Navigator Customer Management, the relationship marketing agency, is launching its new service, ‘Total Recall’, designed to assist businesses in the event of recalling of a product on the grounds of health and safety. ‘Total Recall’ offers rapid set up of independent, fully briefed support lines, dealing with both inbound and outbound customer queries. Navigator Customer Management primarily deals with response handling in the first instance of product recall, with ongoing communications and re-engagement with customers also part of the integrated service.

Fully trained contact centre agents form the first point of contact for managing urgent customer and support staff questions, tracking enquiries, speaking to the press and handling feedback from web announcements. A telephone hotline is created to capture, manage and qualify enquiries, a database complied with this information and a dedicated team provided to handle the campaign end-to-end, from all touchpoints.

In May 2007, Navigator Customer Management assisted Dairy Crest during their product recall of Clover spread. Angela Jones, Group Quality Services Manager says, “Navigator provided over 20 agents dedicated to the campaign 7 days a week at very short notice. At peak they were handling over 4 thousand calls a day. Consumers were complimentary about the way their calls were dealt with, and we received praise from the Food Standards Agency for the efficiency with which the recall was managed, showing due care to our customers”.

Rob Denton, Managing Director, Navigator Customer Management comments, “With more FMCG companies finding themselves in situations of recalling products and having to manage the inevitable escalation in public concern, ‘Total Recall’ provides an immediate and ongoing solution to the situation, keeping the brand on constant ‘amber’ ready to spring into action at a moments notice. Customer loyalty is now even harder to capture and retain, businesses need to take every precaution and have to hand the necessary resources to ensure attention to detail in the event of a public enquiry”.