The Oxford Dictionary defines feedback as, ”information about reactions to a product, a person’s performance of a task, etc. which is used as a basis for improvement.” The keyword to remember here is improvement.
The video of a TikTok influencer named Valor reviewing the petroleum product (fuel) from Dangote through MRS and the Nigerian National Petroleum Company Limited (NNPCL). After using one litre each of the product to fuel two brand-new Tiger-sized generators, the TikToker concluded that the generator that ran on Dangote fuel lasted 30 minutes, while the generator that ran on NNPCL only lasted 17 minutes.
As expected, this did not go down well with the NNPCL, the supposed loser in this product review. Many media houses, including the Daily Nigerian, published NNPCL’s reaction.
The NNPCL, in a statement issued by its Chief Corporate Communications Officer, Olufemi Soneye, said “This misleading video represents yet another desperate attempt by economic saboteurs to misinform the public and tarnish NNPC Ltd’s reputation. We will not tolerate deliberate misinformation designed to undermine our operations and mislead Nigerians”
“Henceforth, the NNPC Ltd. would take legal action against individuals or groups who intentionally spread falsehoods about its brand and operations. We urge the public to disregard such fabricated content and rely on verified sources for accurate information.”
This excerpt from the statement contains two phases: the denial and then the threat. We saw these two segments play out during the Erisco Tomato and the consumer, who gave somewhat harsh feedback on the product.
What would have been the best way to manage the Valor review saga if there was no skeleton to hide and NNPLC truly believed in its products?
Invite three independent research companies to conduct the product review simultaneously in three locations: Lagos, Abuja, and Port Harcourt.
At the end of the research activities, whether NNPLC comes on top or retains its position from the Valor review, NNPLC should invite the TikToker to a facility visit of the NNPLC production plants to see firsthand the world-class quality process used in refining their fuel. The TikToker should be allowed to make videos of locations that don’t require permission.
They would have converted the TikToker into becoming an ally rather than an enemy to be threatened.
Sometimes, brands don’t want to relate to the public; they just want the public to relate to them—two different things. Hence, there is a risk in expressing consumer experience and the steady loss of a learning opportunity. Don’t complain; consume.
