The internet has revolutionized the way we conduct business, as well as how customers interact with businesses and view their online reputation. When making a purchase, a reliable suggestion or warning should be taken into consideration and weighed heavily in the decision-making process. Having satisfied customers is crucial for the success of any business, whereas a vocal unhappy customer could be enough to cause it to fail. Negative online reviews have greater reach and can cause more harm than word-of-mouth used to; a single negative opinion can potentially ruin a business. Mintel’s recent report affirms that 81% of consumers between the ages of 18-34 look up reviews online before purchasing any product or service. Bright Local has found that online reviews are trusted by 88% of consumers to the same degree as personal recommendations. Therefore, it is important to pay attention to online reputation management.
Due to the increased use of online research and social media by auto shoppers before visiting a dealership, online reviews can also be extremely valuable for dealers. According to DealerRater and Dataium’s study, if car shoppers found positive reviews online about a dealership, they are more likely to visit that dealer’s website and the dealership in person by 90%. Industry statistics also demonstrate that the majority of auto shoppers read 10 reviews about a particular dealership and find online reviews to be a “very” or “extremely” a significant component of their research. Particularly, these reviews are almost indispensable for millennial consumers. The following tips explained below will help car dealerships with online reviews management.
Provide Outstanding Customer Service and Ask for Reviews
When customers visit your dealership, ensure a service experience that is nothing short of five-star quality. American Express’ research has found that if the experience is positive, customers tend to tell up to nine people about it. To provide a seamless experience, it must be consistent across all channels – whether they are online, calling your customer service department, or in-person at the dealership.
A survey conducted by Cars.com has revealed that consumers are most likely to leave reviews during business hours. To take advantage of this trend, sending out requests for reviews during these peak times can be beneficial. Furthermore, dissatisfied customers are more likely to leave reviews than satisfied customers. Some customers may be reluctant to review in general, so to avoid their silent exit show them how passionate you are to hear from them. Take into account that providing them with an incentive (like free credit or a gift card) will help encourage them to leave a review and let you know about their experience.
Respond to Reviews, Especially the Negative Ones
There are many platforms available to host your dealership’s reviews, but you should prioritize the major three: Google, Facebook, and Yelp if you want to host your dealership’s online reviews. Other specific sites such as Cars.com, DealerRater.com, and Edmunds.com can also be considered. To properly manage your online reputation, you need to consistently observe each of these platforms and respond to reviews in a suitable manner.
Taking the time to respond to reviews is significant, but the Cars.com survey showed that a mere one-third of dealerships reply to their online reviews. Individuals who have had unsatisfactory experiences desire to be acknowledged and prompt action will reduce the negative impact. It is essential to tackle a problem before it worsens; if you respond adequately to a negative review, it can be managed. However, when disregarded, it can lead to long-term consequences. With the right approach to your responses, you may even turn a critic into an ardent customer.
When addressing negative reviews, it is important to be professional, courteous, and understanding. Show the customer that you value their opinion and take their concerns seriously. Apologize for any inconvenience caused and ask them to reach out to you privately to continue the conversation, then try to resolve the issue. Keeping a positive online reputation is key, so make sure to offer a clear path to resolution. Doing so will show other customers that you take customer feedback seriously and are willing to go the extra mile to make sure that their experience is a positive one.
Overall, managing your online reputation and reviews is crucial for the success of a car dealership. By regularly monitoring and responding to customer reviews, you can improve your online reputation and attract more customers to your dealership
Sean Toussi
If you have any questions or comments regarding this article, please email Sean@Glo3D.com
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