In order to effectively manage reputputions online, one must understand that the key to success often lies in how a company attends to customer queries and concerns. It is far easier, however, to avoid these potential brand ‘traps’ by learning from the ORM practices of other brands. This article focuses on ORM case studies for better reputation management online, highlighting successes and failures.

Failed ORM Case Studies

1. Voltas AC: Negative Customer Attention

Poor customer service by an Eastern company, Voltas which is part of Tata Group, led to reputation loss. The company had set up an air conditioning unit but customers were required to pay for a 2-year in-house servicing contract. When the contract was over, many customers faced problems that Voltas couldn’t resolve quickly. Customers then became angry, and took to social media, where they posted negative reviews.

Learnings from Voltas AC:

• Completely automate processes; ensure prompt resolution of customer complaints.
• Attempt to address customer complaints and negative reviews instead of using tactics like deleting reviews.
• Be proactive in tracking and monitoring customer complaints to avoid having to deal with issues down the line.

2. Maggi: Not Agreed To Handle At All

A well known Maggi food brand had a problem in ORM because it was revealed in some tests that their noodles had higher levels of MSG and lead than permissible. Instead of documenting the problem Maggi chose to remain silent which resulted in public fury and pulled off of store shelves. This issue escalated on social media out of control which brought immense harm to Maggi’s reputation.

Keynotes from Maggi:

Always engage with customers immedietly in order to control negative scenarios.

Being careful and addressing issues early and constantly monitoring your surroundings allows preventing bad things from within.

Reputation management is always necessary in the time of a crisis to contain the situation.

3. McDonald’s: Providing an Explanation While in Controversy

McDonald’s was accused on the hygiene of it’s kitchens and other features such as the use of animal fat on the cooked french fries. The brand extended the invite for customers to even visit the kitchen for a firsthand experience of how everything was cooked. They also brought in open kitchens in all outlets in order to increase transparency.

Keynotes from McDonald’s:

During a controversial issue, a customer has the right to speak reasonable terms with the company. This is why they should be taken seriously and information should not be hidden.

Engagement does not need to wait a problem for the reputation of a hurtable company.

Successful ORM Case Studies

1. Ola Cabs – How They Handled the Issue of Gender Bias Allegedly Found Against Their Advertising Campaign

A wave of complaints surged against Ola Cabs from young women who believed that one of the advertisements cast an advert in a very gender biased manner. The brand offered an apology and promised to speak to the women which helped Ola protect its reputation. This response was crucial in helping Ola retain its positive image.

Learnings from Ola Cabs:

A well crafted apology and mitigation strategy can change public perception of a business.

Customers need to be treated with extra caution at all times to retain their faith.

2. Forever 21 – How They Managed to Increase Their Sales With Online Reputation And Customer Engagement During The Lockdowns

With the lockdown, numerous companies suffered a loss in trade and profits, however, through effective online reputation management, Forever 21 was able to increase its sales. The rest of the Forever 21 team made sure to communicate with customers regularly about the status of the store and other logistical matters. This new strategy led to increased sales during difficult times.

Learnings from Forever 21:

A company’s focus should never shift from loyal customers instead updates and information should be shared with everyone.

Communication with a clientbase that is not sought after will help boost their sentiments towards the brand.

3. Citibank and SBI: Assessing Customers’ Queries with a Personal Touch

With phishing calls, Mr.Anandan Pillai was able to cleverly outsmart the scammer by stating that they were from SBI. He mentioned this in a tweet while tagging SBI for their attention. SBI did respond as expected but did not do so in a customized manner. Citibank, however, sent him an appreciation note for helping them spread awareness which was a nice touch to the message. It greatly improved his sentiments toward the brand.

Lessons learned from Citibank & SBI:

Customer personalization increases satisfaction levels and loyalty.

Always be in charge of the situation, and thank customers for their assistance.

Sbi and Citibank serve as examples for those wishing to improve ORM practices.

Be Prompt: If it’s a customer query, reply to it as soon as possible. This will ensure that negative reviews do not surface.

Respond to Customers Quickly: Give your customers the attention that they deserve, don’t wait for the problem to get out of hand.

Tailor Your Response: Frustrated customers can be convinced to turn into an advocate when personalized responses are given.

Analyze Negative Feedback: Any divorcing review doesn’t signal the end. It’s an opportunity to sort where the business is lacking.

Looking at them can help you develop a more efficient Online Reputation Management plan for your brand. If you are in a crisis or want to enhance the relationship with your customers, remember that responding promptly, being transparent, and personalizing communication will bring great results.

The way you manage your brand’s reputation online has a huge impact on its success. ORM is more than just responding to complaints; it is about nurturing relationships and trust. Learn from case studies by both successful and failed companies to know how best to avoid them, and ensure your brand stays strong and relevant under any type of challenges.