- 67% of consumers are influenced by online reviews (1)
- 85% of consumers trust online reviews as much as personal recommendations (2)
- 74% of people who see customer reviews on a business website say they would contact the business (2)
Read the Review Thoroughly - It’s easy to become fired up after you read the first line of a seemingly negative review. But before you get defensive, take a step back and put yourself in the customer’s shoes. Take a few minutes to read the review thoroughly so you can understand the customer’s perspective fully.
Understand What Happened - Before responding to the review, make sure to consult anyone within your dealership who may have interacted with the customer. This doesn’t have to take a ton of time, just quickly get their side of the story and understand where the issue may have occurred.
Take the Conversation Offline - Try offering a simple statement at the end of your response saying something like, “If you’d like to chat about this concern further, my name is XXXX. Please feel free to reach me at (insert phone number, email, or both).” This shows that if they have additional comments/concerns, they can contact you directly to get them solved quickly.
Respond Quickly - Ignoring a review won’t make it go away - as much as you might it want to. You need to tackle BOTH negative and positive reviews head-on. According to the Local Search Association, most consumers expect a brand or business to respond within 24 hours. We encourage you to avoid passing that 24-hour window if possible, especially when it comes to negative reviews. If other individuals who are browsing through your reviews see unanswered concerns, that might motivate them to take their business elsewhere. Think about it this way - you aren’t just responding to an unsatisfied customer, you are catering to anyone and everyone who reads that online review.
Stay Calm, Cool, Collective, AND Professional - Remaining professional is crucial when dealing with negative online reviews. Avoid getting heated in your response and start by addressing the customer by name and apologizing for their less than satisfactory experience. If they have posted a lengthy review, make sure to respond to each one of their concerns. Your customers want to feel like they are being heard and that their feedback is valuable.
Put a Positive Spin on the Situation - Look at responding to reviews as not only an opportunity to right a wrong but also as an opportunity to promote the best parts of your business. Try promoting what your business does well while addressing the consumer’s issues at the same time. For example, “Our dealership is widely known for our excellent customer service and we apologize for missing the mark.”
Look at it as a Learning Experience - We recommend going over negative reviews with your employees. It’s important to make sure your entire team is on the same page and that they know exactly what customers might have issues with. If your employees are made aware of negative reviews, they can take action in the future to eliminate issues before they even occur.
Remember, if you respond to reviews the right way and address a customer’s complaint, you could always receive an updated review from the same customer praising how you handled the situation. Reputation is everything in the business world and we want to make sure you are always looking your best online. So, good or bad - make sure you’re responding to your online reviews and tackling any issues head-on and professionally.
1 - Moz
2 - Stat Labs
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