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One angry customer is responsible for this site that is top in this company's SERPs. He is also responsible for a site called Toyota Dealer frauds.
The major complaint this guy had was recall work done on the car without permission from the customer. There were many other slight missteps on the dealer's part, but none all that serious. Failing to respond and try to resolve this issue, the customer took things into his own hands by making this site.
After a short time of being up. The author is contacted by an ex-employee, who gives him enough dirt on the company to really cause some reputation damage. The employee also gave him the slogan "Dick Poe before he dicks you"
Think this is a one time issue? Can't happen to you? Check out I hate Vista BMW.com.
When the dealership responded, all of their responses ended up on YouTube. Had the dealership sincerely tried to resolve the issue, at the very least it wouldn't have made an interesting You Tube post.
The lesson here? One angry customer can cost thousands of dollars for your dealership, diminishing web site page views, conversion rates and floor traffic. Especially if you could have disgruntled employees out there (which most do) Active monitoring, proactive reputation management and genuine customer service are required not only in your showroom, but your service department as well.
I know there are other examples out there. For instance I found a facebook group that hates the commercials for a particular dealership here. It started out just complaining about the commercials and has started to evolve into a central location for people that don't like this dealership (again, complete with disgruntled ex-employees)
What would you do if this turned up in your SERPs one day? What if something was done by an employee and you didn't even know there was an upset customer?