Johnson & Johnson Baby Powder
This boarders on the trivial, but it servers as an example of the case study. It is a lesson on the way to a perfect customer service experience.
Step 1
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NarrativeI went to the store for some baby powder. I found on the shelf three brands, a house brand, an unknown brand and of course, Johnson and Johnson. I decided to step up to the proven top (most expensive) J&J. I was really frustrated by the packaging in that there is a round sticker on top that is virtually impossible to remove completely. This sticker covers the entire top and is under a plastic rim that has to be removed to get to the sticker. I thought, wow, I wonder if there's a customer feedback form that I could describe this to problem to J&J. I've been in the consumer products industry (food) and I bet J&J would like to hear. |
NotesThe picture was never sent to J&J; I took that later. I did happen to mention to a friend of mine over dinner that I used J&J baby powder. "Love it. Particularly the smell " was the response. I said I have a problem with the packaging and "Oh my word, trying to get that sticker off the top is terrible!" was the immediate reaction before I could even say anything. This made me feel better. |
Step 2 David |
There is a contact capability that I used to say I understood consumer products and, heads up, the packaging could use some work. |
The site is a common fill-in-the-comment type and I failed to make a copy of my initial transmission. If J&J happens upon this, I'd be pleased to publish the actual message. |
Step 3 J&J |
Auto-Reply: Thank you for your message
1 message [email protected] <[email protected]> Wed, Feb 29, 2012 at 11:00 AM Repl-To: do-not-repl@its.jnj.com To: dave@xxxxxxxxxxxxxxxxxxxxxx We were happy to receive your email, and will respond as soon as possible. |
Step 4 J&J |
Johnson & Johnson Consumer Companies, Inc. Reference - 011829492A 1 message [email protected] <[email protected]> Thu, Mar 1, 2012 at 8:09 PM To: dave@xxxxxxxxxxxxxxxxxxxxxxxxxx David Murphy Dear David: Thank you for contacting Johnson & Johnson Consumer Companies, Inc., makers of JOHNSON'S Baby Powder. It is always important to hear from our consumers, and we appreciate the time you have taken to contact us. This is an unusual occurrence and in order to provide feedback to our Quality Assurance department, please email us back the following information: * Your complete U.S. mailing address * Product UPC Bar Code number (square of parallel lines which gets scanned at register) * Product lot number (a series of letters and numbers stamped on product) * Dollar amount paid for product We look forward to your reply and will be glad to send appropriate compensation for you at that time. Again, thank you for your interest in our company. Should you have any comments or questions in the future, please contact us via our website www.johnsonsbaby.com, or by calling our toll-free number, 1-866-565-2229. Our specialists are available Monday through Friday, 8:00 a.m - 8:00 p.m. EST and will be happy to assist you. Barbara A. Consumer Care Center 011829492A |
Unusual? "appropriate compensation" Phone number is a big + |
Step 5 David |
To: [email protected]
Dear Barbara A. First, my name is David Murphy. I am very willing to provide my last name to you. Second, in response to your questions, I live at 547 xxxxxxx.; xxxxxxx, Colorado. My home phone is 303-xxx-xxxx. The UPC is 8137-003016 and the lot number is 22581RB. I'm not chasing the receipt to get the price I paid. It was too much. Barbara A.: I have been in the consumer products industry for many years. I felt that my feedback about the product might be a constructive feedback, a feedback that my companies always valued so highly. There is nothing like honest input from our customers. To receive this form letter, so blatantly indicated by the phrase, "an unusual occurrence" is an insult. The packaging observation I made is clearly a standard method Johnson & Johnson uses on this product, and I was hoping to hear that the packaging engineers would consider the question I raised. I am sorry for Johnson & Johnson that your customers can be categorized as those that are writing for "appropriate compensation". That's not me. I would appreciate your reply simply stating that your received this note. Otherwise I will use the phone number you provided and ask for human that will at least confirm receipt. Thank you, Ms. A. Sincerely, David B. Murphy |
(Very rude of me.) Still rather blunt but here are my real feelings. |
Step 6 J & J |
[email protected] <[email protected]> Mon, Mar 5, 2012 at 5:24 AM To: [email protected] Mr. David Murphy 547 xxx xxx Colorado Dear David: Thank you for contacting Johnson & Johnson Consumer Companies, Inc., makers of JOHNSON'S Baby Powder. It is always important to hear from our consumers, and we appreciate the time you have taken to contact us. We are dedicated to providing products and packaging of the highest quality that will meet the needs and preferences of our consumers. In order to do this, we conduct extensive research and testing before a product is marketed and continue this evaluation after it reaches consumers. Your feedback is a valuable part of this process. Please be assured that your comments are greatly appreciated and have been shared with our management. We have mailed out compensation for this product along wih some coupons for your next shopping trip and should reach you within two weeks. We appreciate your continued loyalty to our products. Again, thank you for your interest in our company. Should you have any comments or questions in the future, please contact us via our website www.johnsonsbaby.com, or by calling our toll-free number, 1-866-565-2229. Our specialists are available Monday through Friday, 8:00 a.m - 8:00 p.m. EST and will be happy to assist you. Heather M. Consumer Care Center 011829492B |
Step 7 J & J |
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Compensation? For what? Don't know what came of the coupons, but that wasn't the point. I'll keep an eye on the product. (The price on the shelf is $3.76.) |
Conclusion
The matter at hand is a bit trivial, but the experience with the "Customer Care Center" and it compensation strategy was very interesting.
What are the best components of J&J's customer service response system?
What could make it perfect?
In the last communication, the compensation, J&J is no longer mentioned. Who really is the Customer Care Center?
Is the sending of compensation the concluding event in a programmed response by a third party?
And a final thought. It occurred to me that when there was the product contamination scare, that is pills being switched and stuff, I believe the packaging industry adopted may strategies including one in which even if a seal was broke, it couldn't be easily replaced because the effort to break it would mess up everything about the package. So even though the top of the baby powder looks ugly, and the consumer has to risk fingernails to get the holes open, maybe it was done on purpose. Do you think this is possible? And do you think that actually allowing to have the engineers respond to their customers would help?
What are the best components of J&J's customer service response system?
What could make it perfect?
In the last communication, the compensation, J&J is no longer mentioned. Who really is the Customer Care Center?
Is the sending of compensation the concluding event in a programmed response by a third party?
And a final thought. It occurred to me that when there was the product contamination scare, that is pills being switched and stuff, I believe the packaging industry adopted may strategies including one in which even if a seal was broke, it couldn't be easily replaced because the effort to break it would mess up everything about the package. So even though the top of the baby powder looks ugly, and the consumer has to risk fingernails to get the holes open, maybe it was done on purpose. Do you think this is possible? And do you think that actually allowing to have the engineers respond to their customers would help?
