Dealerships build customer relationships one review at a time. About 80 percent of shoppers use online car reviews and car dealership reviews to inform their purchase[i]. But what motivates a customer to write a five-star review – the kind that attracts more customers? And why do customers write blistering reviews that send shoppers to your competition?
At DealerRater, we decided to find answers. So, we examined reviews of dealerships and salespeople that customers wrote on DealerRater and Cars.com in 2017 (1.4 million reviews in all).[ii]Using natural language processing, a subset of artificial intelligence, we examined the most common words and phrases that crop up in positive and negative reviews.
Our analysis shows that customer expectations are high: they want a white-glove, VIP experience from purchase to service. And they want the personal touch from your people.
Here are two major takeaways:
1 A VIP experience creates customer relationships
The ability to provide both a great buying and service experience is the single-most important factor influencing positive dealership reviews. More than 47,000 phrases, or 41 percent of positive content, single out a great experience from purchase to service. [Read more…]