Stakeholders can have a huge effect on an organisation’s reputation, regardless of the extent of their involvement in the organisation itself, says Palesa Madumo, executive director of strategy at Vuma Reputation Management. Stakeholders – all those with an interest in a particular organisation – can have a positive or negative effect on a brand’s reputation, says Madumo. Using a call centre agent as an example, she explains that, as a brand representative, the agent could provide a customer with an extremely favourable or very negative brand experience, based purely on how that one individual behaves.
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