After breakfast this morning, my daughter asked me not to buy what has been her favourite brand of gluten free pains au chocolat any more. Apparently, they’ve changed the recipe, and she doesn’t like them any more.
Apart from the minor domestic issues (what to source instead?) this raises a big question in my mind.
For these products – products which are rare, if not unique, and for which the market is small but necessarily very loyal – why not ask for customer feedback, and make it easy to provide?
Without this feedback, the company has no idea why one of its loyal customers has gone, and it is missing out on an opportunity.
Yes, I know that the company no doubt believes the new recipe is an improvement (even if only in production costs not taste) and that there may be new customers gained who do like the new version. But in a relatively small market like this one, every customer counts.
It would be easy to add a feedback blog, or an online survey, so that customers could tell the company what they thought, and perhaps email customers after a recipe change asking for feedback (even better if you can target those who buy that particular product), with a link to the blog/survey.
I saw a different gluten free manufacturer on Twitter this morning, asking people for their opinions on gluten free lunchtime options. It can be done…
Many corporate websites now ask for feedback, usually via a popup survey request – occasionally via a link in a sidebar. Although many people may click the No Thanks button, anyone who feels strongly has the opportunity to respond – and that in itself may assuage some of the irritation felt towards the brand.
What are you doing to get feedback from users when you make a change?
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