Better Reputation

Every day, customers interact with your company at various touchpoints along the customer journey. Each of these interactions is an opportunity to positively influence the customer experience in the long term. A good reputation supports this.

A brand's reputation is a key criteria for customers in deciding whether or not to choose a product/service. In a direct competitive comparison, a better reputation can therefore be a decisive advantage.


  1. Definition of (online) reputation
  2. Definition of corporate and brand reputation
  3. Better reputation - relevance and consequences
  4. Tips for a better reputation
  5. Better reputation through reputation management - concrete approach
  6. Better reputation with eTrusted
  7. Better reputation - the example of Trusted Shops

Definition of (online) reputation

Reputation is defined as being the opinion that people generally have about someone or something. This can be e.g. objects, persons or conditions. The reputation that is valid on the Internet is called online reputation.

Definition of corporate and brand reputation

A better reputation in the sense of corporate or brand reputation means a more positive brand image or reputation of the company. However, there is an important difference between reputation and brand image: Brand image means the image of the company on the customer side. Reputation, on the other hand, is based on the actions of the company and the interests of the various stakeholders. In order to achieve a better reputation, various activities can be used in a very targeted manner within the framework of reputation management.

Better reputation - relevance and consequences

Most consumers research a company, brand, product or service before make a purchase. Relevant criteria are reviews from other customers. Often, consumers are even willing to pay a higher price if a company has a better reputation. A good company reputation therefore has a number of advantages:

Increased sales: Trust is the basis for convincing customers and retaining them in the long term. A positive and better reputation (compared to competitors) supports exactly these goals.

With the help of customer experience feedback, which is generated through surveys and then displayed at the relevant touchpoints of the customer journey, trust in the brand increases. At the same time, the purchase rate and the average shopping basket value also increase.

Recommendations: Positive customer feedback - at best on many relevant platforms - are at the same time free recommendations. This supports the acquisition of new customers, because positive reports from other customers increase trust in the brand as well as in the product or service.

Employer branding: A good and better reputation also makes a decisive difference when looking for employees.

Tips for a better reputation

Companies and brands aim to achieve a good and better reputation than their competitors in order to use this as a competitive advantage. In the context of reputation management, the following measures can therefore be used as tips for a better reputation:

Actively ask for experience feedback:

As explained earlier, positive customer feedback is the key to a positive and better reputation. Therefore, integrate a holistic experience feedback culture and actively ask for feedback at relevant touchpoints.

This should include your customers, but could also include other stakeholders such as your employees and partners.

The feedback received should be displayed at the relevant touchpoints, so that the positive feedback from your customers, and thus a better reputation, has a direct influence on the purchasing decisions of potential new customers.

Be responsive to feedback:

Regardless of whether the feedback is positive or negative, responding to feedback not only makes customers feel valued, but also helps new customers develop greater trust in the brand.Turn your customers into brand ambassadors through positive experiences:

Positive customer experiences automatically lead to genuine recommendations on various platforms, such as Google. A customer-centred corporate strategy is noticeable here.

Create stringency and consistency in your communication:

To build trust rather than mistrust, the stringency of content disseminated across all channels and touchpoints is extremely important.. Often, different channels are hung up in different departments and, among others, also external service providers (e.g. advertising agencies). Here, a consistent communication concept is usually required to build trust with customers across all touchpoints. For this purpose, your Experience Feedback is perfectly suited as a basis for stringent and consistent communication. It supports customer-oriented and customer-centred communication across all channels.

A look at the competition:

Having a competitive advantage means being better than the competition. In this case: having a better reputation than the competition. To do so, regularly take a look at the competition and their customer feedback. What kind of feedback is generated? How does the competition compare on different relevant platforms? How do the competitors deal with feedback? What ultimately makes us better than the competition and how can we make these advantages work for us in customer acquisition?

Better reputation through reputation management - concrete procedure

Define the relevant topics:

Which topics are relevant for the own brand reputation? Which topics should be associated with the company in the context of a positive and better reputation?

Depending on the industry and the company's objective, the areas with which a company or brand should be associated should be defined. For example one of the following:: sustainability, quality leadership, price leadership, environmental protection, working conditions, and many more.

Research and analysis of platforms and channels relevant to the target group:

In order to bring the defined topics to the target group and actively influence the reputation, the right platforms and channels must first be selected. On which platforms does the target group spend time? Which channels does the target group use to get information?

Placement of relevant topics:

In order to achieve a better reputation, the defined topics are now disseminated on the selected platforms and channels. Examples: posts on social media, press releases, customer service support, etc.

Measurement and control:

With the help of a monitoring system and the regular evaluation of feedback, the reputation development is controlled and managed.

Better reputation with eTrusted

With eTrusted's Experience Feedback solution, the following aspects can be implemented and managed for a better reputation:

  1. Define the relevant customer touchpoints on their customer journey. Where does a good reputation support the buying behaviour of your customers?
  2. Define a suitable and highly automated function for obtaining experience feedback at your relevant customer touchpoints.
  3. Use AI to actively and comprehensively manage your customer feedback (response) via eTrusted.
  4. Market your customer feedback online or offline to improve your reputation.

Better reputation - the example of Trusted Shops

Trusted Shops has a very good reputation compared to many competitors. As Europe's largest trust brand with 37 million members (Trust Community), brand awareness and trust in Trusted Shops is very high.