Reputation Management: The Three Degrees Of Preparation
Today everything can be evaluated by the creation of the internet: From the diner, the former employer, products and so on. There is hardly a product division that cannot have a suitable rating somewhere. And if there are none, most sites have their own rating function. And the online users not only like to write reviews, they also like to read them. More than 50% of consumers inform themselves in advance and allow themselves to be influenced in their purchase decision by reviews and opinions of others. Knowing everything and available everywhere, we put our purchase decision in the hands of rating platforms. It is not surprising that negative reviews can do a lot of damage today. A study even states that up to 22% of company sales depend on reputation management.
So it’s important to take care of your reputation and manage your reputation. This requires sustainable planning, management and control of a company’s reputation. Reputation management can be roughly divided into three levels: prevention, response and follow-up.
There are a few things that can have a positive impact on reputation:
Your own site is, so to speak, the anchor of reputation. If a customer or even a potential employee does not find your own site, you are practically nonexistent.
Appearances in social networks can also have a great effect on your reputation. Social media platforms are divided by their proximity to customers and can thus increase customer loyalty and build trust.
Well organized observation is of key importance so that you can find out whether and how people are talking about you. There are companies that offer their monitoring. To a lesser extent, you can also operate the monitoring yourself. Google yourself regularly, set up alerts and look around on reviews that might have points of contact with your own company.
Nobody likes negative reviews, but they are part of it. See this as an opportunity to improve. The most dangerous thing is to ignore the evaluation. Depending on the account, wildfire can develop from a negative review. Work with the evaluator to resolve the problem. Admitting mistakes takes some effort, but is received by evaluators who offer criticism. Make them feel that they are taking their problems seriously and you will regain a lot of the trust you have lost.
If the reviews are positive, let the reviewer share in your joy. Thank you, possibly with a small gift such as a voucher. And let the rest of the world know how you are being rated by sharing good reviews about your appearances on social network or your own site.
Once the danger has been averted, you can depending on the case, go to follow-up care. Take a clear stance on the case and interact with your customers. It is not uncommon for companies to emerge from a crisis with a stronger reputation.