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Brian Pasch

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Are You Negatively Impacting OEM CSI Scores?

As the importance of online reviews becomes part of basic dealership operations, a number of companies have come to marketing with Internet Reputation Management tools and strategies.  

 

Dealerskins, Cobalt, and Dealer.com have all launched impressive tools and strategies to increase online reviews and to syndicate customer reviews on blogs, faceook, etc.  

 

If you haven't seen these new tools, check them out in Vegas at the DrivingSales Executive Summit, October 9-11th.

 

One IRM model includes sending emails out to consumers asking for a review.  Based on their response to the email and if they respond with a positive review, a second screen prompts them to cut-and-paste their review to a third party site.  Some consumers are responding and posting.

 

In addition to emails, some dealers are making thank you calls and asking/reminding customers to post a review.  This also has mixed results.

 

Impact on Existing CSI Processes

 

I would like to hear from the field on this topic.  I heard one dealer tell me that the OEM has prohibited them from asking for a satisfaction survey inside the store!

 

The more I dig into customer review processes, I'm convinced that the majority of effort should be in the store when everyone is hugging and kissing.  

 

This eliminates extra calls and emails and will not be confused with an OEM CSI follow-up process (call or email).  It is also a better use of your staff's time.

 

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