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To appease the growing fear among its customers,
Nokia through advertisements in various national newspapers and TV
networks, made it clear that for the safety of its customers it had
issued a product advisory for the BL-5C batteries and not a total recall
of the product.
It reiterated that it had sourced more than 300 million BL-5C batteries
from many suppliers and the product advisory applied only to the 46
million batteries manufactured by Matsushita between December 2005 and
November 2006.
It advised the consumers not to panic and provided them with phone
numbers where they could check the status of their batteries by stating
the 26 character battery identification number. Consumers could also sms
this battery identification number to a number specified by the company
or check the status of the battery online by logging on to the company
Website.
Crisis management experts feel that swift consumer communication is of
paramount importance during such crisis situations. It is also important
for the company to communicate clearly and transparently with the
publics. Nokia contended that it had acted swiftly and transparently in
the best interests of the consumers and hoped to come out of this fiasco
unscathed.
Additional Readings and References
1. "Nokia Hit by Battery Overheat Fears," www.indiainfo.com, August 14, 2007.
2. "Nokia Warns over Battery Overheating Risk," www.rediff.com, August
14, 2007.
3. "Users Throng Nokia Centres for Batteries," www.ibnlive.com, August
16, 2007.
4. "Nokia Assures its Customers Not to Panic over Battery Issue," www.newstrackindia.com, August 17, 2007.
5. "Indian Nokia Phone Users Seek Free Replacement Batteries," www.forbes.com, August 19, 2007.
6. "Nokia Issues Safety Warning, Recalls 46 mn Batteries," www.economictimes.indiatimes.com, August 19, 2007.
7. www.nokia.com.
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