Sony founder Akio Morita, Steve Jobs’s model hero, had a unique approach with technical problems and product repair centers. Back in the day Sony maintained a large domestic walk-in repair center network in Japan. I repaired my first Sony FireWire digital video camera at one.
Technicians not only fixed customer Sony products they also evaluated the broken parts and feed the information back to the product engineers and designers. But it didn’t stop there. Sony repair technicians also listened to how customers used Sony products and what features they wanted to have.
In short Akio Morita’s Sony used repair centers as an important part of product development. Morita’s successors dropped the practice and Sony’s product development quality declined because of it.
Apple has an opportunity with the iPhone X Suica problem. They could communicate with customers while fixing the problem, find out how they use NFC on iPhone, what they like, what they want to work better. Japanese iPhone X customers could be a great resource that could help Apple build a much better iPhone NFC experience.
Instead we have silence and confused users like this one who doesn’t like the way Suica works on iPhone X and wants to switch to a Galaxy smartphone.
What a wasted opportunity.