This isn't customer support its all hands on deck damage control!
Having faulty product on the market with zero traceability is like trying to walk thru a field full of landmines! How many are out there? 20, 50 100?
Serial numbers not only give a product an ID it gives it a lifecycle (if the correct procedures are in place) and when problems like this occur a simple root cause analysis can determine the cause, the financial damage can be quickly determined, a general recall is made and you move on with hopefully minimal loss. In this case when it is the only product then it has the potential to break a company.
My advice is to go to a factory that is ISO9000 accredited that way you can concentrate on evolving the product and not worry about QA issues.
My other piece of advice is to take critiscm on the chin
and repell from reaction cause it could amplify a problem, one look at this comment and all I can think is the irony?
Honestly, I'm really surprised some other companies do not make better efforts to stoke out customers. If you guys seen or heard some of the ** that goes on in the industry, the history and how things REALLY came about, some of the companies that are popular would never sell another board. A lot of what is seen is a big freaking illusion. That's gonna change as we focus more on the end user and it will force others to either change their gig or fall to the wayside. Can't hide from reality for long...
Hope a valuable lesson has been learnt here and there is a happy ending not only for the company in question but all the others who are quick to jump on the bandwagon! Heck if I was younger and had the $$$ I'll do the same, SUP is the fastest growing sport in the world right? Good luck