Crisis handling and Recall management
A leading baking ingredient brand unexpectedly encountered a problem with several batches of products that had hard consistency which rendered it difficult for baking and mixing with ease that the brand is known and love for by home cooks and professional bakers. Their inhouse small team were inundated with contacts from consumers and restaurants and bakers and the team were soon overwhelmed. Recommended by an industry contact they approached us for a quick overnight backup solution to help with the surge.
Parade Solution
We quickly deployed our food & drink support customer care team to handle calls, email and web contacts. Using our ready to use CRM software for contact logging and reporting daily we were able to quickly control the comms and data flow. Our social response team replied to feedback quickly and managed to deal with complaints off social discretely such that often customers whose complaints were resolved posted about their positive experience and love for the brand on social which helped the overall sentiment.
Shared and unified response helped keep control of the narrative in the market and input by our comms team helped refine statements and make them customer friendly.
Our team would uplift the affected products and send out replacements and vouchers as a thoughtful gesture. Serious complaints were handled carefully under brand supervision and sent special hampers. Retailer generated complaints were accurately logged and actioned to minimise damage and charges.
Daily reporting helped the production and quality team monitor the situation carefully and report to the brand exec board.
Outcome Of Parade Service
Parade team’s tireless efforts and controlled efficient systems and processes enabled the situation to be brought under control where consumer communications, product uplift and replacement including gestures were efficiently applied. Escalations were handled carefully under brand guidance and extensive data and trend reports were supplied to senior management to make informed choice about recalling the rest of the batches and correcting the supply and manufacturing issue.
The brand was pleased that Parade’s empathetic and systemised handling ensured consumer satisfaction and advocacy for the brand.
Follow ups were organised and positive stories and shares on social media turned the attention to the goodness of the products.
Such was the turnaround that the brand decided to appoint us for providing customer care and data reporting, which we are proud of continuing to do for the last 4 years.
It is useful to note that all brands using our services such as customer care and reporting or social media monitoring can avail our crisis handling and overflow support.