The management of an organization's reputation is one of its main strategic assets. Its management, including prevention, protection or even recovery, is essential and the strategies for this management must include all the channels of interaction with the organization's stakeholders. stakeholders. A successful and differentiated organization's reputation management should include:
- Know the facts quickly- The speed of the Internet means that ratings on social networks and disparaging comments in forums and virtual communities can, in no time, damage a company's image. Defining who is responsible for identifying such mentions, ascertaining the elements of the mention - from the point of view of the company's internal processes and, above all, from the customer's point of view - and responding quickly is essential if the company is not to be affected.
- Prepare a team to look after the company's reputation. Along the lines of preventive, reactive and recovery management, everyone in their role must be trained to look after the company's reputation. Revisiting and learning from the most common failures, as well as empowering employees with authority and preventive tools and measures.
- Clear and objective positioning. A well-crafted and revised message with a clear, sincere and objective positioning is a combination of elements that guarantees a rapid response and minimizes negative impacts. The assessment of risks and possible reactions, together with empathetic and honest action, is fundamental for the stakeholders value the organization even in adverse situations.
- Maintain emotional control. When managing your reputation during a crisis, you have to remember that it can evolve into other discussions that will also need to be resolved. That's 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, you need to use the situation as an opportunity to get to know the company better. This information is fundamental to improving the future relationship and can even serve to advertise the values that define the company. If, for example, one of the company's differentiating features is its agility and for some reason it isn't delivering, correcting the situation will demonstrate to stakeholder that there is a serious commitment to this 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 assessing the risks and behavioral tendencies of the people. stakeholders in similar situations. It can thus be used to create management, prevention, reaction and even recovery strategies.
Every crisis should be studied and used as a tool to improve services, because as well as ensuring the company's reputation, it allows it to become stronger and more adaptable to the changing times. stakeholders.