Negative Reviews: Common Myths and Truths Revealed

Presented by Ryan Leslie

Agenda

• Reviews are prevalent in the shopper journey• The Purchase Influence Mix• Five Steps for mitigating negative online reviews

– Action Plan– Seek Reconciliation– Remember your audience– Acknowledge and Apologize appropriately– Investigate!

• Questions

Myth: Negative Reviews

Are Bad For Business!

Experiment: Google your business name

July 7th, 2014 - BrightLocal releases 4th annual survey to understand how online reviews influence the attitudes of consumers toward local businesses and how they directly influence the purchase of local business services.

Key Findings:

• 88% of consumers say they trust online reviews as much as personal recommendations (vs. 79% in 2013)

• 85% read 10 or more reviews

The Purchase Influence Mix

“Astroturfing” in the news

When researching the right dealership to do business with, which type of review would you find most valuable?

Positive Reviews that summarize an experience that went well.

Negative Reviews describing a situation gone wrong that include a response from the dealer.

20%

*internal DealerRater study based on 14,000 respondents

Negative Reviews Help a Dealership Establish Trust

Five strategies to mitigate the negative effects of negative reviews

#1 It is going to happen, be prepared with an Action Plan!

– Know Where, When, Who, and How?– All negative reviews should go across the GM’s

desk. Be Prepared!

Negative Review Mitigation

Negative Review Mitigation

#2 Seek Reconciliation First! – Consider the source and TOS!– Respond as soon as you can and attempt to take

the conversation offline.– If you are able to find a resolution ask the

reviewer to update their review! Seek to Reconcile!

Negative Review Mitigation

#3 Remember your REAL audience when you respond publicly.

– Thank the reviewer for their review and seek to take the conversation offline

– Impress upon future prospects that you are concerned with their consumer experience

Negative Review Mitigation

#4 Acknowledge and Apologize Appropriately!

– Always acknowledge that the customer’s expectation wasn’t met with a personalized response.

– Apologize when necessary.

Negative Review Mitigation

#5 Don’t be so quick to dismiss negative reviews.

– Investigate! Is there any truth to the review? Would a reasonable person feel this way?

– Remember that negative online reviews represent lost opportunities for sales and internal improvement.

Negative Review Mitigation

• Remember that reviews, both positive and negative, are powerful influencers in the shopper’s journey!

• Negative reviews serve to validate positive reviews when a mitigation strategy is in place.

• Negative Review Mitigation takes effort and requires a strategy– Have an Action Plan– Seek Reconciliation– Remember your audience– Acknowledge and Apologize appropriately– Investigate and address areas for improved consumer experience

Recap

Myth: Negative Reviews Are

Bad For Business!

Negative Reviews: Common Myths and Truths Revealed

Q&A