A leading global F&B company, renowned for its diverse range of beverages, sought to improve its line of functional beverages. Functional beverages have become a significant trend in the F&B industry, with consumers seeking health benefits from their drinks, including added vitamins, minerals, antioxidants, adaptogens, and other functional ingredients. Despite the market’s growth, the company faced challenges in meeting diverse customer expectations. The F&B company wanted to understand how it can improve its functional beverage products and increase customer satisfaction across key markets
The Challenge
Despite having an established line of functional beverages, the F&B company encountered several challenges:
- Inconsistent Product Performance: Customer feedback indicated variability in taste and effectiveness across different product batches, affecting customer satisfaction
- Limited Flavor Options: The existing range of flavors did not appeal to all consumer segments, creating the need for a broader flavor selection
- Sustainability and Health Trends: Customers increasingly preferred sustainable packaging and health-oriented products, which required adjustments to the company’s approach
- Brand Perception: The company’s focus on functional beverages led some customers to question its brand identity, impacting brand loyalty and recognition
The Objective
The primary objective of the study was to identify key areas for improving the company’s functional beverage product line to enhance customer satisfaction and address consumer concerns. The study aimed to:
- Determine the key factors driving customer satisfaction with functional beverages
- Understand regional differences in flavor preferences and functional benefits sought by consumers
- Assess customer attitudes towards sustainability and health-related aspects of functional beverages
- Evaluate brand perception and identify opportunities to strengthen customer loyalty and brand alignment
Our Approach and Solution
To achieve the objective, Exorixy designed a comprehensive voice-of-customer(VOC) study, using a combination of CATI and CAWI methods to collect customer feedback. Here’s an overview of the approach:
- Survey Design and Sampling: A structured survey was developed, focusing on customer feedback regarding product taste, flavor preferences, functional benefits, sustainability, customer service, and brand perception. The target sample was a minimum of 1500 respondents across five countries, ensuring diverse perspectives.
- Country Selection: The study focused on the USA, UK, Germany, France, and Italy, representing a range of markets with varying consumer behaviors and cultural attitudes towards functional beverages.
- Stakeholder Collaboration: Exorixy worked with the F&B company’s product development, marketing, and customer service teams to ensure the survey questions aligned with the company’s goals and addressed key concerns.
- Data Collection Methods: The study used a combination of CATI for detailed telephone interviews and CAWI for broader, faster data collection through online surveys
The Survey Process
The survey was conducted over aeight-week period, with the following key steps:
- Questionnaire Content: The survey covered product taste, flavor variety, functional benefits, packaging, sustainability, customer service, and brand perception. Open-ended questions allowed customers to share additional feedback and suggestions for product improvement
- Data Collection Management: Exorixy deployed experienced interviewers for CATI to ensure quality data collection, while the CAWI platform was designed for user-friendliness and accessibility, encouraging broader participation
- Data Analysis and Reporting: After data collection, Exorixy analyzed the results to identify trends and key insights. The analysis focused on understanding customer expectations, pinpointing product issues, and suggesting areas for improvement
Key Outcome and Impact
The VOC study provided valuable insights that helped the F&B company improve its functional beverage offerings and increase customer satisfaction. Here are the key outcomes:
- Enhanced Product Quality: The study revealed inconsistencies in taste and texture across different batches. The company implemented stricter quality control measures, resulting in a 20–25% reduction in customer complaints related to product consistency
- Expanded Flavor Variety: Based on customer feedback, the company introduced new flavors that aligned with regional preferences, leading to a 35–40% increase in customer satisfaction with the flavor selection
- Increased Focus on Sustainability: The study indicated a strong consumer demand for eco-friendly packaging. The company adopted more sustainable practices, leading to an increase in positive brand perception related to sustainability.
- Strengthened Brand Perception: The VOC study highlighted concerns about brand alignment. The company redefined its marketing messages to better align with its broader brand identity, resulting in an increase in brand loyalty
- Improved Customer Service: Feedback suggested the need for better customer support. The company implemented new training programs and expanded its customer service team, resulting in a reduction in customer complaints related to service quality
