Understanding, collating and responding to complaints and reviews is now a massive task for automotive retailers with multiple online platforms to monitor and practically immediate responses expected.
With customer experience arguably the most important battleground, one bad review or unanswered complaint could sway a car buyer’s decision.
Reputation’s 2023 Auto Report found that year-on- year, review volume increased by 11%, with last year recording peak review volumes for the past three years.
The report also found 84% of customers believe ‘reviews factored into their choice of dealership in 2023’ while 74% would only consider shopping at a dealership with four or more stars.
Paul Modaley, content and digital marketing manager at Reputation, says: “In today’s motor retail sector, where choices abound and customer loyalty is gold, one truth is undeniable: the treatment of complaints and management of online reviews can significantly impact a dealership’s reputation and bottom line.”
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