Driving a Winning Online Reputation: Digital Dealer 2012
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Transcript of Driving a Winning Online Reputation: Digital Dealer 2012
Jack Simmons• Dealer Training Manager,
Cars.com• Over 35 years of automotive
retail experience
Connect with Me: dealers.cars.com/facebook dealers.cars.com/twitter [email protected]
About Me
What We’ll Cover1. How reviews have changed the game –
completely
2. Identifying your fans and getting them talking on your behalf
3. Integrating reviews throughout your operations to build volume and differentiate your brand
4. Establishing a response process, including how to turn detractors into promoters
5. Measuring your success and driving even better performance
3
Source: Dave Carroll, YouTube
Q. Was the money they saved on a new guitar worth 16.7M views of this video on YouTube?
“United Breaks Guitars”
“You deserved better – a lot
better – from us last week, and we
let you down. Nothing is more important than regaining your
trust.”– David G. Neeleman, founder and chief executive of
JetBlue, in response to 2006 flight issues that left some passengers stranded on a runway for as long as 8 hours
How JetBlue Made it Better
Tip: Yelp is a great place to find a restaurant – are you focusing your efforts on where
consumers shop for a car?
What they found:
+1Increase in revenue of 5-9%for independent restaurants=
Why:• Power given to the
consumer, not the brand
• No preferential treatment for bigger brands means a level playing field
• Quality of content correlates with ability to influence others’ behavior
HBS: Reviews Level the Playing Field
Visitors to Cars.com are 5x more likely to contact a
dealer with reviews. That factor jumps to 7x when that shopper is considering buying a new vehicle.
Consumers who read reviews on Cars.com are more engaged: they spend twice as much time on site and view twice as many pages.2x
5x
Source: Cars.com Internal Reporting, Cars.com/Synovate Online New Car Shopper Study, 2010
About
1 in 3Price isn’t everything – about 1 in 3 new-car shoppers believe that dealer reviews are “absolutely essential” on vehicle websites.
Reviews are Good for You!
Source: Cars.com Internal Reporting; DriverSide/Kelton Research Study, April 2011
Tip: Don’t forget service!
91% of new-car shoppers say they
want to read service reviews prior to
selecting a dealership.
Which Dealer Would You Choose?
Monitor
Listen to feedback across
the Internet
Share feedback across the dealership
Respond
Acknowledge and reply to
feedback
Correct any underlying
issues at the store
AskDeliver a positive
customer experience
Ask satisfied customers to
write a positive review
Promote
Share positive reviews with
prospects
Reward sales, service staff for
success
Turn Your Fans into Advocates
Start With a Good Experience
• Make a top-down commitment
• Create a transparent, service-driven culture
• Hire professionals with a record of service excellence
• Create customer service experience at every touch point
The best way to manage risk is to start with an exceptional experience at your store.
• Free tools• Cars.com DealerCenter• Google alerts• Notify.me• TweetBeep
• Paid tools• Trackur.com• Reputation Defender• BrandsEye• Radian6
Monitor What’s Being Said
Have a Response Plan Know which sites allow a store
response◦ Cars.com Dealer Reviews◦ DealerRater.com◦ Google Places◦ Yelp.com
If it is not you, assign someone to monitor and respond to reviews
Ensure you’re alerted to new reviews and can access the review sites
Credible
Reviews
The Number
of Reviews
The Website
Itself
Balanced: Pros
and Cons
An Educate
d Review
What to do if you get a negative review:• Drive review volume to
outweigh the negative
• Take honest feedback to heart and improve
• Respond in a way that shows other consumers you’re committed to making things right
Tip: a few negative reviews make you more credible.
Keep Negative Reviews in Context
• Directly address concerns
• Take the conversation offline
• Discuss “the facts” when you speak privately to avoid a public debate
• Remember that how you respond influences other shoppers
I’m sorry you had a bad experience here
at Simmons Automotive, and I’d like to try to make things right. Please
contact me to discuss at any time via e-mail
at [email protected], or call 312-601-5000.
Take Control of Comments
It had rained the night before, and apparently they left the windows open in the
rain all night.
I emailed twice about a car and got no response. When I called and asked about the car, he
said, "oh we sold it," and
didn't suggest another car or see how else he could
help me. First, the salesman tried to get me to sign a blank
loan form...Instead of telling me it was broken, they duct-taped it
back on and put the new tire on over it!
Identify Areas for Improvement
Use customer feedback to adjust process• Take ownership of what
went wrong• Correct staff issues• Improve service quality• Address policy issues
Commit to Change
Don’t “buy” reviews Be wary of companies
who promise to “clean up” your reputation
Avoid having staff, friends and family contribute reviews
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You’ll get caught, and it only makes it harder to recover.
Don’t Try to Fake It
Mine your CRM database for review prospects◦ Repeat buyers◦ Loyal service customers
Target happy customers at the point of sale
Create collateral◦ Website banners and buttons◦ E-mail templates◦ QR codes on in-store signage
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Tip: Some sites that have reviews, including Cars.com, have
electronic and printed materials available to you at no cost.
You Just Have to Ask
23
Reviews Metrics
Cars.com: 4.7 stars/225+ (since February 2011)
DealerRater: 4.7 stars/ 550+ reviews
Google Places: 4.6 stars/180+
Greenway Dodge Chrysler & Jeep9051 E. Colonial Dr.Orlando, FL 32817
A Reviews Success Story
Buy-in from top management Integrated into recruiting and training
programs Tied to performance metrics and compensation Process implementation in every department
It’s Part of The Culture
How Greenway Rewards: Bonus pay dependent
upon review acquisition Spiff programs Recognition internally
and externally Show staff how reviews
help them build their personal brand
25
Offering the Right Staff Incentives
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Tools that Help Drive Volume
Campaign materials:
▸ Reviews landing page at ilovegreenwaydodge.com
▸ Cars.com Dealer Reviews form framed up on dealer website for a more consistent experience
▸ Point-of-sale cards
▸ E-mail template with links to review pages
▸ Strong social media presence
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In his videos, Ricky includes: ▸ Thank-you for recent purchase▸ Reminder to leave feedback▸ Directions for accessing his
review pages▸ His contact information
Ricky also records reminders for upcoming sales and service appointments, all for free via EyeJot.com.
Ricky Lopez, Internet Sales Director
Making it Personal with Video
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“We don't mind if we get a bad review. Nobody's 100% – if they are, people worry you're writing them yourself."
"We call the customer to see if we can make it right – they may either take it off or amend their review."
How one negative review paid off:▸ Vehicle sold during F&I delay
▸ Greenway reached out to try to make things right; put him in a better model at a discount for his trouble
▸ Customer’s sister was so impressed that she bought a new vehicle from Greenway herself!
On Negative Reviews
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RO bonuses dependent upon review acquisition. Service Managers see it as building their own personal brand.
Greenway prevents bad online reviews by checking in with customers while they’re in F&I – before they leave the store.
Service
F & I
Bottom line: “If a dealer doesn’t think reviews are part of their business, they’d better save
their money. They’re going to need it when they go bankrupt.” – Ricky Lopez, ISD,
Greenway Dodge
Reviews Beyond the Sales Floor
Since incorporating Dealer Reviews into their sales and service processes early last year, Greenway now closes 3x as many Cars.com-attributed leads.
Internet vehicle sales have increased 1,000% over the past three years. The dealership attributes much of this success to its reputation management efforts.10x
3x
Source: Greenway Dodge
90 Minutes
Some customers drive as far as 90 minutes to work with specific Greenway sales and service professionals based on reviews in which they’re mentioned by name.
By the Numbers