1. 1. 1Leverage Reviews toImpact the Bottom LineJack SimmonsDealer Training Manager, Cars.com
2. 2. About Me Jack Simmons Dealer Training Manager, Cars.com 35+ years of automotive retail experience Connect with Me: dealers.cars.com/facebook dealers.cars.com/twitter jasimmons@cars.com2
3. 3. the potential financial impact of a dealerships onlinereputation in sales, service and F&ILearn how to foster a reputation-driven culture, from processes torewardsopportunities for cost-savings from reviews, includingprocess improvement and staff retentionIdentifyhow consumer-generated content influencesshopping behaviorUnderstandGoalsDefine
4. 4. ObjectivesMonitorListen to feedbackfrom across theinternetShare feedback acrossthe dealershipAskDeliver a positivecustomerexperienceAsk satisfied customersto write a positivereviewPromoteShare positivereviews withprospectsReward sales, servicestaff for successRespond Acknowledge andreply to feedbackCorrect any underlyingissuesat the store
5. 5. I attribute 10-15 percent of total sales permonth specifically to customers who comein after reading reviews. Another 30-40percent are likely influenced by them.-Brian HefnerGeneral Manager, Tom Wood Toyota
6. 6. 6Visitors who read a reviewconsumed, on average,2.2times more pages per visitWhat We Know About Reviews In 2012Source: Cars.com Internal Reporting
7. 7. 7Visitors who read a reviewconsumed, on average,2.2times more pages per visitWhat We Know About ReviewsAnd spent2.13times longer on the site In 2012Source: Cars.com Internal Reporting
8. 8. 8Visitors who read a reviewconsumed, on average,2.2times more pages per visitWhat We Know About ReviewsAnd spent2.13times longer on the siteOn average,40%of reviews were read on a visitorsfirst visit In 2012Source: Cars.com Internal Reporting
9. 9. 9Visitors who read a reviewconsumed, on average,2.2times more pages per visitWhat We Know About ReviewsAnd spent2.13times longer on the siteOn average,40%of reviews were read on a visitorsfirst visitmeaning60%are read on subsequent visitsSource: Cars.com Internal Reporting
10. 10. 10Submitted3.4times more email leads thanvisits that did not read a reviewWhat We Know About Reviews Shoppers who read reviews:Source: Cars.com Internal Reporting
11. 11. 11Submitted3.4times more email leads thanvisits that did not read a reviewWhat We Know About ReviewsSubmitted4.2times more chat leads than visitsthat did not read a review Shoppers who read reviews:Source: Cars.com Internal Reporting
12. 12. 12Submitted3.4times more email leads thanvisits that did not read a reviewWhat We Know About ReviewsSubmitted4.2times more chat leads than visitsthat did not read a reviewViewed4.1times more Map & Directions pages Shoppers who read reviews:Source: Cars.com Internal Reporting
13. 13. 13Submitted3.4times more email leads thanvisits that did not read a reviewWhat We Know About ReviewsSubmitted4.2times more chat leads than visitsthat did not read a reviewViewed4.1times more Map & Directions pagesViewed5.4times more Driving Directions pages Shoppers who read reviews:Source: Cars.com Internal Reporting
14. 14. 14Submitted3.4times more email leads thanvisits that did not read a reviewWhat We Know About ReviewsSubmitted4.2times more chat leads than visitsthat did not read a reviewViewed4.1times more Map & Directions pagesViewed5.4times more Driving Directions pages Shoppers who read reviews:Visited5.9times more dealer websitesSource: Cars.com Internal Reporting
15. 15. 18onaverage25Ifyoungerthan 34Source: GoogleShoppers Use More Sources
16. 16. How Has Consumer ShoppingChanged?
17. 17. The Loyalty LoopSource: The Consumer Decision Journey McKinsey Quarterly, June 2009
18. 18. RatingVolume(4.7)(3.1)Which Dealer Would You Choose?
19. 19. Your Brand Online How are you communicating your dealershipsbrand strategy through the channels you own?
20. 20. Why Brand Matters More NowThan Ever
21. 21. Tom WoodToyota
22. 22. Maguire Promotes Reviews inRadio Spots
23. 23. Communicate Your Value
24. 24. Promote Your Reviews
25. 25. What happens when youdont deliver on thebrand value youpromised to provide?
26. 26. Dealer Review ImprovementProcessPubliclynotifycustomerObjectivelyanalyzereviewsInspectrelatedprocessesImplementprocessimprovement
27. 27. How jetBlue Made it BetterYou deserved better a lot better from uslast week, and we letyou down. Nothing ismore important thanregaining your trust.-David G. NeelemanFounder and ChiefExecutive, JetBlue
28. 28. How One Dealership Overcamea Negative Review
29. 29. Great Response ProcessListen andAcknowledgeTake theConversation Offline
30. 30. Leadership andCulture Influence
31. 31. A Reputation-Driven CultureStarts at the TopConrad [GM] gotbehind me 100percent.-Ricky LopezInternet SalesDirector, Greenway Dodge
32. 32. The Buck Stops Here
33. 33. Recruiting and Training
34. 34. Top Employee
35. 35. Compensating for ReviewsIn order to receive abonus, each salesperson at Greenwaymust obtain threereviews per month.
36. 36. Staff Incentives Bonus for Maguire Automotive for eachpositive review the sales consultant receives.
37. 37. The Bottom LineSeldom do good hires turnbad, or bad hires turn good.Impress upon your storesleadership team theimportance ofrecruiting, training andcompensating the rightpeople.Source: The Hiring Process: recruiting, Interviewing and Selecting the BestEmployees, Purdue University, 2005
38. 38. Consider ThisHow much would your store pay for a goodemployee?What effects have you seen from a bad hire? How much would you pay to avoid that experienceagain?How much is honest feedback worth to you?Source: The Hiring Process: recruiting, Interviewing and Selecting the BestEmployees, Purdue University, 2005
39. 39. If two to three employees starttogether, the ones that get reviews willquickly go from selling six to nine cars permonth to ten plus.-George DunnDirector of BDC, Maguire AutomotiveMaguire Automotive Sees ResultsImpact the Bottom Line
40. 40. RecapMonitorListen to feedbackfrom across theinternetShare feedback acrossthe dealershipAskDeliver a positivecustomerexperienceAsk satisfied customersto write a positivereviewPromoteShare positivereviews withprospectsReward sales, servicestaff for successRespond Acknowledge andreply to feedbackCorrect any underlyingissuesat the store
41. 41. Consumers who read reviews on Cars.com aremore engaged: they spend twice as much time on site andview twice as many pages.2xVisitors to Cars.com who read reviews are 5x more likely tocontact a dealer.5x91% Price isnt everything 91 percent of shoppers said theywould use reviews when deciding on a dealership.Managing Your Reputationis Good for You!Source: Cars.com Internal Reporting, DriverSide/Kelton Research Study, April 2011
42. 42. Questions?