Samsung suffered not only one but two recalls of the Galaxy Note 7 in September after users reported “exploding” batteries. After charging, the batteries overheated, sometimes even catching fire in users’ hands. Though many speculated that this would cause a mass exodus from the brand, customers generally remained loyal.
A Reuters/Ipsos survey revealed that a whopping 91 percent of current Samsung device owners would likely buy another Samsung product. It’s clear that the company handled things right with this incident. Here are just a few key reasons why it may have been able to keep those customers.
Impacting a Limited Customer Base
The issues with the Galaxy Note 7 were discovered fairly quickly, so only a limited customer base was impacted. Early adopters who had access to the defective phones were primarily those affected by the situation. Though many customers who didn’t have the phone were still aware of the recall and associated issues, their loyalty didn’t suffer as severely as it might have if they’d experienced the fiery phone for themselves.
As soon as Samsung became aware of the issue, it acted promptly to address it, thus limiting the impact. The problem was discovered and dealt with before the phone went on general sale in Europe, minimizing the global effect of the incidents.
Providing Immediate Alternatives
During the Galaxy Note 7 recall, both Samsung and dealers gave customers immediate alternatives for their products. T-Mobile offered customers the option of returning their devices to their T-Mobile store for a replacement phone and a $25 gift card, or returning the device for a full refund.
Giving customers easy options to choose from was an empowering move that limited some of the pushback Samsung could have experienced with its recall. The company worked hard to make the recall as easy and convenient as possible in both instances in order to keep customers happy.
Issuing a Prompt Apology
One of the most important things Samsung did in the wake of the Galaxy Note 7 recalls was to issue a public apology. Too often, companies try to sweep their mistakes under the rug or minimize the perceived damage. Samsung owned the error and issued an open letter to its customers.
In the letter, the company admitted to falling short on its promise to offer “best-in-class safety and quality.” It pointed out that it has demonstrated its ability to learn from its mistakes. The letter even openly admitted that the company would strive to “act in a way that allows us to win back your trust.”
Offering a Superior Customer Experience
Though the issues with the Galaxy Note 7 were undeniably a black mark on the company’s record, it was an isolated incident. Customers likely retained so much of their loyalty toward the company because of their prior experiences with Samsung.
Over the years, Samsung has offered superior products and experiences for its loyal users. Those who have a long history of enjoying the high-end products and cutting edge technology that Samsung has to offer are more likely to remember their own personal positive experiences than to dwell on issues that didn’t affect them directly. By regularly offering outstanding products and customer service, Samsung has built a reputation that is stronger than the potential damage caused by one type of faulty phone.
Ensuring Safety at All Costs
Samsung made safety its top priority when it discovered the potential issues with its product, which reflects well on the company. Since not all users opted to turn in their potentially hazardous devices, Samsung stepped up and did all it could to prevent injury by shutting off service to all Note 7 devices. Customers who hadn’t turned their phones in by the specified date were contacted on two separate occasions with information about the disconnection and offers for a refund or replacement. In the end, however, the company did as it needed to, making sure that the devices weren’t being used.