Designing products for maximum customer satisfaction

This paper is based on experiences gained over many years designing electric power tools, but contains guidance of general application to most companies where product development is important. The starting point for success in product development has to be a culture in the business which recognises the value of customer satisfaction. It must permeate through all departments and all levels in the company and have the genuine backing of the most senior executives. The actual approach discussed is one in which product development is completely integrated with business strategy and customer needs are incorporated as part of the product portfolio plan. There are three simple steps to the process: pick the right product to develop; do it well; and do it fast