Is the reputation of your services sputtering? It needs a tune-up!
Online reviews resemble a multipoint inspection in that even if everything is good, one red item indicates that improvement is required. Even one negative review that isn’t addressed will deter clients from coming to your otherwise profitable service drive.
More than many businesses, dealership service departments suffer from negative online ratings. The average person’s personal budget is threatened by unexpected repair expenditures and the inconvenient nature of automobile maintenance. Because people need your service but don’t actually want you to be there, expectations are high, and there is a chance that they won’t be met.
Customers are increasingly turning to social media to get the opinions of their friends, family, and other consumers, which has complicated issues. When users check into a place, browse for locations to go, or search for places to do business, some social media platforms, like Facebook, encourage recommendations and reviews.
When deciding which service to use, it’s essential that potential clients have a good first experience. Let’s go over the fundamentals for preserving a positive internet reputation and handling critical reviews.
For reviews, quality and number are preferred.
Before deciding whether to visit a business or continue looking, consumers read 10 or more evaluations about it on average (Bright Local, 2019). Customers might not have enough positive social impact to confidently choose your dealership if your service department doesn’t have enough reviews or if the ones it does have aren’t all glowing.
Make sure to let clients know at the conclusion of their visit that you respect their business and would appreciate their online reviews in order to increase the number of reviews on your website and other review sites.
In order to get feedback, you may also email or text customers a survey after they have received service. This method makes it easier to gauge client satisfaction and identify opportunities for process improvement. What benefits most from proactively asking for feedback? Before an OEM survey is sent out, your dealership can review any unpleasant experiences and feedback. This enables you to rectify misunderstandings or complaints and prevent a worse CSI score.
The first step is getting the review, but what you do after that is equally important. 97% of readers of reviews take note of how a company replies online (BrightLocal, 2019). But make sure you answer each review in a suitable manner; failing to do so suggests that you don’t value your customers’ opinions. An identical response should be given to both positive and negative reviews.
On the other hand, it is risky to attempt direct problem-solving on a review website. Responses may be misinterpreted and result in a confrontation in front of the public. Thank reviewers for their input, whether it’s negative or favorable, to defuse situations and leave a positive internet impression. Then, move any ongoing conversations offline.
Consider including the following in your responses to reviews:
First, “Thank you.”
Customers are taking the time to provide feedback, whether they are providing positive or negative evaluations. Saying “thank you” in response to any feedback, positive or unfavorable, demonstrates your willingness to grow and make up for any errors.
Use the reviewer’s name, vehicle, the particular service rendered, or any other facts included therein in your response to demonstrate to your clients that you are available to listen to their concerns and engage in dialogue.
We apologize if your visit didn’t live up to your expectations.
When someone leaves a poor review, it’s easy to become defensive or angry. Instead, adopt a sympathetic stance and pay attention. A clear area for improvement exists at your dealership if the same complaint is made repeatedly. Customers are put off by persistent complaints in your reviews, yet fixing issues demonstrates your concern for making things right.
Please be aware that when expressing regret for an incident, language matters. While empathetic behavior is crucial, you do not necessarily need to acknowledge wrongdoing. Even if you didn’t do anything wrong, saying you’re sorry could be construed as legally admitting guilt.
4. Mention their upcoming visit.
The clearest indication that a customer is satisfied is when they frequently purchase their next vehicle from your dealership and return for routine service in between transactions. Tell a customer you can’t wait to see them again if they post a positive review. Ask if you can make it right the next time someone leaves a bad review.
Keep in mind that reviews of your service drive may disappear in the dozens of places that social media and forums have spawned. Don’t limit your reactions to Google, Facebook, and Yelp; customers may also post on regional or news articles that mention your company, as well as on other less well-known websites that include comments and user-generated posts. Setting up notifications to notify you of mentions of your name, whether users leave direct comments on your pages, on review websites, or elsewhere, is a great practice.
Don’t try to keep every site’s rating at a flawless 5 stars if you don’t have to. Customers are aware that reviews can differ; what is a 4-star experience for one person may only receive a 2-star rating from another. 53% of customers will still think twice before picking a company with less than four stars; for most customers, the number of critical reviews and how you handle them is the most significant factors.
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