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Online Reputation Management in CX: Tools, Strategies & Media Channels

Updated: Jan 19


Online Reputation Management

Customer experience (CX) is a broad concept, and it includes a lot of important aspects, like marketing, IT, customer service, etc. When it comes to CX, different approaches fit different brands, and there’s no one strategy fit for everyone’s needs. Today, more & more companies are increasing their spending on customer experience and CX strategy. Brands that see value in understanding their consumers and enhancing their overall experience are ahead of their competitors.


With the constantly evolving digital world, more than 80% of customers trust brands with strong social media presence, and they expect consistency. Customer experience does not end when the consumer makes a purchase but includes maintaining communication & engagement. This is where online reputation management can be a pragmatic tool.

ORM is a combination of SEO, digital marketing, and public relations strategies to uphold a brand’s reputation. Come, let’s understand some effective ways in which brands can improve their CX strategy with online reputation management


Strategies to Enable CX Improvement with ORM

With ORM, brands can monitor and manage their online presence to engage with current & potential customers and address their issues. Here are some useful tactics to make the most of online reputation management –


Customer Feedback

ORM allows businesses to learn about customer views and opinions online, which can help enhance customer experience in the service industry. This can enable brands to identify areas for improvement and address complaints, which can make the consumer feel heard, thus building trust & loyalty.


Online Reviews

Online reviews are a critical part of a customer’s overall experience, and responding to both negative and positive reviews shows brand commitment and navigates towards better service. There are various ORM tools that can help businesses manage their reviews on online platforms like GoogleBusiness, Trustpilot, Amazon, iOS App Store, etc.


Positive Online Presence

With online reputation management, businesses can create a positive presence by promoting positive reviews and engaging with customers consistently. This can help create a loyal customer base and build brand awareness to build a solid online reputation.


Prompt Support Assistance

By using utilities like chatbots, automated email responses, and social media messaging, businesses can provide timely and helpful support. Customers lean towards a brand that quickly responds to their queries, which can add to the overall CX.


How are ORM and Customer Experience Interlinked?

We know that CX encompasses a vast area of attributes and interactions. The CX process starts way before customer interaction and ends way after the transaction takes place. Thus, it is essential to collect feedback at every interaction point to understand and analyze consumer behavior. For this, brands can use various data, like reviews, social media posts, online surveys, and feedback channels, which are all a part of online reputation management.

ORM can help organizations leverage trust-building opportunities and can help customers share their CX stories with the world. With ORM, brands can recognize trends and address complaints proactively, and the SEO feature also makes it convenient for users to locate the brand. ORM platforms provide a roadmap for analyzing and sharing results across departments.


Main ORM Media Channels

There are many common mediums to build & manage a brand’s online reputation. These can be categorized into four main media channels, which include –


Paid Media

Paid media channels include all kinds of online content that requires payment to feature your brands. Paid mediums consist of Google Ads, sponsored social media posts, and influencer promotions. This way of brand promotion can be expensive, but it can help spread a positive word among current & potential customers.


Earned Media

Earned mediums of reputation management do not require payments and include coverage from 3rd party platforms, like press coverage, blog posts, review sites, and forums. This media channel can put focus on your brand and create trust among online visitors.

Owned Media

Any media that the brand controls itself comes under owned media channels. You can use owned mediums for ORM by creating relevant content for your audience and optimizing the page SEO factors. Businesses can target branded keywords and employ SEO best practices for a higher Google page ranking.


Shared Media

Any content about your brand on social media, whether posted from your account or someone else’s, can be through shared media channels. This also includes negative reviews and complaints, which need to be taken seriously by monitoring brand mentions and addressing the feedback.


Online Reputation Management Tools to Improve CX Strategy

While enhancing customer experience in the service industry, brands can use the following productive tools –

· Konnect Insights

· Zendesk

· SysAid

· Zoho Desk

· HubSpot Service Hub

· Salesforce

· Freshdesk

· Birdeye

· Locobuzz

· Podium


Thus, ORM can be an excellent approach to improving customer experience, and it also aids in recognizing unfavorable reactions to help brands deal with potential problems. Businesses can employ ORM tools and techniques to increase consumer loyalty & retention and provide prompt support to create a positive online presence, hence boosting their CX strategy.



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