Challenge
An FMCG company introduced products in new packaging. However, after a few weeks, they observed a concerning decline in the number of consumers repurchasing the items. The company decided to investigate the root cause by conducting market research to identify necessary improvements. They utilized iPresso's features to deploy Net Promoter Score (NPS) surveys to quickly uncover consumer issues related to the new packaging.
Action
The company established a feedback loop using automation and segmentation:
- User Segmentation: Customers were segmented within iPresso, specifically isolating those who had recently purchased products featuring the new packaging.
- NPS Survey Creation: The company prepared targeted surveys. The core NPS question was supplemented with additional, relevant questions that dynamically appeared based on whether the consumer expressed satisfaction or dissatisfaction with their last purchase.
- Automated Messaging: Emails containing the NPS surveys were automatically sent to the entire segment of customers who had bought the products in the new packaging.
- Results Analysis and Product Improvement: Consumers readily provided feedback, highlighting several issues that made the new packaging less convenient than the previous design. Through the analysis of the survey results, the company gathered actionable data and subsequently improved the new packaging based on user preferences.
Results
The quick implementation of the feedback system delivered substantial benefits in product quality and customer loyalty:
- Feedback Rate: Previously, consumers rarely offered feedback because the process was unclear. After implementing the simple NPS surveys, a high percentage of 36% of consumers provided feedback on the products, directly leading to the company fixing the awkward packaging.
- Customer Satisfaction: The initial packaging proved to be less functional. By improving the design according to the feedback received, a follow-up survey revealed a significant 45% increase in consumer satisfaction.
- Retention: Customers recognized that the company actively listened to and acted upon their input. This trust-building exercise led to a 15% increase in the retention rate, as consumers were more likely to return for repeat purchases.
- Strategic Insights: The collected feedback provided the company with valuable product insights, clarifying which features consumers appreciated and informing their decisions for future product launches.
