Customer feedback is the one true piece of intimate information that allows you to review the success of a product or service through the eyes of your consumers. It is therefore invaluable.
Julian Karstel from Sound Idea Digital has recently contacted Chappies South Africa to raise a concern that he has been experiencing regarding the famous “Did you know” information snippets found on the wrapper. The response from Chappies South Africa was so impressive, we felt the need to share it here as an excellent example of how consumer feedback should be received, perceived and dealt with.
Julian’s conversation with Candice from Chappies SA:
Hi guys
Love your products. However the 'Did you know' snippets on the packaging of your Chappies product have become really bad. It seems like this product is being neglected and it’s a real shame considering the history this product has with most of this country's population. Surely you guys can get a handful of folks to come up with some proper 'Did you know' trivia that's actually interesting and entertaining.
Kind regards
Julian Karstel
…
Hi Julian,
Firstly, thank you very much for taking the time to get in touch with us to let us know your thoughts. Our fan’s opinions are always very important to us.
Really glad you brought this issue up and I have great news for you regarding our Chappies ‘Did You Know’ facts. We also noticed that the ‘Did You Knows’ where looking outdated and so in 2013 we launched a campaign asking South African’s to submit their own facts (please check out our Facebook page and YouTube channels for more information). From the thousands of entries submitted we fact checked and then selected the most interesting and relevant ‘Did You Knows’ to update our wrappers. We have been finalising all the new little images to go with the facts and you should start to see Chappies wrappers with the new facts on them soon.
In fact, I’d like to send you a little gift – to show you all our new facts and to thank you for sharing your opinion with us.
Please send me your day time delivery address, contact number and I’ll have it delivered.
Thanks again for your email and I hope you found our response gratifying.
Hope you remain a fan.
Regards,
Candice, on behalf of the Chappies SA team
....
Within a couple of days Julian received a “monster-size” hamper including a massive jar filled with Chappies gum along with cards and booklets of all the new “Did you Know” incepts that would be implemented on the product wrappers soon.
Receiving and Perceiving Feedback
The single consumer willing to provide feedback on their experience with your brand is most likely to be representative of 10 silent consumers holding the same opinion. Those consumers that actually take the time and effort to voice their experiences of your product or service are few. Most will not even bother to go through the trouble, but instead just take their business elsewhere. It is therefore important that your mind set around consumers critiquing your brand should not be one of an exceptional case of an unlucky consumer but instead a special case where one consumer has voiced that which many others have experienced as well.
The Sample of Consumers Who Speak-Up
The one important thing to consider is how the sampling aspect for case studies works. To have a fair sample audience is extremely difficult. Conducting a survey on your product or service might yield results of 70% of people having pleasant experiences and 30% having less than pleasant experiences. However, the sample audience for such a study could have consisted of say 10 random people. There might be hundreds of others who experienced the same as the 7 persons who took part in your survey, but there might be thousands of persons who experienced the same as the unhappy 3.
In Closing
People notice details because they have invested into your product as a whole when deciding upon it against many others that are similar. It’s not just a Chappy. It’s an exchange of value. It’s an investment. Therefore, the wrapper to the “Did you knows” to the actual flavours should be taken into account. The product should scream “quality”! The experience should scream “satisfaction” and the customer support services should scream “respect”, “gratitude” and “sympathy”. Remember, it all adds up to form part of the total customer experience.
Have any similar stories? Share them with me by commenting below or connect on Twitter @SoundIdeaLMS
Sound Idea Digital is a full service digital marketing agency. For more information contact 012 664 4227 or email to info@soundidea.co.za
Carla van Straten is a writer for Sound Idea Digital | Carla@soundidea.co.za | www.soundidea.co.za
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