Take a stroll through any search engine for a new car and see what you find.  There is an array of results varying from the pay per click to the simple organic search.  The generic search would show vehicle postings, dealership reviews, website links and video links.

The average consumer is inundated with information pertaining to their search.  Dealerships are plagued by a multitude of links that provide information unfortunately, not all the information is accurate.  Nevertheless, the information is there for the decision maker. The customer will funnel down for the review and decide which pieces are accurate.

Reviews can be written by a myriad of individuals from unsatisfied customers to a disgruntled ex-employee.  The fairness of the revue is rarely taken into consideration in determining if the dealership is a place to visit or not.  Dealerships that fail to manage their online personality are sure to collapse under the weight of negative reviews. 

Relationship management is the buzz words of today’s dealership environment.  The primary market area of the local dealer is no longer just in their backyard.  Customers’ will come from miles away after reading multiple positive reviews.  Consequently, customers’ will avoid your dealership for a negative review and no amount of “advertising” dollars will bring them in.  The best management tool a dealership has is its voice of customer.  Reviews intended as a voice for the customer to explain frustrations can be negative or positive depending upon the reaction.  That is, if there is a reaction at all!

More times than not, the customers’ want to be understood and not just heard. The complaint can turn into a dispute as quickly as a match can spark a fire.  At the same time, posting a concern can be the only way a customer feels their message get out.  Read the review in full, for the complete explanation and withhold any judgments as to guilt or innocence.  If necessary, walk away from the review prior to answering so the information is processed without bias.  Answer the criticism and/or compliment with caution.  Thank the customer for posting the comment and respond with compassion and/or gratitude for the post.  Be brief but informative and acknowledge when there is a process failure.  If there is a wrong offer to make it right. Do not offer anything free that might be viewed as a bribe to win over the customer.  Remember, that everything that is posted online stays online for others to read. 

Customer complaints used to be limited to the exposure they held.  In other words, the complaint was confined to their small circle of influence.  With the advent of social media that limited exposure is no longer accurate.  Dissatisfaction with dealerships services or people can literally travel across the states within a few hours.  The debate gets exasperated by others that are well outside the dealerships primary market area.  Avoidance to negative posts will inflame additional posts within a blog or chat room.  The damages can be irreversible but manageable.  The goal is to negate any review that might reflect poorly on the dealership.

Due to the growth of social media dealerships have been hiring staff to assist with the management of their virtual reputation.  Professionals, who understand the complexity and fluency of social media, are invaluable in today’s dealership environment.   A typical brick and mortar dealership is easier to manage when the review is visible and tangible.  The virtual review might be unnoticed and blossom under the guise of ignorance. 

The typical customer who has a complaint about a process or service failure is concerned with the solution.  A dealership is more likely to retain that unsatisfied customer when the complaint is addressed quickly and efficiently.  Resolutions are often simple and cost little yet are long lasting and build loyalty. The WOW factor isn’t always giving money away but rather providing alternatives that solve the problem and provide the feeling that the dealership genuinely cares. When there is a failure, that failure can be traced back to either a people problem or a process problem.  Most times, the complaint stems from an employee failing to follow an established process.  Shortcuts generate inconsistencies, which lead to poor results.

If the dealership cannot WOW the customer than it better win them over.  The cost of winning over a customer by taking responsibility for a failure will pay dividends through repeat business.  Consequently, failure to acknowledge a complaint will reverse any momentum that is spent in advertising dollars.