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Auto Dealerships have about a hundred priorities, and having a positive online reputation is a very important one that should not be ignored. However, setting up a process inside the dealership that can successfully solicit customer feedback and encourage happy customers to post reviews to sites like Google+ and Cars.com can be challenging. At the Digital Dealer Workshop in Pasadena, Vickie Gibbs hosted a session where to she unlocked the mysteries to successful Online Reputation Management. In her presentation she discusses the keys to success as well as the steps for setting up a successful program. In addition, she explains multiple case studies from a variety of dealerships that have successfully set up programs to manage their Online Reputation.
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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
• 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