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Dell should listen - product recalls can be good
August 16, 2006 | Financial Times | NIRMALYA KUMAR and NADER TAVASSOLI

* Companies need to realise that such crises are about more than simply minimising legal liabilities. The challenge is not to allow a product recall to threaten the entire brand or company.
* Understandably, companies may feel threatened by a deluge of press inquiries, but speed and clarity of response is essential. The media may be converted into an ally, and internally it is vital to maintain staff morale. (JCK: the platform can help here).
* This team's priority should be immediately to assess the source and potential impact of the crisis. Who was hurt? Does it require free servicing, partial recall or total recall? Of course, preparation helps.
* The brand also needs to consider how to get back on its feet.
* A product failure is a moment of truth. A poorly managed response can unmask a brand promise as a hollow boast.
ProQuest  crisis  crisis_management  crisis_response  brands  branding  brand_purpose  Dell  failure  moments_of_truth  preparation  product_recalls  threats  turnarounds 
june 2012 by jerryking
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