Easy access to information is the first step to improving customer satisfaction and increasing brand reputation, generating value for customers and the company.
Brand Reputation is the set of perceptions, evaluations and expectations that different stakeholders have of a company.
There is no unanimous definition, but it is closely linked to communication and human relations, as it derives from the actions of an organisation and the value judgement attributed to them by people.
In addition to corporate culture, the relationships a company establishes with consumers play a fundamental role in building a positive brand reputation. But we do not always realise what factors influence them.
The role of Customer Service in building a company's Brand Reputation
Customer Service is the main point of contact between the company and its customers, which is why easy and immediate access to information is essential in caring operations.
Leaving users waiting and having to manage thousands of reports for the same problem is a waste of time for operators and employees and hinders the formation of a good opinion of the company.
Conversely, providing clear and consistent information across all consumer touchpoints can help form a positive opinion of the company and stimulate word-of-mouth referrals.
In addition, resolving users' queries quickly, or providing them with a way to seek solutions to problems themselves, can improve satisfaction and ensure loyalty.
Both the activities carried out by the Customer Service and the support activities that are the responsibility of the Help Desk therefore influence the construction of a corporate image. Both are based on access to knowledge: manuals, product sheets, procedures, FAQs necessary to respond promptly to consumer requests.
Communication between Sales and Marketing departments to build value
Even before they become customers, users come into contact with the company through Marketing and then Sales departments, which must be aligned with the brand values to be conveyed.
It is not always easy to stimulate communication between departments: often the necessary systems or infrastructures for knowledge sharing are not in place, or the corporate culture does not encourage knowledge sharing by rewarding those who collaborate in the dissemination of new ideas.
For this reason, it is essential to implement tools that facilitate the dissemination of information: the marketing department must have access to the shared knowledge base, including the documentation and reports produced by the sales department, so that it can develop targeted strategies to support the sales channels.
Similarly, Sales receives feedback from Marketing on new opportunities to expand the market.
Knowledge Management can improve Brand Reputation
More efficiency and better customer service means consumer satisfaction and, consequently, more opportunities to create a good and solid brand reputation among the public.
Similarly, a targeted marketing strategy will generate more leads and maximise the value for both customers and brand, thus increasing the chances of being known and expanding the market.
Thanks to a knowledge management system that provides a single point of access to all company documentation (product sheets, technical manuals, promotional content, website, etc.), operators and employees will have an easy way to consult the knowledge base and provide timely responses to customers.
In addition, a corporate knowledge management system has the advantage that it facilitates the sharing of information between different departments, thus speeding up their activities and improving productivity.