Last week, the first information on the shortcomings of new smartphones Galaxy Note 7 that could cause them to ignite. Samsung has stopped the sale of this model.
The situation proved to be dynamic and soon Samsung was forced to acknowledge that throughout the world there was as many as 35 incidents in which the Galaxy Note 7 lit up when connected or disconnected from the charger. Finally, the manufacturer has started the action free replacement devices, which can be flawed and urged users to reference smartphone manufacturer. Also, the Polish branch of the group asked holders of Galaxy Note 7 in our country, contact the service and promised eventual replacement of equipment.
According to estimates, the darkest scenario, Samsung may be forced to exchange more than 2.5 million units of Galaxy Note 7 on around the world, which will cost more than $ 1.3 billion.
Serious business, but in Poland concerns several hundred copies
in an interview with service Wirtualnemedia.pl Olaf Krynicki, a spokesman for Samsung Electronics Poland, does not hide that the company issue samozapłonów Galaxy Note 7 is very important, and treated with sufficient seriousness.
– Cases samozapłonów some copies of the Galaxy Note 7 very seriously – emphasizes Olaf Krynicki. – We reacted to reports of users as soon as possible, because the cornerstone of our business is the customer, his needs and above all its security.
According to Krynickiego conducted analyzes show that the problem battery. A spokesman for Samsung Poland reserves also that Poland has not been sold yet many pieces Galaxy Note 7, some of which may be defective.
– We called on all buyers Galaxy Note 7 to contact the customer service to verify the security held by them copies and the free exchange equipment for a new – explains Krynicki. – In Poland so far has sold several hundred units of Galaxy Note 7. Unfortunately, we can not limit the verification service only to specific components of the series, because they come from different manufacturers. As in other regions of the world so far we stopped the sale of this model. We expect that the market supplies will be resumed within the next few weeks – announces a spokesman for the Polish branch of Samsung.
Pr zypadek unprecedented and 500+ users
Experts from the industry of new technologies, and those involved in the PR and image of the brands most favorably assess the manner in which Samsung played crisis situation around the defective Galaxy Note 7.
One of them is Zbigniew Urbanski, host of the program ” hard reset “in Onet.pl. Although the journalist appreciates the steps taken by Samsung, on the other hand, it highlights the unprecedented scale “slip” of the manufacturer and circumstances that may to Samsung harm in the short and long term.
– This is probably the first such serious problem Samsung – like Zbigniew Urbanski. – Someone will say that these things happen. Yes, but I do not recall such a scale similar problems of other electronics manufacturers. According to media reports about exploding batteries, and this is no joke only fault threatening the health of the users of this phone.
According to Urbanski it is hard to determine what the problem is. Journalist poses, however, for quick battery charging from a USB Type C – Samsung responded quickly and professionally, although the return of purchased smartphones to the manufacturer in order to verify the efficiency of the device certainly will not please users – provides Urbanski. – Another thing that Note 7 is a phone dedicated for business, expensive and not so popular as GS7. I think that Samsung should think about a variety program for the 500+ people who have already bought the device – points out wryly.
Our interlocutor thinks that people who were interested in buying Note 7 refrain from buying until explain the whole thing. – I myself am curious opinions of people, which will be returned after verification phones – admits Urbanski. – They will explode or not? In any case, trust the manufacturer has been exposed to a serious test. The entire affair can benefit Apple, which already 7 September will present the new iPhone 7 and 7 Plus. It is this second model can be selected by people who until now wondering over buying Note 7 – predicts host “Hard reset”.
reaction model, a loss to make up
Experts in the field of public relations in the talks with us less emphasis on technical issues related to the “setback” Samsung, the more they are interested in how the company has responded to the crisis and confusion among users. I think most of the Samsung up to the task in an appropriate manner, if not exemplary.
– Samsung has responded correctly in case the appearance of defects in the product – says Przemysław Barowicz, a partner in the agency Alfa Communications. – Thanks to the suspended sale and held explanatory procedure, as well as started the process of checking and replacement of equipment, sent the same signal to their customers, business partners and the entire market that cares about the safety of all users of new smartphones.
According to Samsung Barowicz trouble lies in the fact that the problem with the product unfortunately coincided with the release of the main competitor – IPhone IPhone 7 and 7 Plus Apple. – Samsung presenting at the beginning of August Galaxy Note 7 sparked expectations of customers technologically advanced, innovative products, thus strengthening its image – like our interlocutor. – Now you can loose its leading position in favor of competition in the segment of smartphones, but its restoration is only a matter of time, because it is still Samsung has a well-established image of the leading manufacturer of the wider electronics industry – provides Barowicz.
Action Samsung also appreciates Marietta Patch , senior associate at Digital Solski BM. According to the company can emerge from the crisis not only without loss, but even reinforced the image of the brand.
– In the case of the so-called. “Crisis” situations or potential crisis, are important two issues: reaction time and the reaction itself – lists Marietta Patch. – Information on the exploding Galaxy Note 7 went to the media at the time of pre-telephone, at a time when the brand is on the media spotlight. In the days of the race technology from Apple, which for several years now on the market – including social media – not even the end of the confirmed information may seriously harm the company.
Marietta Patch reminds us that “blunder” Samsung almost immediately Industry reported the biggest sites in the world and in Poland. – Statement by the Note 7 appeared on the website of Samsung very soon – also in Polish, which certainly is a plus – praises our interlocutor. – As a result, customers do not have the impression that the company is sweeping the problem under the carpet, which in the world of technology products and relationships with clients active in the network is extremely important. In social channels brand statement has not been officially published, but any questions about the case Samsung responds quickly and reliably – and it works. Olaf Krynicki, a spokesman for Samsung Poland assures that despite the fact that in Europe there were no cases of failure, the case is treated very seriously.
The manager of the Digital Solski BM stresses that admitting a mistake, blowing cold and openly dialogue with customers can in the long run even increase brand credibility, a fast and adequate reaction Samsung Poland should ensure that the sale of Note 7 in our country probably will not decrease, and the company itself likely to come out of this potential crisis situation strengthened.
faults occur biggest market, the key to confirm the end of the crisis
Rafał Czechowski, managing Director of Imago Public Relations, stresses that the suspension of the sale of defective smartphone is a classic and normal reaction to serious electronics manufacturer. Now the most important thing is to reach the source of the problem and clear communication users that the crisis was contained.
– Wada debut on the market for the product is always a hassle image enhancement and a serious dilemma strategic: how to minimize the loss associated with the elimination of defects (product recall) and marketing expenses – says Rafał Czechowski. – Withdrawal of the product is a classic of the genre and a serious signal to the market about producer responsibility. Above all, the effect of guaranteeing the ability to effectively communicate the “end of the crisis” and re-launch.
By Czechowski the tactics of communication in this case shows that Samsung does not have full knowledge about the cause of unlucky events and balances between the need for response and giving it proper to the real problem of scale.
– Hence the piecemeal actions that reduce the range of the crisis for some geographic markets – explains our interlocutor. – certainly, but demand slows globally, despite the undoubted growth of interest in the new model due technical setback. the company sent to the environment necessary messages, now just needs to keep their “validity” and communicate the solution of the problem before the attention of the markets will cease to focus on “hot” model – can Czechowski to which attention should be paid to summon Samsung as a supplier of displays products Apple.
– on the one hand, trust the brand known for its focus on quality strengthens the Korean manufacturer, the other reminds of global alliances technology that cause a similar problem may apply to products of any brand – notes expert from Imago Public Relations.
According to Przemysław Staniszewski, Executive Director of the Walk PR, users of high-tech products are tolerant of “mishaps” manufacturers provided that the latter play fair with their customers.
– Even the biggest companies with the most strict quality policy from time to time releasing products that are defective – notes Przemysław Staniszewski. – The more technologically advanced products, the greater the risk of defects. Not without reason in the number of so-called. Action call or calls for service is leading the automotive industry, which is also according to the OECD is the most innovative industry in the world.
According to Staniszewski users want to technologically advanced products and are willing to accept the stumbling manufacturers who such products they provide. – On one condition – when a problem arises, the producer operates ethically and transparently – emphasizes our interlocutor. – All the declared values, CSR programs-these and other activities that build the image no longer be relevant when the client feels that the brand that trust abused that trust. In my opinion, admitting a mistake and take responsibility for it builds brand credibility and trust her.
Staniszewski notes that consumers increasingly appreciate the communication, which treats them as partners. – In this communication it is a place for statements like “made a mistake – sorry.” There is no place for activities sham and arrogance – also manifested in the belief that you do not need to be at such a crisis prepared – expert evaluates Walk PR.
IMAGE devil is in the details
in a balanced way the issue of the crisis around the Galaxy Note 7 evaluates Andrzej Pomarański, expert. communication and PR. on the one hand, praises the company for their actions , on the other hand returns attention to the importance of details of the solution of the case “exploding smartphone.”
– This is not the first problem of global companies – manufacturers not only smartphones or laptops – with explode or ignite batteries – like Andrew Pomarański. – Such cases were a few. you can remember a spectacular event that Boeing had to ground the entire fleet of Dreamliners was because of self-igniting batteries.
Pomarański is another expert who believes that Samsung has responded properly in a crisis situation. – Officially informed of the breakdown and declared support for customers – emphasizes our interlocutor. – Of course, in the short term may suffer some loss of image-building, especially in the context of a constant rivalry with Apple, which in September is expected to show new iPhone. As for the long-term effects of this all depends on whether you can quickly set the record straight, remove the defect and resume sales, and most importantly, how to actually be treated customers who are already ill-fated model.
Pomarański cites information from Samsung that the verification of mobile clients may take several weeks. – There is no detailed information how to proceed this process: if customers can count on mobile replacement for the duration of the verification of their own and that Samsung is going to in any way compensate them all occurred and not caused by them inconvenience – emphasizes the expert. – In the long term, it is the customer experience and the way it will be treated will have a greater impact on the perception of the company, than the setback technical.
According to Pomarańskiego on this important role will also play a collaboration of Samsung with mobile operators and their attitude in this matter, because it is mainly through them, customers were buying the phone model and it is to them, probably in the first place will appeal for help.
Learn more: Samsung Galaxy Note 7, Samsung Galaxy Note, image-crisis, crisis communication, smartphone Samsung
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