonstrate to other potential end users how Apple incorporates user feedback into the design and development of its products. Apple’s CQF program is a good example of a proactive approach to satisfying customer needs. It is also evidence of the company’s willingness to “listen to the voice of the customer” in its product development and design. These are important steps in the development of a customer-driven approach to quality.

Question1：Explain how Apple’s Customer Quality Feedback program helps the firm hear the voice of the customer.

Question2：If you were an Apple user, would you enjoy participating in the Customer Quality Feedback program? Why or why not?

Answer 1

Answer 1.

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Apple's Customer quality feedback program helps the firm hear the voice of the customer as mentioned below in points:

- It helps firm to hear the voice of the Customer through customer complaints, customer experiences, and customer recommendations. This helps the company improve and create products for its customers.

- When above kind of feedback survey's or programs are conducted then it shows company's "commitment" that they are concerned about their customer's needs and requirements.

- It also helps company to "retain" their customer's, since conducting feedback programs helps the company to improve their product quality and this also helps customer's in realizing that company is taking their ideas and feedback in designing the product's seriously.

- Customer quality feedback program also helps firm compare about their competitor's product with their own product since when customer provides its feedback, most of them also mention his/ her likes and dislikes about Apple product with other companies products and vice versa.

- It also shows companies willingness to " listen to the voice of the customer" in its product development and design.

- It also helps the company to increase the size of its customer's base in the market that is by adding new customer's in its account. Since, when feedback survey's are conducted there existing customer's will definitely share positive feedback with their colleagues, in family and to known persons by informing that their company value there suggestions, feedback, ideas in developing new product and also gaps in existing product's seriously.

- This type of Feedback survey's also and sometimes helps company to know budget and general ideas that is what price rate, customer is expecting product's to be available in market.

- This feedback survey also helps company to directly reach out to its customer's so that they can directly know concerns of their existing customer's.

- This also help's company to make launch of a particular product successful and also increase its sales.This also minimizes the failure of not able to sell a particular product due to lack of gaps as per need's of customer's since customer's ideas and suggestions are already taken into consideration before designing it.  

Therefore, for above question we can conclude by saying that other company's should also work on such ides so that they would also be able to reach out to their customer's to get feedback about their existing product or while designing new product that is regarding overall service level.

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Answer 2 : If I would have been a user of Apple product, I would definitely like to be part of this feedback survey. The reason is mentioned below in points:

- The reason is my company from where I have purchased the product is giving importance to my concerns, ideas and suggestions in designing for new product seriously since most of the companies are not conducting these feedback survey's and giving importance to their customer's concern.

- The other reason is, I will definitely in future, if required ,would always give preference of purchasing the product from Apple only. The reason is " voice of the customer" is top priority of Apple company.

- This would have helped me in knowing kind of product company is planning to design and if there are any gaps we can provide our suggestions and ideas in designing of the same so that final product when launched in the market would be able to meet maximum number of our ( that is Customer's) expectations.

- This also helps company in improving company's image in market. Since when existing customer's are satisfied like me. Then I will inform to my colleagues, family members and to all my known person's that whenever they are planning to purchase product, then they can give preference to Apple.

Conclusion: Therefor, it can concluded by saying that, if anytime you are getting an opportunity to become part of such feedback programs. You should not miss it and always provide valuable suggestions to your company from where you have purchased the product.

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