AmCham CEO Alexandra Pasternak-Jackson: “Reputation is one of the most important assets of any organization.”

Reputation is one of the most important assets of any organization, says Alexandra Pasternak-Jackson, CEO of Amcham Finland.

AmCham Finland is an international business network representing companies from a wide range of industries operating in Finland.

Based on her experience, Alexandra believes that reputation management is extremely important for an organization like Amcham Finland. She reminds us that to manage reputation, you have to learn to understand it.

“And in order to understand your reputation, you have to measure it. The first step in managing and understanding reputation is to assess its current state,” she says. “For example, we’ve always received many recommendations and positive comments from our members, but before we actually started measuring our reputation, we lacked any real data. We could only begin using it as a tool after we had the data.”

Alexandra believes that Amcham’s first reputation survey already provided practical tools to put to use. While positive feedback from members and partners was important, feedback from external stakeholders received even more attention.

“We consistently maintain our high standards of service and prioritize our members in our decision-making. It’s great to see this reflected in the results. We were particularly interested in the feedback from non-members. The results and data analysis show that there is room for improvement in the areas of engagement and transparency. We need to be more proactive and open toward them. This is a challenge we gladly accept!”

She went on to explain that building a reputation is an ongoing process, and it must be integrated into everything. The results are also evident in everything.

“I admit that I underestimated the importance of reputation until we started managing it. Managing our reputation has helped us succeed and achieve our goals.”

Text: Anu Räsänen

Video production: Vesa Koivunen, Harri Leinikka, Tuuli Pohjola, and Riku Ruokolahti.