Terri Maini from PepsiCo consumer relations responded to my recent post on PepsiCo’s customer response loop.
I wanted to take a moment to thank you for your candid feedback about my e-mail to you. I misunderstood your request and I apologize because my response wasn't very helpful.
We agree that Sue Teller is quite a character and everyone seems to love her. And please know that I did pass the "Tonight Show" information onto our Public Relations department as well as our Brand Team and I know they are following up on the inquiry.
Thank you for being such a great Dew fan and for having such a good sense of humor!
Terri, no need to apologize. I will still do the Dew (but I prefer to sip the Starbucks).
E-mail follow up like this between a company and a customer goes a long way to clearing up any misunderstanding. Whether they have arrows or accolades for a brand, consumers usually just want their voice to be heard.
Since I’m helping put their spokesperson onto two different national TV programs, I’m surprised the PR and brand folks have not gotten involved at some level in an obvious fashion. So when it comes to customer service, Mountain Dew gets the Goofus and PepsiCo’s Terri Maini gets the Gallant.
Mountain Dew clearly offers several methods for customers to provide input, ask questions and give feedback. They are also responsive and are monitoring relevant brand conversations online. Connecting with the customer is the final step.
It may be tough for some companies to decide whether or not to jump into the conversation. But the brand that hesitates in an effort to avoid another misstep may merely make it worse. I reference corporate personality a lot while others chant the mantras of authenticity and transparency. But it all boils down to just being yourself. If you do this you are allowed to make mistakes. By simply following up with a personal e-mail, Terri Maini turned a misunderstanding into an opportunity.
Mountain Dew Sign uploaded by Silfverduk