Dana Jones explains just how important it is to monitor customer interactions – and turn these into actionable information.
The Eggnog Latte has been a staple on the Starbucks holiday menu since 1986. This year, the team decided to eliminate the holiday tradition in the hope of promoting a new drink, the Chestnut Praline Latte.
Their customers weren’t amused and they openly voiced their frustrations in a variety of ways. Requests for the return of the Eggnog Latte poured in via calls to the contact centre, an online petition, submissions to the customer idea generation website and social media posts across Facebook and Twitter.
Shortly after the complaints started, a spokeswoman issued an apology and promised a return of the Eggnog Latte to all stores.
It’s important to be able to convert the findings into actionable insight
While it’s important to capture all of the conversations happening about your brand across multiple channels, it’s more important to be able to convert the findings into actionable insight. Observing is easy, but making changes is not.
With millions of fans protesting the change, it was difficult to ignore the negative outcry. By monitoring customer interactions, and turning the interactions into actionable information, the company realised that the Eggnog Latte is an essential part of its holiday drink menu that many look forward to.
Dana Jones
By listening to their customers and taking action on their feedback, they successfully averted the eggnog latte scandal of 2014!
With millions of brand advocates, it was easy for to find the negative sentiment surrounding the menu change. It’s not as easy for every company.
Without the right tools, it can difficult to make sense of the conversations happening about your company in order to take action.
With thanks to Dana Jones at Nexidia
Author: Megan Jones
Published On: 17th Dec 2014 - Last modified: 12th Dec 2018
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