Reputation management
Managing an organization's reputation is one of its main strategic assets. Its management, including prevention, protection or even recovery is paramount and the strategies for this management must include all channels of interaction with stakeholders. The reputation management of a successful and differentiated organization must include:
- Know the facts quickly- The speed of the Internet means that ratings on social networks and derogatory comments in forums and virtual communities can, at a glance, shake the company's image. Defining who is responsible for identifying such mentions, ascertaining the elements of that mention - from the perspective of the company's internal processes and, mainly, from the client's perspective - and responding quickly is essential so that the company is not affected.
- Prepare a team to watch over the company's reputation. Within the managerial, preventive, reactive and recovery line, everyone, within their functions, must be trained to care for the company's reputation. Revisit and learn from the most common failures, alongside the empowerment of employees with authority and preventive tools and measures.
- Clear and objective positioning. A well-crafted and revised message with a clear, sincere and objective position is a combination of elements that guarantees a quick response, minimizing negative impacts. The assessment of risks and possible reactions together with an empathetic and honest action is fundamental for stakeholders value the organization even in adverse situations.
- Maintain emotional control. In reputation management during a crisis, it must be remembered that it can evolve into other discussions that will also need to be resolved. That is why training in maintaining calm and emotional control is essential, in order to organize thoughts clearly and seek solutions to problems.
- Problems can be opportunities. When a problem arises, it is necessary to take advantage of the situation as an opportunity to get to know better This information is essential to improve the future relationship and can even serve to propagate the values that define the company. If, for example, one of the differentiations of the company is agility and for some reason it is not complying, correcting the situation will demonstrate to the stakeholder that there is a serious commitment to such value.
- Plan for long-term customer recovery. The use of Business intelligence can also help in the creation of preventive measures for crisis situations, as well as assess the risks and behavioral trends of stakeholders in similar situations. Thus, it can be used to create management, prevention, reaction and even recovery strategies.
All crises must be studied and serve as a tool to improve services, because in addition to ensuring the company's reputation, it allows it to strengthen and adapt more and more to the stakeholders.
