Managing the risk to your company’s reputation


A company’s reputation is its most enduring and lasting asset. Earning the consumer’s trust is one of the most important aspects of marketing for an organisation, and business-savvy builders know that a good reputation, via word of mouth, is its own form of advertising. 

Registered Master Builders Federation chief executive Pieter Burghout says ensuring you act with due diligence around customer complaints and acting on them immediately is critical to best practice for your business. “Deal with customer complaints immediately. 

This is a critical component for your business’ reputation. Leaving a repair or quick-fix job for any length of time not only takes longer to repair but can also create a disgruntled customer,” Mr Burghout says. He also suggests builders use any previous complaints as a tool for change within the organisation. 

“Keeping track of complaints will show any trends in shortfalls in an organisation and, if unfixable, they can at least be mitigated before they become an issue,” he says. Developing a strategy to deal with a reputational crisis won’t necessarily prevent one from occurring, but it will go a long way in helping you to prepare for one. 

And any shortcomings in your business will become apparent. RMBF marketing and communications manager Nancy Bakker says the media plays a big role in how a company’s reputation is perceived by consumers, and that it is important to work with the media. 

Ms Bakker suggests one person in your organisation is allocated as the first point of contact for crisis issues and media issues, and other members of staff are trained in how to deal with a media inquiry. 

The RMBF has an in-house legal advisor and staff who can recommend the best course of action for you to take if issues arise that you are not sure how to deal with. Please contact them if you have any questions.

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