Réputation management seminar

United Breaks Guitars

United Breaks Guitars is all about a true personal story; the one of a group that aimed to complain about their experience with United Airlines that have damaged their guitar during one of their flight.

In the spring of 2008, Sons of Maxwell were traveling to Nebraska for a one-week tour and the Taylor guitar of one of the member was witnessed being thrown by United Airlines baggage handlers in Chicago. He discovered later that the $3500 guitar was severely damaged. They didnt deny the experience occurred but for nine months the various people he communicated with put the responsibility for dealing with the damage on everyone other than themselves and finally said they would do nothing to compensate him for my loss. 

So he promised the last person to finally say no to compensation that he would write and produce three songs about his experience with United Airlines and make videos for each to be viewed online by anyone in the world. 

United Breaks Guitars used his talent to broadcast their complain and to widely convey their message. They take advantage of the power and impact of internet on our current communication system.

Olery

Translate real -time feedback into a delightful guest experience

Olery is a leading provider of reputation management software for the leisure and hospitality industry that makes its Reputation Management vision relied on the "Make it your own" basis. 

It helps turn guests into ambassadors. The Olery suite of comprehensive products and easy-to-use tools for the leisure and hospitality industry intuitively turn real-time guest feedback, online reviews and social media into actionable business intelligence. Our customers use Olery Feedback, Olery Reputation, and custom made solutions to track their online performance, to increase quality guest feedback, to provide input for improvement, and to eventually drive incremental revenue. Olery's products are used by hotels, restaurants, attractions and destinations.

Olery strategy is to collect and assess guest experiences in real-time for all of their properties, leaning that the company evaluates the online reputation of a hotel by extracting information from review sites and social media. It keeps hotel operators informed in real-time about what guests say about their hotel – and their competitor's – and helps to better engage guests and to put user reviews into actionable business intelligence to improve operations.

The Olery Reputation real-time monitoring and strategic analytics allows hotels to react instantly to both positive and negative reviews, and gain a better understanding of what their guests are thinking. 

One of the main tool of Olery is the Guest Experience IndexTM score, that allows hotels to compare broadly with competitors reputation or to focus o more specific aspects of service in order to make it easy for them to filter for the precise data they need.

What is Reputation Managment ?

Why RM is important?Corporate Reputation is estimated to be worth about 4 to 5 percent of sales per year.
Reputation Management is a holistic business activity, combining elements of strategy, management, marketing, customer service, communications, and human resources.
Reputation Management is a holistic business activity, combining elements of strategy, management, marketing, customer service, communications, and human resources. 

Reputation management is the understanding or influencing of an individual's or business's reputation. It was originally coined as a public relations term, but advancement in computing, the internet and social media made it primarily an issue of search results. Some parts of reputation management are often associated with ethical grey areas, such as astroturfing review sites, censoring negative complaints or using SEO tactics to game the system and influence results. There are also ethical forms of reputation management, which are frequently used, such as responding to customer complaints, asking sites to take down incorrect information and using online feedback to influence product development

Trip Advisor

Should a hotel use TA reviews in their site?

TA is a useful tool, both for hotels and customers.

On the first side, they will help hotels to get contents that may improve their service and way to provide it.

On the other side, they will allow previous guests to share their experience and future ones to be informed and aware of the hotel reputation. 

Should the hotel encourage customers to comment on TA?

TA is the opportunity for customers to be more invested on their Guest Experience journey. 

Encouraging customers to comment on TA is a good way to receive feedbacks that will help the hotel to handle general issues that may damage their reputation and future development. 

Online reviews can as well generate contents that will help hotels to provide better service and facilities as they will rely their development strategies on real and experienced comment.

Your opinion: use Tripadvidor or your own platform?

Personally speaking, I will foster the Tripadvisor reviews as they have a global and international reputation on the tourism industry. 

Having contents on TA is a strategic way to get a worldwide impact on hospitality industry and provide experienced comments that will automatically have a more genuine feedbacks.

Even if you have much smaller control on Tripadvisor as a hotel, it is more enriching to take advantage for content that are ensured to be honest and global. 

RYANAIR

Below are listed the 10 actions that must have been led by Ryanair :

1. Be aware of what is said about Ryan Air

They should constantly check what is said about the brand on internet.

They must check their pages on social media on a daily basis, and answers to comments, showing they care about their customers.

2. Act fast

After a lot of likes and comments on this Facebook post, we expect that Ryanair heard this complaint and will give a fast answer.

3. Verify the exactitude of the facts

It is essential to know precisely what happened the more objectively possible.

4. Keep calm

They must stay polite and not agressive toward their customers.

5. Show empathy

Acting like a human is essential when dealing with unsatisfied customers. The company must have expressed their feelings regarding the customers’s experience.

6. They should have explain the situation

Ryanair do not use his official site and social medias. They should have post an official statement. It may have help people to understand things, they tend to be more comprehensive and at least more calm.  

7. Involve the management team of Ryanair

The brand and more precisely the team should have responded personnally to the problem through a video dedicated to the entire clientele.

8. Be customer oriented

The airline company should have communicated to its customers and social media followers that their comments are essential to improve the quality of service and encourage them to share their opinions in order to take future actions.

9. Focus on the future

Ryanair should have underlined that problems that may be encountered by customers are analyzed and that corrective actions are applied.

10. Use the clients’ ideas

If so many persons are angry, it means that something as to be done. Asking for customer’s point of view and to think out the box to find solutions to fix these problems could be a nice way to act.