Tips for an Effective Consumer Relations Telephone Call
Be polite. The Consumer Relations representative to whom you will speak had nothing to do with the decision to reformulate Diet Mountain Dew. Do not treat him/her as if s/he did.
State the problem and solution elegantly. The problem is that "Tuned Up Taste" Diet Mountain Dew tastes bad, and the solution is for PepsiCo to restore the previous formula. This is the most important message to deliver. If you say nothing else, say this.
Emphasize your value as a customer. Tell your representative how much of the previous formula you consumed. Tell him/her that you're not spending any of that money on PepsiCo products now.
Mention the growing backlash. Tell him/her about FightForFlavor.com and NewDietDewIsYucky.com. Point out that the Diet Mountain Dew Formula Change petition has 2,000 signatures on it, and that it continually grows larger. Make sure s/he understands that there is quite a negative buzz about "Tuned Up Taste" online.
Enjoy the call. My consistent experience is that PepsiCo CR representatives are pleasant and engaging to talk to. Make jokes. Laugh. Keep the conversation appropriately professional, but light. Don't be the caller s/he goes home and complains to his/her spouse about.
The PepsiCo Consumer Relations office number is 1-800-433-2652. They are open Monday through Friday, from 9 am to 6 pm ET.
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©2006 Bo Williams. All rights reserved.
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