22% post online comments about their dealership experience
If 1 in 5 interactions lead to an online review, do you know your customer’s opinions before they publicly review you? Does your DMS provide you with the tools to manage this?
Reviews influence purchase decisions
From the consideration of different brands and models, to conversion at brand and dealership levels. This isn’t anything new.
As trust in review content increases and technology enables more shoppers to contribute online, the modern dealership cannot afford to ignore online conversations. *eMarketer.com Study – 6 May 2013
Social media has enabled easy sharing of this content. A positive manufacturer campaign can create consideration for a specific model, but a negative dealership review, if widely circulated, can determine whether that brand/model is disregarded and which dealership they choose to deal with.
