Athikur Rehman Ansari—
May 01, 2021
As per the current trends, is handling ORM internally a right way forward? We at Cerebrate feel otherwise. I have been in discussion with a lot of brands about their ORM process. Surprisingly, many brand managers feel that ORM is not the department that needs immediate investments. A few of the brands handle their online customer experiences in-house. The question is, how well is it done? Are brands able to use the golden data available online to good use? How is the quality of responses? What is the level of efficiency in handling the user queries? and many more questions to be answered.
At Cerebrate Solutions, we have renamed the term ORM (Online Reputation Management) to DCEM (Digital Customer Experience Management). Digital media has given super powers to users that has made them to be present on the platforms of their choice and post anything on any platform at anytime. A brand may be good on social media with response management, but imagine doing SEO and SEM to promote their website, and there are negative Google business reviews that are not being addressed. The ROI from the SEO or SEM activity will be the promotion of negativity about the brand by the brand itself. Similarly, doing ads to promote the mobile app where reviews and ratings are not favourable and the brand has not been attentive to them. Our recommendation for such brands would be to track user queries on all digital touch-points, and not just on their social media properties and on all 365 days.
The 4 key ingredients of our DCEM (Digital Customer Experience Management)
There are many ORM tools available in the market built with great UI/UX, fancy dashboards, good workflow mechanism, adaptability to exchange the data between CRMs, etc. However, only having a tool cannot help, a process to utilise these tools to their fullest is required. Few brands tell me that they have been changing ORM tools, but still unsatisfied with the existing ORM process. My suggestion to them is to hire an ORM agency and you would't need to worry about which tool to use and what to expect. A good ORM process, or rather as we call it DECM process is a combination of both the tool and human intelligence.
If you are a brand that is still in the response management stage, we are just a message away for you.
#DigitalMarketing #CX #ORM