Case Study: Global Manufacturing Company achieves customer-centered product recall management and 29% sentiment improvement with Keatext

How to Place Your Customers at the Centre of Your Crisis Management Strategy

Global Manufacturing Company faced a major crisis when it detected a safety risk in a product and issued a recall affecting 15,000 customers. With multiple departments involved and engineers estimating months to fix the issue, the company’s CX team needed fast, reliable data to prioritize customers, persuade internal stakeholders, and shape communications. They used Keatext’s text analytics platform and machine-learning reports to analyze open-ended VoC survey responses and other feedback sources.

Keatext consolidated surveys, social media, forum posts, Salesforce case requests, and call transcripts to produce a Customer Sentiment Score and aggregated insights that John, the CX manager, used to guide legal, communications, and franchise teams. Keatext showed sentiment was initially 68% lower than typical and, after a targeted recall announcement, sentiment improved by 29%. The platform also revealed changing question patterns that led to a Recall FAQ and highlighted franchise managers’ need for support, informing a compensation program (e.g., warranty extensions) and more customer-focused crisis management.