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Under the Hood with Dealer Reviews

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It’s rare for today’s consumers to buy anything without first checking online reviews, and that includes decisions about where to take their vehicle for maintenance and repair. While most dealerships have made great strides in managing their online reputation, service reviews are often left at the wayside, giving independent repair shops and franchise chains a leg up when it comes to digital shoppers.

learn how to put your service department’s best foot forward with online reviews, including how to:

• Build up your dealership’s online reputation with reviews of your service department
• Encourage service staff to ask for customer feedback
• Monitor and respond to service department reviews
• Turn positive service reviews into vehicle sales

Published in: Marketing

Under the Hood with Dealer Reviews

  1. 1. Under The Hood With Dealer Reviews
  2. 2. What You Will Learn How to build up your dealership’s online reputation with reviews of your service department How to encourage sales staff to ask for customer feedback How to monitor and respond to service department reviews How to turn positive reviews into vehicle sales 2
  3. 3. Fixed Ops Revenue is at Risk Majority of dealership profits came from Service and Parts between 2005 - 20111 Source: 1. NADA, 2. IHS Automotive Research, 3. RepairPal estimates 11/2/13 3
  4. 4. Fixed Ops Revenue is at Risk Average age of vehicle is 11.3 years old2 Source: 1. NADA, 2. IHS Automotive Research, 3. RepairPal estimates 11/2/13 4
  5. 5. Defecting Customers Costs You 82-92% of service revenue for cars 7+ years old DMEautomotive, “The Changing Service Loyalty Landscape,” February 2012 5
  6. 6. Growing Service Spend is in Flux $215B service market is projected to continue to grow 15%+ over the next 3 years** *NADA data, 2013 **DME automotive, “The Changing Loyalty Landscape”, 2/12 6
  7. 7. Growing Service Spend is in Flux Service business grew in 2013, Dealer’s fixed operations sales were down 7%* *NADA data, 2013 **DME automotive, “The Changing Loyalty Landscape”, 2/12 7
  8. 8. Growing Service Spend is in Flux Low loyalty rates for service providers puts service dollars in flux** *NADA data, 2013 **DME automotive, “The Changing Loyalty Landscape”, 2/12 8
  9. 9. How to Win the Service Shopper 10
  10. 10. Only 3% of Dealer Website is Service Content 97% Of dealer website is sales content NADA June 2012 Data
  11. 11. One of the top three most important components in choosing a service provider GfK Research Service and Repair Report, October 2013
  12. 12. How are You Building Your Service Reputation?  Monitor  Respond  Ask  Promote 14
  13. 13. Online Reputation Checklist Monitor: Contact your Cars.com representative to get access to myDealerCenter Verify the current email distribution list of dealer reviews alerts Check for existing Cars.com dealer reviews under reviews tab Benchmark reviews of Service competitors on Cars.com and other review sites 15
  14. 14. Online Reputation Checklist Respond:  Assign someone at the dealership to read and respond to all incoming reviews  Escalate specific negative feedback  Correct process issues 16
  15. 15. Positive Review 17
  16. 16. Negative Review 18
  17. 17. Online Reputation Checklist Ask  Meet your general manager and stakeholders to discuss the existing process for soliciting reviews  Identify points within service workflow that are appropriate to ask for reviews  Gather resources to support team in asking for reviews  Train employees 19
  18. 18. Mirror Tag Table Tent Postcards Printed Digital
  19. 19. Online Reputation Checklist Promote:  Share your positive feedback with prospects  Incorporate reviews into external advertising 21
  20. 20. Service Reviews Build Reputation 91% of new-car shoppers said they would use reviews when deciding on a dealership DriverSide/Kelton Research Study, April 2011 22
  21. 21. Service Reputation Recap  Monitor  Respond  Ask  Promote 23
  22. 22. Questions
  23. 23. Thank You

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