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Schedule 2024

Session 202: Consumer Problem Handling Is More Challenging, Intense and Delightful?

John Goodman  (Vice Chairman, Customer Care Measurement & Consulting)

Terri DeMent  (Director of Consumer Services, Nestle Purina PetCare)

Date: Wednesday, October 23

Time: 11:30 am - 12:30 pm

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Track: Revolutionize the Experience

Session Type: Case Study

Vault Recording: TBD

A new survey of 8,500 consumers has found difficult-to-handle Value/Inflation/Supply Chain issues have come to the fore along with more intense emotions, social media use and, surprisingly, much higher levels of delight with some responses. Digital was used by 75% of consumers and response was especially successful, presenting a golden opportunity to apply AI to create delight using many of the twelve approaches to delight described in CCMC’s 2021 National Delight Study.

The study, fielded in January 2024 and co-sponsored by Colgate, Pepsico, Purina, KraftHeinz and Kellanova, looked at problem rates for a range of CPG categories ranging from cleaning products to chips and pet food along with consumer actions – did they complain, where, what channel and outcomes. The data, based on the largest study of its kind ever done, has strong implications for three areas, marketing/PR messaging, contact solicitation and response, especially via digital channels, and interpretation of Voice of the Customer data.

John Goodman will describe the study and its implications for:

Complaint channel visibility – Draw complaints away from retailers who do a poorer job of handling complaints about your product.

Response formulation – develop clear believable responses to hard issues like value, price and smaller packages.

Service system measurement and evaluation – analysis must be by type of issue

Opportunities for creating delight – Intentionally program enthusiasm, empathy, education, and intelligent cross-selling into both human CSR and digital response processes to achieve upwards of 30% delight.

Interpreting and integrating complaint data into Voice of the Customer reports- educate executives that for each complaint received, there are between 16 and 25 other customers with similar problems.

Terri Dement, Director of Consumer Services at Purina, will share how Purina has used complaint data for the Voice of the Customer and implemented strategies for creating pet owner delight. She will share her thoughts on how AI may be able to enhance response for both telephone and digital channels.

Takeaway

Understand the new issues customers are bringing to companies and how different response approaches are needed.
How to enhance satisfaction and loyalty levels via analysis and experimentation at the issue level. How to involve quality and supervisors in this process.
How to respond to customers’ shift to digital and social – you need to be where they are.