Product safety recalls are a real business issue. More than half of the consumers (55 percent) indicate that, if a brand they usually purchase is involved with a recall or safety concern issue, they will at least temporarily switch to another brand, and 15 percent will permanently switch to another brand, according to a 2007 Harris Interactive poll of 2,563 adults.

Customers have good memories. They will remember how they were treated long after they have forgotten about the recall. Here are three strategies for satisfying customers in the wake of a product safety recall:

1. Plan for product safety recalls before they happen.
   Crisis planning is paramount when it comes to product safety recalls. A company may not be able to predict and prevent a product safety issue, but one thing is certain - when consumers are concerned about product safety, the phones begin to ring. In fact, a product safety recall can result in 100,000 or more calls per day.
   
   "It's critically important to answer the phone. The worst thing you can do during a product safety recall is to not answer the consumers calls and put them on hold for an extended period of time," said Dick Miller, product safety recall consultant. Dick retired from GE Appliances, where he served as the general manager of quality. "Doing things right upfront helps."
   
   It's important to plan ahead, account for the unknown, and have a response plan in place. For example, you know the phones are going to ring and, therefore, recognize you will need to add contact center staff to accommodate the influx of calls. One way to plan for this crisis is to identify a partner that can provide you access to, literally, thousands of agents.
   
   It's also important to plan for the unexpected. For example, you may be recalling a microwave because a faulty wire can cause it to start on fire. With this in mind, you estimate and plan for an influx of about 7,000 calls a day. Now, assume Good Morning America runs a segment that tells consumers about the microwave; your 7,000 calls a day just became 70,000 calls a day.
   
   
2. Forecast quantity and timing of customer inquiries.
   Forecasting is critical because companies need to predict call volumes, estimate when those calls will be received, and determine what the incoming calls will look like so they can address those needs with the appropriate mix of technology and the right number of live agents.
   
   "When you get 100,000 calls the first day the recall is announced, 75 percent of the people calling will not be affected by the product safety issue," said Miller. "During the first three minutes of customer engagement, you need to be able to determine whether or not that customer is impacted by the recall, reassure him and provide him with appropriate information."
   
   Forecasting is essential to success. However, realize you're always going to be wrong, or at least a little off in your predictions. In some cases, you'll be way off.
   
   Think back to the Good Morning America example. Consumers watching the morning show may not catch the specific model number being recalled, so tens of thousands of microwave owners will call and ask if their particular microwave is being recalled. This single news story could cause call volumes to spike dramatically and the only way to plan for this type of volume increase is to incorporate the right technology to determine the affected user. You also need to have 100-200 percent more agents "on deck" so you can expand your workforce.
   
   
3. Maximize technology to create a positive and efficient customer experience.
   Companies that leverage technology will be able to more effectively handle the huge burst of calls that come with product safety recalls. Companies should embrace Web plus Interactive Voice Response (IVR). IVR enables companies to help customers quickly determine whether or not they are impacted by the recall. If the caller is not affected, the IVR system can automatically inform them that they are not affected, thank them for the call, and take the next call, it's that simple.
   
   If the customer is affected, the IVR system presents the caller with a self-service option for obtaining a voucher for a new product, getting a replacement part sent, or to schedule service. For a more personalized touch, IVR systems can respond to callers with pre-recorded audio that directs callers on how to proceed. Of course, at any time the caller chooses, he can opt to speak with a live agent.

Chris Paul, director of sales, is responsible for new business strategy and sales solutions for West Corporation. With domestic and international sales experience, Chris has been a key player in growing West Corporation representing all Service solutions with the Communication Services portfolio including Hosted Contact Center Technology, Dedicated Customer Care Onshore, Off-shore and Work at Home, Business to Business Inside Sales Solutions and Receivables Management. Working with his partners in driving profitable sales and improving market share growth, Chris' expertise lies in the enterprise business market, financial services, retail, consumer products and Product Recall market. Chris has been with West for more than 12 years. For more information, please visit www.west.com.