Updated kitchen appliance anger parallels Model S update customer resentment?

IT WAS the product launch which sparked fury in kitchens across Australia and left consumers more than a little hot under the collar.But Thermomix has earned more than just consumer wrath and has now been handed a Choice Shonky Award for “shredding the public’s trust”.The awards, now in their ninth year, are based on nominations received from Choice members and staff and must meet one of nine criteria including failing a standard, a lack of transparency and false claims and promises.And while the super mixer ultimately performed well in product tests, the company behind the appliance sparked a massive consumer backlash last month over the “flawed launch” of its new Thermomix T5 model.Customers were left up in arms and took their complaints to the Australian Competition and Consumer Commission after the new appliance was released unannounced.The new Thermomix version, which retails for a special introductory price of $1989, not only claimed to be “newer, bigger, better and more digitally advanced” than the version before (the TM31) but also features innovations such as a colour touchscreen and a guided cooking function. Oh and it features a handy recipe chip which remembers your meal preparation too.From November 1, the price will increase to $2089, according to the Thermomix website.The super super-high-tech food processor, combines 10 appliances into one unit and cannot only chop, but beat, mix, whip, grind, knead, mince, grate, juice, blend, heat, stir, steam and even weigh food.In other words it performs pretty much most cooking functions.But customers were left fuming at the lack of warning that a new model was coming onto the market — especially if they bought it in the days leading up to the newer model’s release.Customers were also angry that the TM31 model which retails for nearly $2000, cost around the same price.According to Choice, the company’s decision not to notify consumers of the imminent release its “first new model in seven years in a bid to keep spinning dough was nothing short of Shonky”.In September, the ACCC confirmed it had received complaints after the new version of the appliance was released unannounced. It said under Australian Consumer Law, businesses are prohibited from making false, misleading or deceptive representations.But in a statement given to news.com.au at the same time, Thermomix insisted the launch of the new model was conducted in line with “global brand compliance”.“The Australian launch of the Thermomix Model 5 on Saturday, 6 September was conducted in line with global brand compliance, in accordance with our distribution arrangements which did not allow for any pre-promotion of the new product,” it said.“We are deeply sorry that this has resulted in some of our very valuable customers feeling disappointed.”Angry customers launched a Change.org petition and even vented their frustrations on the Thermomix unhappy customers Facebook page.Choice said loyal customers lost hundreds of dollars overnight if they brought the older model prior to the T5 release and that this ‘Shonky’ broke the record for public nominations.It said while not every Shonky Award winner may be breaking laws or breaching regulations it believed that consumers deserved better products and services.Choice chief executive Alan Kirkland said Thermomix denied it was launching a new product right up until the launch.He said consumers were right to be outraged at feeling ripped off.“It just goes to show how consumers can go from raving about a product to ranting about one.”He added consumers should be offered refunds if they were wronged.Mr Kirkland said Choice had a record number of nominations this year and the risk of receiving a Shonky should encourage businesses to sharpen up their act and put consumers first.Either way the Thermomix and its nomination was being talked about on social media.

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