acky! I'd add it's largely driven by convenience and/or a desire to control the content!
Dealers that are working an in house collection strategy have their eye on the wrong ball. They are trying to control reviews for marketing INSTEAD of controlling the experience of the customer for a good review.
There is a gigantic difference between asking a customer to complete a review at their leisure and asking a customer to complete a review RIGHT NOW at the dealership.
When was the last time you went to dinner and the server asked for their tip after the salad? What kind of tip would you give them? Ever tip the barber before they spin the chair? Nail salon take you to a back room to write a review while your nails dried? Best Buy ever walk you to the tablet section and ask you to fill out their survey before you go? Ever pay the shoe guy after just the left shoe? Dentist hand you a tablet during the fluoride rinse? Ever get asked to leave ebay feedback before your item arrives? Ever expect to hear your Doctor say "turn your head, cough, and feel free to type a review for me, I'd really appreciate some feedback?"
The point is when is the sale completed in the customer's mind? After they talk to the salesman; before they go into F&I; when they get the keys; when they drive off the lot; when they get that follow up call the next day to make sure everything is good? Remember they don't know the process like the back of their hand. If you are asking for the customer to complete a review BEFORE they FEEL the deal is done it's tacky no matter how convenient it is for you. The OEM has it right on this issue with CSI scores, some time must pass before you get REAL data. If all you want is marketing material, write some copy. If you are trying to leverage real reviews, make your efforts center around creating happy customers that will be still be happy AFTER they leave your store.
IP tracking and GUID tracking are important considerations, but this is the heart of the issue. I can't think of any other business that does this, can you? Why is the dealership the only place where this kind of "tackiness" passes for a good idea in order to try to control responses? If it wouldn't pass for a $50 dinner we eat 3-5 times a month, how can we expect it to pass for a $50,000 car we buy every 3-5 years?…
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