Business
The article “How to Make Product Development Projects More sSuccessful by Integrating Kato’s Model of Customer Satisfaction Into Quality Function Deployment” points out that the traditional marketing strategy which promoted the maximization of market share as the main component of marketing strategy has shifted somewhat to a focus on customer satisfaction. This is because it has become more economically beneficial to companies to try to preserve their current customers than it is to try to gain new ones. “The costs of attracting new customers are much higher than the costs of keeping the present customers through an increased level of loyalty” (Matzler, 26). Market share marketing strategies focus on acquiring new customers while customer satisfaction marketing strategies focus on keeping current customers. In addition, customer satisfaction marketing strategies utilize the word-of-mouth of satisfied customers as a means of attracting new customers.
The article states that the needs to be a methodology to assessing customer requirements. The construction of the customer satisfaction is important to properly assessing customers’ wants and desires. The makers of smartphones could use the customer interview technique by giving the customers a phone call survey after the customer owns the phone for a certain period of time to gain insight on the improvements which can be made to enhance smartphones. This will help the makers of the smartphones understand the consumers’ point of view so that they can establish new product requirements with this in mind.
Works Cited
Matzler, Kurt and Hans H. Hinterhuber. “How to Make Product Development Projects More Successful
Deployment.” Elsevier Science Ltd. 1998.
