Learn how to effectively manage your Reputation, use customer feedback to make improvements to your business processes, and leverage customer reviews in your marketing. Intermediate how-tos are covered as well as examples from dealerships at the Daytona Auto Mall.

1. Reputation Management the Right
Way
Case Study from the Daytona Auto Mall
• Vickie Gibbs, GM, Albright Digital
• Patrick Shelton, AE, Daytona Auto Mall

2. You Should Leave
Understanding….
1. Keys To Success For Effectively
Managing Your Online Reputation
2. How To Leverage Positive and Negative
Reviews to Enhance Marketing and Drive
Continuous Business Improvement

3. Reputation Impacts Consumer
Behavior

4. Reputation Impacts Consumer
Behavior
2 Stars
$69
3.5 Stars
$161

5. Google Makes Reviews Prominent

6. Should A Business Just Let
“Reputation Happen”?

7. 5 Steps For Managing Online
Reputation
CUSTOMER
REVIEWS
MONITOR
AUTOMATED
NOTIFICATIONS
RESPOND
USE FEEDBACK
TO IMPROVE

8. Keys to Success
• Develop a Process That Works for:
– Sales
– Service
• GM and Management Support
• Embrace It and Use It
– Quick Response to Customer Feedback
– Training and Keep Employees Engaged

9. Customer Reviews: Automated Email
Email
• Setup Email Template in CRM for Sales and Service
Workflow
• Setup Workflow in CRM to Trigger off of Sales Close
and RO Close
Respond
• Ensure Managers from Sales and Service are on
Notifications for Timely Response to Customer Issues

10. Customer Reviews: Automated Email
Pros:
• 100% of Customers Included =
More Reviews
• First line of defense for any
negative customer feedback
• Takes employee request out of
the loop
Cons:
• Lower % of Responders Share
Review
• Not “Personal”
Total # of Sold Cars
and Service ROs
Internal
Reviews
(40%-50%)
Shared
Reviews
(~10%)

11. Customer Reviews: In-Store Ask
Train
• Train Sales and Service Personnel on How to Ask
Customers for Reviews/ Feedback
Collection
• Setup Collection Method for Dealership: iPad/ Tablet,
Cards/ Posters/ Biz Cards, Computer Station
Respond
• Ensure Managers from Sales and Service are on
Notifications for Timely Response to Customer Issues

12. Customer Reviews: In-Store Ask
Pros:
• Larger % of Reviews Shared
to External Sites
• Ability to address negative
customer issues on-site
Cons:
• Lower # of total reviews
• Negative feedback may not be
captured if employee does not
ask for review
Total # of Sold Cars
and Service ROs
Internal
Reviews
(20%-30%)
Shared
Reviews
(~30%)

13. Case Study: Daytona Auto Mall

14. Daytona Auto Mall’s Reputation
Goals
• Good Reputation: Instill consistent process for
orderly flow of Reviews
• More Reviews: Make it easy for customers to
provide feedback
• Capture Positive and Negative Feedback:
Create CPI for our stores
• Market Leverage: Use Reviews to create
consideration in the market over competitors

15. Implement New Process Flow To
Collect Customer Feedback
Respond to Feedback
Customers Share Reviews Fix Issues
Customer’s Experience
Good Bad
Send Email Template From CRM
Transact With Customer
Sales Service

16. Email Template Added to CRM

17. Deployment Notes
• Process Barometer
• Feedback to Staff
• CPI-Continuous Process Improvement
• Impact customer preference

18. Q1 Results: Customer Reviews
0
50
100
150
200
250
300
350
400
450
500
Daytona
Dodge
Daytona
Nissan
Gary
Yeomans
Ford
Daytona
Mazda
Fiat of
Daytona
Internal Reviews External Reviews
~1,300 Internal
Reviews
100+ External
Reviews

19. Shared Reviews Impact Scores
0 10 20 30 40
DealerRater
Cars.com
Yelp
Google+
3.9
4.4
Total: 10 Total: 20
4.5 months

20. Total Customer Focus
0
100
200
300
400
500
600
700
800
900
Sales Service
Positive Negative

21. Review Content Impacts
Consumer Preference
Real Time integration
of reviews into
AutoMall Website

22. Re-Targeting
You’re Being Followed

23. Dynamic Review Integration
• One and First of its
Kind Dynamic Re-
targeting:

24. What Did You Learn?
• Different Ways to Implement a Successful
Reputation Management Program
• How to Use Reputation Management to
Improve Your Business
• Examples from an Industry Leader

25. Questions?
Vickie Gibbs
General Manager,
Albright Digital
vgibbs@albrightdigital.c
om
919.280.4804
@AlbrightDigital
Patrick Shelton
Account Executive
Daytona Auto Mall
pshelton@autoadgroup.
net
407.267.4154