Case Study on Customer Quality Feedback at Apple Computer

In the fast- paced personal computer industry, it would be very tempting for a computer company to rush ha new reaping to market without taking the time to solicit node input and feedback during the customer input and feedback during the product development cycle. To avoid this temptation and to highlight its lading to customer satisfaction, orchard apple tree computer has developed a class called node Quality Feedback (CQF). CQF is a hands-on program providing Apple engineers with the ability to travel by 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 son of a bitch for Apple because it keeps the company attuned to the needs, preferences, and desires of its end users. For people interested in fighting(a) in the program, Apple has posted an coating form on its website. The application form is fairly comp rehensive and outlines the terms and conditions of participation. Although the program is open to anyone, it is make pass that Apple wants well-informed participants who will stick with the program.Participants argon selected based on their interest, ability to offer timely information, commitment to working with Apple personnel, and the suitability of their computing environment as it relates to Apples current needs. erst 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 products features, interaction with employees, ease of use, performance, compatibility with third party software, and some other topics.The participants are also asked to provide suggestions as the product development cycle matures. The information provided by participants is ply directly to the apple engineers who are developing and testing the products. The overriding documentary of the program is to incorporate customer input into the development of Apple products in the first place they are shipped, rather than waiting for customers to react to the companys products later on they are made available for sale. Prior to a product launch, the CQF participants manifold with the product are asked to write testimonials about their input into the products 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 it products. Apples CQF program is a good, example of a proactive turn up to satisfying customer needs. It is also evidence of the companys willingness to discover to the voice of the customer in its product development and design. These are chief(prenominal) steps in the development of a customer-driven approach to quality.