Case Study: Shuman Chrysler Dodge Jeep Ram
Situated in Walled Lake, Michigan, Shuman Chrysler Dodge Jeep Ram plays in a highly competitive market with approximately 50% of their consumer base representing employees or friends/family of employees at the neighboring Chrysler manufacturing plant.
For years, Shuman focused efforts on being a leading dealer in SSI and CSI; however, the dealership soon began to realize that its online reputation was taking shape on its own by means of a handful of unhappy customers that were prone to provide feedback on third-party online review sites.
Shuman became interested in DealerRater because of DealerRater’s exclusive focus on reviews of auto dealers and viewed DealerRater as a critical means in establishing Shuman’s dominant presence over other Detroit-area Chrysler dealers. The dealership quickly enrolled in the DealerRater® Certified Dealer Program with the goal of becoming the top rated Chrysler dealer in Michigan.
Shuman’s approach to managing their online reputation allows for the occasional negative review. Shuman invites all customers to post on DealerRater, whether it reflects a positive or negative experience. “We firmly believe that our credibility and dominance on DealerRater has grown because we are not afraid to have a negative post here and there,” says Shuman. “It only lends credibility to the hundreds of positive reviews that we have built.”
When negative reviews appear on DealerRater, the dealership consistently responds in a way that directly addresses the customer’s complaint.
Customers now often walk into the dealership showroom indicating that they chose to work with Shuman based on the reviews that they have read on DealerRater.
With word about DealerRater reaching many of Shuman’s core market through the dealer’s diverse marketing campaign, Shuman has built its online reputation into a critical competitive advantage in the Detroit Chrysler market.
Utilizing DealerRater’s Push tool, Shuman has grown its review count on other third-party review sites, in addition to DealerRater. Shuman’s satisfied customers have been sharing their DealerRater reviews on other review sites like Google+ and Cars.com, giving the dealership an even greater online presence without specifically targeting those sites.
For more information on how the DealerRater Certified Dealer Program’s reputation management tools can make your dealership No. 1, please visit our website today! Read the full article here.