Tassimo and The Recall

This week we were asked to discuss an issue that an organization is dealing with and how they are using/could use social media to work through it.

Tassimo recently recalled a specific brewer and T Discs because during the brewing process, the brewer would spew hot water on to the user, which happened on a number of occassions, including a younger child. Tassimo acted very quickly to rectify the matter. They released a recall website which contained all of the information that consumers would need, including the specific appliance/unit numbers that were affected.

I was particularly impressed with their use of social media to spread the word. On Facebook they have over 130,000 fans and Tassimo communicated the recall to their fans with complete transparency. They were openly discussing the recall on Facebook, providing customers with next steps and where they could go to get a refund. Their quick action and open transparency ensured they would not lose the trust they had built with their fan and customer base. They discussed the recall on Twitter as well, where they have over 4,500 followers, interacting reactively and proactively with the community.

This case study I came across does a great job as showing how Tassimo has succeeded in the past in using social media as well and I found this very insightful. It appears from the research I've done, that they have a good, strategic plan for their social media out reach, but also know how to use social media to effectively communicate with their customers in the time of a crisis.

A job well done, Tassimo!