5 Tips for Managing Brand Perception During a Recall

By Stacey Tomasoni

So you have a good handle on your organisation’s online presence. You have someone tweeting, monitoring your Facebook page and updating your company blog. That’s all well and good during business as usual — but what happens when you have extenuating circumstances like a product recall? Do you have the knowledge, expertise and time to effectively manage the explosion of online chatter that might accompany your product recall?

There are a few key reasons why it’s even more crucial to manage your online brand perception during a recall than during business as usual, even if it means calling in extra product recall services.

It’s now the law

The Australian Federal Court and Advertising Standard Bureau issued new legislation last August deeming businesses responsible for third-party comments posted by fans on Facebook and Twitter pages. Further, these companies have more at stake than diminished brand perception. They might also be at risk of breaching consumer and advertising laws if fans post comments that are either offensive or misleading.

Even if your customers play nice on your social media pages, they might unknowingly post erroneous information related to your product recall, for which you will then be liable. Having eyes on your social media brand perception 24/7 is vital to prevent this from happening. Product recall services that include social media monitoring can employ scraping tools to swiftly find online posts and respond to or remove them, even if it’s during the middle of a Saturday night.

Fluctuations in brand perception

We all know how fickle social media can be — one day, a celebrity or business is beloved, and the next, their brand perception has bottomed out.

Organisations need a strategy in place to optimise customer engagement, loyalty and reach during a product recall to keep brand perception positive, even if this requires additional product recall services. Comprehensive data and meaningful analysis of this data can unearth the real brand perception behind your recall to determine precisely what is bringing sentiment down and how you can increase it. To get the full picture of the sentiment related to your product recall, specific keyword phrases, geographic location and demographics need to be included in perception monitoring activities.

As you move forward with more stringent oversight of your online brand perception during your recall, here are a few tips to keep in mind.

1.  Be proactive
Make sure you are the first to announce the recall and all pertinent details through your various social media channels before someone else posts (potentially false) information for you.

2. Silo the conversation
Part of being proactive means organising the mass conversation around a specific product recall. Streamline the comments, posts and tweets by setting up a hashtag, special Facebook group or page meant solely for recall-related questions and information.

3.  Address individual concerns offline
Rather than call one of your customer service lines for assistance during a recall, many consumers might ask questions via social media. Don’t hesitate to take these conversations offline with direct messages, emails or phone calls. Taking the time to communicate on an individual basis will boost your brand perception.

4. Monitor all channels during and after the recall
From Day 1 of the recall, it is your responsibility to track who is saying what about your organisation. Letting a few negative tweets or misinformed blog comments go unnoticed could be enough to tarnish brand perception and potentially land your business in legal trouble.

5. Provide relevant content and a recognisable voice.
Offer informative resources or help lines that concerned audiences can turn to for further assistance, and try not to use overly technical industry jargon in any recall-related posts.

Do you want more information on how product recall services can help you manage brand perception effectively during a recall? Get in touch with our product recall services team through our product recall services page.

Stacey Tomasoni has worked with Datacom for four years in a number of critical executive roles across the business. Her current role as General Manager, Australia has seen her lead large-scale operations across multiple sites, driving a number of positive business outcomes for both Datacom and its clients.

Stacey specialises in a number of areas, including rapid deployment of resources to respond to unexpected events, adoption of multi-channel resources, with a focus on self-help and call elimination, and using social media to listen, react and engage.

How Doing a Recall Right Can Boost Your Brand Image

By Stacey Tomasoni

Stop thinking of your recall as just a pain in the neck.

If you do practice good product recall management — with a solid strategy in place and enough resources —, a recall could be one of the best things that ever happened to your organisation.

Think I’m crazy? Put yourself in your customers’ shoes. If two companies recall a product, would you rather deal with one that sends you to seven different customer service representatives and keeps you on hold for 30 minutes – or one that immediately responds to your concerns in a professional manner?

Your customers are thinking the same thing about your brand. If you’ve been good to them until now, customers will appreciate you handling your recall with grace. The faster, friendlier and more forthcoming you are with information, the likelier they’ll be to stick with you after the recall storm has passed. Here are a few things to consider for effective product recall management that can boost your brand image.

Product recall management RISK 

Four factors can make your customers think highly of you during a recall: reassurance, immediacy, seamlessness and keenness, or RISK. Clients that have worked with Datacom on product recall management find demonstrating these qualities when engaging with customers results in fewer complaints. A few organisations have even received positive comments about their product recall management approach.

Practising reassurance as part of an effective product recall management strategy means letting your customers know two things as early as possible: how your recall affects them and what they need to do. The easiest way to start a panic about your recall is by keeping customers in the dark. Key in this piece of product recall management is immediacy, or reaching out to affected customers as soon as possible, so they know if they are or are not affected.

Seamlessness fits into how you structure customer relationship communications during product recall management. Don’t send customers to a slew of different phones numbers, web sites or service centres to get their questions answered and their recalled products fixed. Make it as easy as possible for customers to pre-qualify for your recall.

Keenness in product recall management is showing earnestness and diligence in your recall. Don’t have apathetic customer service representatives speaking to hysterical customers. Don’t fail to follow up with the customer. Take responsibility during product recall management and proactively engage your customer base.

Have a multi-channel strategy for product recall management

One of the ways to practice RISK during product recall management and potentially boost brand sentiment is by engaging with customers across channels — phone, email, SMS, chat and Twitter, for instance. Offering communication through these channels makes customers feel like you’re working for them. You’re interacting with them on their time, in their preferred communication method. Customers who can chat to a customer service representative after work while they’re scanning status updates on Facebook are less likely to find your recall disruptive to their time and nerves.

Making product recall management effective while preserving or boosting brand image is no small task. To cover all your bases, consider an outsourcer offering product recall services that can give you an extra hand. Product recall services offered through Datacom offer a centralised way to reach out to customers, manage recall progress and report on compliance. Our extra product recall services can mean the difference between a recall that costs you time, money and customer loyalty and one that not only makes current customers happy, but attracts prospective ones as well.

Stacey Tomasoni has worked with Datacom for four years in a number of critical executive roles across the business. Her current role as General Manager, Australia has seen her lead large-scale operations across multiple sites, driving a number of positive business outcomes for both Datacom and its clients.

Stacey specialises in a number of areas, including rapid deployment of resources to respond to unexpected events, adoption of multi-channel resources, with a focus on self-help and call elimination, and using social media to listen, react and engage.

Product Recalls: Just Another Reason to Monitor Your Online Image

By Stacey Tomasoni

Datacom General Manager Andrew Peel wrote back in May about the importance of social media monitoring for your brand — especially if you’re a business in Australia, home to the biggest users of social media in the entire world, according to Nielsen.

Knowing who’s saying what about your organisation online means you get to celebrate the praises and quickly address the complaints. It lets you track brand sentiment — is it going up or down? —, determine where you sit in terms of reach and engagement compared to industry competitors and cultivate a loyal online following of customers, prospects, employees, media members and brand evangelists.

Then there’s those (hopefully) once-in-a-blue-moon events requiring you to guard your online image especially well. These are disruptive, often crisis-response-level, events that could swiftly undo all the good work you’ve done to build your stock online and off. Among these events lies the dreaded product recall, something hundreds of Australian businesses faced last year.

Many businesses try to distance themselves as much as possible from a product recall. But by practising proactive product recall management and responding to conversations immediately, you can preserve your online presence during a recall. Social media monitoring holds the key to ensuring product recall management is successful.

Product recall management benefit No.1: You retain control

Bad or controversial news travels quickly. If you let the online community decide that your recall is scary, sinister or an indicator of poor quality assurance throughout your organisation, you’ll have an uphill battle from the start. Remember, the most disgruntled customers often have the loudest voices.

Tracking cyber chatter through advanced software that scans social sites for company and product mentions lets you find the conversations about your recall and respond to them immediately — before they spiral out of control. With the help of the social media monitoring service’s analytics team and your marketing department, you can identify which conversations to partake in and inject your own messaging — and the right information — to diffuse the fear and aggravation. Customers and the public will hear the non-dramatic version of the product recall situation and be able to then make a judgement based on balanced information. This will only help in your product recall management.

Product recall management benefit No.2: You steer people to the right information

Say, for instance, you find a customer affected by the recall who has no idea what to do. If you’re using social media monitoring, you can ease the individual’s fears and give him or her the information they need. The same can be said for unaffected customers, who may be taking to Twitter to ask anyone who will listen what they should do about their non-recalled product. If there’s a recall web site set up or a pre-qualification system in place to rule out non-affected customers, you can disseminate this information across social media as part of your product recall management strategy.

Product recall management benefit No.3: You take the conversation offline

If customers complain about your product recall online, knowing immediately when a negative comment goes up on Facebook or in a forum can help you quickly deescalate the issue. Often customers who get a quick response will remove the disparaging online comments themselves. You can then engage with the customers over the phone or through email and cut the chances that they’ll write additional complaints. That’s effective product recall management.

The same goes for journalists who might be nosing around about your recall. If you see journalists posting call-outs for recall-affected customers on Twitter, you can contact them to discuss the situation offline and possibly prevent it from being broadcast in the media. Through the social media monitoring services available with Datacom’s recall service, we were able to help one major company avoid any negative press during its recall and ensure proactive product recall management.

The bottom line for businesses: Having a social media monitoring plan in place for your brand before your product recall hits puts the ball in your court. Your organisation will be able to respond proactively, get the right message out to the right people and practice holistic product recall management. With all the hard work that goes into recalling a product, knowing that your brand is being looked after online gives your business a bit more breathing room.

Stacey Tomasoni has worked with Datacom for four years in a number of critical executive roles across the business. Her current role as General Manager, Australia has seen her lead large-scale operations across multiple sites, driving a number of positive business outcomes for both Datacom and its clients.

Stacey specialises in a number of areas, including rapid deployment of resources to respond to unexpected events, adoption of multi-channel resources, with a focus on self-help and call elimination, and using social media to listen, react and engage.