A recall is one of the worst scenarios for any food manufacturer. It can damage your reputation, cost you money, and expose you to legal risks. But how you communicate a recall to your customers can make a big difference in how they perceive your brand and trust your products. Here are some best practices to follow when you need to inform your customers about a recall.
Don't wait for your customers to find out about a recall from the media or other sources. Be the first to inform them about the situation, the reason, and the actions you are taking to resolve it. Use multiple channels, such as email, social media, website, press releases, and phone calls, to reach as many customers as possible. Be honest and clear about the scope, severity, and impact of the recall, and avoid minimizing or hiding any facts. Apologize for the inconvenience and express your commitment to quality and safety.
Having lived through various recalls, l learned that seeking the truth and telling it “early and often” is best. Such efforts hit the bottom line but mishandling can eliminate decades of hard-earned goodwill and brand reputation.
This is so important for manufacturers to understand. Get in front of a product recall—not behind it. When your recall team’s careful risk assessment leads to a recall decision, execute your already-prepared recall plan that includes use of social media in addition to traditional notice methods. Think of the methods you use to market your product (including social media advertisements and posts) and notify customers of the recall where they are. A prompt and effective recall campaign can help avoid injury or property damage while simultaneously improving good will by demonstrating your commitment to customer safety.
Reconocimiento de la responsabilidad y de la gravedad del problema. Ir transmitiendo la información según se vaya recibiendo de los implicados.
Your customers need to know what to do with the recalled products and how to get a refund, replacement, or compensation. Provide them with clear and simple instructions on how to identify, return, or dispose of the affected products, and what proof of purchase or documentation they need. Offer them multiple options to contact you, such as a toll-free number, an email address, or a web form, and make sure you have enough staff and resources to handle their inquiries and requests. Explain what steps you are taking to prevent future recalls and how you will update them on the progress.
A recall can cause frustration, anxiety, and disappointment for your customers. They may feel betrayed, angry, or scared by your products. Show them that you understand and care about their feelings and concerns. Use a respectful and empathetic tone in your communication, and avoid blaming or deflecting responsibility. Thank them for their loyalty and support, and reassure them that you value their feedback and satisfaction. Offer them incentives, such as coupons, discounts, or free samples, to encourage them to continue buying from you.
A recall can generate a lot of negative publicity and criticism for your brand. Monitor what your customers and the public are saying about you on social media, online forums, review sites, and other platforms. Respond to their comments, questions, and complaints promptly and professionally. Address any misinformation or rumors, and correct any errors or misunderstandings. Highlight any positive feedback or testimonials, and showcase any improvements or achievements you have made since the recall. Keep your customers informed of any new developments or outcomes related to the recall.
A recall is a learning opportunity for your brand. Analyze what went wrong, how it happened, and how it affected your customers and your business. Identify any gaps or weaknesses in your food traceability and recall procedures, and implement any changes or enhancements to prevent or minimize future incidents. Seek feedback from your customers and stakeholders on how you handled the recall, and use it to improve your communication and customer service. Share your lessons learned and best practices with your industry peers and regulators, and demonstrate your leadership and responsibility.
In my experience, manufacturers that have a recall team in place before a recall are better prepared to deal with the issue before it gets out of hand. Tracking product performance through warranty claims and customer service feedback can inform early risk assessment, which could mean the difference between a smaller corrective action and larger product recall after preventable injuries and significant product liability risk. In addition, you should assess how well your recall went to evaluate and improve your recall plan for the next time. Just like R&D uses product performance to improve products over time, recall performance should be used by the recall team to improve the recall plan and execution in the future.
The ongoing BlendJet recall is a powerful example of how not to handle a product recall. He manufacturer sat on numerous reports of physical injuries and significant property damage without issuing a recall. The company took no action to protect customers from known risks until forced to by the CPSC. The company not only lost an opportunity to protect is customers while increasing goodwill, it now faces significantly higher product liability risks and potential punitive damages due to its knowing failure to act.