Newly developed design analysis model links complaints consumer
process back to decisions in the business creation process
March 16, 2006
Eindhoven, The Netherlands
– On Thursday 16 March Elke den Ouden, Innovation Consultant at
Philips Applied Technologies, successfully defended her thesis
"Developments of a Design Analysis Model for Consumer Complaints:
Revealing a New Class Quality Failures”.
In her function as assistant professor
at the Technical University of Eindhoven, Elke has started her
PhD research in 2001 on consumer complaints with respect to recently
purchased consumer electronics. This research is part of the research
program on quality and reliability of highly innovative products
in the section Quality and Reliability Engineering of the Technical
University of Eindhoven. The program is in fact covering multiple
industries; in Elke’s thesis the focus is made on the consumer
electronics industry.
This PhD research was conducted independently from Elke’s activities
at Philips and was financed by the TUE. However, since Elke is
also an employee of Philips, Philips will benefit in the most
optimal way from the results of her thesis.
Starting-point of research The starting-point of the research was Elke’s observation in
the late nineties that perfectly good electronic products were
being returned to the stores. Due to the rapid technological advancements
in consumer electronics and the rapid price decrease of those
same products, innovative high-tech products are bought by the
general public and not just the early adopters. The installation
process as well as the daily use of these high tech products is
experienced as difficult, and often not understood. Due to this
and false expectations perfectly good products are being returned.
Most of her research consisted of in-depth literature and Internet
studies of consumer complaints and their causes as well as evaluations
of the comments of test persons working with consumer electronics
products of various companies.
Outcome
The outcome of the research is a newly developed design analysis
model that links the complaints in the consumer process back to
decisions in the business creation process. This is a valuable
tool for companies to make their products easier to operate through
learning. The model in fact enables manufacturers to learn from
complaints on previous generations or products with similar functions
and features.
Philips’ belief is that technology is there to help us
In 2001 Elke started her PhD at the
Technical University in Eindhoven, while at the same time insights
like these have led to the awareness within Philips that customers
want products that are easier to operate and experience. Philips
now uses consumer feedback to achieve this, for example:
· Consumer Experience Center in Singapore, Shenzhen and Bruges
for products that are close to market introduction
· New technologies: HomeLab in Eindhoven
· New Technologies: Consumer Electronics tradeshows, e.g. CES
2006 in Las Vegas: Entertaible, IFA 2005: Photonic Textiles.
Philips’ belief is that technology is there to help us, to make
our lives easier and more productive. Philips is convinced that
no matter how complex and advanced a product or solution is, people
should be comfortable using it. In September 2004 we have launched
our brand promise of ‘sense and simplicity’. For more information
on ‘sense and simplicity’ an interview can be arranged with one
of our managers at Philips Corporate Communications.
About Royal Philips Electronics
Royal Philips Electronics of the Netherlands (NYSE: PHG, AEX:
PHI) is one of the world's biggest electronics companies and Europe's
largest, with sales of $37.7 billion (EUR 30.4 billion) in 2005.
With activities in the three interlocking domains of healthcare,
lifestyle and technology and 159,200 employees in more than 60
countries, it has market leadership positions in medical diagnostic
imaging and patient monitoring, color television sets, electric
shavers, lighting and silicon system solutions. News from Philips
is located at www.philips.com/newscenter.