Whenever I think about handling operations just one person comes to my mind. Guess Who? ‘Himmat Singh.’ Much like Himmat Singh in Special Ops 2.0, true control isn’t about reacting loudly, it’s about operating silently, strategically, and staying five steps ahead.
Himmat Singh doesn’t just rely on instinct, he builds systems, trusts his network, and keeps operations tight, even when the mission is uncertain. That’s exactly what ORM Operations is all about.
Now a days brand threats don’t always show up loud. They start quietly, a negative post, a slow-burning rumor, a sudden spike in sentiment and things are upside down. This is where strong operations matters, it enables you answer for the question ‘what to do next?’.
Here your ORM Operations becomes your front line of defence, it isn’t about reacting, it’s about running a sharp, process-led system that spots patterns, mobilizes people, and contains damage before it spreads.
In my last 10+ years of experience managing ORM for some of India’s largest brands I’ve learned that critical thinking in high-pressure moments defines success in operations, not just for the project, but also for the partnership.
Let me share a few real-world scenarios:
The Chat Integration Pressure
Problem Statement
A client once came to us with a demand that perfectly shows how unrealistic brands can sometimes be. They wanted to scrap their existing chat vendor, who had a 9 member team managing operations from 9 AM to 9 PM, and hand over the entire process to us. Now The catch? They expected us to run it with just 4 people not only doing the work of 9, but also extending coverage from 12 hours to 24x7.
On paper, it might look like a cost-saving shortcut, but in reality, it was an extremely risky proposition. Cutting resources by more than half while doubling expectations doesn’t just strain people it destabilizes processes that is in control.
Execution
‘Ab na kaise bole?’ - the real Indian in me. For us, protecting the stability of our ORM operations was non-negotiable, because once you compromise operational balance, both the brand and its reputation takes the hit.
We did what was the best, broke down the problem. We studied the actual workload, measured how many chats an agent could realistically handle at once, and mapped overlaps between chat and ORM. The goal was never to chase fantasy targets, but to design something feasible without breaking the system.
Solution
We proposed hiring 4 skilled chat agents (each handling 3 concurrent chats) and integrating it with 1 ORM audit executive to support low-volume chat needs. This was a balanced compromise that kept the brand covered while ensuring ORM operations stayed steady and in control.
The real state of ‘Real Estate’
Problem Statement
A leadership shuffle in client’s marketing team blurred expectations suddenly, ORM was expected to take on campaign frameworks. It was out-of-scope and affected our set BAU and SLAs.
Execution
The same Indian saga continues here as well. Ops again became the buffer. Instead of a flat ‘No,’ we stepped in to realign roles, requested a temporary SLA breather, and mapped clear responsibilities between ORM and campaign tasks.
Solution
Luckily at HAWK, we groom all our resource to be a leader right from Executives to Senior Managers. In this scenario, our senior ORM exec held the fort on core deliverables, while the account manager temporarily supported the campaign task. Workload was balanced, burnout avoided, and most importantly trust was preserved. Here operations didn’t just manage the chaos but we converted brand confusion into loyalty. Later we had a brand meet where expectations were cleared between the ORM and core Marketing services.
These scenarios prove a point what most people overlook, strategy may set the direction, but it’s operations that decide whether the journey is possible or not Brands often push ambitious demands, sometimes even unrealistic ones, but it’s the execution layer that quietly absorbs the chaos, breaks down the problems, and creates workable solutions. Here the Operations which have strategic control, emotional intelligence, and timely intervention will WIN!
The workforce has changed, the environment has changed but the operational mindset in many places hasn't moved an inch. While the world often points fingers at generational differences, the truth is simpler: The problem isn’t people, the problem is outdated and traditional operations.
Operations that haven’t evolved will always clash with newer energy, whether it’s Gen Z or any other emerging talent pool. The answer lies not in resistance, but in redesigning the machine to run better with the people who power it. This includes rethinking everything from escalation protocols to shift strategies, knowledge management to cultural training.
In this chaos of online chatter, trolls, trends, and hashtags………Great ORM operations bring control, direction, and purpose. That’s what elevates ORM operations from noise-filtering process to brand life support.
That’s why I call it Brand CPR
- Correct: Detect and fix misinformation at the source
- Protect: Shield the brand from cascading risk through fast, informed action
- Revive: Restore trust with empathy, clarity, and speed when reputation takes a hit
It’s time to stop viewing ORM Operations as a support function and start treating it like the central nervous system of your brand reputation. Because in today’s world, brand perception can change in an hour and only a well-designed, forward-looking ORM operations setup can survive.
