Improve your customer experience if you want better online reviews
It’s 6:37 am on Sunday and my cell phone starts ringing. I snatch it up quickly from a deep sleep trying to shut the alarm off or so I thought. Actually, I was hearing a panicked voice of a friend. I was starting to collect my wits and realized it was not the alarm but a phone call. A call from a good friend that has a successful dealership in Dallas. I then mumbled “hello Steve” but he barely heard me since he was talking fast and loud and I could clearly tell he was upset. I had no idea what he was talking about in such a panic until I heard those two words that has put the fear into many business owners in the last couple of years.
Those two frightful words are GOOGLE REVIEWS.
I have heard those two words way too many times on the negative end of the discussion since I am known as a “Google Guy.” Not that I work for Google, my digital agency just does a lot of business with Google, so please don’t assume I have a direct line to the department that handles reviews… I don’t. I waited for Steve to finally slow down and he said “Paul can you help me.” I said. “Yes, but you need to calm down and start “thinking differently.” Steve then said huh, “think differently” what do you mean?”
So this is what I explained to Steve early that Sunday morning. First off, reviews are very important for the right type of business. Reviews are critical for a manufacturer, restaurant, hotel, city, consultant, or a service provider. Ok, I am going to say it and at first you might not agree with me since so many articles and talks have revolved around “Reviews are Critical.” Reviews for an auto dealers’ sales efforts might not be that important, but without a doubt, reviews for the service department are very important.
Think About It
Let’s assume you saw a friend at the boat dock with a great looking new Sea Ray. So now you are thinking you need a new boat. You will start to justify a new boat purchase by thinking yours is old, not as reliable, you should sell it before it depreciates anymore and it will allow you to accommodate your friends and family more comfortably. Now you move to the shopping process and you have four dealers within 1-1.5 hrs within your home.
What is The Shopping Justification Process?
• What would this new boat offer vs the present one?
• What reviews can be found about the boat?
• Is this boat reliable?
• What are known issues with this type of boat?
• What does the warranty cover?
• What is the warranty length?
• What is the repair schedule?
• Is it easy to have it serviced and who could service it?
• What is the average price for this boat new vs used?
• What other boats are similar in looks, feature, benefit and price?
• Can this boat be purchased in the local or surrounding area?
• Cool down period — Do I really need it right now?
• You deserve it justification — I work hard so I will treat myself
• Sitting on the new boat with your favorite cocktail and cigar… explaining to your wife you got it for her and the family!
Online reviews are targeted to a service being provided for payment or a product an individual is purchasing and having to live with. The overwhelming majority of vehicle shoppers read reviews about the vehicle, not the dealership.
Dealership online reviews for the purchase of a vehicle have shown to influence a small percentage of would be vehicle shoppers. When calculating the cost for online reputation management, it will not be easy to determine the return on investment.
The Opportunity Awaits
Reviews for a dealership’s service department is where the focus should be. When shoppers were surveyed, 84 per cent said they were concerned about service of their vehicle. This is a major opportunity for dealers and especially those dealers competing with independent and major chain repair facilities.
Yes there is an argument to be made that reviews could help a dealership gain more exposure in a search but remember that what works for one dealership, doesn’t necessarily work for another.
The Best Online Reputation Tool In the Industry
Treat prospects and customers with respect, cater to their needs, provide a unique and pleasant shopping experience and your reviews will come organically. Not to mention these reviews will go much farther than some online review site.
Take some of the money you are spending in online reputation and reviews and use it where it will create a better customer experience.
• Free refreshment, water cooler, snacks and designer coffee bar;
• Free giveaway reusable water/coffee containers with your imprinted logo and a reusable savings coupon for service;
• Comfortable and modern waiting area furniture;
• Clean, relaxing waiting area with scent marketing;
• Clean well stocked restrooms with designer soap, quality toilet paper and hand towels;
• Children play area;
• Want to go one even further… Xbox, Wii, Games;
• High speed and easily accessible wifi;
• Family bathroom;
• Address prospects by first name;
• Send thank you cards, Christmas cards birthday cards, and congratulatory cards; and
• Offer all guests a refreshment and a snack which will increase your in-store conversion;
Follow this process and I guarantee this will trump anyone that is simply paying or chasing an online reputation.
Never Lose Sleep Again
I would also suggest that you verbally, via point of purchase, and also via email, ask customers to review your service department. Focus on what really matters to prospects and customers and you will be in their hearts and minds for many years to come. They will in turn share your authentic reputation — free of charge. Follow this strategy and you will never lose sleep again over reviews even if Google loses yours.
