How come multi-location businesses fail to manage online brand reputation? Here’s the reason why.
Businesses of all sizes, including enterprises and small & medium businesses simply don’t have the right tools. Most of them choose consumer tools or home grown, half-baked solutions and expect to be successful. When a disaster strikes, they won’t know because no one ever looks at data affecting your online brand reputation. It’s solely collected for the purpose of making process improvement and is done so within the traditional means.
What this means is that your world as you know it, is good enough. People don’t like change. Most people are scared of new technologies; it’s true. Businesses are slow to adopt new technologies primarily because the don’t see the value compared to the “traditional means” or in other words, they afraid of change. New technology, no matter how advanced, won’t be introduced at your company because you, the decision maker, are mostly unaware of all the benefits. Moreover, no one around you will tell you to look at it since most of them are very comfortable, so why change?
Using traditional means and not wanting to think ahead is not wrong. It’s awfully wrong. Not having the right tools that give you a bird's-eye view of your online brand reputation presented by hard numbers, is wronger than wrong. When you have multiple business locations, you can’t be in multiple places at the same time. Of course, you trust your managers and you do believe that they can do nothing erroneous, right? Now, back to reality. The reason you worry, don’t sleep at night and don’t take time off is because you don’t trust your managers, and do try to be in multiple places at the same time. Your blood pressure is off and your doctor is strongly suggesting that you take it easy. But can you? Most likely you still have a few mortgage payments, your kids are still in school and you worried about financing their future. All of that can be helped, fast. All you need is the right tools.
Imagine being able to look at your brand and instantly seeing that your locations are listed in the right directories and review sites that are most important in your industry, and see if the listings are accurate. Imagine being able to see average review scores by location and ponder why King St. location, in comparison to your other business locations, is lacking in customer satisfaction, with an under 3.5 star rating. You’ll be able to answer “why”, simply because numbers tell a story, and graphs show you which manager is underperforming. You’ll never have to guess again or make decisions made based merely on word of mouth When customers or clients leave reviews these days, they tend to get personal. Would it not be nice to know that Agnes at your Bond St. location is costing you your reputation and hence is responsible for your declining revenues?
Here is the good news.
Right tools do exist, and what I have described is not science fiction; it’s reality. And yes, it’s affordable and will cost you a lot less in comparison to Agnes’ mistakes. Stop guessing, get the right tools and succeed. Many of these new technologies are already used by your competitors, why not join the race? It’s not a matter of having better tools, it’s a matter of having the right ones. Having the right tools will just mean that your company, will be coming in first place.
ReputationMart.com - passionate digital marketing team.