Help in Responding to Online Reviews (specific example)

Dan Smith
We recently had a customer that leased a 2016 GMC Terrain from us. They had poor credit, which meant GM Financial "capped" us on how much they could finance. GM Financial essentially said that we could go up to a payment of $XXX per month. So, we put the customer in a vehicle that matched GM Financial's parameters and matched as closely to the customers parameters as we possibly could. Two weeks later, the customer contacted us and was displeased with the equipment on the vehicle and wanted sunroof, navigation, Denali package, etc (fully-loaded). However, GMF would not approve that much vehicle, otherwise we would have done that from the beginning. This customer has written a rather nasty review online about us. My first inclination is normally to respond to the review and ask her to contact us. This would allow us to try to make the customer happy. However, we know that making her happy would be for her to return the car and lease something with greater equipment for the same payment. She has already contacted us about doing that, but it's unrealistic. The ultimate question is...How do you respond to this review ? Or do you just leave it alone? Thanks in advance
Chris K Leslie
This is a case I would use a simple basic, We apologize for your experience. please contact us at XXXXX
Dan Smith
Chris, right, I agree. However, in this particular customers case, we already know what she's going to want to talk about: she's going to want us to swap her out of the car she's in for a much more expensive vehicle and keep her payment the same. Unfortunately, that's not an option - otherwise we'd do it. So, if we encourage her to contact us, we'll just be asking her to contact us about replacing it. That's what I'm trying to avoid because her ideal outcome is not possible.
mark rask
I would still do what chris has stated
Jason Stum
I agree with Chris & Mark. The point of the response to this review isn't for the customer, it's for the other thousands of people who will see your customer's review and then see your response. To those folks it shows that you were upfront and willing to address the concern. Not responding at all would be a bad idea,
Dan Smith
Jason, thanks for Chris's original point... "The point of the response to this review isn't for the customer, it's for the other thousands of people who will see your customer's review and then see your response. To those folks it shows that you were upfront and willing to address the concern. Not responding at all would be a bad idea," ...I hadn't looked at this particular review in that way. You guys are right - it's really about what other customers perceive. Overall, we have a 4.8-star rating on Google with 78 reviews. So, a few bad reviews aren't crippling. But, you all are right...it should be about potential future customers. Internally, we would like to "fire" this particular person as a customer. They crushed us on CSI scoring and now online/social media. Thanks for your input, guys!

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