In vehicles one of the most important components which affect comfort of the driver and the purchasing decision is the driver&rsquo / s seat. In order to improve design of a driver seat in a leader company of automotive sector, a comprehensive analysis of customer expectations from the driver seat is performed with a cross functional team formed by representatives of design, marketing, production, quality and services departments. In this study, collection of customer voice data and development of an exceptional &ldquo / customer satisfaction estimation model&rdquo / using these data are presented. Data are modeled by the help of Logistic Regression. This model is able to estimate how much a given customer is likely to be satisfied with the driver seat at a certain confidence level. It is also explained how this model can be used to identify design improvement opportunities that help increase the probability that a customer likes the driver seat. The modeling and analysis approach used for the particular case is applicable in general to many other cases of product improvement or development.