Maybe I missed it somewhere, but hasn't anybody considered using the negative postings to correct problems? Imagine the strength of a new posting from the same customer talking about the dealership proactively helping solve the problem. Granted, as Alex pointed out so eloquently, there are more sites than God ever imagined, but keeping a watchful eye on the bigger ones is certainly worthwhile. Great article, Jeff. Anytime my paranoia meter responds, I know you're on to something!
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Mobile Social Networking Apps WILL Threaten Your Dealers Online Reputation!
- Thread starter Jeff Kershner
- Start date
Jim,
I think your right about using negative posting to correct problems. There are a couple of well known studies on just that. The most famous incident is one that involves Domino's Pizza. Two employees created a Youtube.com video with lets just say a pizza you would not want to eat and the CEO of Domino's realized that he could only turn the lemon into lemonade because so many negative comments had been posted. He posted a video response explaining the situation and publicly addressing the matter where as most would hide. As it turns out, everybody's sentiment changed and they felt that he handled it correctly.
Cheers,
Adam
I think your right about using negative posting to correct problems. There are a couple of well known studies on just that. The most famous incident is one that involves Domino's Pizza. Two employees created a Youtube.com video with lets just say a pizza you would not want to eat and the CEO of Domino's realized that he could only turn the lemon into lemonade because so many negative comments had been posted. He posted a video response explaining the situation and publicly addressing the matter where as most would hide. As it turns out, everybody's sentiment changed and they felt that he handled it correctly.
Cheers,
Adam
Great post, Jeff.
Of course, the greatest threat to a dealer's online reputation has always been their offline actions. With these new services, just re-actively managing your online reputation through a site like DealerRater is not going to be enough.
Of course, the greatest threat to a dealer's online reputation has always been their offline actions. With these new services, just re-actively managing your online reputation through a site like DealerRater is not going to be enough.
The reality is every dealer and sales person is a target and if you do not have a strategy in place to be proactive with both happy and unhappy customers, you will suffer the consequences. The trick with getting happy customers to participate and say something nice about you online is to make it very stupid/simple for them to do it.
Even very good dealers have negative stuff out there.
Dealerships that ignore their online reputations do so at their own risk. The quality and price of these solutions vary but its clear you have to play the game.
Mark Dubis
Carfolks.com
Even very good dealers have negative stuff out there.
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www.yelp.com
Dealerships that ignore their online reputations do so at their own risk. The quality and price of these solutions vary but its clear you have to play the game.
Mark Dubis
Carfolks.com
- Apr 16, 2009
- 201
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- Eric
Location based activity is definitely a hot item now...having your guests "check-in" at your store(s) is good, having them post a review (can be) great, and getting them egaged with a "tip" or "to-do item" in Foursquare is even better.
Really awesome article Jeff. Ever since the reputation management trend hit I find myself being just like the customers. I love review sites. I love to be able to read about other experiences. I do not mind spending more money if my experience is better. I use my dealership's positive reputation as a closing line on the phone and in person when dealing with customers that want to shop. This program is awesome because it is in tune with the mobile world.
Jeff,
I just had this exact conversation with an dealer last week using the Service Dept. analogy.
The combination of Smart Phones and Social Media has led to an empowered consumer and a definite need for dealers to focus on customer service.
Reputation Management is very important but finding out and dealing with a negative or positive comment, post, tweet, etc. is after the fact. It starts with providing the best customer service first.
I just had this exact conversation with an dealer last week using the Service Dept. analogy.
The combination of Smart Phones and Social Media has led to an empowered consumer and a definite need for dealers to focus on customer service.
Reputation Management is very important but finding out and dealing with a negative or positive comment, post, tweet, etc. is after the fact. It starts with providing the best customer service first.
Great article.. love the site. Is anyone using any repeat check in, Mayor offers or other type Four Square loyalty programs?
I was considering implementing a customer loyalty program in our service department. 5th check in is free oil change, 10th check in is a gift card to the movies or restaurant and the Mayor gets something as well.
However, I don't want those that work here checking in and becoming Mayor since it interferes with a customer becoming Mayor and getting the Mayor special.
Would love to see what other dealers are doing.. I understand the tips section etc but am not sure that it will drive customer loyalty which is what I desire.
I was considering implementing a customer loyalty program in our service department. 5th check in is free oil change, 10th check in is a gift card to the movies or restaurant and the Mayor gets something as well.
However, I don't want those that work here checking in and becoming Mayor since it interferes with a customer becoming Mayor and getting the Mayor special.
Would love to see what other dealers are doing.. I understand the tips section etc but am not sure that it will drive customer loyalty which is what I desire.
Whrrl check-ins are indexing on my name. Not on the Dealership name though. I have yet to see any check-in from Yelp or Foursquare hit any of my Google Alerts though.
Yes, I have Google Alerts setup on my name....and all of our Execs' names too.
Yes, I have Google Alerts setup on my name....and all of our Execs' names too.
