Aug 19 2007
Here’s a question for you bloggers out there. The last time you had a bad customer service experience, at any stage (in the back of your mind), were you thinking “You’ll be sorry, I’m going to blog about this”?
I know I have had that thought, and I did blog about my Bigpond issues not that it got me anywhere. It provided a little bit of ranting satisfaction and the knowledge that over 200 people have read that post.
What really surprises me is that many companies do not seem to pay attention to reputation management. There used to be an adage that a satisfied customer will tell between 5 to 7 people, but a dissatisfied customer will tell between 14 to 20 (see customer satisfaction). In the era of social media, this needs to be rewritten.
Consider 3 Mobile. Mark Jones had 3 Mobile Issues, Cameron Reilly wrote about Why he Hates 3, and Shane Williamson weighed in with 3 Australia Vs Cameron Reilly – a customer’s support nightmare. I shudder to think of the combined audience of these three bloggers.
When Laurel’s in a bad mood, she has the occasional rant. At least Retravision Bunbury had the presence of mind to read reputation management 101 and address the issues at hand. The managing director;
- admitted that they’d stuffed up
- offered an explanation
- offered a rectification
- was humble and sympathethic
But for the most part, do big corporations even care? If it’s true that it costs 7 times more to source a new customer as retain a current one, wouldn’t they be wiser investing their money in efficient customer service and reputation management? Or are their pockets just so deep that they think they don’t need to worry?
How to Manage Reputation Online
The most comprehensive guide I’ve seen on reputation management is Free Online Reputation Management Beginners Guide by Andy Beal (found via Semfire). Andy also offers his services as an online reputation management consultant. He writes
By now, you should have an understanding of just how powerful consumer generated media (CGM) is. Your next action could be the difference between your company’s success or failure. Do you click the “back” button and ignore the conversation, or; do you read the tips and strategies outlined below, arm yourself with valuable knowledge and join the foray?
I was going to recommend starting with the obvious – Google Alerts. Creating alerts for your business name, brands, products, URL, competitors, key staff names and having someone monitor these, is a bare minimum.
Andy, however, lists over 20 sites (and tools) that could be used to monitor a company’s online reputation, and offers practical solutions on how to manage tricky situations. It’s an essential read for any business.
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