You just build another factory and start again. You may just discharge some effluent into a local river and kill a few million fish - not a big issue, unless you re a fisherman. Many issues begin with a complaint - not necessarily a crisis, because only money, court cases, media interest and brand reputation are at stake. The risk assessment I ve described earlier can be used very effectively when handling customer complaints. Let me give you an example.
Some companies receive hundreds of letters a week from disgruntled consumers.
Most are genuine problems, and fit into a certain pattern. If your team handles them professionally and sympathetically, no lasting damage is done to your brand name or company. On my risk rating let s assume you routinely receive complaints about organic matter, albeit unpleasant, a very low-risk hazard. A standard letter and voucher will suffice. If no-one has complained of a mouse in your product for 60 years, and you have made hundreds of millions of the product during this period, then do not treat it as a standard complaint.