Topic Review Question and Case study Topic 4: Source of Applying quality concept: Voice of Customer (VOC) 1. Describe the difference between internal and external customers. 2. What are the components and activities associated with the complaint resolution process? 3. Describe some of the potential pitfalls of customer-driven quality. Can you think of any ways to avoid or lessen the impact of these potential pitfalls? 4. Describe the basic idea behind a focus group. Are focus groups an effective way of gathering data about customer preferences and tastes? 5. Describe the difference between actively solicited customer feedback and passively solicited customer feedback. Which type of feedback results in a lower rating of quality? Explain why. Case Study 1: Customer Quality Feedback at Apple Computer Discussion questions 1) Explain how Apple's Customer Quality Feedback program helps the firm hear the voice of the customer? 2) In your opinion, what are the most important aspects of Apple's program? Would you make any changes or modifications? 3) If you were an Apple user, would you enjoy participating in the Customer Quality Feedback program? Why or why not? Case Study 2: Chaparral Steel: Achieving high quality through a commitment to both external and internal customer Discussion questions 1) For a company like Chaparral Steel, why is a commitment to both its internal and external customers necessary? 2) As mentioned in the case, Chaparral periodically sends front-line employees on trips to visit the manufacturing sites of the company's customers. In your opinion, is this a justifiable expense? Why or why not? 3) Compare Chaparral's level of employee commitment to your current employer or a recent employer