In the UK last year there was a new high in the number of products that were recalled, as reported on the BBC, you can read the article here

As product recall specialists we believe that although 2010 was an eventful year for recalls, the focus should always be on how they were handled, not necessarily how many there were. Recalls can, in some instances, actually provide brands with an opportunity to reconnect with their customers – existing and prospective. Our own research has shown that almost three quarters of consumers will in fact consider a repeat purchase following a recall if they had a good brand experience. However, if the operation is badly executed and poorly communicated, 70 per cent of customers would actively criticise a brand both online and through word of mouth. That can be hugely damaging.

Recalls are increasingly becoming part of the news agenda, but many brands still fail to implement procedures for these kinds of operations before the faults occur. If managed effectively and in a timely manner, brand damage can be avoided and instead recalls become an opportunity to build brand advocacy. The key to a successful recall, irrespective of sector, is a quick response and the implementation of a cohesive communications programme, which keeps customers in the loop whilst ensuring they feel valued.