If you’ve ever shopped or visited online retail sites such as Amazon.com, Hotels.com, or ePinions, you’re likely familiar with the type of content independent, third-party reviews from customers can provide. In recent years, a few auto review sites have surfaced which allow auto dealership customers to voice their opinions—positive or otherwise; however, not all dealers are “chomping at the bit.” 
Many dealers fear that a disgruntled customer could wreak havoc to their reputation, which is a reasonable concern, yet according to DealerRater.com there are far more positives than negatives—and here’s why. A recent Trend Briefing (www.trendwatching.com) report confirms that consumer review sites are growing at a faster rate than many industries can keep up with. The summary suggests that, “transparent tyranny,” or leveraging third party content for all to see, is going to be one of the bigger trends to affect our lives—and businesses—in 2009.
According to the DealerRater.com model, customers rate their dealership experience on a five point scale, with five as the top grade, and post their unfiltered comments for others to see. The site has already racked up an impressive 60,000 reviews since its introduction in 2002, 12 times more than any other auto review site currently on the market, and is heavily used across the nation. The upside to a review site for dealers is obvious. As customers watch their purchasing power shrink, they will be more selective in the purchases they make. These cautious consumers are more likely to visit a dealer who has earned excellent reviews rather than visit a competitor with a blemished record. In short, better reviews mean additional profits for the dealership. Plus, dealers can use the site as a marketing tool and include their DealerRater page link with introductory emails or leverage the review page to appear when a consumer searches online for dealerships in their area.
While a positive post could mean winning a sale for a dealership, what does DealerRater do for dealers who receive negative feedback? According to the company, every dealership has the opportunity to reply publicly to a negative review, regardless of whether they are a DealerRater Certified Dealer or not. Membership does have its privileges, however. Certified dealers benefit from additional services that can help turn a negative into a positive. When a negative post about a Certified Dealer is submitted, an email alert is sent to the dealership. The dealer is then invited to begin a conversation with the disgruntled reviewer in a private dealer panel; the dealer then receives a grace period of two weeks to respond and turn the negative review into a positive experience before the review appears on the public site. How many times in life do we get a chance for a do over?
DealerRater strongly believes that opening up the forum to all comments enables a dealership to objectively determine their strengths and weaknesses as a company, as well as improve their overall operations and customer service. By using the feedback to provide a better customer experience, dealerships are able to protect their reputation and expand their businesses. Word of mouth travels fast, but word over the Internet travels much faster—and farther. DealerRater.com helps consumers and dealers get the word out. For more information, please visit www.DealerRater.com.