Automotive Marketing Professional Community for Car Dealers, OEM and Suppliers
I've had a lot of dealers ask me about Siri, especially how it is connected to Yelp and Google. As I've fielded a lot of these questions I've become so immersed into the BUSINESS side of Siri, that I didn't test it out myself as the CONSUMER.
So I did some tests.
First, I tried looking for a Toyota dealership nearby. Siri led me to Monmouth Toyota.
Okay. So that was the closest Toyota dealer to me. But only 1 review? Since I don't have the Yelp app I can't read the review. *Big note here! If the consumer doesn't have the Yelp app, they can ONLY see the star count!* When I click on the dealer's name to see more, it takes me straight to Google Maps.
Let me try looking for a top rated Toyota dealer. *Disclaimer! I'm not sure how many consumers would actually search for this, but for the sake of research let's see what comes up.*
Turns out that Toyota dealers in the area are not looking at their reviews because even though Monmouth only has 1 review it still is 1 more than most of the competitors on Yelp.
Ouch. Monmouth has no visible reviews on Google at a glance, but the other dealers aren't exactly "top rated" here either.
Let's go back to the start and see what Siri gives me if I search for oil change.
They have 0 reviews and since I don't have the Yelp app, again, I can't read the reviews. Instead I am directed to their Google Maps. You'll see that when you try to read more in Google Maps you CAN NOT READ REVIEWS. Yes, I have the Google Maps app and the Google Places app but I can't see Google star counts or read reviews.
I wanted to see how they knew Sears Auto Center should come up for an oil change service, since they do not have that category in Google. And when I searched for an oil change center in my town on Yelp, they still didn't come up in my direct search (strange enough, after the first 5 listings they started to give me Italian restaurants).
I did find the Sears Auto Center page. Funny thing is, there's a Sears Auto Center down the road from me. The one Siri is saying is close by is actually not that close. But their listing is claimed and marked "oil change station" in Yelp which gives them a leg up.
Here's what I learned from this:
1. If you don't have the Yelp app, Siri turns ratings into a numbers game. You want a lot of reviews with high star counts.
2. Even if you have the Yelp app, Siri still turns ratings into a numbers game since you can't read Google reviews.
3. As a user there are a lot of frustrations with Siri. You have to speak slowly and clearly - nearly robotic. Whenever I'm in the car or in a store I can't use Siri because of the background noise. This takes away the idea that Siri is for "on the go." If I'm in a quiet place, wouldn't I just type in what I need for a more accurate, and faster, result?
4. There is no back button on Siri, so once you click out, you're out. As a consumer, this is extremely frustrating so I only use Siri if I already know what I'm looking for.
5. Is there any way for dealers to know how often Siri is used and for what purpose? Am I looking for a dealership when I've already made an appointment and need directions or am I using Siri during that crucial research phase?
All in all, dealers can't turn a blind eye from Siri but as a Siri user I say the focus is still on Google reviews with Yelp coming in a close second.
How is Siri changing YOUR review process? Do you have the same frustrations that other users are having?