| Journal: TWUK | Section: |
| Title: | Issue Date: 04/09/00 |
| Author: | Page Number: 18 |
| Copyright: Other |
the net result
this week: reputation management
We know that one of the great benefits of the Internet is its immediacy. The speed with which it’s possible to publish information, contact customers, update data and interact on a one-on-one basis is breathtaking. It’s fast, simple and cheaper than it has ever been before.It’s so easy that even customers can use it to publish information for anyone who is interested in reading about it. And therein lies the problem. When it comes to talking about your company, it’s fine if the message is positive, especially given the importance of word of mouth, but what if the key message is negative?
Reputation management is the dark side of the Web. It’s a topic that’s rarely discussed and you won’t find very much research about it. Bearing in mind how seriously we take calls from journalists investigating a complaint, the potential impact of negative Web-publishing can be a lot worse.
Take a look at some of the unofficial Web sites that exist. It’s a sobering experience. They’re often organised and managed by angry people who, rightly or wrongly, feel that they’ve had a bad experience, have been sold a poor product or have received a poor service and they’re out to tell as many people as possible about it.
The featured companies undoubtedly cringe with embarrassment at this unwelcome publicity but, unless it’s actually libellous, there’s nothing they can do about it. It’s a case of grin and bear it.
Sometimes the people responsible are doing it to force a point, using the power of the Internet to achieve the desired outcome that they’ve not been able to effect through normal channels.
Sometimes, they’re doing it simply to ensure that as many people know about their experiences as possible. Either way, it can have a devastating effect on a business.
Several of our industry’s leading airlines and some of our tour operators have ‘unofficial’ Web sites and they’re none too happy about it.
One of the most concerning aspects is you have absolutely no control over what’s being said and there’s no requirement to present a balanced view, giving your side of the story as well. This is worse than an article that’s written by a journalist which will generally be properly investigated and will give you an opportunity to present your version of events, even if the article ultimately does not present the issue as you would have wished. Not so with Web publishing.
The best course of action here is prevention, taking steps to minimise any such occurrence, and detection, acting fast to deal with any cases that might turn nasty.
With prevention, it’s about giving your customers an opportunity to have their say. For some organisations, that simply means a customer service department and for others it means having a noticeboard on their Web site where all types of feedback can be posted. The latter is risky but for many companies it shows the company listens to its customers, is prepared to take constructive criticism on board and isn’t afraid to present different viewpoints.
Although it’s a completely different market, take a look at the Amazon site that allows customers to post reviews of all books they have purchased and to rate each one individually.
I accept that for many people, it’s probably going too far to have this kind of facility but it’s a good way for customers to find out what other people have thought of a destination and work out whether or not it will suit them.
If, for example, a 20-year-old customer had rated a particular destination as lifeless and boring, this might be enough to make an older couple go ahead with their booking, safe in the knowledge it would be peaceful and cultural. After all, what’s one man’s meat is another man’s poison.
In an age where the media’s power can influence both investors and customers and destroy a company’s image, it is essential to have a good reputation management strategy. With the Internet’s ability to communicate information worldwide at the touch of a button, you need to have a detailed plan of action. Plan ahead and be prepared.
Watch your reputation: gossip spreads fast in the Internet age
Key pointschecklist
Key pointschecklistn prevention: Prevention is the best course of action, taking steps to minimise any potentially difficult situations. Bear in mind that Web masters always like to declare themselves so you will generally get plenty of warning.
n damage limitation: In the event of a situation occurring, try to contact those who are responsible and establish what the real issues are. You may be able to negotiate a compromise. If any of the comments are libellous, consult your lawyer.
n noticeboards: Too risky for some companies yetacceptable to others, installing a noticeboard area on your Web site gives customers the opportunity to give feedback and post comments, both good and bad. Well policed, this can convey a sense of honesty and openness to visitors, both of which are attractive qualities in any organisation.
n crisis management: All travel companies need to address negative Web publishing within their overall crisismanagement. As with many crisis situations, even if theeventuality never arises, it’s still best to be prepared for it.