In terms of organizational identity, reputation risk management overlays what could be, over what it is. We make this distinction when we set our action based perspective. Do we build from customers input to business outcomes or the other way around?
Moreover, how do we know we’re on the right track?
Ethics in the business environment – we like ethics. It’s a nice word that sometimes strikes a chord with part of us. It sounds complicated and it’s also a bit hard to explain to a 5 year old. But at the same time, it’s of great touch to our brand management strategy speech. That’s how much we wore it down and evaluate its meaning. The Ethical Enterprise study (Doing the Right Things in the Right Ways Today and Tomorrow) published by the American Management Association states that the main reason we’re running a business ethically is because we’re protective of our brand and reputation. Following reasons include “being the right thing to do”, “because of customer trust and loyalty”, “because of investor confidence” and “public acceptance”.
In other words, identifying with the image created in time has become more important than current business vision or the way we do things. Nowadays, appearance and background attachment (on and offline) just seem to be of higher importance than appropriateness, agility and adapting to fast paced change. By applying this, instead of allowing customers to drive the process, we take control.
Ethics inside our company – shortly, we define ethics as the composition of guidelines that helps us distinguish right from wrong. From a wider perspective, we understand that corporate ethics refers to a set of principles and practices that align company values, strategy and day-by-day actions, thus reducing the gap between brand identity (what we envision) and brand experience (what we demonstrate). But there are times when we can’t keep up anymore or everything seems overwhelming and we lose confidence. We then tend to forget what we stood up for in the beginning and let morals become cheesy, fluffy, impractical and inefficient. In this case, acting ethically only for the purpose of increasing profits triggers very low commitment in and out of the business and shapes fake corporate agents.
Ethics towards our clientele – we realize that customers recognize authenticity or lack of it for that matter, from miles away. The essence is being honest with our tribe by increasing transparency, communication and getting to know our “audience” better.
Non-Ethics towards our clientele – we realize that today’s customers are becoming more intelligent and make smarter and more complex purchase decisions. Now, being transparent becomes about getting to know more about our clients and delivering products and/or services that fit their needs and profile, rather than just pushing ourselves and what we have onto their throats. Best in Test (with all tools) allows us to get more familiar and become aware of our key influencers. It has developed an algorithm which somehow picks the relevant customers, the ones that had the authentic customer experience we’re looking for. This is how BiT supports you in demonstrating integrity – by choosing to pay deeper attention to the people you’re most pertinent to.
Non-ethics inside our company – shortly, we define non-ethics as the composition of guidelines that helps us hide facts we don’t want people to know about us and our products/services. But reducing the gap between brand identity and brand experience always comes from within our company. It’s about how we manage to set ourselves straight as a business, in alignment with our entire core and how we choose to deliver this package. In order to help shorten the void mentioned above, we could develop an ethics code and make it known to all stakeholders (managers, employees, associates, customers and the general society, etc.). Besides highlighting unethical practices – such as violating confidentiality agreements, covering dirty facts or data, or hiding grey-area information, etc. – such a code would hold us accountable to ourselves first and would be useful for building a strong and sustainable foundation. Furthermore, we could ensure consistency in implementation by attaching a reward and recognition system to it. Other solutions you could practice with, are providing ethical training and installing whistle-blower protection systems.
The ORMA – Online Reputation Management Association – is another mechanism that fosters reputation self-awareness. It brings together individuals and firms around the world and enables a self-sustainable mechanism that aims to establish and define the overall role of this practice. Both ethical codes and the ORMA disperse inside-out endeavors that focus on bridging the distance between companies’ reputation and identity.
Non-ethics in the business environment – we don’t really like it. It is a nice word that always strikes a chord with us. It sounds complicated and we would definitely NOT want our 5 year olds to start with this concept when studying business strategies and non-loyal tactics. Unfortunately, we’re not 5 year olds so, what do we mean? Obviously, it stands for the opposite of all the paragraphs above. By setting honesty and trust bars higher, reputation management helps improve organizational standards and behaviors, thus building a more competent and confident business environment. Best in Test impacts business sectors by reflecting an authentic background of its components. It describes an outward-inward perspective because it collects all sorts of important and relevant information from your clients, setting an improved norm of how your business should be the best answer to their needs.
In conclusion, ethics today strives to bring appearance and reality closer together to customers’ satisfaction. In addition, building a solid and lasting business environment means creating a solid and lasting relationship with our customers. And we all know that such a connection is created over building trust and proving honest behaviors.
So, why choose BiT? Just because this is the exact kind of relations we stand for; and because it’s the right thing to do.