Nowadays with the internet, most customers can do all the research they need to buy a car online and via car dealers websites. However many dealers still understand that the car dealership experience still matters. With so many people on social media sites, message boards and access to information at all times, it’s more important than ever to make sure each customer that leaves your dealership has a good experience. One unsatisfied customer can easily share their bad experience with thousands of people by posting on social media sites and message boards.
Here are three ways to save your dealership from a social media crisis:
1. Have a crisis management plan. Who will be responsible for responding to the bad review? What will you do to address the issue? It’s important to have a crisis management plan and a specific person appointed for the job. Much like an emergency evacuation plan, someone has to get you out of the mess when a bad review strikes.
2. Save the day. When people post negative reviews about a company, most often than not they’re fishing for a response. How will you save the day? Will you invite them back for another visit or send them a gift card? Complaints need responses – quick responses. Try not to let an issue drag out more than 72-hours – respond within 24-hours if you can.
3. Secure your reputation. When dialog like this occurs in the public eye, other users are actively watching to see how a company responds to a complaint and what measures are taken to correct the problem. The good news is that if you have loyal customers, they’ll remain loyal if they see that you responded to other customers well and always put the customers first.
The biggest challenge for car dealerships is and will continue to be attracting sales staff that are, “customer-focused, internet savvy and knowledgeable about product”. Does everyone in your dealership know the value of the dealership experience? Ensure everyone knows the effects of a bad review, and have a plan in place that everyone can understand execute under pressure. Take necessary measures to ensure that every customer that walks through your door leaves happier than when they arrived.