4 STEP
Once the appropriate parties have been notified, manufacturers need to be ready to handle responses. The two main avenues of response in the toy industry are requests for information and product returns. Is the organization ready to field the amount of inbound calls that will likely occur? Is there enough staff to process incoming documents and products? Where will the recalled product go? The surge of inbound products and communications often overwhelms organizations that have not planned for it ahead of time. Asking these questions before a recall occurs allows an organization to formulate a contingency plan that will ensure they are able to handle the surge. This may mean reallocating staff to help with the additional communications or it could mean having an external partner at the ready to help. In either case, it will ensure that the recall process doesn’t come to a screeching halt during this step. Response management also entails direct communication with suppliers or end customers so any mistakes or shortcomings cannot escalate quickly. If the organization is ready and this process goes smoothly, the organization can instantly start to rebuild customer trust.
5 STEP
Once the affected parties have been notified and the products start streaming back in, it’s time for product processing. Again, there needs to be a system in place to ensure all of the products are documented in a way that up-to-date information is readily available on the status of the recall. Requirements for disclosure of this data will vary with different governing bodies, so it’s important to know what these requirements are ahead of time to ensure they are met. If related product is still on store shelves, this can also be a
good time to carry out on-site effectiveness checks to ensure that none of the recalled product is still making its way into the hands of consumers.
6 STEP
Once the product has made it to the processing location, it’s time for remedy management. Speed and efficiency are crucial to this process as consumers tend to be very impatient. Reimbursements or replacement products must be delivered in a timely fashion, meaning communication between product processing and remedy management is a key driver for success. Once the affected product is in, the resolution needs to be imminent, especially in a world where the consumer has such a powerful voice. If they are made to wait too long, organizations can quickly find themselves consumed by issues on social media that can spread to news outlets and other channels of communication. At this point, call center effectiveness checks are also a good idea.
7 STEP
The final step in the recall process is resolution management, where all of the loose ends are tied up: • Logistics for destruction or storage are finalized and carried out • Documentation that has happened along the way is stored safely and made readily available • All of the appropriate materials and data are communicated to any regulatory agencies involved The importance of preparation cannot be stressed enough. It is often the difference between lingering brand damage and a mere speed bump on the road to success. It seems like a daunting process to prepare for something that might never happen. Third-party consultants can be a great resource to help ease that burden and provide peace of mind that an organization is well prepared for any recall situation that might arise. But regardless of how prepared an organization is, following these steps will help to move past the recall as quickly and efficiently as possible. ■
As the vice president of recalls for Stericycle, Mike Rozembajgier has managed thousands of recalls across a wide variety of industries including pharmaceuticals, medical devices, consumer products, and food and beverage. From recall planning and regulatory reporting to supply chain logistics strategies and business partner relationships, Mike has led the implementation and delivery of recall solutions for hundreds of companies.
56 • THE TOY BOOK
DECEMBER/JANUARY 2015