For many dealerships, reputation management is a practice that’s limited to the sales floor. Though a store may have great processes for gathering and promoting reviews on Cars.com and other sites, there’s often little attention paid to how positive reviews for the back end of the dealership can influence new and used car shoppers. But new research shows that there’s a clear benefit from embracing online reviews throughout the entire store, especially in the service department.
In an independent Harris Poll, 64 percent of in-market buyers indicated that a service department’s reputation is an influencing factor when choosing where to purchase a vehicle. Furthermore, the research revealed more than half (57%) of shoppers seek out a dealership’s service department reviews before purchasing a car.
By not having quality service reviews for your dealership, you may be leaving would-be customers without information they need to make an informed decision.
“Car shoppers read online reviews for both sales and the service department before buying because they want to know that the dealership will be a reliable, long-term partner for the entire life cycle of their new car,” said Jack Simmons, manager of dealer training for Cars.com. “For dealers to earn shoppers’ trust, they must build their service department’s brand presence online and effectively communicate their positive reputation through a variety of digital channels, where today’s consumers are shopping most.”
To learn how your dealership can integrate reviews into its fixed ops department, check out our latest ebook, Scheduled Maintenance.