Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
Reviews and RavesMaking Customers’ Web ReviewsWork for You                           1
About MeJack Simmons  • Dealer Training Manager, Cars.com  • Over 35 years of automotive retail    experienceConnect with ...
What We’ll CoverUnderstand how reviews have changedthe game – completelyIntegrate reviews into your processes toidentify y...
United Breaks GuitarsSource: Dave Carroll, YouTube
How JetBlue Made it Better“You deserved better – a lot better – from us last  week, and we let you down. Nothing is more  ...
Banks Listen to Avoid Disaster                                      Tweet VolumeSource: Javelin Strategy & Research
HBS: Reviews Level the Playing                            Field for Local Restaurants  What researchers found:            ...
Reviews are Good For You!    5x                         Visitors to Cars.com who read reviews are 5x more                 ...
Which Dealer Would You Choose?Source: Cars.com Internal Reporting; DriverSide/Kelton Research Study, April 2011
Turn Your Fans into Advocates                                   Share feedback             Listen to feedbackMonitor      ...
Start With a Good Experience      The best way to manage risk is to start with       an exceptional experience at your sto...
Monitor What’s Being SaidFree:                  Paid:
Have a Response Plan Assign and        Develop      Involve and train  empower        policies and     managers toresponsi...
Respond to Positive Feedback
Keep Negative Reviews in Context              The           Number of            Reviews              What to do if you ge...
Take Control of CommentsI’m sorry you had a bad experience hereat Simmons Automotive, and I’d like to tryto make things ri...
Identify Areas for Improvement                                        I emailed twice about a      It had rained the night...
Commit to ChangeUse customer feedbackto adjust process• Take ownership of what  went wrong• Correct staff issues• Improve ...
Don’t Try to Fake Your Reputation                               19
Question:How do you get customers to  review your dealership?                              20
You Just Have to Ask• Mine your CRM  database for review  prospects• Target happy             Tip: Don’t recreate  custome...
Dealer Spotlight: Greenway Dodge                        22
A Reviews Success Story                               Greenway Dodge Chrysler & Jeep                               9051 E....
It’s Part of Their Culture•   Buy-in from top management•   Integrated into recruiting and training programs•   Tied to pe...
Offering the Right Staff IncentivesHow GreenwayRewards:• Tied to compensation• Spiffs & contests• Recognition             ...
Tools That Help Drive Volume            Campaign materials:            • Reviews landing page at              ilovegreenwa...
Making it Personal With Video                                       In his videos, Ricky                                  ...
On Negative Reviews…                           “We dont mind if we                           get a bad review.            ...
By the Numbers10x                       Internet vehicle sales up 1,000%   3x                     Closes 3x as many Cars.c...
Q&A      30
Upcoming SlideShare
Loading in …5
×

Reviews and Raves: Making Customers' Web Reviews Work for You

906 views

Published on

Cars.com's Jack Simmons shares best practices independent dealers can use to build a great online reputation, driving more customer engagement, loyalty and higher sales.

Published in: Automotive, Self Improvement
  • Be the first to comment

  • Be the first to like this

Reviews and Raves: Making Customers' Web Reviews Work for You

  1. 1. Reviews and RavesMaking Customers’ Web ReviewsWork for You 1
  2. 2. About MeJack Simmons • Dealer Training Manager, Cars.com • Over 35 years of automotive retail experienceConnect with Me: dealers.cars.com/facebook dealers.cars.com/twitter jasimmons@cars.com 2
  3. 3. What We’ll CoverUnderstand how reviews have changedthe game – completelyIntegrate reviews into your processes toidentify your fans and get them talkingEstablish a response process, includinghow to turn detractors into advocatesPromote your great reputation to level theplaying field and differentiate your store 3
  4. 4. United Breaks GuitarsSource: Dave Carroll, YouTube
  5. 5. How JetBlue Made it Better“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
  6. 6. Banks Listen to Avoid Disaster Tweet VolumeSource: Javelin Strategy & Research
  7. 7. HBS: Reviews Level the Playing Field for Local Restaurants What researchers found: No preferential treatment for Tip: Fish Where bigger brands the Fish Are Yelp is a great place Higher-quality consumer to find a restaurant – are you focusing your feedback for indys vs. chains efforts on the sites consumers use to shop for a vehicle? 5-9% increase in revenue per +1 one-star increaseSource: Harvard Business School: Reviews, Reputation and Revenue: The Case of Yelp.com. Michael Luca.
  8. 8. Reviews are Good For You! 5x Visitors to Cars.com who read reviews are 5x more likely to contact a dealer. Consumers who read reviews on Cars.com are 2x more engaged: they spend twice as much time on site and view twice as many pages.91% Price isn’t everything – 91% of shoppers said they would use reviews when deciding on a dealership.Source: Cars.com Internal Reporting, DriverSide/Kelton Research Study, April 2011
  9. 9. Which Dealer Would You Choose?Source: Cars.com Internal Reporting; DriverSide/Kelton Research Study, April 2011
  10. 10. Turn Your Fans into Advocates Share feedback Listen to feedbackMonitor across the Internet across the dealership Correct any Acknowledge andRespond reply to feedback underlying issues at the store Deliver a positive Ask satisfied Ask customer experience customers to write a positive review Share positive Reward sales,Promote reviews with prospects service staff for success 10
  11. 11. Start With a Good Experience The best way to manage risk is to start with an exceptional experience at your store.• Top-down commitment• Service-driven culture• Recruit for success• Process
  12. 12. Monitor What’s Being SaidFree: Paid:
  13. 13. Have a Response Plan Assign and Develop Involve and train empower policies and managers toresponsibility procedures support
  14. 14. Respond to Positive Feedback
  15. 15. Keep Negative Reviews in Context The Number of Reviews What to do if you get a negative review: • Address and fix problems An Credible TheEducated Website Review Reviews Itself • Respond professionally • Offset with more positives Balanced: Pros and ConsTip: a few negative reviews make you more credible.
  16. 16. Take Control of CommentsI’m sorry you had a bad experience hereat Simmons Automotive, and I’d like to tryto make things right.Please contact me to discuss at any timevia e-mail at jasimmons@cars.com,or call 312-601-5000.
  17. 17. Identify Areas for Improvement I emailed twice about a It had rained the night car and got no response. before, and apparently they When I called and asked left the windows open in the about the car, he said, rain all night. "oh we sold it," and didnt suggest another car or see how else he could help me. Instead of telling me it was broken, they duct- First, the salesman tried to get metaped it back on and put to sign a blank loan form... the new tire on over it!
  18. 18. Commit to ChangeUse customer feedbackto adjust process• Take ownership of what went wrong• Correct staff issues• Improve service quality• Address policy issues
  19. 19. Don’t Try to Fake Your Reputation 19
  20. 20. Question:How do you get customers to review your dealership? 20
  21. 21. You Just Have to Ask• Mine your CRM database for review prospects• Target happy Tip: Don’t recreate customers the wheel! at the point of sale Some sites that have reviews, like Cars.com• Create collateral have electronic and printed materials available directing to your to you at no cost. review sites 21
  22. 22. Dealer Spotlight: Greenway Dodge 22
  23. 23. A Reviews Success Story Greenway Dodge Chrysler & Jeep 9051 E. Colonial Dr. Orlando, FL 32817Review Metrics• Cars.com: 4.7 stars/225+ reviews (since February 2011)• DealerRater: 4.7 stars/ 550+ reviews• Google+ Local: 4.6 stars/180+ 23
  24. 24. It’s Part of Their Culture• Buy-in from top management• Integrated into recruiting and training programs• Tied to performance metrics and compensation• Process implementation in every department 24
  25. 25. Offering the Right Staff IncentivesHow GreenwayRewards:• Tied to compensation• Spiffs & contests• Recognition 25
  26. 26. Tools That Help Drive Volume Campaign materials: • Reviews landing page at ilovegreenwaydodge.com • Point-of-sale cards • E-mail template • Strong social media presence 26
  27. 27. Making it Personal With Video In his videos, Ricky includes: • Thank-you for recent purchase • Reminder to leave feedback • Instructions for writing a review • Contact informationRicky Lopez, Internet Sales Director Ricky also records reminders for upcoming sales and service appointments, all for free via EyeJot.com 27
  28. 28. On Negative Reviews… “We dont mind if we get a bad review. Nobodys 100% – if they are, people worry youre writing them yourself.""We call the customerto see if we can make itright – they may eithertake it off or amendtheir review." 28
  29. 29. By the Numbers10x Internet vehicle sales up 1,000% 3x Closes 3x as many Cars.com- attributed leadsSome Drive 90+ Brings in out-of-market business MinutesSource: Greenway Dodge
  30. 30. Q&A 30

×