In today’s market, information is instant—which means bad news travels quickly. When your business is faced with a situation that could tarnish its brand reputation, it is essential to respond quickly.
But the truth is, reputation management should not be an afterthought. It needs to be an ongoing effort. Employing a proactive approach allows your business to minimize the potential for negative press.
One of the best tools for managing your brand’s reputation is actually one your business has probably been using for years: your customer relationship management (CRM) solution.
Your CRM provides you with a wealth of data about your customers, including their wants and needs. This information helps you make more informed business decision. It also alerts you to potential issues sooner.
Here are three ways that your CRM solution can help you manage your brand’s reputation.
Track Customer Interactions
How your customers perceive your customer service plays a major role in your brand reputation. Customers like to feel as though their concerns are taken seriously.
You can use your CRM to track interactions with customers and craft custom responses when issues arise. This reassures the customer that you value them and that you are serious about providing them with the best experience.
Since your CRM keeps a record of everything about each of your customers, you are able to address situations before customers have an opportunity to take their grievances public. Allowing you to focus your time on delivering a great product or service and less time putting out fires.
The internet has completely changed the way consumers engage with brands. That’s why it is important for businesses to create a genuine and relatable voice online.
How can your business personify its brand in an authentic way? One way is to use storytelling. An effective storytelling strategy will give your brand a humanistic appeal and help your customers better relate to your brand.
The key to successful storytelling is to understand the values of your target market. Your CRM gives you all the necessary information to create stories that directly address the needs of your customers.
Combining the knowledge garnered from your CRM solution with the engagement of your employees will give your stories a sincerity that will help build your brand’s reputation amongst your customers.
Leverage Social Media
It’s no secret that most consumers do not want to hear another sales pitch. That is the beauty of social media. It provides your business with a platform to organically engage with your market.
Integrating your CRM with social media allows you to practice social listening—the process of tracking conversations around specific topics across social platforms. If you leverage social listening, you can provide your audience with content that is most relevant to them.
Using social media properly will not only help build trust, it will also encourage brand loyalty. Loyal customers are more prone to share your content and recommend your product or service to others. This makes social media an extremely powerful tool for brand reputation management.
Your brand’s reputation is important. Start using your CRM solution to actively manage your brand’s reputation and reduce the need for crisis reputation management.