Digital Dealer - April 2019 - 31

published. So, how do you
get more online feedback?
Beyond offering "rate
your experience" surveys
to buyers and service
customers, consider what
else you can do. Think
about all of the interactions
between your dealership
and shoppers during their
buying journey. Where else
might you want to get feedback on the quality of the
customer experience?
Google suggests integrating a link for reviews
in your email marketing.
Think of all the consumers
you are touching through
email. What a great way to
get feedback and possibly
help craft more effective
messages in the future.
Remember also to give
simple instructions on how
to go through the review
process.
THE UNTAPPED
POTENTIAL OF
CUSTOMER FEEDBACK

Another area to look at is
online. I'm sure many of us
have been hit with the ask
to rate sites we've visited.
What about the conversations provided on those
sites? Your dealership staff
is included in the reviews
you collect now. What
about the staff you have
representing you online?
Given that over 90% of
buyers begin the process
online, why wouldn't we
want to ensure that part of
the consumer experience is
up to expectations?
These online conversations typically should be
the meet and greet and
needs analysis stages of
the buying journey. How is

that going? With often more
consumer interactions on
your site than deliveries
each month-imagine the
untapped potential. This
provides an entirely new
area of your process in
which you can and should
survey shoppers.
Asking your shoppers to
quickly rate the interaction
with your online team at
this step allows for confirmation that you are on the
right track to meeting expectations and winning that
valuable visit in store. If you
have a skilled, well-managed team handling online
conversations, it should
be a sure way to get high
scores and increase the
overall volume of reviews.
5 KEY TAKEAWAYS

In summary, here are
the five key takeaways
from this article that will
help you to enhance your
dealership's reputation:
1: Ask for reviews and
accept that they won't all be
five stars
2: Respond to all
customer feedback and
remember your audience
3: Include a link to
review in your email
marketing
4: Include instructions on
how to leave a review
5: Offer the chance to
leave a review immediately
after online conversations
CAROL MARSHALL, VP of
operations at ActivEngage,
has 20+ years of automotive
experience. She's held positions
with national organizations
including Mazda N.A. and
AutoNation as national
manager of eCommerce ﬁeld
operations. EMAIL: cmarshall@
activengage.com

How to Enhance the
Customer Feedback
Loop to Get More
Wins
59% of auto shoppers choose a dealership
based on reputation. And during a slowing auto economy, when fewer opportunities exist, you need to make sure it is
your dealership they choose. This month
at Digital Dealer 26 in Orlando, FL, Carol
Marshall of ActivEngage will present,
"Digital Word-of-Mouth: The Overlooked
Hero During a Slowing Auto Economy,"
uncovering why digital word-of-mouth
will be the unlikely hero of 2019 and how
your dealership can enhance its reputation - not just maintain it - to thrive
during a sales slowdown. After this session, you will be equipped with actionable
ways to leverage online reviews to impact
SEO, CSI, and sales.

Takeaways:
 Understand the impact of recent review
policy changes on major platforms, and
use them to your advantage.
 Leverage low-hanging fruit customers
that are often overlooked to get more
reviews and better ratings.
 Build eﬃcient processes to enhance your
dealership's reputation, not just 'manage'
online reviews.
Speaker:

BY CAROL MARSHALL
Vice President of Operations,
ActivEngage, Inc.

D I G I TA L D E A L E R . C O M

APRIL 2019

http://www.DIGITALDEALER.COM

Digital Dealer - April 2019

Table of Contents for the Digital Edition of Digital Dealer - April 2019