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Omdømmedagen 2010: Peggy Brønn, BI
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Bak tallene: Hva kan vi lære av omdømmevinnerne? Peggy Simcic Brønn, BI Leder, Senter for VirksomhetsKommunikasjon
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For sjuende gang har Reputation Institute og Apeland Informasjon, i samarbeid med Peggy S. Brønn ved Handelshøyskolen BI, analysert omdømmet til de 50 mest synlige norske virksomhetene. Over 10 000 nordmenn gir sine vurderinger i første kvartal 2010. Hvilke bedrifter har best omdømme i Norge i 2010? Hvem har tapt omdømmepoeng? Hvem har gjort det største rykket det siste året?
Transcript of Omdømmedagen 2010: Peggy Brønn, BI
Bak tallene: Hva kan vi lære av omdømmevinnerne?
Peggy Simcic Brønn, BILeder, Senter for
VirksomhetsKommunikasjon
Two Reputational Issues
• Communication• Governance
Omdømme
Distinctive
Sincere
Responsive
Consistent
Visible
Transparent
Most Important Communication Drivers of Reputation
•’The organization’s beating heart’
•Genuine, honest, truthful
Sincerity (Ekthet)
•The core of dialogue
Responsive
•Open
Transparent
RepTrak Sincerity Transparency Responsive
Skandiabanken 81.9 66.8 60.6 60.2
Ikea 81.0 62.3 60.9 63.0
NSB 46.4 37.1 38.6 34.9
Terra 45 (35.1) 28 (17.2) 34.6 (23.9) 34.1 (25.6)
The Business Impact of Supportive Behavior with the General Public
Note: “% Respondents who Would Recommend” = Top 2 Box (6-7)Source: Norway Annual RepTrak™ 2010
Adj-R2 = 0.767Norway Pulse score
% R
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45 50 55 60 65 70 75 80 85
Improve Reputation by 5 Points and Increase Recommendation by 6.3%Analysis shows that if a company is able to improve reputation by 1 point the number of people who would positively recommend the company goes up by 1.26%. In a competitive situation increasing recommendation within the general public would have a dramatic impact on the bottom line reinforcing the benefits of active reputation management.
What Impacts ’Word of Mouth’
1. Sincerity
2. Responsiveness
3. Transparency
Governance
• Firms are open and transparent about the way they operate
• Behave ethically • Are fair in the way they do business
Reputation with the U.S. General Public vs Norway
Norway US
• In Canada, India, Thailand and Turkey, Governance is now the #1 driver of reputation
Preventable Crises – Severe Reputational Threat (Coombs 2007)
• Organizational misdeed with no injuries : Stakeholders are deceived without injury.
• Organizational misdeed management misconduct : Laws or regulations are violated by management.
• Organizational misdeed with injuries : Stakeholders are placed at risk by management and injuries occur.
Two Things:
• Perceived lack of governance can be more damaging than product failure, natural disaster, technical accidents
• Products and services losing importance to governance and leadership
• The Year of the Big Apologies
Toyota president testifies before CongressFebruary 25, 2010 -- Updated 0055 GMT (0855 HKT)
Toyoda tears up and pauses for composure as he thanks the audience for their support.
BMWVolkswagen
(VW)Toyota
RepTrak Score
77,0
76,5
81,4
Bransje Bedrift Tilfredshet Lojalitet
Bilforhandlere BMW 83.7 83.1
Toyota 83.6 85.0
VW 73.0 72.1
Resultater 2010 - Bransjevis
February 2010
Toyota
January 2010
February 2010
April 2010
82,6 80,0 74,6
Products
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Workplace
Governance
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January 2010 February 2010 April 2010
Visible Distinctive Consistent Transparent Sincere Responsive0.0
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January 2010 February 2010 April 2010
What Happened?• For Toyota car faults had been recorded over 10
years yet the company carried on in denial• For BP the American partners who supplied
rigging equipment and valve technology had known that component standards were not the highest
• The stimulus for remedial action was absent in senior management
• The response of each corporation was poorChiron Reputation Risk Consultants
Why Important for RepTrak Firms
Product vs Corporate Brands• 96% of firms are business to consumer• 66% of firms listed share the same product
and corporate brand name• 24% are retail firms dependent on the
strength of their own name• 10% branded or B2B
Communication and Governance Factors are People-Driven
• People are sincere, not products• Organizations, not products, are open• People, not products, are responsive• People make bad decisions
Excellent communication – being believable and genuine, providing insight and being accessible.
Reputation Excellence – fulfilling expectations: consistency between what an organization is, what it says it is, and what it does.
C. van Riel
In the end it’s all about …
