E-reputation risks for a company
E-reputation and loyalty have an obvious causal link. The same is true of attracting prospects or new customers, who will tend to look for information on the web to see who they are dealing with, before they even work with you. The web is a huge source of information for the consumer, and they no longer hesitate to use it. You can, for example, checkcustomer reviews first, on the company’s own site or through other channels, and go looking for facts to form a picture of the company and judge how serious it is.
It is a kind of word of mouth, but fully dematerialized and open to everyone. Where you would once have looked for a company reputation by asking friends, you can now reach reviews and comments from thousands of people, in your country and around the world. Company risks are unfortunately especially high because of that universality of information, the speed of access, and sometimes the lack of foundation of certain reviews.
Some people set out to tell the truth. Others, though, will give an opinion that is entirely self-interested. Who says your competitors are not behind your current company e-reputation, if it is unflattering and a little far-fetched? In any case, it is a fact you have to be aware of, and it is essential to monitor.
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Putting yourself in the consumer’s place
If you want to assess your place in e-reputation, and understand the impact of company e-reputation, simply put yourself in the place of an ordinary consumer or customer. What information will they look for before they buy from you or ask to work with you? From that starting point, you can check the information that concerns you and understand the risks for a company around e-reputation and loyalty. What would you think of your company if you landed on unflattering reviews at the moment of placing an order?
Information that actually has an impact
Reputation and company risk have always been tightly linked. You will not want to call on a company that is not particularly well liked, and you will turn to the competition instead. From that observation, the stakes of e-reputation become clearer: over time you can see results fall, sometimes spectacularly in the worst cases. And if that information has stayed on the web long enough before you take things in hand, you will certainly have a hard time turning it around and restoring trust.