Fetching Feedback: How Tracking Customer Complaints Fuels Continuous Improvement

It was a typical Monday morning at Jerry’s Pet Food Co. when the customer service team opened an email from an unhappy pet parent. “My dog, Max, developed an upset stomach after eating your Chicken & Rice Blend. I checked the bag, and the lot number is 2376B.” At the same time, a post appeared on social media, tagging the company: “@JerrysPetFood, my cat won’t touch her usual kibble—something’s off! Anyone else having this issue?” Meanwhile, the hotline rang with a retailer reporting, “We’ve had several customers mention that the latest batch of wet food smells different.” 

This is the daily reality in the pet food industry: tracking and responding to complaints across multiple channels, ensuring product safety, and maintaining consumer trust. However, effective complaint tracking is more than just damage control; it is a proactive tool for continuous improvement and brand protection. 

The Many Forms of Complaints 

Customers today voice their concerns in multiple ways, including: 

• Email: A direct channel for customers to provide detailed feedback, including lot numbers, purchase location, and pet symptoms. 

• Consumer Hotline: A vital touchpoint for immediate concerns, facilitating direct interaction and the chance to collect key product details. 

• Social Media: A public forum where complaints (and praise!) can spread quickly. Monitoring platforms such as Reddit, Twitter, Facebook, and Instagram ensure timely responses before a small issue escalates. 

• Website Contact Forms: Many brands have dedicated complaint portals that streamline data collection and ensure structured reporting. 

• Sales Representatives & Retailers: Stores often receive direct complaints from customers, making it essential for sales teams to relay this information quickly. 

Why Tracking Complaints Matters 

Tracking the number of complaints over a specific period is essential. Sudden spikes in complaints can indicate a brewing issue—perhaps a formulation inconsistency, a supplier problem, or a packaging defect. However, it’s not just about complaints; praise matters, too! If customers rave about a new flavor or improved texture, that feedback can shape future product development. 

Beyond numbers, specific and trending product complaints are key. If multiple pet parents report off-smelling kibble with the same lot code, that’s a red flag. Complaints aren’t always in real-time; they can also be retroactive, meaning issues can take days, weeks, or months to surface, and you may not have any of that product left in stock! Therefore, collecting as much information as possible, including lot codes, expiration dates, and purchase locations can help ensure traceability. This information is vital if a recall becomes necessary. 

From Complaints to Continuous Improvement 

The goal isn’t just to respond; it’s to improve. This is where tools like the Supplier Corrective Action Report (SCAR) and the Corrective and Preventive Action Report (CAPA) come in. These reports help investigate root causes, implement corrective actions, and prevent recurrence. For instance, if multiple complaints trace back to a supplier’s ingredient inconsistency, a SCAR report can trigger a supplier review and new quality control measures. 

Having great partners like BSM Assurance can make all the difference in effectively tracking and trending complaints. Our expertise helps brands ensure traceability, quickly identify patterns, and implement continuous improvement strategies. By collaborating with industry experts, pet food companies can stay ahead of potential issues, refine quality control, and ultimately build stronger consumer trust. 

The Risk of Silence 

Ignoring or delaying responses to complaints can have serious consequences. Unaddressed issues can escalate, leading to negative press, regulatory scrutiny, potential recalls, and increased risks to pet safety. Worse, a company’s reputation can take a hit—consumers today expect transparency and accountability. The faster a company acknowledges and resolves complaints, the stronger its brand loyalty becomes. 

Wrapping It Up 

Jerry’s Pet Food Co. handled their Monday complaints swiftly. They responded to Max’s owner, gathered the lot code details, and cross-checked with other reports. They engaged with the social media post, offering a replacement bag and requesting more information. Additionally, they followed up with the retailer to see if any patterns were emerging.  

The issue? A minor formulation change that required better communication on packaging. By tracking complaints across channels and acting quickly, they turned potential brand damage into an opportunity for improvement. 

In the pet food industry, the best brands aren’t those without complaints; they’re the ones that listen, learn, and respond. After all, our furry friends (and their humans) deserve nothing less! 

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About the Author

Dr. Emily Taylor is Manager of BSM Assurance, BSM Partners' Food Safety, Quality Assurance, and Regulatory Services team. Dr. Taylor is a nutritionist with over 14 years in the animal industry. She resides in Lafayette, Indiana, with her family, showing dressage horses.