Brand management and reputation management strategies of the past have little impact in today’s economy. Gone are the days when companies could define, dictate and assert their brands and their company’s reputation in the market.
Today’s consumer is far more empowered and they use that power to define your company’s brand and reputation in real-time. So, what must you do to adjust to this new reality?
Do Away With Antiquated Strategies
First, understand that today’s customer is constantly connected. They are mobile, easily accessible and constantly connected. Whether it’s through Facebook, Twitter, LinkedIn or any other social media platform or app, today’s customer has a way of having their voices heard. This is in stark contrast to the reputation management strategies of the past. How different is it?
Brand management strategies of the past were predicated on companies controlling the medium. They alone dictated how the brand was perceived, how customer complaints were handled and what resolutions, if any, was provided.
We purchased a product and if we had a problem, there was a service number we could call or an address to email or mail our complaints. Ultimately, the company controlled how and when a response would be received. Those days are gone. Your company must adapt to this new reality by constantly updating your online strategies.
1. Who do You Service?
First, understand who your customers are. This goes for whether your company operates in a business-to-government (B2G), business-to-business (B2B) or business-to-consumer market. Regardless of what industry or market you play in, you have a brand and you have a reputation. You may not know what it is, or may not understand and appreciate its importance, but it is there.
Second, understand the impact of your search engine results page or “SERP” for short. Why is this so important? Simply put, if your company has a bad reputation, then it’s guaranteed to pop up in the first 5 to 10 search results. Take an active role in removing these results.
3. Where do Your Customers Gather Online?
Third, connect to those customers. Where do they go online to express their frustrations? Where do they go online when they want to share how satisfied and pleased they are with your product and services? In answering these aforementioned questions, it’s important to remember that not all social media is the same.
Facebook has little impact on B2B markets, while having a substantial impact on B2C markets. Both B2B and B2G markets are best served by professional social media platforms like LinkedIn. Look for those social sites, forums and industry trade publications online that cater to a specific profession, industry or market.
4. Have a Discussion with Your Customers: Engage them
Fourth, engage your customers and provide workable solutions. If they’ve complained online, the seek them out. Be willing to explain your position and take a more proactive role in doing away with these issues. Don’t be afraid to state your case and be willing to have the follow-through capabilities to see your solutions to their successful conclusion. Your customers will gauge your sincerity, so don’t just pay them lip service.
5. Give Your Customers an Outlet
Finally, give your customers an outlet. Allow them to freely express their frustrations online, but in a more controlled manner. In this case, welcome their feedback. Ask them to provide your company with examples of where it has fallen short.
The point isn’t to address every minor detail; that simply isn’t feasible. There are guaranteed to be upset customers, ones your company can’t do much of anything to please. However, when complaints become a common trend, then it’s time to take action. Use your website, social media, your blog and all your online tools to engage, discuss and resolve customer issues. Ultimately, they alone will define how well your brand and reputation are received.
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