The power of online reviews in securing future profit

Published: September 2024

Anyone in automotive retail knows that consumers start their buying journey online and rely heavily on reviews to guide their choice of not only the new vehicle but, more importantly, the dealership they buy from.

This September plate change naturally brings an uplift in sales, allowing retailers to increase the number of online reviews and deliver a positive first impression to future customers online.

The 2023 Auto Report* from Reputation suggests that 84% of customers believe “reviews factored into their choice of dealership in 2023.” However, not all of the critical factors that can impact customer perception – such as the availability of suitable stock – are in the retailer’s control. And even if the customer ultimately has a positive experience, motivating them to upload a review on a suitable website is a task in itself.

Only a minority of customers will leave a review unprompted, and many need a friendly reminder. The 2024 UK Automotive Industry Quick Take Report by Reputation* highlights that 77% of customers are willing to leave a review once asked to do so. The same report also shows that total reviews saw an increase of 8.8% in 2023-24 compared to 2022-23, signalling heightened customer engagement.

Given the clear and growing importance that reviews have in attracting visits, enquiries and orders, when and how is the best time to approach customers for feedback?

There are multiple opportunities throughout the ownership cycle to capture feedback, and we know the value an AI-powered customer journey can have in encouraging customer engagement.

Systems like our marketing automation platform, VoiceBox, can acknowledge and thank the customer for their initial enquiry and send appointment or test drive reminders. After purchase, our AI-powered communications continue the interaction by sending post-delivery thank you and review capture emails which link directly to the retailer’s platform of choice, such as Google or Trustpilot.

Lastly, it is important that retailers read and respond promptly and in a tailored way to reviews that are already being posted, be they positive or negative. This demonstrates to consumers that their opinions matter and that the retailer is focused on delivering positive outcomes. Other customers are more likely to post a review if they see a retailer is listening and engaging with existing content online.

Allowing automated systems to take on the heavy administrative task of capturing reviews frees up sales teams to focus on the task at hand. This is particularly important during the plate-change months when they are busy with handovers and prepping part-exchanges. By facilitating positive customer feedback, retailers can create a community of like-minded advocates, which attracts new enquiries organically.

With a bank of positive feedback, retailers can include a review card in social media ads, further increasing their visibility when prospects search for online validation of a potential purchase decision.

*https://resources.reputation.com/uk-auto-quick-take/2024-uk-automotive-i