Amcham CEO Alexandra Pasternak-Jackson: “Reputation is one of the most important assets of any organization”
The first step in is to assess its current state. “Reputation is one of the most important assets of any organization,” summarizes Alexandra Pasternak-Jackson, CEO of Amcham Finland.
AmCham Finland is an international business network whose members are companies operating in Finland across various sectors.
In Pasternak-Jackson’s experience, reputation management is extremely important for an organization like Amcham. He points out that in order to manage reputation, one must first learn to understand it.
“And in order to understand your reputation, you have to measure it. The first step in managing and understanding your reputation is to assess its current state,” says Pasternak-Jackson.
“For example, here at Amcham, we’ve always received plenty of recommendations and positive feedback from our members, but before we started measuring our reputation, we lacked concrete data. It wasn’t until we had that data that we were able to use it as a tool.”
Pasternak-Jackson explains that the very first reputation survey provided AmCham with practical guidelines for its work.
The positive feedback from our partners felt important. However, Amcham paid even more attention to the assessments provided by other stakeholders.
“We consistently uphold the quality of our services and prioritize our members in our decision-making. It was great to see that reflected in the results.”
“However, the feedback from non-members was particularly interesting. The results and data analytics highlighted clear areas for improvement, especially regarding interaction and administrative transparency. We need to be more active and open in our engagement with them. This is a challenge we are happy to take on!”
According to Pasternak-Jackson, reputation management is an ongoing process that must be integrated into everything we do—and whose results are evident in everything we do.
“I admit I underestimated the importance of reputation before we started managing it. Reputation management has really helped us succeed and achieve our goals.”
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Text: Anu Räsänen
Video production: Vesa Koivunen, Harri Leinikka, Tuuli Pohjola, and Riku Ruokolahti.
