Your brand is tremendously important. And yet, it's a nebulous, fragile asset that's difficult to control if you don't have a branding strategy. It takes years to build a brand reputation, but it can take just minutes to destroy it. Swift action is necessary to monitor and manage your brand reputation online.
The problem, according to ElectrifAi CEO Edward Scott, is that companies are trying to do more with less. That's an impossible ask for the 24/7, always-on digital environment that many middle-market companies are contending with.
The solution, says Scott, is reputational artificial intelligence. Instead of replacing human marketers or customer service agents, reputational AI equips employers and employees to do more with fewer resources. ElectrifAi's ReputationAI solution automates reputation management in six to eight weeks, helping brands protect their reputation at scale.
Edward Scott pops the hood to share how ElectrifAi's solution works, as well as the importance of reputational AI in an increasingly digitized business environment.
How ElectrifAi's ReputationAi Works
Businesses are struggling to harness their reputational data in a way that creates better business outcomes. "It's the data that encompasses all of the customer information, or product information, or reputational information or otherwise, that needs to be harnessed to drive value. That's what the companies are struggling greatly to do," Edward Scott explains.
With reputational AI, businesses can monitor what customers are saying online. There's no need to sift through hundreds of reviews; the AI solution flags both positive and negative reviews for businesses to check out.
Through its ReputationAI product, ElectrifAi offers an AI sentry that works 24/7 to protect a company's brand. "When we talk about AI, we talk about machine learning, natural language processing, and computer vision," Edward Scott says. "What we've done is, we figured out how to productize machine learning, natural language processing, and computer vision, so that companies can quickly use those things as tools to solve the business problem."
ReputationAI has three main functions: monitoring customer reviews, notifying the company, and generating brand reputation reports.
ElectrifAi uses NLP, AI, and machine learning to understand the emotional sentiment in customer reviews. This allows the solution to respond appropriately to customer reviews at scale.
ReputationAI also works to reduce the impact of negative reviews. Its alert system pings a designated manager if no one from the company responds to a negative review within 48 hours. This can help businesses maintain the fallout from a negative review more quickly.
ElectrifAi designed ReputationAI to help businesses improve over the long term. It pulls analytics and offers suggestions based on a company's reviews. For example, if ReputationAI notices that many negative reviews mention inaccurate sizing, the solution will suggest the company reconsider its sizing options.
This solution helps businesses manage their reviews at scale, which is especially important for medium-size companies with high workloads and fewer resources. Best of all, it gives brands time to value in six to eight weeks, thanks to ElectrifAi's prebuilt machine learning models.
The Benefits of Reputational AI
Yes, it's possible to do reputation management manually, but manual effort doesn't work at scale. Middle-market companies have to embrace a different way of managing their online reputation.
A company can use reviews, blogs, chatbot interactions, social media engagement, and more to build its brand. But these things can also hurt the company if they're not kept under control. Reputational AI matters more and more for three reasons in particular.
First, reputational AI makes companies more competitive. Middle-market companies are on a growth trajectory, but they often lack the resources of larger, better-funded enterprise competitors.
Reputational AI solutions like ElectrifAi make it possible to pull data from an immense number of sources. It would normally take humans ages to sift through this information manually. But reputation AI is able to sift through it in a fraction of the time to glean important insights that businesses can quickly put into practice.
Second, AI can improve brand perception. If the public believes your brand acted in poor faith, it can cause a branding crisis - even if you didn't do anything wrong. Branding is about perception. Businesses have to work hard to ensure the public perceives them as a quality, honest company. Instead of allowing negative reviews to live on eternally unmanaged, businesses can proactively protect their image with reputational AI solutions.
And third, reputation management improves customer relationships. Every positive comment and review is an opportunity to strengthen the bonds you have with your customers. Reputation AI makes it possible to leverage these opportunities to foster deeper customer loyalty at scale.
"The solutions that we're talking about today drive your top-line revenue, optimize your operations, and reduce costs," Edward Scott explains.
Harness the Power of Reputation Data With AI Solutions
"We have created something here that does not exist, which is the ability to help clients turn their data into a strategic weapon to drive their business, and to drive their business quickly with what we call consequential AI," Edward Scott explains of the AI that solves the consequential business problems.
Although ElectrifAi creates solutions for various use cases, its ReputationAI solution promises to revolutionize how businesses manage their digital presence.
According to Scott, reputation management should be an emergency for mid-market companies on a growth trajectory. "You're a medium-size company with limited resources. The guys who do nothing are going to go out of business or suffer substantial enterprise growth limitations. We believe that data is the key to enterprise valuation growth," he states. With the right approach, businesses can mobilize their data and turn it into a strategic weapon through the power of reputational AI.
