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UK: Silence is far from golden

The Business Continuity Institute: Farzad Henareh explains how an effectively managed product recall event can serve to enhance brand loyalty, but preparation and constant communication are key.

In the past, companies have been reluctant to enter the recall process, worried that their brand will suffer by being associated with a problem. In fact, the opposite is now true, and if a recall is handled efficiently and quickly customers will understand the situation and may even be impressed by the quality of customer service. We carried out a survey with YouGov last year amongst 2,000 Great British adults which illustrated this point. Of the total, 69% agreed that companies who plan a product recall carefully and take action before they are forced to do so by law are considered smart. Two thirds agreed that a product recall showed that the company valued quality.

Read the full article at The Business Continuity Institute