• customer experience;
  • product quality and reliability;
  • customer complaints;
  • no fault founds;
  • new product development

Advance technology development and wide use of the World Wide Web have made it possible for new product development organizations to access multi-sources of data-related customer complaints. However, the number of customer plaints of highly innovative consumer electronic products is still increasing; that is, product quality and reliability is at risk. This article aims to understand why existing solutions from literature as well as from industry to deal with these increasingly complex multiple data sources are not able to manage product quality and reliability. Three case studies in industry are discussed. On the basis of the case study results, this article also identifies a new research agenda that is needed to improve product quality and reliability under this circumstance. Copyright © 2011 John Wiley & Sons, Ltd.