Rights: The University of Waikato Published 27 November 2007 Download

So why is customer feedback so important?


Dunstan College How do you test your products to see if they actually work?

Karen Farley: Because of the team of experts that I was working with, the products - the ingredients that we were putting together - we had a pretty good idea that they were going to serve certain purposes on the skin, and would not be detrimental and actually would be beneficial.

Feedback is [also] very important.

All the way along with the product, from the first stages of development, I was always giving samples of the product out to people to get feedback. Because you can have some great ideas and you can absolutely love something yourself, but it doesn’t mean everybody else is going to love it. Your customers are your best resource to in terms of feedback; finding out what people like and don’t like.

Dunstan CollegeHave you changed any of your products due to the feedback from the people who’ve tested it?

Karen Farley: Yes, we did get feedback from people and it did lead us to change a couple of things.

For example, the Purifying Cleansing Cream and the Skin Reviving Moisturiser were originally both the same colour. One of the comments that a few people made was that they were finding it hard in the bathroom when - you know, in a steamy bathroom, when they’re reaching for things - how are they going to work out which was their moisturiser and which was their cleanser?

So we actually went for a natural colour, which is beta-carotene, in the moisturiser so there is that distinction.