Reputation Experience Management (RXM) – a combination of customer experience and online reputation management – aims to unite these two areas, to focus on the customer and to satisfy them and thus to look better as a company. The key here is to collect feedback from various sources, evaluate it and turn it into actionable insights. You can then improve your own performance, thereby Optimize customer experience and consequently increase the brand’s reputation. The following checklist with seven tips will help you to anchor a professional RXM step by step and sustainably in the company.
1. Bring the departments concerned around one table
Reputation management not only requires the joint commitment of the marketing and CX departments, but also almost all areas of the company – from operational customer service to the compliance team and management. Convince all affected departments of the advantages and clarify in advance who will decide on the introduction of an RXM and who should be responsible for the program in the company.
2. Check the status quo of your online reputation
First, assess how your current online presence is doing. Perhaps you are already working on your digital image in some areas. If so, evaluate the effectiveness of the tools used and see if there are any gaps anywhere. Make sure that the Google My Business pages for all your locations are under your administration, that they are listed in all relevant industry portals and that your social media presences are up to date.
3. Define the goals for your RXM program
Depending on how you are already set up, it is important to formulate appropriate goals at which points your reputation experience management should start. Think about which goals you want to achieve in the short term and which you need to address in the long term, such as a higher star average on Google, an improved image compared to the industry or more sales.
4. Develop a scoping document
Record all goals and responsibilities in a concept and add a roadmap for the introduction. Define specific milestones with appropriate deadlines. In this way, management and the departments concerned know exactly what is to be implemented in which phase of the implementation.
5. Select the appropriate software support
Use the scoping document to determine which platform best suits your business needs. When selecting the software, make sure that all RXM components can be seamlessly integrated and that reliable, automated online monitoring is possible for multiple locations and websites (if you have them). At the same time, it is important that the solution works with intuitive, easily understandable and clear dashboards and offers powerful analysis and reporting tools.
6. Reputation Management: Set up your tools appropriately
Think carefully about whether you need a holistic software solution or just individual tools. Keep in mind which functions are important for your goals. It is helpful if the tool can be implemented modularly, adapted and expanded as required – because even if you may not need all the features now, your needs may grow in the future. Thinking ahead today can save you further costs tomorrow.
7. Start with the new reputation management
If all signs are pointing to “Go!”, Start your reputation management and customer experience management with being found online – for example in business directories, on social media and of course on Google. Generate customer ratings and answer them professionally. Evaluate feedback and draw conclusions about your company and your digital presence. Then check regularly whether your processes are working and whether the measures are having the desired effect. The reporting options within an RXM platform are suitable for gaining rapid knowledge.
Reputation management: doing more for the brand
Reputation Experience Management ensures the positive and consistent expression of strong brands. The combination of online reputation and customer experience management guarantees future viability. As a result, companies not only have a strong competitive advantage over competitors who do not deal with RXM, but also benefit from greater trust in their brand and thus from new and stronger customer relationships. The Guide “Reputation Experience Management” from Reputation.com offers you additional information – including numerous examples and five important components of an effective RXM.
About the author: Marina Hedvizak is Marketing Manager DACH at Reputation.com. She has relevant marketing experience both on the agency side and in companies in various industries, such as the automotive and energy sectors. As a marketing all-rounder, she is familiar with PR and event management as well as online marketing and classic marketing. Reputation.com has pioneered online reputation management (ORM) and is now expanding its experience to include reputation experience management (RXM). This enables companies to build a good online reputation, improve the customer experience and thereby increase their sales. (sg)
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