Maclaren Recall: Lessons Learned for Crib Manufacturers
11-25-2009
By Mike Rozembajgier
2009 may soon be known as the year of the baby recall. In just a few weeks time, traditionally “safe” products are posing serious danger to children across the country. First it was mini blinds, then strollers, and now the largest crib recall in history. With the CPSC working feverishly to protect consumers of all ages, product manufacturers and retailers can learn valuable lessons from their competitors.
First and foremost, be ready. When a recall breaks, you will no doubt face a spike in phone calls from media and concerned consumers combined. Similarly, expect a high volume of activity on your website. It is critical that your website is prepared for increased activity and does not crash at a time when consumer concern is highest.
Second, be responsive. Respond to all inquiries quickly and effectively. The recall communications cycle must be managed on multiple fronts. It is critical that you understand your audience and their concerns as you prepare your messages – that goes for both consumers and the media. Use all resources available to you: call centers, websites, media reports; news releases and the blogosphere to name a few.
Finally, know your audience. Put yourself in the shoes of concerned parents. They will likely be calling even when their product is not among those affected by the recall, seeking reassurance that their children are safe. Regardless, acknowledge their concern. Understand that, as a parent, just one injury caused by a product is one too many. Treat all consumers with affected products with same care and attention as if it was your own child.
When it comes to recalls, don’t just get by with the minimum requirements. This could come back to haunt you. A successful recall, when all communications and logistics are handled properly, can actually result in a competitive advantage over your competitors. If you are able to reassure your consumers and proactively provide solutions, consumer loyalty may increase.
If you are a global corporation, you likely deal with several sets of regulatory guidelines. Always err on the side of the strictest regulations. If a repair kit is required in one regulatory environment, offer the kit globally. You’ll only increase consumer satisfaction and prevent future product related injuries or deaths.
When recalling a product, you are no longer in the selling business, you are in the safety business.
Stericycle ExpertRECALL™ is the industry leader in recall logistics and regulatory compliance for consumer product, pharmaceutical, medical device, juvenile product, and food and beverage recalls. ExpertRECALL’s professionals are experts in recall management who can help you streamline the entire product recall process.
[...] recall requirements for manufacturers. While her testimony focused on the recall procedures and recall management of recent crib recalls, every industry regulated by the Consumer Product Safety Commission (CPSC) would do well to read [...]