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Mejorar su presencia digital, parte 2: recomendaciones para la gestión de la reputación

Mejorar su presencia digital, parte 2: recomendaciones para la gestión de la reputación

Published Sep. 2017

According to the 2016 Local Consumer Review Survey by Bright Local, 91% of consumers actively read online business reviews – Do you know what that means for your dealership or how it impacts your bottom line?

Como parte de la serie "Mejorar su presencia digital", nos enfocamos en cómo solicitar reseñas de clientes en línea y dar respuesta a ellas, lo que puede definir su reputación en línea.

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¿Qué impacto tienen las reseñas sobre mi concesionario?

Studies have shown that consumers perform more research for big-ticket items – such as car shopping. In most cases, the modern consumer has researched not only what vehicle they want, but also an acceptable price range and whether they will be treated fairly at your dealership.

If you're not encouraging customers to leave a review for your dealership, it won't take long for the negative reviews to skew the overall tone of reviews. Most customers won't leave a review if they have a positive experience, but if the experience was less than they anticipated, they'll quickly share their disappointment.

Cómo solicitar reseñas

Obtener reseñas puede parecer una carrera cuesta arriba. Los clientes insatisfechos tienen más tendencia que los clientes satisfechos a dejar reseñas. No obstante, un sorprendente 70% de los clientes dejan una reseña si se les solicita. Cuando los clientes salgan del recinto, espere algunos días y envíeles una carta cortés en la que les agradezca por su visita y les anime a dejar una reseña.

Pro tip: Make it as easy as possible for the customer by including links to where you'd like the reviews to be written.

Here are a few do's and don'ts that you should keep in mind:

  • Do ask for reviews – mention during the sale that you may ask them to leave a review and then follow up a few days after the sale.
  • Do take the time to remind customers of the personal connection during the sale before asking for the review – if they bought an SUV for their growing family, ask how the family likes all the extra room.
  • : procure que para los clientes sea lo más fácil posible encontrar los perfiles de su concesionario y dejar las reseñas.
  • DON'T supply an iPad or mobile device for customers to leave reviews while in the dealership – multiple reviews from the same IP address are flagged for removal from most review sites.
  • DON'T offer incentives for customers to leave a review – many review sites have a policy against incentivizing customers for reviews.
  • DON'T spiff your salespeople based on reviews – this could result in fake reviews, which harm your reputation.

Cómo responder a reseñas negativas

Even the best dealership can get a negative review. Whether it was a misunderstanding or something that you couldn't control, those reviews still impact your dealership's reputation.

Some do's and don'ts to keep in mind while responding to reviews are:

  • : responda a las reseñas de forma oportuna.
  • : agradezca al cliente por ponerlo al tanto de esos problemas.
  • : busque áreas donde se pueda mejorar.
  • : trate de buscar una forma de conectar con el cliente y ofrezca una solución que sea conveniente para ambas partes.
  • DON'T take reviews as a personal attack. Stay levelheaded and approach your response with a ‘how can I make this right' attitude.
  • DON'T reveal personal information about the customer.

Just remember – when it comes to responding to reviews, the individual you're writing to may only see your response once, but potential customers will see your response every time they search.

Ahora que conoce las mejores prácticas para gestionar su reputación, regrese el próximo mes y aprenda sobre cómo manejar su presencia en los medios sociales.

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