Sonos unveils app crash recovery plan

The May relaunch of the Sonos app will be treated as a warning to business schools for years to come. By adding Ace headphones to its product portfolio, the home audio company focused on acquiring new customers over its existing loyal fan base. The result was a bug-riddled release that led to lost revenue and over 100 layoffs. Subsequent product launches were also reportedly delayed.

The effects of this are still being felt as October arrives. But on Tuesday, the company unveiled a plan it hopes will go a long way toward turning around its fortunes and mending relationships. Sonos has adhered to seven “commitments,” ranging from business platitudes such as “an unwavering focus on the customer experience” and “demonstrating humility when making change” to more concrete solutions such as extending warranties and appointing a “quality ombudsman.”

Overall, the reaction is mixed. Some things, such as “continuous improvement of the application through regular software updates”, are difficult – if not impossible – to quantify. However, if you dig a little deeper, you’ll start to see actual metrics like: “We will release updated versions of the mobile software every 2-4 weeks to optimize and improve the software experience, even after the issue is resolved.”

Three things jump out from the list that you can do. The first is the appointment of an “ombudsman”. This individual will serve effectively as a liaison between colleagues and management. During the development process, they will communicate employee concerns to management, present them to the board of directors, and produce a biannual transparency report.

As for regaining trust, Sonos says it’s working to establish a “Customer Advisory Board” whose user base can provide feedback to “help shape and improve our software and products before they go to market.” As a show of good faith, the company is extending the manufacturer’s warranty on home theater products and speakers currently under warranty for an additional year.

Of the progress, Sonos writes: “Many of these initiatives are already underway, and others will be rolled out by the end of the year.” The company adds that it has suspended bonus payments to executives from October 2024 to September 2025 “unless the company manages to improve the quality of the application experience and rebuild customer trust.” Sonos says more than 80% of features removed from the app have been restored, with “nearly 100%” coming in the coming weeks.

“Our priority since its release has been – and continues to be – to fix the app,” notes CEO Patrick Spence in a statement. “Mistakes occurred and we first dug into the details to understand how we got here and then started to turn that knowledge into action. We want to introduce changes that will allow us to once again become a brand that people love, offering the best audio system for home and beyond.