What would you do to preserve your reputation? We know that it can take some time, even years, to build trusting relationships between life partners, friends, co-workers, clients or even that person who takes care of something you admire and cherish. Actions and attitudes anchored in values, ethics and, empathy shapes the signature of who we are. And although we know this, as beings in evolution, we are constantly exposed to situations that put us to the test if we “walk the talk”.

The English football team, Manchester United, showed us this year a great example. Through harsh (or would they be fair?) and financially costly, it is possible to perceive what differentiates crisis management from what we call reputation management. Although risking losing some fans and gaining many others, the club announced that any fan who has bought a Mason Greenwood’s jersey is welcome to exchange it for another free of charge at the club’s official stores. Mason is a 20-year-old English football player arrested and accused of rape and physical assault on his ex-girlfriend. Adding to that, Mason is suspended, won’t be called up by the English national team and had his contract with Nike broken.

Although young, can you imagine the impact on this “boy’s” life and career? How many years will it take to rebuild his reputation? Compared to CX (Customer Experience), winning back a customer can cost up to 8x more than keeping them satisfied. We are talking about a professional career, but imagining this situation to a company; the impact can be devastating.

Taking care of reputation is more gravely than you might think, whether personal or for a company. With all the changes experienced and the grateful “wake up calls” we have suffered from the pandemic, futurists have seen this window of opportunity for a long time. Building a more just, humanized and intelligent future makes us better human beings. Companies are assets, but those that will survive in the coming years will be the ones who treat people simply as people.

Maria Melo | Customer Experience & Foresight Practitioner