Reputation management begins with customer service. But with Amazon, the Internet’s largest retailer, it begins with the competition. That’s what I get out of the new Harris Interactive Reputation Quotient Study.
Last year, Amazon ranked No. 4. Apple was No. 1 and Google was No. 2. The Coca-Cola Company fell in at No. 4. This year, it’s Amazon, Apple, The Walt Disney Company, Google, and Johnson & Johnson rounding at the top 5.
The surprising part is why consumers see Amazon so positively. The results this year are based on the following criteria:
- Outperforms the competition
- Admirable and respectable
- Plays a valuable social role
- Good company to work for
- Good feeling about the company
What it really boils down to is, people feel good about Amazon. They’re beating the competition, people respect them (obviously) with their private information like contact information and credit card numbers, they make a good employer, and their company policies engender respect and admiration. Plus, they contribute to society.
We can learn how to make our own companies more respectable by watching the larger companies’ reputations and seeing what creates a positive perception in the minds of consumers.
So what can we learn from Amazon this year? I think it boils down to three things for Amazon: technology, customer service, and fulfillment. All of these things are intrinsically tied together – at least, from a customer service perspective. On Amazon’s social roles, I think it boils down to the company supporting good causes and not having any bad PR. Then, there’s the whole thing about being a good company to work for. If you can check ‘yes’ in each of those three boxes (customer service, social role, and employment satisfaction), then I think you can create a positive reputation for your company as well.