Using customer feedback to improve products At Butternut Box, customer feedback is a key part of developing their products. The team systematically gathers feedback from pet owners through in-product studies and Wondering’s participant panel. These ongoing insights help Butternut Box refine their recipes and better tailor their products to the specific dietary needs of each dog.
For example, when customers shared feedback about certain ingredients or flavors their dogs preferred, the product team at Butternut Box adjusted their recipes accordingly. This iterative process, driven by direct customer input, ensures the meals meet both the health needs and taste preferences of the dogs. This level of customization has been crucial in keeping customers satisfied and loyal.
Building a continuous discovery process At Butternut Box, understanding and meeting customer needs is an ongoing process. They’ve set up a continuous discovery practice, where gathering and acting on customer insights is a part of their daily routine. By using Wondering.com, Butternut Box collects real-time feedback from customers, helping them stay aligned with the changing needs and preferences of dog owners.
This ongoing discovery process is essential for Butternut Box because it allows them to quickly identify changes in customer expectations and preferences. For instance, by continuously gathering insights, they can spot new trends in what customers want in their dogs’ meals, whether it’s a preference for certain ingredients or concerns about dietary health. This approach ensures the team always has the latest information, which they can use to make informed decisions about product development and customer engagement.
By embedding this continuous discovery practice into their workflow, Butternut Box can stay agile and responsive, consistently delivering products that are perfectly tuned to their customers’ needs. This practice is a cornerstone of their commitment to providing the best possible experience for both dogs and their owners.
Making insights accessible to every team Butternut Box believes that customer insights should be available to everyone in the company, not just a select few. By using Wondering.com, they’ve made it possible for team members across all departments—whether in marketing, customer service, or product development—to easily access and act on customer data. This open access to information ensures that every decision at Butternut Box is based on a deep understanding of their customers’ needs and preferences.
For example, the marketing team uses insights from Wondering.com to craft more targeted campaigns that resonate with their audience, while the customer service team uses this data to offer more personalized support. By making sure everyone has access to these insights, Butternut Box fosters a culture of customer-centricity, where the entire team is aligned around the goal of improving the customer experience.
Previously, gathering insights through email surveys and organizing interviews could take up to 14 days. With Wondering, they now use AI-moderated studies to test prototypes, interview customers, and measure product satisfaction at key stages of the customer journey. This has helped them complete research projects and uncover user insights 42 times faster—in just 8 hours.
Curious how to replicate Butternut Box’s success? Launch an AI-powered study and start collecting customer feedback at scale!
