So that a little wind doesn’t turn into a hurricane

Retail magazine iXtenso has interviewed Alexander De Ruiter, the CEO of Dutch consultancy firm OBI4wan.

He talked about how to manage a worsening reputation and negative consumer reviews. In his view the key to successful crisis management is dealing with the problem as comprehensively as possible, from the moment it occurs. For cases like this he recommends media monitoring: brand owners and retailers can be informed instantly if social media is suddenly full of negative consumer opinion. First the opinion leaders must be identified, and it needs to be found what started the negative feelings. //