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Ralph Paglia - Module 08 - Negative Reviews

From the Automotive Digital Marketing Channel on the ADT network... Reputation Management and why it is imperative to get a mix of reviews from many customers, including negative reviews.

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Comment by Alexander Lau on September 12, 2014 at 8:51am

Here is a nice product. Add this review plugin to any platform (with an additional of a simple script) and they've already had success in automotive. Perfect for VDPs (with some customization) or showroom pages.

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Comment by Ralph Paglia on May 2, 2014 at 4:24am

Brian, thanks for the commentary and negative review... I think... In regards to a good negative review (?!?!) I would have to say that a service department negative I responded to several years ago for Ford of Kirkland comes to mind. The customer had brought their F150 into the service department because their was something wrong with the heater. When the service adviser called and told him he needed a new heater core and how much it would cost, the customer declined the work and came in, paid the bill and picked up his truck. about a month later the malfunctioning heater core caused the truck to over-heat and blow a head gasket.  The subsequent repairs were three times as much as the initial recommended work. He rated the dealership at 1 star and complained that the service adviser should have done a better job of explaining the consequences of turning down the recommended repair.  I responded by agreeing with the customer, offering to get him major cost reductions, knocking his total bill down by 50% and explained that we would all be much more diligent in ensuring that every customer knows the potential consequences when a recommended repair is declined.  The whole thing actually made Ford of Kirkland look good, because the complaint was basically that we weren't selling repairs hard enough!

Comment by David Lytle on April 30, 2014 at 4:15pm

Ralph... RIGHT ON THE TICKER! Don't be scared of the negative review. You will get them. Responding back in a positive way.. PUBLICLY.. it shows that you are human, but that you are showing that you are trying to remedy the situation. Every consumer that sees that you respond to the negative review in  positive way, is gold. While you cannot remedy every situation, you should be able to satisfy many of them. The response back quickly will absolutely make the consumer see and feel that you will do what you can to fix any situation. This goes a long, long, long way in gaining the trust of a potential new consumer. If done correctly you can, after fixing the situation and making the customer happy, ask if they would post a new comment saying how quickly and nicely you helped them with their issue. This is better than a 100% perfect review.

Comment by Anne Fleming on April 29, 2014 at 5:16am

Ralph -- SPOT ON! Great video series and tutorial. The average single brand dealership is a $35M dollar business (let alone an auto group), with thousands of customers. We are in the people business and there are always times that customers will be left feeling dissatisfied or unfulfilled with a transaction or conversation -- its simply the law of averages and natural. Its completely authentic and shows real integrity to have negative reviews about your dealership. Do you think Disney, Apple, LuLu Lemon or Nordstoms don't have feedback that isn't always favorable?

To your point, Ralph, that is not the game. The end-game is how to respond to the negative reviews. Not only to get into that customers world quickly and acknowledge their experience,  but also to see how and where we can learn and further develop ourselves and our business (we are people and our processes have breakdowns, its true). Secondly, yes, potential customers are interested in reading HOW the dealership responded to the negative review(er). Its a great opportunity to show compassion, grace, authenticity, integrity, responsiveness, care, and customer excellence. 

With ALL reviews, and this takes something(!), if your customer took the time to write a qualitative (more than a 5 star) reviews, it means alot to them if YOU take the time to thank and acknowledge them. In the pre-digital era can you image getting a letter from a customer about a good or bad experience and not responding to it?  Thanks again, Ralph. 

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