10 Myths about Online Customer Reviews
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1: The Star Rating is the only
influencing factor
A good Star rating is important. However, after your prospects look at the star ratings, they
are likely to read a couple of online reviews as well.
2: A Less than 5 Star Rating
is bad
Do
you know that a string of 5-star ratings is less trusted by many prospects than
a slightly lower rating? A star rating between 4.2 and 4.5 stars works well with prospects
who are likely to buy.
3: Most online customer
reviews are fake
In
fact, 9 out of 10 online reviews are real. On the other hand, most online
prospects are now smart enough to discern which reviews are fake and which are authentic.
4: No need to respond to
online reviews
This
is one of the biggest online myths about reviews. In fact, dealers need to
respond to every online review inside 48 hours.
Responding promptly to online reviews makes the dealership more trustworthy and humanizes your business.
5: Customers write online
reviews only when they are upset
Customers tend to write reviews on their own when they
overwhelmingly feel that they need to share their experience and perception
with others. This happens when they are either really pleased or seriously
displeased.
6: Online Review Management
is time consuming
The
best way to cost-effectively manage reviews is to use apps like Buyerater.
Buyerater
comes with a streamlined process that ensures regular reviews at a time when
customers are the happiest. It comes with features that let dealers manage
negative comments before they are published.
7: Prospects do not trust
online customer reviews
You
cannot be more wrong. In fact, more than 93% of people make their purchase
decisions based on the online reviews,
and most of them are intelligent enough to differentiate between real and fake reviews.
8: My car dealership has
enough reviews
That
is again a serious misconception. Prospects trust recent reviews. If your
reviews are older than a couple of months, their impact is marginal at best - even if you have a lot of them.
9: Reviews are not often seen
in search results
The search intent of prospects is changing and many of them now search for ‘dealer name + review’ rather than just the OEM or dealer name.
Your dealership is
likely to lose a lot of prospects if reviews don’t show up in these searches.
10: We cannot do anything
about negative reviews
In customer facing businesses like car dealerships, negative reviews are a fact of life.
What is important is to keep your ears to the ground and respond to
negative reviews as soon as they are published. Offer a speedy solution and then take the conversation offline by providing your telephone number or email id.
Make sure that the online conversation ends on a positive note.
Conversely, if you have been hit by a fake review, then report it and take it down at the earliest opportunity.
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Going to NADA 2020? Visit Booth #2383C for a live demo. For more information, Contact Us.