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| Reputation Management - Case Studies |
It is easy to ignore what people are saying about you until it impacts your bottom line. It seems to cost you nothing and it avoids the expense of tasking a member of staff or finding somebody who can actually do the job. Does the farmer ignore the first rumble of thunder or does he bring the livestock in before the rain?
Businesses have been used to managing the brand from the centre outwards and not from the customer inwards. Reputation management is all about listening to customers or critics and responding ahead of time to their comments and concerns. It is not just risk management, but also an opportunity to hear good things and discover what customers are doing with your services and what they think about you. Cherry-pick the good and manage the bad.
Monitoring is step 1. Who is saying what and where.
- What are people saying about you and your brands.
- What are people saying about your product areas and industry as a whole.
Wine Brand developer:
A wine company wanting to develop strong wine brands that reflected contemporary lifestyles rather than "domaines" needed to track the response of customers to their new brands. What did people think about the branding. What impact was the brand having. Did customers think the brand proposition was good. Were people talking about the wines and where.
As a small company they lacked expertise to monitor online conversations as well as the time and yet the recognised the value of the company resided in the brand equity they were building.
At the same time they were not sure if they understood the purpose and role of reputation management and so they viewed monitoring as both a learning exercise and an opportunity to grow their understanding of their brand and the market. They could track conversations and develop a platform of knowledge from which to plan more proactive engagement with online social media.
Travel Company:
Travel company was aware that there was a lot of backchat about the company but was struggling to track it, or even find it. It suspected that some of the negative commentary was coming from competitors and was both untrue and also unanswered. Prospective customers were asking questions that related to comments that they had read online. After losing a £5000 booking as a result, it was apparent to the management that they needed to address the situation.
ReputationManagementFor provided the company with a review of all discussions and comments online and identified the key discussions that were impacting them from social networks and online forums. We also suggested changes to their website and that they prepare specific responses to comments made online. The company has now decide to engage more proactively with social networks to both defend their reputation and also to project themselves as destination experts with a view to acquiring more customers.
