When people need a product or service, their reflex action is to search online. Depending on how specific the search query is, there could easily be tens to hundreds to thousands of results at a potential customer’s fingertips. When there’s a buffet of options, guess what’s the next action customers take? They check out what other people are saying about the products or services of different businesses. It’s in this stage of the customer journey where a business’s online reputation management (ORM) comes into play.