Case Studies About How to Successfully Manage Online Reputation for Auto Dealerships

REPUTATION MANAGEMENT THE RIGHT

WAY

Vickie Gibbs, GM, Albright Digital

YOU SHOULD LEAVE UNDERSTANDING….

1. Keys To Success For Effectively Managing Your Online Reputation

2. How To Enhance Marketing/ Sales and Drive Continuous Business Improvement by Leveraging Positive and Negative Reviews

REPUTATION IS IMPORTANT

Dealerships visited by car

shoppers2014 McKinsey Study 2014

2004

1.6

5.0

90%

Auto shopper influences

Online Review

Convenient Location

Friend Referral

80%

60%

42%

GOOGLE MAKES REVIEWS PROMINENT

REPUTATION MANAGEMENT IS ACTIVE – NOT PASSIVE

Reputation Management does not involve Pixie Dust

STEPS FOR MANAGING ONLINE REPUTATION

CUSTOMER REVIEWS

MONITOR

AUTOMATED NOTIFICATION

SRESPOND

USE FEEDBACK TO

IMPROVE

KEYS TO SUCCESS

1. GM and Management Support

2. Develop a Process That Works: Sales Service Training for All Staff

3. Embrace It and Use It Quick Response to Customer Feedback Keep Employees Engaged Use Feedback to Improve

Mgmnt Buy-In

Process/ Training

Staff and Customer

Communication

CUSTOMER REVIEWS: IN-STORE ASK

Process

• Setup Collection Method for Dealership: iPad/ Tablet, Cards/ Posters/ Biz Cards, Computer Station

Train

• Train Sales and Service Personnel to Ask Customers For Reviews

Respond

• Ensure Managers from Sales and Service are on Notifications for Timely Response to Customer Issues

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 before the CSI survey if employee does not ask for the review

Total # of Sold Cars + Service

ROs

Internal Surveys ~20%

Shared Reviews ~25%

700

140

~35

CUSTOMER REVIEWS: AUTOMATED EMAIL

Email

• Setup Email Template in CRM for Sales and Service and Automated Workflow to Deliver Email to Customer Upon Sale or RO Close

Train

• Train Sales and Service Personnel to Ask Customers For Reviews

Respond

• Ensure Managers from Sales and Service are on Notifications for Timely Response to Customer Issues

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 + Service

ROs

Internal Surveys ~45%

Shared Reviews ~10%

700

315

~30

CASE STUDIES

CASE STUDIES: IN-STORE ASK

Cavender Auto had no score and only 2 reviews on G+ (February 2014)

Score: noneTotal #: 2

SS HyundaiScore: 2.8

Total #: 18

SS MazdaScore: 3.3

Total #: 20

SS SubaruScore: 4.1Total #: 9

Southern States had low scores and no consistent

process for collecting reviews from customers (Oct 2013)

SOUTHERN STATES: IMPLEMENTATION

Management Buy-In: Principal/ Owner, GM, GSM, Agency, BDC – Priority for ALL

Process/ Training: Consistent process implemented with iPads and posters with QR codes; all staff trained on process, tools, and how to ask for reviews

Monthly Reviews:GM discusses reviews in weekly meetings and performance of individual staff members

SOUTHERN STATES: G+ SCORE RESULTS

Oct 2013 Jan 2014 April 2014 July 20140

1

2

3

4

5

SS HyundaiSS MazdaSS Subaru

In 6 months, Southern States had scores for all of its stores above a 4.0

SOUTHERN STATES: G+ NUMBER OF REVIEWS

Oct 2013 Jan 2014 April 2014 July 20140

10

20

30

40

50

60

70

SS HyundaiSS MazdaSS Subaru

In 9 months, Southern States added 89 G+ reviews

CAVENDER AUTO: IMPLEMENTATION

Management Buy-In: Owner/ GM, Sales, Service – Priority for ALL

Process/ Training: Consistent process implemented with in-store computers and cards with QR codes; staff trained on process, tools, and how to ask for reviews

Monthly Reviews:GM discusses reviews in weekly meetings and performance of individual staff members

CAVENDER AUTO: G+ RESULTS

18

March-14 April-14 May-14 June-14 July-140

5

10

15

20

25

30

0

1

2

3

4

5

Cavender AutoG+ Score G+ Total Reviews

In 5 months Cavender Auto created a consistent process inside its store that led to a G+ score of 4.8 on

27 Reviews

CASE STUDY: AUTOMATED EMAIL

DAYTONA AUTO MALL’S REPUTATION GOALSGood Reputation: Instill consistent process

for orderly flow of Reviews to Review sites

More Reviews: Make it easy for customers to provide feedback on a consistent basis

Capture Positive and Negative Feedback: Create CPI (continuous process improvement)

Market Leverage: Use Reviews to create consideration in the market over competitors

DAYTONA AUTO MALL: IMPLEMENTATION

Management Buy-In: Owner/ GM, Sales, Service – Priority for ALL

Process/ Training: Automated email integrated in with CRM workflow for both Sales and Service; staff trained on how to ask for reviews

Regular / Consistent Communication:Sales and Service Directors included on email notifications to address issues ASAP; review performance with staff

EMAIL TEMPLATE ADDED TO CRM

DAYTONA AUTO MALL: RESULTS

Sales37%

Service63%

Total

Sales19%

Service81%

Negative

In 8 months, the 5 dealerships in the Daytona Auto Mall generated 3,369 Internal Surveys, and caught 221 Negative

reviews (6% of total)

DAYTONA AUTO MALL: RESULTS

DealerRater

Edmunds

Cars.com

Yelp

G+

0 50 100 150 200 250

Daytona Mazda Daytona Dodge Daytona NissanFiat of Daytona GYF

In 8 months, the 5 dealerships in the Daytona Auto Mall generated 367 External Reviews, across a variety of

Review sites

REVIEW CONTENT IMPACTS CONSUMER PREFERENCE

Real Time integration of reviews into

AutoMall Website

DYNAMIC REVIEW INTEGRATION – RETARGETING CAMPAIGN

WHAT DID YOU LEARN?

Different Ways to Implement a Successful Reputation Management Program

How to Use Reputation Management to Improve Your Business

Case Study Examples

QUESTIONS?

Vickie GibbsGeneral Manager,

Albright Digitalvgibbs@albrightdigital.co

m919.280.4804

@AlbrightDigital