Negative reviews are often times regarded as one of the worst things that can happen to your dealership online, but in actuality, not responding to a negative review is even worse. Purchasing a vehicle is the second largest purchase your consumer is going to make and they will want to do their research online prior to buying.
On average, 10 reviews are read before your consumer makes a buying decision and research says 70 percent of consumers trust online reviews. It may seem that one negative review is harmless, but according to Convergys, one negative review can cost your business thirty new customers. To put this in perspective, if your dealership is not monitoring and managing its online reputation and has 10 negative reviews with no responses, it could mean that your dealership has lost 300 potential customers.
Negative reviews cannot be ignored for they will not go away; instead, embrace negative reviews as opportunities to prevent any potential damage from occurring. It is inevitable; reputation management needs to be a crucial part of your dealership’s online strategy.
According to Bazaarvoice, seven out of 10 reviewers said a response to a poor review from the business changed their opinion. This could mean that of the 30 customers lost by the negative review, a response from the dealership could save 21 of these relationships.
Responding to all reviews about your dealership is vital. Even if you see a review left by a customer you know and decide to call them to try to resolve the issue, you will still need to respond publicly online. Take care of your upset customer first, but always keep in mind of the potential customers who are researching your dealership with each negative review you respond to online.
Be proactive by having a reputation management strategy in place to retain customers and to obtain new ones. Consumers want to trust in the customer service you provide, online and off, and reviews help customers decide if your dealership is the right choice for them.