Your guide to a safe, effective,
compliant product recall
Recall Management:
Survival of the Fittest
Background
Background
Surviving
Surviving
night
a night
stranded
stranded
the
in the
wild
wild
is is
Surviving
aa night
stranded
ininthe
Canadian
hard;
hard;
surviving
surviving
a recall
asurviving
recall
may
may
be
harder.
harder.
wilderness
is hard;
aberecall
may be
Top
Top
5 Tips
5 Tips
to to
Survive
Survive
a Recall
a Recall
Just
Just
as as
many
many
outdoor
enthusiasts
enthusiasts
dodo
harder.
Just
asoutdoor
many
outdoor
enthusiasts
notnot
know
know
necessary
necessary
survival
survival
skills,
skills,
many
many
do
not
know
necessary
survival
skills,
many
1. Understand
1. Understand
thethe
Environment
Environment
businesses
businesses
lack
lack
thethe
proper
proper
understanding
understanding
Canadian
companies
lack
the
proper
2. Identify
2. Identify
Strengths
Strengths
& Weaknesses
& Weaknesses
of of
recall
recall
protocol
protocol
and
and
strategy.
strategy.
understanding
of recall
protocol
and strategy.
3. Build
3. Build
a Backup
a Backup
Plan
Plan
Too often brands are caught off guard by adverse
TooToo
often,
often,
brands
brands
areare
caught
caught
off off
guard
guard
by adverse
by adverse
events and are forced to hastily take corrective
events
events
andand
areare
forced
forced
to hastily
to hastily
take
take
corrective
corrective
ac- acaction,
opening
the
door
for
greater
hazards
than
tion,
tion,
opening
opening
thethe
door
door
for for
greater
greater
hazards
hazards
than
than
a a
a
lacklustre
bottom
line.
lackluster
lackluster
bottom
bottom
line.
line.
4. Train
4. Train
forfor
thethe
Terrain
Terrain
5. Learn
5. Learn
thethe
Warning
Warning
Signs
Signs
Most
would
prefer
to avoid
avoid
them
entirely,
but
crises
Most
Most
would
would
prefer
prefer
to
to
avoid
them
them
entirely,
entirely,
but
but
crises
crises
stillstill
happen.
Preparation
isisvital,
and
never
toolate
still
happen.
happen.
Preparation
Preparation
is vital,
vital,
and
and
it isit
itnever
is never
tootoo
late
late
toosoon
soon
gain
knowledge
and
expertise.
or too
orortoo
soon
to gain
toto
gain
knowledge
knowledge
andand
expertise.
expertise.
Listed
Listed
below
below
areare
fiveare
five
topfive
top
tipstips
every
every
brand
can
can
implement
implement
to to
Listed
below
top
tipsbrand
every
brand
can
ensure
ensure
they
they
not
only
only
survive
survive
recall,
a only
recall,
but
but
come
come
outout
implement
tonot
ensure
that
theyanot
survive
a recall
on
on
top
top
of
an
of
unfortunate
an
unfortunate
situation.
situation.
but come out on top of an unfortunate situation.
RecallRecall
Management:
Management:
Survival
Survival
of the
ofFittest
the Fittest
2
2
Recall Survival Tips
1. Understand the Environment
Much
like campers
camperswould
wouldcheck
checkthe
theweather
weatherforecast
Much like
forecast
or determine
the best
hiking
trails
before
or determine
the best hiking
trails
before
leaving
on
leaving on a weekend trip, companies should be
a weekend trip, companies should be aware of the
aware of the factors that influence their products.
factors that influence their products. From industry
From industry standards to federal and provincial
standards to regulatory oversight, nearly every prodregulatory oversight, nearly every product is
uct
is subject
to a range
of established
Failure
subject
to a range
of established
rules. rules.
Failure
to
to
identify
and
abide
by
these
expectations
can
lead
identify and abide by these expectations can lead
to
a recall
recall scenario,
scenario, irreparable
irreparable brand
brand damage
damage,and
and
to a
significant
revenue
loss.
significant revenue loss.
Recall Management: Survival of the Fittest
Furthermore,
Furthermore, comprehensively
comprehensively understanding
understanding each
a
product’s
overall
purpose,
each
stage of
its and
stage of a product’s lifecycle, consumer
habits,
lifecycle and consumer habits are imperative to
overall purpose is imperative to maintaining compliant
maintaining compliant business practices and
business practices and best protecting consumers. Fully
protecting consumers. Fully understanding these
understanding these qualities will help stakeholders
qualities will help stakeholders potentially avoid
react
should
worst
case scenario
strike,
anda potena recall
in thea first
place—and
react
should
tially
avoid
one
in
the
first
place.
worst-case scenario strike.
3
Recall Survival Tips
2. Identify Strengths & Weaknesses
Not every
every outdoor
outdoorenthusiast
enthusiastisisaaskilled
skilledrock
rock
climber;
climber;
some
only
excel
at
kayaking
or
fishing.
some only excel at kayaking or fishing. The same is
The
is true ofCapabilities
businesses.differ
Capabilities
true same
of businesses.
widely from one
differ
widely
from
one
company
to
the
company to the next. While evaluatingnext.
a product’s
While
evaluating a product’s
recall
environment,
recall environment,
companies
must
also turn their
companies must also turn their attention inward
attention inward and realistically assess their capacity.
and realistically assess their capacity.
Recalls test each area of operations. Call centers
Recalls test each area of operations. Call centres
can be unexpectedly overwhelmed with concerned
can be unexpectedly overwhelmed with concerned
Recall Management: Survival of the Fittest
callers,
with
returned
callers, distribution
distributioncentres
centerscan
canbloat
bloat
with
returned
products,
and
key
team
members
can
be
put
under
products, and key team members can be put
under
more
pressure
than
ever
to
maintain
regular
business
more pressure than ever to maintain regular business
operations—all
recall.
operations – allwhile
whilealso
alsomanaging
managinga a
recall.
Proactively
determining where
where strengths
strengths and
and weakProactively determining
weaknesses lie before a crisis occurs will help
nesses lie before a crisis ever occurs will help business
business leaders plan to circumvent potential
leaders plan to circumvent potential fallout.
problems.
4
Recall Survival Tips
3. Build a Backup Plan
who take
take on
on too
too much
much
Timing is everything. Hikers who
of a long-distance
long distance trail
trail at
atone
onetime
timeface
faceinjury
injury and
and
exhaustion,
so they
pace themselves
exhaustion,
so they
must must
pace themselves
in order to
to
accomplish
their
goal.
same
is true
of
accomplish
their
endend
goal.
TheThe
same
is true
of recalls.
recalls.
When
recalls
are
handled
internally,
a
great
When recalls are handled internally, a great deal of
deal
of attention
be dedicated
to managing
attention
must be must
dedicated
to managing
the various
the
various
processes,
leaving
little
time
for
key to
processes, leaving little time for key stakeholders
stakeholders
to
work
toward
recovery.
And
many
work toward recovery. And many would agree: it’s
would agree: it’s impossible to do it all.
impossible to do it all.
Recall Management: Survival of the Fittest
the case
caseof
ofaarecall,
recall,outside
outside
assistance
is often
In the
assistance
is often
necessary. An
Anacute
acuteunderstanding
understandingofofcapabilities
internal will
capabilities
will help
companies
where
help companies
identify
where identify
additional
support
additional
is does
required.
Not a
only
does using
is required.support
Not only
utilizing
third-party
for
a
third
party
as
a
bilingual
contact
centre
or
for
contact center or product retrieval services alleviate
product
alleviate
some
of the
some of retrieval
the stressservices
of a recall,
it helps
ensure
regulastress
of
a
recall,
it
also
helps
ensure
regulatory
tory reporting compliance.
reporting compliance.
5
Recall Survival Tips
4. Train for the Terrain
Just like aa family
familywould
wouldpractice
practicesetting
settingup
uptheir
theirtent
prior
to a night
out inout
thein
wild,
must pretent prior
to a night
the companies
wild, companies
mustto
prepare
toweather
not onlya weather
recall
but it sucpare
not only
recall, butato
execute
to
execute
it
successfully.
A
product’s
recall
plan
cessfully. A product’s recall plan should be developed
should it
beever
developed
it everand
reaches
the
before
reachesbefore
the market,
should
detail
market
and
should
detail
the
regulations
and
the regulations and processes involved. Not only will
processes
involved.
Notrelieve
only will
havingstress
a plan
in
having a plan
in place
needless
should
place
relieve
needless
stress
should
a
recall
occur,
it
a recall occur, it best ensures compliant practices and
fully
ensures
practices
and avoidance of
avoidance
of compliant
unnecessary
missteps.
unnecessary missteps.
Recall Management: Survival of the Fittest
Once the
developed,
companiescompanies
should routinely
plan is developed,
should test
their
plan.test
Ensure
everyone
who would
participate
routinely
it. Ensure
everyone
who would
participate
an actual
recall is
inscenario.
the
in
an actualinrecall
is included
inincluded
the mock
mock
scenario.
Because
internal
structure
and
Because internal structure and external partnerships
external
time,
shift
andpartnerships
evolve over shift
time,and
thisevolve
testingover
should
take
this
testing
should
take
place
every
12
to
18
place every 12 to 18 months. Throughout the testing
months.
Throughout
the testing
process,
gaps and
process, gaps
and potential
pitfalls
in its procedures
potential
pitfalls
in
its
procedures
should
should quickly become apparent, givingquickly
all those
become
giving all
those
involved
the and
involvedapparent,
time to address
recall
problem
areas
time to address recall problem areas and make
make adjustments before a crisis occurs.
adjustments before a crisis occurs.
6
Recall Survival Tips
5. Learn the Warning Signs
Many adventurers
Many
adventurers and
and recall
recallexperts
expertswould
wouldagree:
agree,
survival
often
comes
down
to
avoiding
danger
survival often comes down to avoiding danger ininthe
the
place.
Companies
step
to
firstfirst
place.
Companies
that that
take take
everyevery
step to
defend
defend
themselves
from
potentially
hazardous
themselves from potentially hazardous situations are
situations are those best poised to mitigate
those best poised to mitigate product risks, protect
product risks, protect the public and safeguard
the public, and safeguard their bottom line. It also
their bottom line. It also preserves brand value and
preserves brand value and potentially increases busipotentially increases business as other companies
ness
as other
companies experience recalls.
experience
recalls.
Recall Management: Survival of the Fittest
Though it’s
it’s impossible
impossible to
to entirely
entirely negate
negate the
the risk
risk of
Though
of
recall,
companies
that
practice
strict
compliance
recall, companies that practice strict compliance with
with
regulatory
guidance
are in
the best
regulatory
guidance
can best
reduce
theposition
chance of
to
reduce
the
chance
of
a
recall
crisis.
From
experiencing a crisis. From a company’s CEOato staff
company’s CEO to each staff member, constant
members, constant adherence to established rules
adherence to established rules and standards
and standards lessens the risk of something going
lessens the risk of something going wrong in the
wrong in the first place.
first place.
7
Mapping Out a Strategy
No matter
or
No
matterthe
thesize
sizeofofa company
a company
thethe
popularity
of itsofproducts,
recalls
or
popularity
its products,
are a very
veryreal,
commonplace
risk.
recalls
arereal,
a very
very
Because a recall canrisk.
happen at any time, every
commonplace
CRITICAL SUCCESS FACTORS
business should have a strategy in place that
It
is for
everyshould
business
should
have
lays
outthis
the reason
action plan
a crisis
occur.
aInstrategy
in every
place business
that lays must
out the
action
addition,
ensure
itsplan
should
a
crisis
occur.
In
addition,
every
business
employees are well versed in this recall
must
ensure
employees
are well-versed
in this
protocol
andits
fully
comprehend
the role they
recall
protocol
and
fully
comprehend
the
play in mitigating the potential for disaster. role
they play in mitigating the potential for disaster.
Despite best efforts, however, mistakes
Despite best efforts, however, mistakes do hapdo happen. And the odds are that a recall
pen. And odds are a recall will eventually occur.
will eventually occur. When it strikes, the
When it strikes, the preparation and training
preparation and training executed now will
executed now will help alleviate the need for
help alleviate
the need fordecision
hurried, making
stress- and
hurried,
stress-influenced
influenced
decision-making
and
needless
needless
errors
– paving the
way
for not only
errors—paving
the
way
for
not
only
recall
recall survival, but recall success.
survival but recall success.
Prepare for the inevitability of
a recall
Train employees for their recall
managment roles
Have a recall plan in place
Consult a recall expert
To learn how Stericycle can help you
prepare for and weather a recall event,
visit stericycle.ca/recallsurvival.
stericycleexpertsolutions.com
• 1.888.732.3901
stericycle.ca/recallsurvival
• 1.877.474.3778• •[email protected]
[email protected]
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