Customer Experience

Being a dog is no bowl of kibble—especially when the kibble might be contributing to that dog’s itchy, dry skin. That was the concern of a customer after feeding her dog a new pet food. And she voiced her worries, along with many others, on the pet food company’s telephone hotline as well as on an online forum for dog owners.

Word of Mouth Stalls Product Launch

As news of negative buzz reached the Product Manager of the pet food, she was worried at the sudden high volume of calls and entries on the forum. Nothing sinks a new product launch faster than bad word of mouth. But how could she actually determine the true source of their concerns, and measure the extent of customer discontent?

Solution

The Product Manager turned to the Clarabridge Content Mining Platform™ to sniff out the cause for the buzz in thousands of verbatims on several internal customer feedback sources including call center logs. In addition, she included in the text analysis several Web sources to identify and aggregate customer feedback on the new dog food as it related to possible side effects for pets.

Impact

Clarabridge CMP produced compelling data linked to this customer complaint, giving the Product Manager just the evidence she needed. After announcing they were adjusting their dog food ingredients to promote healthier coats and skin, the pet food company gained a big bump in public recognition—and in market share.

As for the dog, having the company respond to its need is something to wag about.