Reputation management is the strategic process of monitoring, influencing, and improving how a brand is perceived by customers, stakeholders, and the public. This involves tracking online reviews, responding to customer feedback, and managing social media interactions. A strong reputation builds trust, attracts new customers, and enhances customer loyalty. CRM tools help businesses implement reputation management strategies by collecting reviews, automating survey distribution, and alerting teams to negative feedback. Proactive reputation management ensures businesses maintain a positive brand image and mitigate potential PR risks.