reputation management the right way: case study daytona auto mall, digital dealer 16 presentation

Reputation Management the Right Way

Case Study from the Daytona Auto Mall

• Vickie Gibbs, GM, Albright Digital• Patrick Shelton, AE, Daytona Auto Mall

You Should Leave Understanding….

1. Keys To Success For Effectively Managing Your Online Reputation

2. How To Leverage Positive and Negative Reviews to Enhance Marketing and Drive Continuous Business Improvement

Reputation Impacts Consumer Behavior

Reputation Impacts Consumer Behavior

2 Stars$69

3.5 Stars$161

Google Makes Reviews Prominent

Should A Business Just Let “Reputation Happen”?

5 Steps For Managing Online Reputation

Keys to Success

• Develop a Process That Works for:– Sales– Service

• GM and Management Support• Embrace It and Use It

– Quick Response to Customer Feedback– Training and Keep Employees Engaged

Customer Reviews: Automated Email

Customer Reviews: Automated Email

Pros:• 100% of Customers Included =

More Reviews

• First line of defense for any negative customer feedback

• Takes employee request out of the loop

Cons:• Lower % of Responders Share

Review

• Not “Personal”

Total # of Sold Cars and Service ROs

Internal Reviews

(40%-50%)

Shared Reviews (~10%)

Customer Reviews: In-Store Ask

Customer Reviews: In-Store Ask

Pros:• Larger % of Reviews Shared

to External Sites

• Ability to address negative customer issues on-site

Cons:• Lower # of total reviews

• Negative feedback may not be captured if employee does not ask for review

Total # of Sold Cars and Service ROs

Internal Reviews

(20%-30%)

Shared Reviews (~30%)

Case Study: Daytona Auto Mall

Daytona Auto Mall’s Reputation Goals

• Good Reputation: Instill consistent process for orderly flow of Reviews

• More Reviews: Make it easy for customers to provide feedback

• Capture Positive and Negative Feedback: Create CPI for our stores

• Market Leverage: Use Reviews to create consideration in the market over competitors

Implement New Process Flow To Collect Customer Feedback

Email Template Added to CRM

Deployment Notes

• Process Barometer

• Feedback to Staff

• CPI-Continuous Process Improvement

• Impact customer preference

Q1 Results: Customer Reviews

Daytona Dodge

Daytona Nissan

Gary Yeomans

Ford

Daytona Mazda

Fiat of Daytona

050

100150200250300350400450500

Internal Reviews External Reviews

~1,300 Internal Reviews

100+ External Reviews

Shared Reviews Impact Scores

DealerRater

Cars.com

Yelp

Google+

0 5 10 15 20 25 30 35 40

3.94.4

Total: 10 Total: 20

4.5 months

Total Customer Focus

Sales Service0

100200300400500600700800900

Positive Negative

64% Reviews from Service

6% Negative Reviews – 100%

Addressed

Review Content Impacts Consumer Preference

Real Time integration of reviews into

AutoMall Website

Re-TargetingYou’re Being Followed

Dynamic Review Integration

• One and First of its Kind Dynamic Re-targeting:

What Did You Learn?

• Different Ways to Implement a Successful Reputation Management Program

• How to Use Reputation Management to Improve Your Business

• Examples from an Industry Leader

Questions?

Vickie GibbsGeneral Manager,

Albright Digitalvgibbs@albrightdigital.com

919.280.4804@AlbrightDigital

Patrick SheltonAccount ExecutiveDaytona Auto Mall

pshelton@autoadgroup.net

407.267.4154