What factors are contributing to the sudden 30% increase in customer complaints about Kenvue's Listerine mouthwash packaging over the last month?

Introduction

The sudden 30% increase in customer complaints about Kenvue's Listerine mouthwash packaging over the last month is a critical issue that demands immediate attention. To address this problem, I'll employ a systematic approach to identify, validate, and resolve the root cause while considering both short-term fixes and long-term implications for our product and brand.

Step 1

Clarifying Questions (3 minutes)

• Looking at the timing, I'm thinking there might have been a recent change in packaging. Has there been any modification to the Listerine bottle design or materials in the past 1-2 months?

Why it matters: Recent changes could directly correlate with the increase in complaints. Expected answer: Yes, a new bottle design was introduced 6 weeks ago. Impact on approach: If confirmed, we'd focus on the new design's specific features.

• Considering the complaint volume, I'm curious about the nature of these issues. What are the top 3 specific complaints customers are reporting about the packaging?

Why it matters: Understanding the nature of complaints helps pinpoint potential causes. Expected answer: Difficulty opening the cap, leakage during transport, and unclear usage instructions. Impact on approach: We'd prioritize investigating these specific areas of the packaging.

• Given the significant increase, I'm wondering about our customer segments. Has this 30% increase been consistent across all demographics and regions?

Why it matters: Uneven distribution could indicate localized issues or segment-specific problems. Expected answer: The increase is more pronounced in the 55+ age group and in humid climates. Impact on approach: We'd focus on age-related usability and environmental factors in our analysis.

• Considering potential external factors, have there been any changes in our distribution or retail partners' handling processes in the last month?

Why it matters: Changes in handling could explain packaging failures during transport. Expected answer: No significant changes reported in distribution processes. Impact on approach: We'd shift focus more towards the product itself rather than distribution issues.