Page 10 - Short Cases 1 Galaxy Note7 Samsung Resurection
P. 10
The Fight Back
“The company then moved into decisive and meaningful
action, getting 700 researchers and engineers, 200,000
phones and over 30,000 batteries tested in every extreme
condition possible. In a company first, Samsung also opened
up to third party auditors.
When Samsung eventually figured out what exactly had
gone wrong, it communicated that out to the public. In
January, it announced a quality assurance program and
other safety features, including an 8-point battery safety
check, rolling them out the very next day.” (4)
Samsung began work to rebuild its image. Trends had
changed, and companies had stopped talking about their
“quality” and started emphasizing their “innovation.”
Samsung addressed this after Galaxy Note 7 crisis.
Samsung learned a lot from the Note 7 debacle and it began
with new safety procedures being has put in place such as
more rigorous battery safety procedures, including a new
eight-point battery check at their Gumi factory.
All was designed for its customers to believe: That the
Galaxy S8 is the safest phone the company has ever built.
Samsung needed that message to resonate or no one would
hear its other one: That the Galaxy S8 was also the most
innovative phone the company has ever built.
