Contact Center

Mastering Online Reputation: A Guide for Agents

Abhishek Punyani
April 4, 2024
 mins read

Last modified on

A company's reputation can be built or shattered in a matter of clicks. Online reputation management (ORM) has become a critical aspect of any business, especially for call centers that often serve as the frontline of customer interaction.

This blog post explores the essence of online reputation management, outlines essential practices for call center agents, highlights necessary training, and delves into how Convin's innovative technologies support ORM efforts.

Discover how Convin can skyrocket your online reputation!

What is Online Reputation Management?

Online Reputation Management (ORM) is an essential facet of the digital marketing landscape, intricately designed to influence, shape, and manage the public perception of an organization or individual online. 

With the digital realm being a pivotal touchpoint for businesses and consumers alike, ORM has become a strategy and a necessity for maintaining a positive online presence and fostering trust with your audience.

1. Exploring the Depths of ORM

At its core, ORM is about monitoring and influencing how your business is perceived online. It extends beyond mere crisis management or negative review responses; it's a proactive and strategic approach to creating a positive digital footprint, enhancing customer satisfaction, and ultimately driving business success.

2. Key Components of ORM

a. Monitoring and Analysis

How sentiment analysis deciphers customer emotions to boost online reputation management
How sentiment analysis deciphers customer emotions to boost online reputation management
  • Digital Monitoring: Regularly tracking what's being said about your brand across various online platforms, including social media, review sites, and forums.
  • Sentiment Analysis: Utilizing advanced tools to gauge the sentiment behind customer feedback, helping businesses understand the prevailing emotions associated with their brand.

b. Content Strategy

  • Positive Content Creation: Developing and disseminating positive content about your brand, such as success stories, customer testimonials, and press releases, to enhance your digital reputation.
  • SEO Practices: Implementing search engine optimization (SEO) strategies to ensure that positive content ranks higher in search engine results, overshadowing any negative mentions.

c. Engagement and Response

  • Proactive Engagement: Actively engaging with customers online, acknowledging positive reviews, and addressing negative feedback promptly and professionally.
  • Crisis Management: Preparing and implementing strategies to manage potential PR crises, ensuring that the brand's reputation is maintained during challenging times.

d. Feedback and Improvement

 Online reputation management with instant AI feedback on agent performance
Online reputation management with instant AI feedback on agent performance
  • Continuous Feedback Loop: Encouraging and analyzing customer feedback to identify areas of improvement, thereby aligning business practices with customer expectations.
  • Customer Relationship Building: Strengthening relationships with customers by showing that their opinions are valued and acted upon.

3. The Significance of ORM in Various Contexts

  • Digital Reputation Management: Emphasizes the importance of a brand's digital footprint and its impact on customer perceptions and decisions.
  • Online Reputation Management Strategy: Involves planning and executing a set of actions focused on building and maintaining a positive online reputation.
  • Reputation Management Online: Encompasses all online activities undertaken to monitor, influence, and improve how a brand is viewed on the internet.
  • Online Business Reputation Management: Tailored specifically for businesses, focusing on enhancing their online presence and reputation through strategic interventions.
  • Types of Online Reputation Management: Varies from proactive measures like content creation and SEO to reactive measures like responding to feedback and crisis management.

Online Reputation Management is a multifaceted and dynamic process that requires continuous attention and adaptation. By understanding and effectively implementing ORM, businesses can safeguard their online presence, foster trust with their audience, and pave the way for sustained success in the digital world.

Best Practices for Call Center Agents in Online Reputation Management

Call center agents are crucial in shaping a company's online reputation. Their interactions can significantly influence customer perceptions and, consequently, the organization's digital reputation. 

1. Active Listening

  • Understanding: Agents must fully grasp customer concerns, which involves attentive listening and comprehension.
  • Empathy: Demonstrating understanding and empathy can turn a potentially negative experience into a positive one.
  • Clarification: Asking clarifying questions to ensure no detail is misunderstood.
  • Example: If a customer is upset about a delayed shipment, the agent should listen carefully to the customer's issue, acknowledge the inconvenience, and confirm the details before proposing a solution.
Check out this Empathy Statements Checklist for FREE.


  • Customer Trust: Active listening can build trust, as customers feel heard and valued.
  • Issue Resolution: Effective listening leads to accurate problem identification, enabling swift and appropriate solutions.

2. Professional Responses

  • Consistency: Maintain a professional and calm demeanor, regardless of the customer's tone.
  • Brand Voice: Ensure responses align with the brand's voice and values.
  • Positive Language: Use positive and constructive language, even when addressing complaints.
  • Example: When responding to a negative review online, an agent should professionally acknowledge the issue, apologize sincerely, and offer a solution or compensation.


  • Brand Perception: Professional responses enhance the brand's image and can mitigate the impact of negative feedback.
  • Customer Retention: A professional approach can convert dissatisfied customers into loyal ones.

3. Prompt Resolution

Higher customer satisfaction rate will lead to a better online reputation of your brand

Caption/Alt-text: Higher customer satisfaction rate will lead to a better online reputation of your brand.

  • Efficiency: Address and resolve customer issues swiftly to prevent escalation.
  • Proactivity: Anticipate potential issues and address them before they escalate.
  • Follow-Up: Ensure the resolution is satisfactory and follow up with the customer.
  • Example: If a customer reports a technical issue, the agent should promptly troubleshoot, resolve the problem, or escalate it to the appropriate department, ensuring the customer is informed throughout the process.


  • Customer Satisfaction: Quick resolutions lead to higher customer satisfaction and positive online feedback.
  • Reputation Enhancement: Efficient problem-solving contributes to a positive online reputation, reflecting a company that values customer satisfaction.

4. Feedback Encouragement

Insufficient feedback hampers online business reputation management
Insufficient feedback hampers online business reputation management
  • Positive Reinforcement: Encourage satisfied customers to share their experiences online.
  • Guidance: Assist customers in where and how they can leave reviews or feedback.
  • Incentivization: Consider offering incentives for customers to leave feedback.
  • Example: After a positive interaction or resolution of an issue, an agent could gently encourage the customer to leave a review on the company's website or a third-party platform.


  • Positive Online Presence: Encouraging feedback builds a repository of positive reviews, enhancing the company's online reputation.
  • Customer Engagement: Engaging customers in providing feedback fosters a sense of community and loyalty.
See Convin in action for FREE!
Results first, payment later.
15-Day Free Trial | No Credit Card required
Sign Up for Free
Say goodbye to unpredictable conversions
Download your copy

What are the Types of Online Reputation Management?

1. Proactive ORM

  • Strategy: Implementing strategies that actively build a positive online reputation through excellent customer service and encouraging positive reviews.
  • Content Creation: Developing and sharing content that reflects the company's values and mission.
  • Monitoring: Regularly monitoring the online presence to identify opportunities to engage positively with the audience.

2. Reactive ORM

  • Damage Control: Addressing negative content swiftly to mitigate its impact.
  • Engagement: Actively engaging with customers who have had negative experiences, offering solutions, and turning their experience around.
  • Analysis: Analyzing negative feedback to identify areas for improvement and prevent future issues.

Use Case Example: Imagine a call center agent dealing with a dissatisfied customer who has voiced their frustration on social media. By applying the above practices (active listening, professional responses, prompt resolution, and feedback encouragement), the agent can address the customer's issue, offer a resolution, and encourage the customer to update their post or comment positively about the resolution process. This not only resolves the individual issue but also publicly demonstrates the company's commitment to customer satisfaction, positively impacting its online reputation.

Effective ORM by call center agents involves a strategic blend of listening, professionalism, responsiveness, and encouragement of positive feedback. These practices not only address immediate customer concerns but also build a foundation for a resilient and positive online reputation.

4 Essential Training for Call Center Agents

Effective online reputation management (ORM) hinges on the proficiency and preparedness of call center agents. Here's a detailed look at the essential training components that empower agents to contribute positively to ORM.

1. Communication Skills Training

  • Objective: To enhance agents' ability to communicate clearly, empathetically, and professionally, irrespective of the customer's tone or the nature of the inquiry.
  • Content: Training modules on active listening, positive language use, tone modulation, and clear articulation.
  • Use Case: An agent encounters an irate customer who posts a negative review online. Trained in effective communication, the agent handles the call with empathy and professionalism, addressing the customer's concerns and mitigating the negative online feedback.
  • Impact: Such training not only resolves individual customer issues but also contributes to a positive online reputation, showcasing the brand's commitment to quality customer service.

2. Conflict Resolution Training

  • Objective: To equip agents with the skills needed to de-escalate conflicts and resolve customer complaints efficiently.
  • Content: Strategies for understanding customer perspectives, finding common ground, and offering solutions that align with the company's policies and customer satisfaction.
  • Use Case: A customer vents their frustration on social media about a service issue. A well-trained agent engages with the customer, offering a resolution that turns the customer's negative experience into a positive testimonial.
  • Impact: Effective conflict resolution can transform dissatisfied customers into brand advocates, enhancing the company's online reputation.

3. Digital Literacy Training

Give your team the personalized training they need to excel in customer service
Give your team the personalized training they need to excel in customer service
  • Objective: To familiarize agents with online platforms and the nuances of digital interactions, which are pivotal in shaping a company's online reputation.
  • Content: Understanding social media dynamics, review platforms, and the basics of digital etiquette.
  • Use Case: An agent monitors online platforms and notices a recurring concern among reviews. By addressing this issue proactively, the company demonstrates attentiveness to customer feedback, boosting its online reputation.
  • Impact: Agents become adept at navigating the digital landscape, preventing potential ORM crises and leveraging opportunities to enhance the company's online presence.

4. Customer Service Excellence Training

  • Objective: To ensure that every interaction an agent has with customers reflects the company's values and commitment to excellence.
  • Content: Training on brand values, customer-centric strategies, and creating memorable customer experiences.
  • Use Case: An agent consistently provides exceptional service, leading to numerous positive online reviews highlighting the company's commitment to customer satisfaction.
  • Impact: This training ensures a consistent, high-quality customer service experience, directly influencing the company's online reputation and customer loyalty.

These training modules empower call center agents to manage and enhance a company's online reputation effectively. By mastering these skills, agents can turn every customer interaction into an opportunity to build and reinforce the brand's online image, contributing to a robust online reputation management strategy.

Boost Your Online Reputation with Convin's Key Features

1. Sentiment Analysis: Uncover Customer Emotions

Sentiment analysis visualized: Turning feedback into strategic ORM insights
Sentiment analysis visualized: Turning feedback into strategic ORM insights

Convin's sentiment analysis tool interprets the emotional undertones in customer communications, offering crucial insights into their satisfaction levels.

Example: Identify patterns of dissatisfaction early to address issues proactively, reducing the chances of negative reviews.

2. Real-Time Agent Assist: Enhance Interaction Quality

Real-time Agent Assist bridges knowledge gaps and helps in online reputation management
Real-time Agent Assist bridges knowledge gaps and helps in online reputation management

This feature offers on-the-spot guidance, providing agents with scripts and suggestions to navigate customer interactions smoothly.

Example: During a challenging call about a late delivery, agents receive instant advice on empathizing and problem-solving, improving customer satisfaction.

3. Automated Coaching: Personalize Agent Development

Convin's system delivers customized training and feedback, focusing on areas each agent can improve.

Example: If an agent falters in call conclusions, Convin provides targeted coaching to refine this skill, elevating customer experience and positive feedback.

4. Auto Quality Management: Maintain Consistent Service Excellence

Evaluate all customer engagements, and provide AI-driven feedback to ensure uniform service quality.

Example: When an agent's performance drops, the system identifies improvement areas, enhancing interaction quality and boosting positive online mentions.

Leveraging Convin's capabilities, businesses can not only upgrade their customer service but also significantly improve their online reputation, attracting more customers through positive feedback and reviews.

Unlock the power of online reputation management; schedule your demo with Convin today!


1. What is the meaning of online reputation management?
Online reputation management (ORM) involves strategies and practices to influence and improve public perception of a brand or individual on the internet.

2. What is online reputation and why is it important?
Online reputation is how a brand or individual is perceived based on their digital presence and actions; it's crucial as it significantly impacts trust, credibility, and customer decision-making.

3. What is reputation in management?
In management, reputation refers to the collective perception of a company's reliability, integrity, and quality, influencing its success and stakeholder trust.

4. What are the four (4) tips to manage online reputation easily?

  • Monitor online mentions and feedback.
  • Engage and respond to reviews and comments.
  • Encourage positive reviews from satisfied customers.
  • Address negative feedback proactively and constructively.

5. What is the primary goal of online reputation management?
The primary goal of ORM is to create a positive, consistent, and true representation of a brand or individual online, influencing public perception and trust positively.

6. What are 3 negative effects of online reputation?

  • Loss of customer trust and loyalty.
  • Decreased sales and revenue.
  • Harm to brand image and long-term growth potential.

Featured Articles

Contact Center

7 HealthTech Call Center Best Practices to Increase Patient Satisfaction by 27%.

Rimlee Patgiri
November 4, 2022
Contact Center

Interpret Customer Loyalty with NPS Score Ranges

Madhuri Gourav
December 20, 2023
Contact Center

Top Customer Satisfaction Metrics To Track in 2024

Labeeb Ajmal T
June 13, 2023

Subscribe to our Newsletter

1000+ sales leaders love how actionable our content is.
Try it out for yourself.
Oops! Something went wrong while submitting the form.
Bhive Workspace No.112,AKR
Techpark, A-Block, 7th Mile
Hosur Road, Krishna Reddy,
Industrial Area,
+91 7011464590, +91 8802881329
2093 Philadelphia Pike #5025
Claymont, Delaware 19703
(+1) 6282095776

Say goodbye to unpredictable conversions

Unlock the solid agent coaching framework for free!

Access the full report now

Please enter the correct email.
Please enter your workplace email.
Invalid Email
Thank you for downloading the report
Oops! Something went wrong while submitting the form.