Professional Community for Car Dealers, Marketing, Advertising and Sales Leaders
|by Alicia Ruggles, Reputation Management Specialist|
|Imagine the worst review your dealership has ever received. It likely included the words “worst,” “terrible,” and maybe some more colorful vocabulary. Maybe the customer referred to a specific employee who handled his transaction, and then ended his onslaught with a threat. Not only did he swear to never return to the dealership, he also vowed to tell everyone who will listen not to do business at your establishment. And perhaps it even contained some inaccurate and untrue information about the dealership. This type of dealership review may feel like a worst-case recipe for reputation disaster. But the reality is that it's only the beginning! If a dealership doesn’t handle this negative review in the right way, the worst review is yet to come.|
We all know that "it’s not just reviews that count; it’s how you respond." So proactively reaching out to customers who have given your dealership a review is a great policy, and can certainly be beneficial--- if approached in the right way. But asking customers to then edit, delete or revise their comments is a big mistake that some dealers are making. In most cases this can result in an angrier customer who may end up tacking on an even more damaging comment to his already disparaging review.
This type of update can shed an even worse light on your dealership than the original commentary, reflecting an inability to remedy your customer's negative experience. In other words--- this is the worst case scenario. So what's the “right” way to approach a heated customer after they've left an uncomplimentary review about your dealership?
|Responding to customers in a straightforward way will help a dealership build a "strong culture of customer service." Once you've done your best to reach out to the customer and mend the situation, you may post a follow-up response to the original review, letting the customer (and anyone else who is researching your dealership) know that you were happy to address their concerns, and that you appreciated their feedback. This alone may encourage them to go back and revise, or even retract negative comments that they left. Here's a great example of what I'm talking about. In his first review, this customer was clearly unhappy, expressing his dissatisfaction and even discouraging others from buying at the dealership.|
Yet just a few days later, the same customer left this review on the dealer’s Google+ page:
The dealership clearly addressed the issues raised, and the customer freely revised their previous comments without being pressured to do so. Encouraging your happy customers to post positive feedback is certainly an important piece to managing your online reputation. But revisions and retractions that appear alongside a review that was originally critical can have an even more powerful influence in a future prospect's purchase journey than if the review had been positive in the first place.
It's important for potential and existing customers to see that your business listened to customer comments and proactively focused on the issue at hand, and not on the review. A dealer that approaches a negative review in this way has a chance to turn negative feedback into an opportunity for the dealership and regain the trust of the unhappy customer and the respect of others who see the review.
What approaches have you seen work well in your reputation response strategy?
The Street Smart Guide to Automotive Reputation Management
Knowing how and when to respond to your negative reviews is just part of the reputation management equation. This eBook will arm you with the do's & don'ts and the top myths in automotive reputation management, as well as some compelling data on the proven impact of reviews in the car-buying process. Download eBook
About the Author
Alicia Ruggles is a Reputation Management Specialist at Cobalt. Alicia and her fellow Rep Man experts help their clients manage their dealership’s online reputation and connect with their customers in online review and social communities. Alicia currently works with GM dealers to help them engage customers and increase overall customer satisfaction through social media platforms. She received her BA in Communications at the University of Washington, along with the Sales Certificate from the UW Foster School of Business. Alicia drives a black Mazda 3 named Sasha that is her pride and joy. Feel free to reach out to Alicia directly at firstname.lastname@example.org
Learn more about Cobalt's automotive reputation management solutions.