This is a presentation i made at uni for a degree module of Product Development. We had to develop an existing product and describe how it would increase customer satisfaction. Please vote for me if you like my presentation

1. “NPD and Customer Satisfaction” Written by Paul Ferguson

4. Where are we now? Introduced in Summer 2007 Time magazine ‘Invention of the year’ iPhone 3G introduced Summer 2008 Released in over 80 countries Over 20 million units sold 3rd largest mobile phone manufacturer Where next?

5. Where do we want to be? Customer-centred culture where the product is the vital ingredient and vehicle in providing customer satisfaction (Trott 1998).

6. Benefits of Customer Satisfaction Understanding satisfaction helps improve marketing efficiency Repeat purchases Positive reputation and W.O.M Satisfied customers an asset (Griffin and Hauser 1993) “Satisfaction breeds loyalty” (Dacko 2008) Increased profitability Less price-sensitive

7. Achieving customer satisfaction Long-term customer satisfaction is created through: Creating exceptional value Meeting needs Managing the gap between expectations and performance by: Modest promises Over-delivering

8. Realistic viable promises iPhones

9. What do our customers expect from Apple ? Systematic new-product development Innovation & Ingenuity Superior Design High Quality Functionality And more....?

10. Customer Surveys and Feedback

11. Nature and Depth of market research Directly - Surveys, complaints and customer feedback Indirectly – Reviews and Online discussion Concentration on internal R&D NPD not influenced too heavily by customer feedback as customers may not know their future needs and wants. (Brassington and Pettitt 2006) Performance needs to exceed expectations Important to surprise, delight and offer more than is expected or imagined. (Jobber 2001)

12. What we needed to create Unique superior product that offers customers better quality, new features and higher value in use (Kotler et al 2008) Added-value through additional features and improved customer services New product needs to meet and expand on specific consumer needs (Stanley and Stanley 2004). A unique innovative selling point

13. Idea Generation Problem analysis – Camera limited amongst innovations Benefit structure analysis Hardware to increase use, and potential use, for phone Software capabilities (can be updated wirelessly via internet) Aim is to increase product life cycle Important that ideas must be viable and able to deliver promises (Kotler et al 2008)

14. People like taking pictures

15. The Result: A product development through technological innovation - (From: The Newness Continuum, Hart 1996)

17. Features and Attributes

19. Longer battery life

20. 12.2 MP camera(Arnold et al 2004) (Kano Model 2001)

21. iPhone Video features ‘Delighters’ for the delight response -Unexpected characteristics which surprise and create high satisfaction: New Video capabilities New innovative iTag system Face recognition Integrated Wi-Fi Local Wi-Fi connectivity (Kano Model 2001) (Arnold et al 2004)

22. iTag A jump in performance and versatility

25. Springfield Nuclear Power Plant, Springfield, USA 742 Evergreen Terrace Springfield, USA.

26. “ “

27. Moe’s Tavern, Springfield. 0311 458 234 Highway to Hell “ “

28. Queen Live at the Aztec Theatre, Springfield, USA. 20/04/09

30. A ‘Spiderpig’

31. U.S.P “A Camera for the internet age“

33. ???? Apu Nahasapeemapetilon Bart Simpson

35. iTag Memory Bank

37. Ant Dec

38. Michael Jackson Mark Twain Conan O’Brien Harry Potter

39. iNtegration

40. iNtegration Congruence - Tags fully compliant with all photo/video sites Connectivity - Partnerships with Social networking sites

42. iNtegration Convenience - Automatic uploading in Wi-Fi area Communication - Alerts for friends when tagged Community - View photos tagged in your area

43. Availability

44. Target Market Demographics Affluent 16 to 35 years old Technologically confident Innovators and early adopters Existing Apple users and customers Social networkers i.e. Facebook/MySpace Mobile phone users Design conscious / Cool hunters

45. Loyal Advocates Aspirational Articulate Design Conscious Happy Sophisticated Social Innovators Early Adopters End Users Satisfied Evangelical Tech savvy Demanding Fashion Conscious Price-insensitive

46. Privacy Issues

47. Uncompromising Positions

48. Post-purchase Satisfaction

49. Post-purchase After-sales care of customers plays a crucial role in customer satisfaction (Hill et al 1999) - Collecting and analysing customer satisfaction feedback - Dealing with complaints - Enable simple interaction with customers

50. Measuring satisfaction

51. Collecting Satisfaction Feedback Make it easy for customers to compliment, enquire, suggest or complain. Suggestion boxes – online, instore, with purchase Free-phone helpline Physical shops Helpful knowledgeable staff Incentivised online surveys

52. Measuring Satisfaction Important to collect information on: Specific evaluation of transaction purchase (Oliver 1993) Cumulative satisfaction with whole experience (Anderson et al 1994) Bench-marking against competition (Waumenn 1995) Confirmation of expectations Comparison to ideals

53. Measuring satisfaction Problems with measuring satisfaction Self-selection bias (Griffin and Hauser 1993) Greater population variance may lead to greater satisfaction variance Niche satisfaction and self-selection bias need to be understood and not focused upon too heavily Positive emotions with purchase will increase post-purchase satisfaction (Dube and Menon 2000) and....

54. .... customers may also find it hard to describe their feelings and opinions properly

55. Measuring Satisfaction Additionally draw on analysis of customers usage and acceptance of new features and software More indirect collection More accurate results Measurable Quantifiable

56. Complaints

57. Disconfirmation, dissonance and complaints Complaints: Dissatisfied customers unlikely to complain Most simply exit/switch suppliers(Baker 2000) Costs and purchase frequency may delay exit/switching but hard to regain once gone Complaints are a common indicator of low customer satisfaction but absence of complaints does necessarily imply high customer satisfaction (Nilsson 2001) Complainants normally a minority and views may be skewed (Leppond and Molyneux 1994)

58. Disconfirmation, dissonance and complaints Freepost suggestion cards with purchases Suggestion boxes online Suggestion boxes instore National internet forums Apple staff and other advocates to help and advise.

59. In conclusion

60. Our Aim: &...

61. ...A Satisfied Customer

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