Delivered by Dan Malloy, Product Manager with Naked Lime Marketing at Digital Dealer 17. In this presentation, you'll learn:
• The impact of social media on reputation management.
• How a response handling plan makes reputation management more effective.
• Using customer surveys to get ahead of the reputation game.
2. Reputation Management
Reactive Process
• Monitoring for online mentions.
• Monitoring for reviews on third party sites.
• Responding to reviews.
3. Reputation Management
Reputation is Key
• 78% of online Americans aged 18-64
use online reviews to help make their
purchasing decisions.
• 49% of automotive shoppers check
reviews while on your lot.
• Monitoring and responding are
important!
• Only reacting is not enough to
keep you in front of your online
reputation.
4. Reputation Management
Proactive Process
• Follow-up email surveys.
• Using Social Media to increase
engagement
• POS handouts for selected review sites.
• Encouraging customers to share
feedback.
• Featured testimonials on website or social
media.
• Reviews pages on your website.
• Addition of review site button to:
• Email signatures
• Website
• Email campaigns
5. Reputation Management
Social Media
• 80% of shoppers consult
social media.
• 62% cited Facebook as best
channel.
• 12% Pinterest.
• 11% Twitter.
6. Reputation Management
Social Media
Abundance of information to influence
customers:
• Customer conversations.
• Ability to share special events and incentives.
• Ability to add pictures (staff, customers,
inventory).
• Advertising opportunities.
• Customer reviews and Testimonials.
• And much more…
7. Reputation Management
Social Media
You must engage your customers in
order to:
• Encourage growth of your customer base
• Maintain positive relationships
• Increase brand recognition
• Increase brand reach
• Increase brand advocacy
8. Reputation Management
CSI Surveys
Follow Up Survey Emails
• Dealership branded, short surveys sent
within 48 hours after a sales or service
transaction.
• Opportunity to share experience with
dealership and on 3rd party review sites.
• Able to quickly follow up with customer
to resolve issues before CSI surveys.
• Can present opportunities to change
dealer processes and improve customer
experience.
• Impact to CSI surveys can be
monitored.
• OEM branded, longer surveys sent
about 10-14 days after a sales or service
transaction.
• Measures multiple aspects of
customer’s dealership experience.
• Provides data to allow dealers to make
process improvements.
• Survey response rates are monitored
monthly.
9. Reputation Management
Survey Emails
Common concerns about follow up emails:
• Sending out too many different
communications to customers.
• I’ll get too many negative reviews.
• These surveys will interfere with CSI
surveys.
In response to these concerns:
• Customers enjoy sharing their opinions.
• Frequency of email communications can be
monitored and controlled.
• Negative customers are 15.3% less likely to
consent to having their review published
online.
• On average, 93.42% of published monthly
reviews are positive.
• Follow up surveys are set up to send prior to
CSI surveys and have been shown to increase
CSI scores.
14. Reputation Management
Response Handling
• And we’ve all seen
examples of how to
properly handle responding
to customer feedback
online…
15. Reputation Management
Response Handling
• Why is it important to respond to all reviews?
• Make sure customer issues don’t slip through the
cracks.
• 95% of complaining customers will do business
with you again if their concern is addressed.
• Effective responses increase positive loyalty
behaviors by more than 20%.
• 21% of car buyers changed dealership selection based on
review site interaction.
• Maintain positive relationships.
• Engage current and potential customers.
16. Reputation Management
Response Handling
• Benefits to a response handling
plan.
• All reviews are handled
professionally and in a timely
manner.
• Dealership is engaged with
customer base.
• More time to focus on customers
and day to day operation of the
dealership.
• Improved review site ratings.
• Increased referrals.
18. Reputation Management
Recap
• Key ways to increase customer
satisfaction, loyalty, and overall
dealership success:
• Social media management.
• Customer follow up surveys.
• Response handling plan.
19. Reputation Management
Conclusion
• People will talk about your
dealership.
• Make sure you’re a part of
the conversation, when it
happens, where it happens.