Many companies fundamentally misconceive how their customers perceive product quality. For instance, a typical company breaks down the different processes that lead to the sale – product design, manufacturing, and the rest – into discrete operations for purposes of budget and management. But the consumer doesn’t, and he sees anything that detracts from his experience of using a product as a defect. Service is an aspect not of the sale but of the product itself. The problem with customer service, in other words, may not be in customer service at all but, rather, upstream, the result of failing to make product improvements that in the long term might make after-the-sale fixes and product recalls less necessary.
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