Customer Feedback–based Product Improvement: A Case Study

By : Mukesh Bulsara , Hemant Thakkar

Page No: 107-115

Abstract
Product improvement is a continuous process for survival and growth of all industries. But developing newer products frequently is very challenging and difficult task. So, continuous improvement in existing product is important for quality improvement, refreshment of product and customer satisfaction. In fact, product improvement is also necessary for improvement of attitude of employees (internal customers) of the organization. Updating the existing product by making good changes is as good as product development. This is because revised products attract the customer and results like marketing refreshment. The product development leads to newer and improved products which satisfy customers’ requirements. Theoretically, product development is a very expensive and time-consuming process; many organizations are not able to develop newer products at regular intervals. Hence, continuous product improvement is desirable for the manufacturing organization. Customer feedbacks about the performance of the product are very important as they lead to direction of research. Industry collects the feedback while selling the product to the customers; however, they fail to implement the suggestions given by the customers. Many times feedback opinions are not correct because they are not taken from the actual users of the product. This paper discusses the implementation of customer feedback to improve the existing product. The customer feedback data can be utilized for product improvement process.

Authors :
Mukesh Bulsara : Professor in the Department of Mechanical Engineering of G.H. Patel College of Engineering & Technology, Vallabh Vidyanagar, Anand, Gujarat, India.
Hemant Thakkar : Associate Professor in the Department of Mechanical Engineering of G.H. Patel College of Engineering & Technology, Vallabh Vidyanagar, Anand, Gujarat, India.