Читать книгу Reputation Strategy and Analytics in a Hyper-Connected World - Foster Chris - Страница 9

Reputation cannot be judged, described, or distinguished at a glance. Multiple streams of data from multiple sources must be collected, integrated, analyzed, evaluated, and harvested for insight that can be used to develop meaningful responses to changes or shifts in reputation. Since reputation is built from an aggregate of many components, different approaches are required for different companies and different markets.

Reputation Strategy is composed of multiple action steps and processes based on environmental factors as well as factors within an organization’s sphere of influence (Figure I.1). Through the application of Reputation Strategy, scalable, repeatable, reliable, and predictable actions can be taken.

Figure I.1 Stakeholder Perceptions and Expectations

Every organization has a unique set of attributes that can be classified into those that could affect existing value or those that could generate new value. This allows organizations to address risks and issues as well as proactively identify and address opportunities.

For example, reputation can be leveraged to create business advantages in supply chain relationships, executive talent recruiting, sales, sourcing, finance, and other functional areas of the modern enterprise.

In a recent engagement with a global firm, we integrated multiple types of data into a single model, making it possible for our client to recognize how each issue contributed to its reputation and how those issues affected the firm’s reputation across its ecosystem of stakeholders.

Based on our analysis, we identified activities that should be created, sustained, or eliminated to better support reputation goals. With a comprehensive understanding of the factors or “drivers” underlying the company’s reputation, we helped them devise a workable strategy for influencing it.