"Best Practice Recall Process"

nostrilshumorousInternet and Web Development

Nov 18, 2013 (3 years and 1 month ago)

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B O S C H U N D S I E M E N S H A U S G E R Ä T E G
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"Best Practice Recall Process"


Electrical Product Safety Conference



16 May 2013


Kevin Athow


Head of Legal Affairs

B O S C H U N D S I E M E N S H A U S G E R Ä T E G
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"Best Practice Recall Process"


“Real Life Example”


Background (1)


632,000+ dishwashers, branded Bosch, Siemens, Neff


88 different model numbers (230 different variants)


Manufactured between 1999
-
2005


Sold in the UK via a distribution network


Internal Quality Management/Control process identified that in very specific circumstances
some (not all) could cause a fire:


Time


Manner of consumer use


Electricity supply


Root cause: single solder point within a PCB


manufacturing process error

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"Best Practice Recall Process"


“Real Life Example”


Background (2)


632,000+ dishwashers, branded Bosch, Siemens, Neff


81 cases

of appliance failure since 1999


9 of those included fire to surrounding kitchen units


Internal Risk Assessment identified “low risk” using GPSC Risk Assessment criteria


November 2011


increased to 182 incidents (0.00029% of 632,000)


Decision made that even though “low risk” BSH would carry out a “repair action” (recall)

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"Best Practice Recall Process"



Communication (1)

Marketing (PR & Communication)



”Standard Practice”


Individual letters were drawn up in readiness for the launch. These included letters to:


The Retailer


Repair action statement


All employees letter


Parent Company notification


Key Account CEO notification


Social media


3
rd

party agency appointed to manage press coverage and social media monitoring.


Use of search engine optimization and marketing


Use of Social Media monitoring

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"Best Practice Recall Process"



Communication (2)


Websites:


www.repairaction.co.uk

(Non
-
branded micro site)

and pages on each brand website
(
www.siemens
-
home.co.uk

www.bosch
-
home.co.uk

www.neff.co.uk

)


all directed to online tool which will allow consumers to look up their particular model
and find out if they are affected.


If affected, consumer books an engineer visit (either by

calling the call centre or
booking online.


Google Advertising:


Advertising reach extended by use of Google
Adwords


(aka "Paid search advertising" "PPC
-

Pay Per Click" "SEM
-

Search Engine
Marketing“]


Full; list of relevant search terms prepared


Commenced 3rd July 2011 and still

ongoing


All traffic

directed to
www.repairaction.co.uk


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"Best Practice Recall Process"



Communication (3)


Social Media Monitoring:


3
rd

party agency

collated a mentions of “search terms” from
blogs, Twitter,
Facebook

and
many more social platforms.



Filtering: search algorithm ‘grabs’ data from the internet and filters for relevant output
based on specific keywords.


Response strategy:


Direct to consumer communication is best received when it comes directly from the
company itself


Clear guidelines and nominated people to respond to any posts / tweets / replies / direct


Escalation of issues to


establish any prior history with us;


any links to existing customer complaints, or


whether an employee has gone onto a forum promising a resolution.

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"Best Practice Recall Process"



Key Lessons (1)


Lessons Learned
(in no particular order)


Key strategic decisions on the solution:


Make them early in the process


Make them decisive


Make them clear (strategic
-
level decisions must be clearly communicated to operational

level personnel)



Don’t under
-
estimate the effect of a recall action


On morale


On operational staff


Consider “dedicated” team


Flexibility: understand the increased workload, esp. when day
-
to
-
day operations are to
continue

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"Best Practice Recall Process"


Key Lessons (2)


a ‘repair action’ or ‘recall’ is a perceived as negative event not generally viewed or recorded in
the same way that a positive business event is



The world of ‘Social Media’ is a new and strange place to many


Don’t underestimate the power and influence of forums and blogs etc.


Investment into social media (resources, time, funds) is crucial


Plan for the “worst
-
case scenario”


Be prepared to react quickly and decisively to “curve
-
balls”


Effective communication is key

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"Best Practice Recall Process"


Finally


A “successful” recall is all about:


Planning


Reacting and adapting the plan(s) according to circumstances



effective and on
-
time communication


Targeted to the audience


Utilizing New Media effectively to target consumers


Consumers



Getting the messages


Understanding the messages


And responding to the messages…