Samsung Galaxy Note 7….a crackingly brilliant crisis response or are they a bit burnt out?

If you haven’t heard about Samsung’s recent crisis, I’ll be surprised. Samsung recently recalled and stopped production of their new Galaxy Note 7 smartphone less than two months after they launched it. This smartphone was due to be their flagship device until reports came in that 35 of them had set on fire. Before they knew it, Samsung had a global crisis on their hands. But how did they respond & did they fall victim to the crisis response trap? Samsung chose to respond to this crisis by initiating a global recall of all devices. Only 35 of the Note 7 devices sold were reported to have faulty batteries leading them to catch fire. This 35 is out of 1 million sold worldwide. Samsung could have chosen to attempt a ‘damage control’ approach and recall the devices in those particular areas or countries. However, the organisation chose to recall all the devices that they have sold across the globe. A recall of this scale proves to us, the consumer that the brand accepts the seriousness of the problem. The fairly quick decision also showed to us that Samsung wanted the problem to be addressed quickly. The organisation issued statements, some criticised for being dull and boring, but you have to give it to them, they have been transparent. Other statements have included details on how to return devices and apologising to consumers whilst reassuring them over safety concerns. No organisation is going to escape a crisis without some damage to their reputation.…

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