Putting customers first in product recalls

Carolyn Rostetter and Dan Chamberlain,

Additional contributions to this article from Toni Sullivan, Partner Marketing at Capgemini, and Steven P. Silver, Vice President, Global Industry Market Leader – Manufacturing, Automotive, and High Tech at Pega.

Product recalls are a growing problem, and it’s not just high-profile automotive examples making the headlines.

There are plenty of other examples across the manufacturing industry, including high tech, consumer products, and medical devices. The best-case scenario is to design quality into the product upfront to prevent a recall from ever happening. However, at some point, a company may face a recall despite the best planning, design, engineering, sourcing, and production processes.

Customers expect a great buying experience from every brand and the same should apply to recalls. Companies need to be prepared for the worst-case scenario with an existing plan to manage the right outreach to all stakeholders. For example, government agencies, such as the U.S. Consumer Product Safety Commission, European Commission, and U.S. Food & Drug Administration, are increasingly involved in issuing recalls, fines, and civil penalties when consumer safety is at risk.

When it happens, a customer-centric approach is key to handling a recall problem.

Manufacturers not only need to address the issue that caused the recall but be ready to engage with all of the necessary stakeholders. The traditional outreach or one-size-fits-all approach is no longer effective. Today’s customers expect a more effective, complete process from proactive notifications across channels to the repair, replacement, or ultimate disposition of the product. Emails and spreadsheets don’t cut it. To manage the complexity from end to end you need an enterprise-wide, scalable, and flexible solution tied to a closed-loop process and data analytics that drives continuous improvement and organizational learning.

Capgemini has developed a blueprint for the manufacturing industry. The blueprint covers research and purchase through the post-purchase service experience. As discussed in our first blog, product recalls are a reality for every OEM. How those recalls are managed dramatically impacts the customer experience.

Pega and Capgemini have developed a technology solution to improve the way manufacturers manage recalls, leading to improved customer experience and brand perception.

The solution works to centralize typically disparate and isolated data and systems to provide actionable insights into your supply chain, recall processes, and customer satisfaction strategies.

The challenge lies in quickly handling recall procedures while maintaining the highest degree of customer satisfaction. When existing processes don’t meet ever-increasing stakeholder expectations and don’t handle the disconnects across your business, suppliers, and customers, a recall can transform into a massive issue.

How do Capgemini and Pega solve this?

  • Automatic campaign creation and set-up
  • Data centralization to provide a true 360-degree customer view
  • Integration with dealer, distributor, supplier, and customer portals
  • Social listening, customer sentiment analysis, and workflow optimization
  • Capabilities to simultaneously launch a targeted campaign for customers, dealers/distributors, and internal stakeholders
  • Comprehensive audit logs, analytics, and dashboards
  • Regulatory, legal, and compliance tracking and reporting

A campaign means a data-driven outreach program to inform customers about the recalled product. It sounds simple but requires two crucial elements. First, a clear understanding of gaps and problem areas with recall processes. Second, targeted solutions and communications to address the recall need to be built. Both require a connection to relevant systems of record and disparate data sources.

Ideally, the campaign is a 100% self-service solution for business users that allows them to control the recall experience and utilize the data they need, such as serial numbers and product owner information. Throughout the campaign, OEMs and its customers will be able to ensure compliance with all recalls. They will also have information to drive best practices and optimize any future recall campaigns.

Capgemini and Pega understand the importance of recalls to the customer experience and have partnered to deliver a solution specifically geared towards manufacturing.

Learn more:

Learn more about how Pega and Capgemini can help you respond to your recall problems, build a better customer experience, and increase brand loyalty.

  • Read how one global automaker optimized customer safety with Pega Recall™.
  • Learn how Capgemini partners with Pega to manage recall processes and increase customer satisfaction.
  • Download the data sheet for details on the methodology behind Capgemini’s and Pega’s recall solutions.

Tags

  • Industry: Manufacturing
  • Topic: Customer Experience
  • Challenge: Customer Service
  • Product Area: Operations

About the Author

Carolyn Rostetter, senior director and industry principal for Pega’s Global Manufacturing and High-Tech markets, helps clients increase productivity, streamline operations, and provide outstanding customer experiences through digital transformation.

Dan Chamberlain: In his role as Capgemini’s Marketing Leader for Manufacturing, Automotive, and Life Sciences, North America, Dan Chamberlain builds partnerships and drives organizational effectiveness to help clients achieve their digital transformation goals.