Case Study

Managing Crisis Communication for a Fortune 500 Consumer Packaged Goods Company

About the Client

Our client is a leading Fortune 500 Consumer Packaged Goods company that specializes in branded foods.

What the client was looking for…

The client had introduced a new version of an existing food product, which was not received well by its consumer base. Complaints increased by 435% in a single month primarily driven by this product recipe change. The client needed a partner to analyze the root cause of the dissatisfaction, provide detailed feedback of consumer complaints and recommend a campaign to regain and retain consumer loyalty.

How HGS delivered…

HGS was selected as the partner to handle this delicate situation. Leveraging consumer data and feedback, we conducted detailed analyses of phone, email and social media channels to highlight the root cause of consumer dissatisfaction. We then partnered with Operations and the Client to identify a solution consumers would be most receptive to based on the detailed feedback provided. We determined that consumers would be satisfied with nothing less than a return to the original recipe and any other action would likely further damage consumer relations.

Dissatisfied customers were sent a letter that thanked them for taking the time to express their dissatisfaction, and were assured that the product they loved would be back on the shelves soon. This letter included coupons to incent continued customer loyalty.

How the business transformed…

Through HGS efforts, an increase of 41% was seen in satisfaction with the product and the complaints returned to normal levels. Based on our analytics, the client was able to react quickly and determine the best possible solution (a return to the original product), and minimize any lasting impact on customer loyalty or sales.