The Complex Story of
Although one can’t prevent the unknown, one can invest in preventative measures. Checkups with saftey guidelines and regulations can also help detect–early on–the onset of complications. So be informed and be prepared.
Assemble all the contacts you need in the event of an emergency. Make sure they’re aware of the actuated plan and are able to execute it at a moment’s notice and for appropriate duration.
The world is full of many different kinds of products for every different kind of consumer. One can learn from research and data, which is already available and from the experience that others have made with product recalls. One doesn’t have to enter the world of recalls blindly, so familiarize yourself with the information that’s already out there.
Tune into blogs, forums, product ratings and related communities to find out what kinds of customer complaints are becoming alarmingly frequent.
In addition to internal quality tests, tracking independent test institutions such as the Stiftung Warentest will keep you well-informed.
Being in touch with your suppliers, management, the media, etc. will raise your chances of resolving issues quickly and efficiently in the event of a crisis.
Let’s face it, risks are involved in everything we take part of. Some situations are obviously more risky than others and it’s our job to assess those risks in order to be better prepared about the potential repercussions involved further down the line.
This is a safe area. No direct measures are necessary and the products can be sold. However, any defects should be fixed within the next production batch.
Remaining products in storage should not be sold to a large extent anymore. Critical testing of early products and components should be carried out and the risk should be eliminated as quickly as possible.
Further selling of the product will pose a serious risk to the consumer or their property. Direct measures for remaining units in the storage as well as the distributor are necessary. Stop selling immediately and offer a redemption.
Products cause serious safety and health issues. Immediately take action e.g. withdrawal, product recall. Furthermore, notify distributors, local authorities and consumers.
In a recall situation, one needs an emergency plan to limit the damage and to resolve the issue as quickly and efficiently as possible. If one is prepared for the worst case scenario, one can avoid large cost and reputational damages. There’s no need to panic.
The communication strategy is one of the most important steps of a successful product recall. Customers have to be informed about the risk and the status quo. Traditional channels in combination with social media can help to effectively reach out to the consumer and spread a consistent message.
All released information should be coherent and easy to understand. This avoids unwanted misinformation.
Provide as much specific information as possible. This ensures that you remain trustworthy in the eyes of your consumers and emphasize accuracy of your perspective of the story.
Integrate your corporation’s philosophy. Show that you stand behind your products and your brand promise in order to maintain an authentic image.
For greater attention, identify your target audience and their communication channels carefully. Use those to address them directly.
Speed plays a crucial role. But still take enough time to prepare yourself thoroughly. Take all factors into consideration. A preventative crisis team might speed up your decisions.
There is no one-size-fits-all recall and each one is unique and extremely complex. We, therefore, want to show you three case studies of recalled products that have worked out quite well.
WHAT THEY DID WELL.
WHAT CAN WE LEARN?
Rubber duck toys for children contained a motor that was prone to catching fire. Oops!
WHAT THEY DID WELL.
The company sent letters to the kids, written from the perspective of a child, declaring that the ducks were ill and that the kids should send them back to be cured. After the recall, the kids got their “cured” ducks back.
WHAT CAN WE LEARN?
The recall went positively viral immediately, being shared not only on social media and blogs. The focus was put more on the humor of the recall, rather than the product’s defect. Innovative communication and humor helped to raise awareness and increase consumers’ participation.
Every recall is unique and very complex. Professionals can direct resources and capacities in the best way and thus navigate you through the process smoothly. Their knowledge about logistics, communication, IT, legal issues, support/ infrastructure and additional services will ease your recall process in a perceivable way.
How your company deals with a recall will reveal a lot about its character. By conducting a successful recall, one could potentially build an even greater sense of trust and loyalty within one’s customer base. Recalls are unfortunate, but you choose the outcome. We help you to be prepared.
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