Value of customer reviews revealed

Nearly 70% of car buyers always check online reviews before contacting a dealer. This is according to a study by CarGurus, an automotive shopping site in the UK among its nearest competitors.

A detailed investigation into online dealer reputation revealed just how important it can be for attracting customers, with a quarter of survey respondents voting reputation as the number one factor when choosing their car.

It’s a growing trend, too, with third-party research identifying the 18-34 age bracket as most likely to be influenced by internet feedback. According to this research, 91% of this generation place as much trust on online reviews as on word of mouth.

Amy Mueller, VP of communications at CarGurus, said, ‘The growth of the internet and social media has made it easy for people to share their buying experiences – good and bad – with fellow consumers. As a result, it’s more important than ever to pay attention to your online reputation.

‘Customer reviews set the tone for how your dealership is perceived by future customers. They’re crucial drivers of new sales, and your dealership can’t overlook their importance. Every review is an opportunity to engage with your customers and build your reputation, so make sure you’re taking advantage.’

To make the most of an online reputation, CarGurus suggests repairers ask for feedback. Even though it can sometimes feel uncomfortable, it’s a crucial step for dealers who want to build trust, boost brand awareness, and ultimately, sell more cars.

Repairers must also pay attention to reviews by setting up email alerts, designating an employee to be review watchdog, or do a quick Google search of their dealership from time to time. 

Businesses should also acknowledge reviews – both good and bad.

Businesses can also put the customers’ voices into their marketing strategy – whether that’s social media, newsletters or adverts.