Good point made by "GMO" above about a mock recall being more than a traceability exercise.
Many companies conduct a "mock recall" but they are actually just a traceability exercise. Traceability is a really important part of a recall procedure and many companies struggle with it so not trying to downplay its importance, but generally speaking incidents and recalls escalate into a brand crisis because the company does not engage well with key stakeholders - customer, consumers, regulators, media, shareholders. Social media means a broad range of people will find out about and comment on a recall but the focus of attention will not be the incident itself but how the company is managing it.
If you are going to conduct a "mock recall" you really need to include both an exercise of your internal procedures and engaging externally. This can generally be done by role-playing some key stakeholders, but some of my more advanced clients do actually involve their customers and in a couple of cases even regulators in the mock recall so they can practice that critical aspect of stakeholder engagement.
When we do simulations, we always include role playing of key stakeholders and this is the area that companies always struggle with, not the internal technical part of a recall or the actual logistics part. However this type of simulation will better prepare you for a real incident and prevent escalation into a brand crisis. Make sure you also dummy up some social media posts and develop a strategy for responding as part of your communication plan!
If anyone is interested, I have a two page "cheat sheet" - "10 quick tips for realistic recall simulations", that I am happy to email to you. Just email me at xxxx
Edited by Charles.C, 29 November 2017 - 08:34 AM.
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