The worst way to gather customer feedback is to go to the internet. Comments and reviews are so cluttered with bizarre and phony comments the dialogue means nothing. This has ruined consumer reporting in that reporters can spend a few minutes online, pulling down a few negative comments and come up with a headline saying, "Social media is aflame!" or "Customers are crying out for_____."
To make it worse, corporate employees read these comments and go on to make all the wrong decisions.
The following article is nothing new but is a great example: a few customer comments, and McDonald's feels the need to expand the menu. In this case, the McPres of the USA says, "The Snack Wrap will be back in 2025,” Erlinger said. “It has a cult following, I get so many emails into my inbox about this product.”
Of course, his handlers wrote that for him, having no idea what the change would do to the operation or if it would sell. They only want an eye-catching headline and new product news for the analysts. Using the internet for customer research is a very, very lazy way to do business.
Always listen to your "customers" - then - do what's best for your business.
7 comments:
How does the public get access to Erlinger's corporate E-mail? that must be one busy inbox.
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Three of the things that internet "customers" ask for from McDonald's USA:
* Breakfast all-day
* Lunch menu during breakfast hours
* Salads, lots of salads
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They also whine for grilled chicken.
Next big "revelation" on Joes "email" - "customers demand 24 hour operating hours!" (money loser in most cases, unless very high volumes). MCD wins. Operator loses
And of course the snack wrap will be offered at a steep, often money losing discount for the "value customer". Good Grief.
Social media calls for McRib year round too. Is it coming back???
I also recall customers demanding bone in chicken, steak sandwiches, and roast beef. Bad ideas.
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