Date post: | 18-Jul-2015 |
Category: |
Automotive |
Upload: | nakedlime |
View: | 133 times |
Download: | 0 times |
Reputation Management
Reactive Process
• Monitoring for online mentions.
• Monitoring for reviews on third party sites.
• Responding to reviews.
Reputation Management
Reputation is Key
• 78% of online Americans aged 18-64
use online reviews to help make their
purchasing decisions.
• 49% of automotive shoppers check
reviews while on your lot.
• Monitoring and responding are
important!
• Only reacting is not enough to
keep you in front of your online
reputation.
Reputation Management
Proactive Process
• Follow-up email surveys.
• Using Social Media to increase engagement
• POS handouts for selected review sites.
• Encouraging customers to share feedback.
• Featured testimonials on website or social media.
• Reviews pages on your website.
• Addition of review site button to:
• Email signatures
• Website
• Email campaigns
Reputation Management
Social Media
• 80% of shoppers consult
social media.
• 62% cited Facebook as best
channel.
• 12% Pinterest.
• 11% Twitter.
Reputation Management
Social Media
Abundance of information to influence
customers:
• Customer conversations.
• Ability to share special events and incentives.
• Ability to add pictures (staff, customers,
inventory).
• Advertising opportunities.
• Customer reviews and Testimonials.
• And much more…
Reputation Management
Social Media
You must engage your customers in
order to:
• Encourage growth of your customer base
• Maintain positive relationships
• Increase brand recognition
• Increase brand reach
• Increase brand advocacy
Reputation Management
CSI Surveys
• Dealership branded, short surveys sent within 48 hours after a sales or service transaction.
• Opportunity to share experience with dealership and on 3rd party review sites.
• Able to quickly follow up with customer to resolve issues before CSI surveys.
• Can present opportunities to change dealer processes and improve customer experience.
• Impact to CSI surveys can be monitored.
Follow Up Survey Emails
• OEM branded, longer surveys sent about 10-14 days after a sales or service transaction.
• Measures multiple aspects of customer’s dealership experience.
• Provides data to allow dealers to make process improvements.
• Survey response rates are monitored monthly.
Reputation Management
Survey Emails
Common concerns about follow up emails:
• Sending out too many different communications to customers.
• I’ll get too many negative reviews.
• These surveys will interfere with CSI surveys.
In response to these concerns:
• Customers enjoy sharing their opinions.
• Frequency of email communications can be monitored and controlled.
• Negative customers are 15.3% less likely to consent to having their review published online.
• On average, 93.42% of published monthly reviews are positive.
• Follow up surveys are set up to send prior to CSI surveys and have been shown to increase CSI scores.
Reputation Management
Response Handling
• We’ve all seen how poorly customer feedback can be handled online…
Reputation Management
Response Handling
• And we’ve all seen examples of how to properly handle responding to customer feedback online…
Reputation Management
Response Handling
• Why is it important to respond to all reviews?
• Make sure customer issues don’t slip through the cracks.
• 95% of complaining customers will do business with you again if their concern is addressed.
• Effective responses increase positive loyalty behaviors by more than 20%.
• 21% of car buyers changed dealership selection based on review site interaction.
• Maintain positive relationships.
• Engage current and potential customers.
Reputation Management
Response Handling
• Benefits to a response handling plan.
• All reviews are handled professionally and in a timely manner.
• Dealership is engaged with customer base.
• More time to focus on customers and day to day operation of the dealership.
• Improved review site ratings.
• Increased referrals.
Reputation Management
Recap
• Key ways to increase customer satisfaction, loyalty, and overall dealership success:
• Social media management.
• Customer follow up surveys.
• Response handling plan.