What are the costs of corporate reputation?
For public companies reputation almost directly translates into capitalization. Most of them have long ago come to realize the importance of corporate reputation and implemented various reputation management programs, including direct communication with customers. In the today’s environment communication landscape is changing constantly. Since early 2000 communications are increasingly shifting into the Internet. People easily and eagerly exchange online their opinions on products and services they use creating virus-like demand for specific products or ruining corporate reputations. As the most important and influential information distribution media, Internet has gained a significant share in corporate marketing budgets, partially replacing traditional advertising campaigns or complementing them. It is cost-efficient and effective – if addressed correctly. For modern companies Internet communications present at the same time a possibility and a risk: one positive opinion from real customer in Internet is 10 times more efficient than traditional marketing or advertising (the so called word-of-mouth effect) and the negative one can be next to disastrous if not followed up and worked out. Customer opinions in Internet, especially negative ones, are distributed, quoted and shared quickly, creating the overall negative company perception and badly affecting its reputation. And for public companies bad reputation means bad market capitalization. Most public companies who care for their reputation (and capitalization accordingly!) are already shifting their reputation management efforts into Internet and engage actively in live online communication with the Internet audience.
InfoWatch Customer Experience Manager
For companies, seeking to efficiently manage their reputation in the Cyberspace InfoWatch is pleased to offer the InfoWatch Customer Experience Manager service. InfoWatch Customer Experience Manager is an on-demand social media monitoring service to help you manage corporate reputation in real-time by listening to the customer opinion expressed at various online platforms. The service allows you to:
- Find out how your product or service is rated by the Internet audience (both by end-users and specific Internet media)
- Neutralize critics before they can damage your reputation
- Clearly understand strong and weak features of your product/service
- Compare how customers rate yours and competitive products / services
- In real-time trace the information sources and follow the information distribution links
- Monitor both quantitative and qualitative dynamics of your product mentions
- Detect most influential internet media and persons to better target your marketing efforts (by rating the influence of a specific media or person on the general opinion on your product)
- Determine specific user characteristics of Internet content creators (their sex, age, location, activity)
- Follow up and close reputational issues thanks to the integrated issue management system
Why use InfoWatch Customer Experience Manager
- Effective reputation management
- Development of customer-oriented products and services
- Efficient promo campaigns and better marketing
- Improved support services
Major Principles
To start benefiting from InfoWatch Customer Experience Manager, you should first determine what you would like to monitor (the object of monitoring). This can be a product name, a company name, name of a person – anything that is of interest to you. Then it is vital to compose the search request base – select the criteria that will be further used for data monitoring. At this stage InfoWatch is pleased to offer its customers targeted result-driven consulting services, for better request base creation. Then the list of platforms (sources) to be monitored is created. Closed communities, interesting for your specific company can be also monitored (optional). The already pre-integrated platform list includes thousands of sites and can be easily extended. Based on the search request base InfoWatch Customer Experience Manager automatically collects the relevant content, including its metadata (content author characteristics and specific content characteristics (content type, popularity rating, time of creation, quotation index, etc.)). The collected data is automatically analyzed using unique linguistic analysis technology (major European languages and Arabic are supported). Linguistic analysis technology by InfoWatch features high reliability sentiment detection. Based on the analysis results the content is categorized into positive, negative, neutral. The service features extensive customizable easy-to-use graphic reporting system. You can easily see general rating of the monitored object, its dynamics, the most often mentioned product/service features and benefits, general information field (in what context the product/service is most often mentioned). Access to the reports is role-based. The integrated issue management system provides visibility into what reputational issues have been resolved and what are pending.
Benefits
- Sentiment analysis with up to 95% reliability
- Top bloggers definition
- SPAM & duplication cleaning
- Humour, slang, profanity detection
- Extensive, user-friendly reporting
- Simultaneous multi-user support
- Real-time monitoring
- Online analytical interface
- Role-based access-model
- Unique online searcher
- IQ & profile definition
- Multi-language text recognition
- Integrated issue management system, including pre-installed, programmable automated action scenarios (for example, by a specific event alarm the responsible person, issue a ticket, etc.)