In the world of fast-moving consumer Goods (FMCG), product recalls are an inevitable challenge that brands must confront. Peter Gillett, CEO of Marketpoint Recall, provides insight.
It’s impossible to tell quite how many returns have happened in the first two months of 2025 but a scan of the news will tell you there have been many. Indeed, it was reported recently that in 2024, the United States experienced 3,232 product recalls across five key industries, marking the second-highest annual total in the past six years.
The key question is; what can brands do to be better prepared and mitigate the damage of a recall that is a case of when, rather than if?
A critical test of a brand’s trustworthiness
A recall isn’t merely a logistical hurdle; it’s a critical test of a brand’s trustworthiness and its relationship with consumers. The manner in which a company communicates during a recall can either erode customer trust or transform a potential crisis into an opportunity for strengthening loyalty. However, many brands falter in this area, offering ambiguous, corporate jargon-laden statements that fail to reassure consumers or talk in their language.
The very fact a recall needs to happen can often put a considerable dent in consumer confidence. It means that brands need to act quickly, clearly, effectively and be in a position to sprint out of the blocks when the recall happens. After all, a recall is never planned. It’s an instant call-to-action that has the element of surprise at its core. And, if handled badly, it can go wrong very quickly.
Contrasting recall messaging
The effectiveness of recall messaging significantly influences consumer trust and brand reputation. However, there is no doubt that consumer responses to recalls are heavily influenced by the brand’s communication strategy. This puts the customer service team in the eye of the storm.
Brands that offer vague or delayed responses often face public backlash, as consumers feel their safety is secondary to corporate interests. Conversely, brands that communicate openly and empathetically during recalls can actually enhance customer loyalty, as consumers appreciate the prioritisation of their well-being. Just look at the Dieselgate scandal which still reverberates in the industry, to see the opposite effect….
Five steps to be ‘recall ready’
Reacting to a recall is the perfect example to demonstrate the Boy Scouts motto to ‘be prepared’. No brand wants to deal with a recall and face the intense strain, pressure and distraction one causes. However, there are many ways in which the impact can be mitigated and everybody involved on the brand side can deal with one in a more controlled manner.
To start with, here are five steps business can take to be recall ready:
- Develop a recall plan: Establish a comprehensive recall strategy outlining procedures, responsibilities, and communication channels to be activated immediately when a recall is necessary.
- Assemble a recall team: Create a cross-functional team trained to handle recall situations, including members from quality assurance, legal, public relations, and customer service departments.
- Simulate recall scenarios: Conduct regular mock recalls to test the effectiveness of the recall plan and team readiness, allowing for the identification and rectification of potential weaknesses.
- Maintain accurate records: Have a CRM system with up-to-date records of consumer contact details to facilitate swift identification and communication during a recall.
- Establish Communication Protocols: Develop clear guidelines for internal and external communications, ensuring messages are consistent, transparent, and empathetic.
The crucial role of customer service
Customer service teams are the frontline responders during a product recall, playing a critical role in managing consumer concerns and protecting brand reputation. Especially in the ‘Social Media’ world we live in, the way they handle customer interactions can determine whether a recall strengthens or weakens customer trust.
To be effective, customer service teams must be equipped with comprehensive and up-to-date information about the recall. Representatives should have clear details on the nature of the issue, which products are affected, and what steps customers need to take to resolve their concerns. A well-informed team really does reassure customers that the company is in control and prioritising their safety.
Equally important is training in empathetic communication. When customers reach out during a recall, they may be frustrated, anxious, or even frightened. Customer service teams should be prepared to handle these emotions with sensitivity, demonstrating that the brand genuinely cares about their well-being. Simple yet reassuring language, active listening, and clear explanations can make a significant difference in how customers perceive the recall process.
Additionally, brands must ensure that customer service is accessible across multiple communication channels. Whether through phone, email, social media, or live chat, customers should have an easy and convenient way to seek assistance. A slow or unresponsive service can exacerbate frustration and fuel negative sentiment, whereas a quick and proactive response can turn a potentially damaging situation into a trust-building opportunity.
Ultimately, customer service is not just a support function during a recall—it is a strategic asset. When handled correctly, recall management can reinforce a brand’s commitment to consumer safety and strengthen customer relationships.
Navigate recall crises effectively
Product recalls, while challenging, offer brands an opportunity to demonstrate their commitment to consumer safety and reinforce trust.
By being ‘recall ready’ – through meticulous preparation, transparent communication, and empathetic customer service – brands can navigate these crises effectively. In doing so, they not only mitigate potential reputational and financial damage, but also transform adversity into an avenue for building enduring customer loyalty.
About the Author
Peter Gillett is the CEO of Marketpoint Recall.
