Automotive reputation management: Why does gross go up when Car dealers learn to manage their reputation? Maybe it’s because consumers can see their positive press! Dealers are normally the bad guys right?
Dealers do not worry about reputation as much as they should. They have always bought it. Sponsoring charity events and making donations. However, in today’s world, daily reputation management is THE single most important function a dealer can do.
Remember when C.S.I. was tied to trunk money? It did not take long for dealers to start buying surveys. A tank of gas, floor mats or the first service were gifts we were willing to give away to gain that survey. We would even mail it for them!
Manufacturers quickly adjusted and altered the program and found ways to monitor the email surveys. Today you have to earn it or lose money.
Evolution will see a move to the online arena. Review sites are continually working on monitoring your reviews. Weeding out the planted internal reviews and forcing us to become better at customer relations.
Let’s face it; Reputation Management is a new position, much like the Internet marketing position created over the last five years. The Challenge – are you an early or late adopter? Early adopters all have a hundred plus reviews on most of the review sites out there. The late adopters have 2 stars and want their friends to write something nice about them. Let’s go….create the position!
To be frank, most reviews are accurate when you look at them from the consumers’ perspective, and most rate a business a 1 or a 4.5. Where do you want to be? I have been on the review band wagon with auto dealers for over 3 years now working on identifying problem processes and trying to correct the action in the dealership. You CAN gain ground and turn this around in a few months.
If you need help contact us. We have programs, tools, and call center programs that can get you engaged and in front of your competition.