In today's case study, we will be taking a closer look at Suunto, a Finnish company that develops dive computers and multi-sport watches. Specifically, we want to examine how they handle a recent recall process and communicate with their customers.
Recently, Suunto had to recall their wireless tank pressure transmitter, known as the Suunto Tank Pod, due to safety concerns. Safety is a top priority for Suunto, which is why they initiated the recall of all their wireless tank pressure transmitters and Tank Pods. The company emphasised that the transmitters and tank pods should not be used until an upgrade has been made. The recall notice provided important information on their website, detailing what customers should do and the consequences of using the affected products. Notably, there was no cost involved for the customers.
We found it interesting to analyse how they informed their customers about the recall. Normally, when a recall occurs, a notice is issued to alert customers about the affected products.
However, we found it intriguing how Suunto's announcement was not prominently displayed on their website. It was a small mark or sign that customers had to actively search for. To find the announcement, customers had to navigate through the website, locate the product, and then click on a small link labeled "Dive Accessory Recall - Read More." The information was almost hidden, resembling fine print.
Once customers found the announcement, they had to search for the next steps and understand how to return their product. Considering that this is a safety device used underwater in potentially hazardous conditions, we expected Suunto to be more proactive in reaching out to affected customers and providing clear instructions for replacing the transmitters and tank pods. Unfortunately, this was not the case.
This example highlights the importance of improving the customer experience, particularly in situations involving recalls. It's not just about selling products and providing aftersales service but also about effectively communicating when things don't go as planned. We believe Suunto could have been more proactive and transparent in addressing this safety issue.
