Sonos details bold redemption path to regain trust

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Important points

  • Sonos executives have vowed to forego annual bonuses if the app's problems are not resolved.
  • The company extends warranties on home theaters and speakers to increase customer confidence.
  • Sonos implements new role for quality issues and establishes customer advisory board.



Sonos faced intense criticism after releasing a revamped app in early May 2024. The half-baked app, lacking basic functionality, caused a lot of frustration among existing Sonos users, to the point where the company considered bringing back the old app. Sonos CEO Patrick Spence has been at the forefront of the criticism, publicly admitting his fault for pushing ahead with the rollout of this terrible app. As part of its latest prevention efforts, Sonos has announced new strategies to set things right and avoid incidents like this in the future.


As part of its new initiative and to regain lost customer trust, Sonos says it won't launch any products until it meets “ambitious quality benchmarks.” We also plan to expand our beta testing program to include a more diverse set of users, allowing us to gather more valuable feedback before public release. Among all the other promises the company is making today, two stand out in particular.

First, if you own a Sonos home theater or speakers, you'll be happy to know that the company is extending its warranty for an extra year. However, this only applies to products currently under warranty. This also excludes Sonos' external portable speakers like the Move 2 and Roam.

Second, Sonos executives will not receive their annual bonus next year if the company fails to fix the buggy app and regain lost customer trust.



Sonos promises to keep improving the app quickly

To make it easier for Sonos employees to raise quality issues, the company is creating a new quality ombudsperson role who will report directly to management and issue a report twice a year. In addition, Sonos has established a customer advisory board to “provide feedback and insights from a customer perspective to help shape and improve our products and services” before they launch.

Going forward, we plan to release larger app changes gradually to give users more time to adapt. We'll also continue to improve the app and roll out new features and changes every 2-4 weeks after adding any missing features. The company says it has already added more than 80% of the missing features to the revamped app and expects full feature parity to be reached in the coming weeks.


Other efforts may sound like PR talk, but if executed properly, they will only show results in the long run.

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