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I had a discussion the other day with a potential client and it made me realize that many customers think that Internet Reputation Management (IRM) is just about getting negative reviews off Google Page One.

This comment reinforced my belief that unless a company is committed to having a good internet reputation and willing to work on-site to improve, there will always be something to push off Google Page One.

Internet Reputation Management


A GM at a dealership where I was delivering a customer service seminar, stated that sales people will never ask for people to post a review. My response was, “Are you afraid of feedback from customers? Why would you not want to hear what they say so that you can make adjustments?”

I brought this up during the training session to the sales team and asked, “Why would you NOT want to get you name out there? If I as a customer read review of your dealership and saw that John was mentioned in 8 reviews as giving great service, I would go in and ask for John.”

They all looked at me with skepticism and one salesperson actually said that the customers couldn’t be trusted to write something nice.

WOW. So your poor online reputation is their fault?

Getting feedback is not the enemy. It is your company’s best friend. It may hurt initially. It may mean you have to go to some of your top sales and service people to work on their people skills, but in the long run, companies who treat customers correctly will win out.

Do not focus on the minority. What I mean is you will never please everyone. There will always be that customer who is never satisfied. Focus on the majority. If the majority of your customers feel that you are listening to them and exceeding their expectations, you will dominate your competition. If service is great, they will feel more compelled to post something positive online.

Remember, every transaction gives customers a reason to post. Give them a reason to go out and let others know your place is customer friendly. Don’t give them a reason to go online to “warn” others about your business.

Next post I will give you something you can do to make sure your staff is delivering excellent customer service that will help your online reputation.

Let me know your thoughts.

Glenn Pasch is the new COO for PCG Digital Marketing as well as a personal business coach with Improved Performance Solutions.

Views: 10

Tags: IRM, consultant, digital, glenn, management, marketing, pasch, pcg, performance, reputation

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Comment by John H. Isaac on September 30, 2010 at 7:00am
Glenn you are on point. Dealers must take control by directing their customers to post reviews about their experience. Customers will seek out ways to post negative reviews without the dealer's help, so dealer should include themselves in the process for greater control.

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