Mumbai: AI+ Smartphones is strengthening its product development and customer service processes by incorporating user feedback into software updates, device testing and after-sales support. Drawing insights from customer reviews, everyday usage experiences and service interactions, the company is working to address concerns related to camera stability, connectivity and device performance while improving the overall ownership experience.
The company said its approach goes beyond developing smartphones, focusing instead on building products and services that evolve in response to customer needs and suggestions.
AI+ Smartphones has received positive feedback for the design, camera capabilities, battery life, performance and pricing of several models in its portfolio. The Nova 2 Neo 5G has been appreciated for its battery performance and affordability, while the Nova 2 Power 5G has attracted attention for its overall user experience and dual-tone design, particularly the Blue Fusion colour variant.
The Nova 2 Ultra 5G has received favourable responses for its photography capabilities, performance and AMOLED display. The Nova 2 5G and Nova 2 Pro 5G have been recognised for their overall experience and value for money, while the AI+ Pulse 2 has been appreciated for its battery, display and design.
Alongside positive reviews, the company is identifying areas requiring improvement through customer feedback. Issues concerning camera stability, connectivity and device performance are being shared with its product and technical teams, which are working on over-the-air (OTA) software updates and other necessary improvements.
For instance, software updates have been rolled out for the Nova 2 Ultra 5G to improve camera stability. Customer feedback is also being incorporated into product reviews and pre-launch testing to help identify potential issues before upcoming devices reach the market.
As part of its efforts to promote transparency, AI+ Smartphones has introduced Project Open Review, an initiative that invites independent participants to evaluate devices before their commercial launch and provide feedback. The company said more than 1,000 people have registered for the programme so far, including reviewers, content creators, journalists, technology enthusiasts and, for the first time, ethical hackers.
The initiative is intended to generate candid feedback without a predetermined review script, enabling the company to identify areas for improvement before launch. According to AI+, the programme reflects its emphasis on transparency and building customer trust through independent assessments.
Archie Gogoi, Head of Brand, Marketing and Growth at AI+ Smartphones, said listening to people who use the products was central to developing better technology.
“Customer feedback helps us understand what we are doing right and where we need to improve. Whether it is software updates, better product testing or after-sales support, our focus is on making meaningful improvements based on the insights we receive from customers,” Gogoi said.
He added that the company wanted customers to feel confident that their opinions would play an important role in improving the AI+ experience as the brand expands.
The company is also working to strengthen its after-sales service by collecting customer feedback daily, improving complaint-tracking mechanisms and enhancing coordination between customer support and technical teams. Dedicated teams conduct pre-launch testing to identify potential problems, while software-related issues reported through customer interactions are being addressed.
In cases where repairs are delayed because spare parts are unavailable, the company said it provides a replacement handset where necessary and feasible, with the aim of minimising inconvenience to customers.
AI+ Smartphones has also refined its process for responding to feedback and complaints received through social media. Dedicated teams regularly monitor customer messages, comments and posts tagging the brand, helping identify concerns, prioritise urgent cases and coordinate with customer service teams for timely action.
The process includes contacting customers directly, providing periodic updates and tracking complaints until they are resolved. Depending on the nature of the issue and the availability of spare parts, the company aims to resolve most service complaints within three to four days.
In another step towards improving accountability, AI+ Smartphones is planning to create videos documenting customers’ experiences after their service complaints have been resolved. These accounts are expected to help the company assess customer satisfaction and identify further opportunities to improve its support systems.
By combining product reviews, service feedback and post-resolution customer experiences, the company intends to reduce complaint-resolution times and incorporate user insights into future product and service decisions.
As AI+ Smartphones expands its product portfolio, customer feedback is expected to remain an integral part of its development strategy. By connecting real-world usage experiences with product development, software improvements and after-sales support, the company aims to build technology that evolves not only for customers but also with their participation and input.
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