Win Over Customers With Negative Reviews
Online reviews – both good and bad – are shaping customer decisions in today’s automotive industry. But are you joining the conversation? If you’re not keeping a close eye on your online reputation, you might be missing an opportunity to win over customers – even those reading negative reviews.
Customers Read All Kinds Of Reviews. A recent MaritzCX study found that 80% of respondents who read reviews read both positive and negative reviews when making a car-buying decision. This means that customers are looking for best and worst-case scenarios about your dealership and weighing both equally.
It’s Time To Get In On The Conversation. Both positive and negative reviews deserve your attention. Getting your side of the story out can have multiple benefits. For reviews that are outlandish, you can professionally state your case to show customers that you handled a situation correctly. And for customers who had a poor experience, responding to reviews publicly is an opportunity to show an effort to correct a situation and display the type of customer service your future customers can expect.
Be Active Where Customers Are Looking. According to the MaritzCX study, most automotive customers are looking on Google for reviews. With so much of the buying experience taking place on Google reviews, it’s more important than ever before to take ownership of your online presence on Google and interact with every single review that comes through.
Responding to reviews, especially the negative ones, shows your customers that you care about their experience and will look after them even following a sale. How you respond can go a long way toward helping potential customers make a decision about your dealership. With data showing that these customers are also reading negative reviews, the sooner you see these unfortunate reviews as opportunities instead of frustrations, the sooner you’ll be able to turn a negative review into a new customer.