Learn how to avoid the bad publicity of a product recall
Ikea has recently issued a recall on PATRULL nightlights in both the United States and Canada.
Specifically, 442,000 nightlights have been recalled after a product defect complaint was issued in Europe. A child in Austria received an electric shock and minor wounds after the nightlight’s plastic cover detached while the child was trying to take the light out of its socket.
“The nightlight’s plastic covering can detach and expose electrical components, posing an electrical shock hazard,” Health Canada said on its website.
While 359,000 units have been sold in the United States and 83,000 in Canada since the product first became available in 2013, there haven’t been any other complaints made regarding the nightlight.
Originally reported by our sister brand Business Review Canada, though highly undesirable, product recalls do happen. Therefore, to help businesses deal with this type of bad publicity, we’ve put together a few tips to get ahead of the issue—if or when it occurs.
Alert the public
As soon as you become aware of the fact that a product is a threat to public safety, you should make an announcement. Don’t simply confirm that there’s an issue, but admit that something is wrong. The sooner you do this, the better.
Don’t place blame
If the damage is already done, then take responsibility for what’s happened. If you want to minimize public backlash as much as possible, then be proactive and transparent. Honesty really can promote forgiveness amongst customers.
Involve your employees
Be honest with your employees; each worker needs to fully understand exactly what is happening. One of the worst things you can do is to try and control damage by restricting the flow of information internally. Specifically, each member of the team needs to know how to represent the situation accurately and appropriately to anyone who may ask.
If you’re planning on waiting for bureaucratic government agencies to get involved—don’t. During this process, regulatory agencies can often delay how much time passes before product consumers and distributors are notified. These delays can lead to worst-case scenarios, like more injuries or even death.
Above all else, remember one thing: the safety of your customers should be your number one priority.
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How AWS helps NASCAR delight its fans
AWS needs no introduction to readers of Technology Magazine but we rarely get an opportunity to look closely at how it serves the sports sector. All major sports draw in a huge supporter base that they want to nurture and support. Technology is the key to every major sports organization and enabling this is the driving force for AWS, says Matt Hurst, Head of Global Sports Marketing and Communications for AWS. “In sports, as in every industry, machine learning and artificial intelligence and high performance computing are helping to usher in the next wave of technical sports innovation.”
AWS approaches sports in three principal areas. “The first is unlocking data’s potential: leagues and teams hold vast amounts of data and AWS is enabling them to analyze that data at scale and make better, more informed decisions. The second is engaging and delighting fans: with AWS fans are getting deeper insights through visually compelling on-screen graphics and interactive Second Screen experiences. And the third is rapidly improving sports performance: leagues and teams are using AWS to innovate like never before.”
Among the many global brands that partner with AWS are Germany's Bundesliga, the NFL, F1, the NHL, the PGA Tour and of course NASCAR. NASCAR has worked with AWS on its digital transformation (migrating it's 18 petabyte video archive containing 70 years of historical footage to AWS), to optimize its cloud data center operations and to enable its global brand expansion. AWS Media Services powers the NASCAR Drive mobile app, delivering broadcast-quality content for more than 80 million fans worldwide. The platform, including AWS Elemental MediaLive and AWS Elemental MediaStore, helps NASCAR provide fans instant access to the driver’s view of the race track during races, augmented by audio and a continually updated leaderboard. “And NASCAR will use our flagship machine learning service Amazon SageMaker to train deep learning models to enhance metadata and video analytics.”
Using AWS artificial intelligence and machine learning, NASCAR aims to deliver even more fan experiences that they'd never have anticipated. “Just imagine a race between Dale Earnhardt Sr and Dale Jr at Talladega! There's a bright future, and we're looking forward to working with NASCAR, helping them tap into AWS technology to continue to digitally transform, innovate and create even more fan experiences.”
Just as AWS is helping NASCAR bridge that historical gap between the legacy architecture and new technology, more customers are using AWS for machine learning than any other provider. As an example, who would have thought five years ago that NFL would be using ML to predict and prevent injury to its players? Since 2017, the league has utilized AWS as its official cloud and ML provider for the NFL Next Gen Stats (NGS) platform, which provides real-time location data, speed, and acceleration for every player during every play on every inch of the field. “One of the most potentially revolutionary components of the NFL-AWS partnership,” says Matt Hurst, “is the development of the 'Digital Athlete,' a computer simulation model that can be used to replicate infinite scenarios within the game environment—including variations by position and environmental factors, emphasizing the league's commitment to player safety.”