Product recall. The two words that make any entrepreneur nervous. Regardless of the product you make, sell or distribute, your strategic planning should include product recall strategy. With a focus on consumer safety, a well-handled recall can earn your company kudos and protect your brands.

A growing number of companies provide consumer products recall logistics. These firms specialize in how to handle product recalls, from contacting the Consumer Product Safety Commission to managing the return flow of products. For some, their product recall services start when the product is packaged. Most have software that allows you to quickly trace everything that goes into the product and then track shipments. Because a recall system is so important, most businesses conduct mock recalls.

To assure your product and brand integrity with product recall solutions, take the following steps:

1. Find companies that provide product recall management.

2. Evaluate each firm's product recall process.

3. Choose a product recall system.

Action Steps
The best contacts and resources to help you get it done

Search the Internet for companies specializing in product recall logistics

For many companies that focus on logistics, product recall management is a key service. Many businesses call their service 'reverse logistics.' Also note that depending on the complexity of the project, product recall quotes can very greatly.

I recommend: Stericycle offers a range of product recall services, including pre-recall consulting and tracking software. Services are customized by product category, such as medical devices and pharmaceuticals. At Newgistics the return process is called intelligent returns management. At the heart of their product recall program is the SmartLabel tracking system.

Assess product recall solutions on specific criteria

Product recall logistics vary from provider to provider. Some groups manage the entire project; others only handle certain aspects. To help you evaluate potential product recall solutions, ask some firms to manage mock recalls.

I recommend: Carolina Logistics Services is a full-service provider of product recall logistics, including mock recalls and pre-product consultations. RQA offers strategic planning as well as complete recall management. They specialize in automotive recall procedures.

Select product recall services

Perhaps the most important aspect of a successful recall is customer communications. This entails getting the word out and answering questions that arise, including return and refund policies.

I recommend: Answer Net's product recall process focuses on communications services. They provide complete phone and Internet support, including trained personnel. The folks at ReTurn track and collect recalled items and provide storage and reshipment.

Tips & Tactics

Helpful advice for making the most of this Guide

• •  Make sure you are familiar with the Consumer Product Safety Commission's product safety standards and voluntary standards activities. Also review the recall checklist created by the commission's Office of Compliance to help manufacturers conduct an effective and comprehensive product safety. You can find complete information at http://www.cpsc.gov/cgi-bin/regs.aspx.