Reputation Management the Right Way Case Study from the Daytona Auto Mall • Vickie Gibbs, GM, Albright Digital • Patrick Shelton, AE, Daytona Auto Mall
Sep 13, 2014
Reputation Management the Right Way
Case Study from the Daytona Auto Mall
• Vickie Gibbs, GM, Albright Digital• Patrick Shelton, AE, Daytona Auto Mall
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
Reputation Impacts Consumer Behavior
Reputation Impacts Consumer Behavior
2 Stars$69
3.5 Stars$161
Google Makes Reviews Prominent
Should A Business Just Let “Reputation Happen”?
5 Steps For Managing Online Reputation
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
Customer Reviews: Automated Email
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%)
Customer Reviews: In-Store Ask
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%)
Case Study: Daytona Auto Mall
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
Implement New Process Flow To Collect Customer Feedback
Email Template Added to CRM
Deployment Notes
• Process Barometer
• Feedback to Staff
• CPI-Continuous Process Improvement
• Impact customer preference
Q1 Results: Customer Reviews
Daytona Dodge
Daytona Nissan
Gary Yeomans
Ford
Daytona Mazda
Fiat of Daytona
050
100150200250300350400450500
Internal Reviews External Reviews
~1,300 Internal Reviews
100+ External Reviews
Shared Reviews Impact Scores
DealerRater
Cars.com
Yelp
Google+
0 5 10 15 20 25 30 35 40
3.94.4
Total: 10 Total: 20
4.5 months
Total Customer Focus
Sales Service0
100200300400500600700800900
Positive Negative
64% Reviews from Service
6% Negative Reviews – 100%
Addressed
Review Content Impacts Consumer Preference
Real Time integration of reviews into
AutoMall Website
Re-TargetingYou’re Being Followed
Dynamic Review Integration
• One and First of its Kind Dynamic Re-targeting:
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
Questions?
Vickie GibbsGeneral Manager,
Albright [email protected]
919.280.4804@AlbrightDigital
Patrick SheltonAccount ExecutiveDaytona Auto Mall
407.267.4154