Reputation Management Excellence

The 2025 winner for Reputation Management Excellence is Telkomsel for their Telkomsel Sambungkan Senyuman campaign. 

Telkomsel launched programs like the Super Seru School Donation and Shoe Donation for Papua Students to connect people and drive social change. These initiatives upgraded educational facilities and promoted equitable access to education, involving customers in the process. This led to increased customer engagement, educational impact, community outreach, and economic empowerment. A survey showed 98% of customers recognized the program's commitment to social impact. Judges praised the campaign for its heart and societal impact, highlighting community engagement and customer involvement. The success of the outreach supports Telkomsel’s vision of fostering connection and positive societal change.

Watch their video to discover more!

 

Telkomsel’s campaign demonstrates how impactful community engagement and customer involvement can elevate brand reputation—a strategy aligned with Gartner research.

Use Gartner research to discover:

  • Key metrics that reputation leaders prioritize for actionable insights, including customer and employee satisfaction scores.
  • 3 actionable insights to overcome challenges in obtaining and utilizing reputation metrics effectively.
  • Communications' role in balancing practical insights with data collection ease to enhance stakeholder trust and strategic planning.

Download The Reputation Metrics Most Commonly Used Research

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    Q&A with Gartner Expert on Reputation Management

    Gartner experts address common and pressing questions about reputation management that are most relevant to both chief marketing officers and chief communications officers. Read through to navigate this ever-evolving landscape effectively.

    Strategic reputation management refers to the proactive and systematic approach organizations take to build, maintain, and enhance their reputation over time. This involves understanding how reputation impacts business performance and aligning reputation management efforts with organizational goals. 

    Reputation management is essential for organizations to enhance business performance, build trust, prepare for crises, engage employees, gain competitive advantage, and ensure long-term sustainability. By prioritizing reputation management, organizations can create a solid foundation for success in an increasingly complex and interconnected world.

    To effectively measure reputation, marketers and communicators should focus on a combination of metrics that provide actionable insights into how reputation impacts business performance including: customer and employee satisfaction scores, customer reviews and ratings, net promoter score (NPS), churn rates, brand equity studies, brand awareness and social media sentiment analysis. Recommendations on how to implement measurement of reputation can be seen with selected Gartner subscriptions.

    Marketing and communications leaders should align reputation efforts to business impact and audience behavior goals. Marketing and communications leaders must work to define a customized combination of quantifiable and qualifiable metrics to tell business-relevant stories about their organization’s reputation health. Key stakeholder groups must be tracked on an individual basis to draw actionable insights. Crisis and issue management efforts should also be highlighted, alongside relevant case studies when necessary.  

    CMOs and communication leaders should begin by assessing their organization’s current reputation management maturity level. Key areas to examine include reputation strategy and implementation, content creation and delivery, and measurement. Setting clear goals rooted in strong stakeholder understanding is key.