Mark Lusky04.03.20
One of the most important customer service functions a product manufacturer can perform is to provide accurate, clear and complete information about what the product can and can’t do. However, manufacturers sometimes stretch claims and use hyperbole to make their products seem better than can be documented.
Coronavirus issues have brought this out front and center. When the virus started spreading in the US, CNN aired a report questioning claims: “Can Lysol and Clorox products kill the novel coronavirus? The answer is...complicated – Lysol, Clorox and a host of other household disinfectants widely tout their ability to kill 99.9% of bacteria and viruses. The claim is right there on the label. Included in that 99.9%? Human coronavirus. The US Environmental Protection Agency has some guidance: The disinfectants are thought to be effective against the novel coronavirus. But until tests confirm this, its ability to kill the novel coronavirus has not been scientifically proven.”
In the name of customer service, the last thing a manufacturer wants is for people to use their product confidently, thinking it will protect against COVID-19 when it won’t.
The EPA has since released a list of disinfectants that will kill the current strain. Some Lysol and Clorox products are on it. According to CNN, “The US Environmental Protection Agency is arming consumers with a list of disinfectants that people can use to protect themselves from the novel coronavirus. Here are some of the registered disinfectants on the EPA’s list: Clorox Multi Surface Cleaner + Bleach, Clorox Disinfecting Wipes, Clorox Commercial Solutions, Clorox Disinfecting Spray, Lysol brand Heavy-Duty Cleaner Disinfectant Concentrate, Lysol Disinfectant Max Cover Mist, Lysol brand Clean & Fresh Multi-Surface Cleaner.”
Okay, so Lysol and Clorox label claims are justified, and consumers are well-served using these products in connection with the current virus. But, this prompts obvious questions for the product manufacturing community at-large: Have your claims been thoroughly checked and verified lately? Are there health-promoting claims that may stretch the truth? And what are potential consequences of misleading consumers – either intentionally or unintentionally?
This becomes especially clear when viewing label claims through the magnified lens of the COVID-19 situation. Products with exaggerated label claims can sometimes just be dismissed as marketing hype. But documenting the efficacy of a product against a rapidly-spreading virus can mean the difference between keeping people safe and exposing them to a potentially deadly disease.
Bringing that same gravitas to reviewing and rethinking label content is a valid and valuable process no matter how major or minor the situation. Consumers always deserve this level of transparency.
CBD is a great example of an industry well advised to check its label claims. Just as with any product designed to alleviate such issues as pain, CBD doesn’t act the same way in everyone’s body. A balanced assessment by the manufacturer will include appropriate cautions and warnings, so that people can understand the full spectrum of possible effects before they take the product.
In some cases, key information can be placed on the label or accompanying packaging. In others, a QR code or another digital ID can enable people to access more comprehensive information.
This policy served me well when sampling CBD oil. It had great, almost immediate pain relief effects. Then, a couple days letter, I noticed increased irritability. I checked and quickly discovered that this can be a side effect. I was able to make informed decisions and monitor accordingly. Providing tools for consumers to make decisions with all needed information is the essence of good customer service.
Here are two initial steps product manufacturers can take to promote this process:
Mark Lusky is a marketing communications professional who has worked with Lightning Labels, an all-digital custom label printer in Denver, CO, USA, since 2008. Find Lightning Labels on Facebook for special offers and label printing news.
Coronavirus issues have brought this out front and center. When the virus started spreading in the US, CNN aired a report questioning claims: “Can Lysol and Clorox products kill the novel coronavirus? The answer is...complicated – Lysol, Clorox and a host of other household disinfectants widely tout their ability to kill 99.9% of bacteria and viruses. The claim is right there on the label. Included in that 99.9%? Human coronavirus. The US Environmental Protection Agency has some guidance: The disinfectants are thought to be effective against the novel coronavirus. But until tests confirm this, its ability to kill the novel coronavirus has not been scientifically proven.”
In the name of customer service, the last thing a manufacturer wants is for people to use their product confidently, thinking it will protect against COVID-19 when it won’t.
The EPA has since released a list of disinfectants that will kill the current strain. Some Lysol and Clorox products are on it. According to CNN, “The US Environmental Protection Agency is arming consumers with a list of disinfectants that people can use to protect themselves from the novel coronavirus. Here are some of the registered disinfectants on the EPA’s list: Clorox Multi Surface Cleaner + Bleach, Clorox Disinfecting Wipes, Clorox Commercial Solutions, Clorox Disinfecting Spray, Lysol brand Heavy-Duty Cleaner Disinfectant Concentrate, Lysol Disinfectant Max Cover Mist, Lysol brand Clean & Fresh Multi-Surface Cleaner.”
Okay, so Lysol and Clorox label claims are justified, and consumers are well-served using these products in connection with the current virus. But, this prompts obvious questions for the product manufacturing community at-large: Have your claims been thoroughly checked and verified lately? Are there health-promoting claims that may stretch the truth? And what are potential consequences of misleading consumers – either intentionally or unintentionally?
This becomes especially clear when viewing label claims through the magnified lens of the COVID-19 situation. Products with exaggerated label claims can sometimes just be dismissed as marketing hype. But documenting the efficacy of a product against a rapidly-spreading virus can mean the difference between keeping people safe and exposing them to a potentially deadly disease.
Bringing that same gravitas to reviewing and rethinking label content is a valid and valuable process no matter how major or minor the situation. Consumers always deserve this level of transparency.
CBD is a great example of an industry well advised to check its label claims. Just as with any product designed to alleviate such issues as pain, CBD doesn’t act the same way in everyone’s body. A balanced assessment by the manufacturer will include appropriate cautions and warnings, so that people can understand the full spectrum of possible effects before they take the product.
In some cases, key information can be placed on the label or accompanying packaging. In others, a QR code or another digital ID can enable people to access more comprehensive information.
This policy served me well when sampling CBD oil. It had great, almost immediate pain relief effects. Then, a couple days letter, I noticed increased irritability. I checked and quickly discovered that this can be a side effect. I was able to make informed decisions and monitor accordingly. Providing tools for consumers to make decisions with all needed information is the essence of good customer service.
Here are two initial steps product manufacturers can take to promote this process:
- View label claims from a “devil’s advocate” position. See what, if any, holes can be poked in the current messaging and adjust where needed. This adjustment can be eliminating exaggerated verbiage or further explanation in the name of full disclosure. People want and expect complete honesty.
- Review how nimble you are. COVID-19 came upon us quickly, requiring agile response. Product manufacturers need to prepare for these types of situations well before, not while they’re occurring. In the case of COVID-19, what could such companies as Lysol and Clorox do to provide up-to-date information while awaiting definitive testing of this particular strain? Are quickly cranking out stickers to add to existing labels an option? What information can be conveyed via manufacturer websites, through social media and mainstream media, and elsewhere to provide further updates?
Mark Lusky is a marketing communications professional who has worked with Lightning Labels, an all-digital custom label printer in Denver, CO, USA, since 2008. Find Lightning Labels on Facebook for special offers and label printing news.
