Dealing with product recalls can be one of the most testing things that your company comes up against.When there is an issue that requires you to take a product off the market it can quickly turn into a disaster if it isn’t handled correctly. In fact, many companies have suffered terrible losses and reputational damage in the past from badly handled product recalls.
So, how can you make sure that you avoid the huge mistakes that have caused so much damage for others? What common errors should you be looking to avoid?
Not Moving Quickly to Withdraw It
The very first thing that you need to do when you realise that something has gone badly wrong is to take the product off the shelves or off your site. Dithering too long over whether to do this can cause massive problems for you.
We have seen evidence of this in this past, with some of the worst product recall disasters ever experienced by big companies. Firms such as Ford and Toyota lost a lot of customer goodwill when they took far too long to let customers know that something was wrong.
Of course, if you have carried out your testing and field marketing well then you may feel that it is impossible that a product recall is needed. However, you shouldn’t try and deny any hard evidence that you have in front of you.
If you really aren’t convinced that the problem is as bad as other people are saying then you may have to call in an outside consulting firm to look at the issue from a fresh point of view. Once you are convinced that a recall is needed then you need to move quickly in order to reduce the potential damage that could be caused.
Not Testing and Evaluating It Properly
Ok, so if you have recalled the product it is now time to fully assess it. You certainly don’t want to just rush it back out without taking the time to fully test and evaluate it first of all.
If the initial product recall was caused because of a problem that no-one in your company had noticed then might there also be another issue lurking there that you can sort out just now? Suffering one product recall could be put down to bad luck but if you end up suffering another then it could be really bad news for the business. This is why it makes a lot of sense to take the time needed to make sure that everything is as perfect as possible before you re-launch it.
The more time and effort you put into this phase of the product recall the greater your chances are of making a success of it the second time around. This might mean that you have a hectic and frustrating few days but the end result should be a product that you have complete confidence in once again.
Not Getting It Back Out There Quickly
The previous point might make it seem as though you will need to spend a huge amount of time before you get your product back out on the market again. However, one of the worst things that you can do is delay the re-launch longer than is strictly necessary.
There are a fair number of reasons why this is the case. For instance, your customers might lose interest in you, a rival might beat you to the punch or the market conditions could change in some other way.
This is why it is essential that you sort everything out as quickly as possible before getting the product back out swiftly and smoothly. If you are lucky then people might not even have noticed the break in your service.
On the other hand, if you feel that the delay has caused you to lose a lot of momentum then maybe you need to consider the idea of making a big deal about the re-launch. Maybe you had a good buzz going for the initial launch and want to get this going again before you start all over again.
There is also the financial side of things to look at as well. If you are paying a team of employees and other overheads then you really can’t afford to have the product that you want to sell sitting in your warehouse for too long.
By dealing with this product recall in the smartest way possible you can soon look to move the business forward and forget all about the problems that stopped you from selling the first time around.