In the era of 24/7 social media, online reviews of a business or a product are not something which can be avoided. Customer feedback is often given even when not asked for and many companies willingly ignore it or simply do not think that it matters. And this is understandable: how can you as a business manage the constant stream of reviews which comes all the time? Shouldn’t you focus more on the quality of your service or product, on your clients and employees, on the million little tasks and problems you have each day? Why care about Reputation Management at all?
The truth is that even though 58% of all executives hold the view that online reputation management is useful, in reality only 15% do anything about it. Today, anybody at any time can post online their opinion about your brand, without any thought about if this review is real or objective. In fact, Online Reputation Management can sometimes feel like trying to swim against the stream. However, not caring about your customers’ feedback or ignoring it all together is not a solution either!
What do Rolex, Lego and Hallmark have in common?
Do you think Rolex, Lego or Hallmark care about their reputation? In fact, in 2017 they were in the top 5 most reputable brands in America (Forbes, 2018). They have carefully crafted a brand image which combines nostalgia, corporate responsibility and a strong focus on their reputation. Brands, no matter how big or small, are all starting to get into Reputation Management and see the value in it. Nowadays, clients have the strength to make or break a company simply by the force of their online voice.
Why care about Reputation Management?
Managing your customers’ reviews, responding to them and taking them into consideration can go a long way to make your customers feel valued and heard. Moreover, with the proper online reputation management tool, this shouldn’t take too much time or effort. Your Google score, social media appearance, blog and forum posts can improve massively with only a couple of simple steps. In addition, asking your customers for reviews, replying to their feedback (no matter if positive or negative), keeping the communication open and listening to your customers can dramatically change your brand image. In a world of corporate greed, you will now be viewed as a company which cares about its clients and does everything in their capabilities to provide a good service. And this is something you should care about!