Corporate Reputation can be defined as the sum of all perceptions and expectations that relevant stakeholders have about a company in relation to that specific stakeholder’s own agenda.

Reputation is not necessarily informed by any actual knowledge about, communication from, or interaction with the company – and can be held, communicated, transmitted, and transferred by stakeholders who are outside the company’s control or knowledge.

Reputation Management involves monitoring and managing perceptions so as to achieve advocacy, permission, and acceptance amongst your key stakeholder groups.

The Harris Interactive Reputation Management solution identifies key areas of focus for your business to effectively manage your corporate reputation through:

• Identifying, prioritizing, and profiling reputation stakeholders
• Identifying issues of importance amongst key stakeholders
• Developing a unique set of reputation attributes and drivers specific to your organization
• Analytic modeling by stakeholder, geographic region, business line, etc.
• Competitive and peer company benchmarking
• Evaluating communication, channel, and program impact
• Delivering implications, recommendations, and strategic planning to optimize your reputation

The total relationship you have with your customers is beyond the aggregation of all experiences they have with you.  Periodic, high-level relationship evaluation is critical to keep you well-informed in making data-driven decisions to improve performance.  These research evaluations should include the relevant business domains within which your organization has the appetite and ability to drive change.  Additionally, only those parts of your organization with the willingness and potential for change should be measured as part of holistic relationship performance research.

Harris/Decima Relationship Assessment tests your own hypotheses regarding organizational strengths and weaknesses to deliver clear, precise learning.  We help you answer critical business questions like:

• What parts of the relationship have the greatest impact on our customers?
• Where does strong performance give us competitive advantages?
• Which unmet needs are the priorities for resource allocation to drive improvements?
• What processes are inconsistent and create dissatisfaction among the customer base?
• Which types of experiences and touchpoint channels have the greatest impact on customer behaviours?

Linkage to business performance metrics and action planning workshops are two proprietary ways in which Harris/Decima will help your organization bring the findings of your relationship assessment programs to life.  We apply your results to findings from profitability analyses, performance consistency evaluations, and root cause analyses to deliver holistic and diagnostic brand insight.