According to statistics, about 88% of customers say they will read reviews – especially bad reviews – before purchasing a product or service. Therefore, consumer reviews play an important role in the purchase of potential users. In addition, 86% of customers will not buy a product with a low rating. It can be seen how important reputation management is nowadays, and a bad reputation may not have the opportunity to provide services to customers.
In the Internet era, the threshold for people to express their opinions has been greatly reduced, which has brought great challenges to corporate reputation management. In the past, if a customer was very dissatisfied with a product or service, he would tell his friends or even complain, then word of mouth about your product may be very bad in a small area. However, this method of word of mouth can still be controlled, as the intensity and scope of transmission are limited. Nowadays, anyone can publish their opinions on different platforms, which is not only easy to be seen by a large number of users, but also has the risk of being re-disseminated.
Nowadays, in the face of users in the Internet era, how should enterprises do a good job of reputation management?Pony suggests that enterprises should have a correct attitude, have the courage to take responsibility, take the right measures at the first time, and try to resolve the crisis as much as possible, so as to establish and maintain a good reputation of the enterprise.
1. Communicate openly with the first time in the face of a crisis.
When an enterprise is in the whirlpool of crisis, the most important thing to do is to contact the news media as soon as possible, strive for the initiative, explain the truth, communicate frankly, promote mutual understanding between the two sides, and eliminate doubts and uneasiness. At the same time, it is necessary to strengthen the relevant academic Xi, learn from and study to accumulate the experience of multinational companies in reputation management, so as to avoid the deepening distrust of enterprises caused by continuous crisis events and ultimately affect the reputation of enterprises.
2. Take the fastest time to control the crisis.
After a corporate crisis occurs, speed is the key to dealing with the crisis whether the situation can be controlled first so that it does not expand, escalate, or spread. Pony Insight recommends suppressing the spread of false and exaggerated fake news as quickly as possible, putting reputation first, and sacrificing temporary economic interests in exchange for long-term business interests.
3. When problems arise, have the courage to take responsibility.
Once there is a problem, many enterprises will try their best to protect their interests and avoid the "evil consequences" caused by the problem due to the conflict with their own interests. This approach may be able to escape this hurdle, but in the eyes of the outside world, there is no image at all, let alone reputation, even if "a lifetime of wisdom ruined" can escape the catastrophe, survival can not gain a foothold in the hearts of the majority of customers. On the contrary, if there is a problem, we have the courage to take it, try our best to solve the problem, and turn the big thing into a small one, so that the feeling to the public is: this company is a trustworthy company.
To sum up, reputation management is the use of some means for companies to protect their company's image and reputation. At the same time, it can help alleviate negative customer feedback, and provide some solutions to solve the negative crisis of the company that has arisen, and prevent it from happening. The time, effort and cost of repairing a bad reputation is much higher than hiring a professional reputation management company to manage your reputation from the start. Pony marketing consultants estimate that it only takes thousands to tens of thousands of yuan for new companies and new brands to maintain their reputation, and if nothing else, this reputation will exist for a long time, and the general sporadic negative will not be easily seen by the public. Therefore, enterprises take the initiative to optimize reputation, which is more cost-effective than repairing the loss after the reputation is traumatized.