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Supplemental Document 3
Best Practices
F o r H o n d a D e a l e r s
socialmedia
2F o r H o n d a D e a l e r s
socialmedia
Recommended Practices forResponding to Online Reviews
Why Do Online Reviews Matter?
Online customer reviews are one of the most effective ways for your dealership, your customers and
your prospective customers to read what people are saying about you online—good and bad. How
you respond to those reviews creates a lasting impression and has the potential to significantly impact
whether or not you earn the business of potential new customers and retain the loyalty of your existing
customers. As a result, it’s critical to diligently manage when and how you respond to these reviews.
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socialmedia
Best Practices - All Reviews. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
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Basic Guidelines When Responding to ALL Reviews
Always disclose who you are and your affiliation to the
dealership. It is critical to maintain transparency with your
customers and potential digital onlookers. Customers are
savvy and quick to sniff out potential deception. Whether
you are addressing a positive or negative review, always
make your ties to the dealership clear.
Respond quickly, but don’t rush. Timely responses
are valuable, but quality and authenticity are the most
important factors. Dedicate time to exclusively track and
manage your reviews. Your customers will appreciate
knowing that your dealership truly cares about them and
is listening to what they have to say.
Whenever possible, have your response come from
someone with authority at the dealership. Knowing that
the response has come from a dealer employee that
has good communication skills and can make decisions
lets the customer know that management cares about
what they have to say and has the ability to provide a
resolution, if necessary.
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If you respond to one review, respond to them all. Make
sure all your customers that take time to review your
dealership are given the same respect and attention.
Responding to a good review can reinforce a positive
customer experience, while responding to a bad review
can help resolve a customer issue.
Always say thank you. By saying thank you—to five-star
reviews, one-star reviews, and everything in between—you
show that your dealership values feedback, that you take
your customers’ opinions seriously and that you care.
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socialmedia
Responding to Positive Reviews
Thank the customer. Positive reviews are the best referrals
for your dealership. Take time to individually thank your
customers for taking the time to share their feedback. Positive
reinforcement will continue to build a long-term relationship
with that customer, and showcase your appreciation to any
other customers or prospects who read that review.
Reference your customer’s comment in your response.
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Best Practices - Positive Reviews
You can always hire one of Honda’s recommended vendors,
Social Dealer, Dominion, 3 Birds or Naked Lime to help you out.
Example: Thank you, Michael, for taking the time to
share your feedback with us. We are glad that you had a
positive experience and we look forward to you visiting
Honda of Anytown again!
Example: Brian, we are happy to hear that we were able
to meet your expectations and that Greg provided you
with excellent service. Thank you for your feedback!
TM
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socialmedia
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Apologize and thank the customer for their
feedback. Acknowledge the customer and
apologize that they did not receive the best
service possible. Re-iterate your business’s goal
of customer satisfaction.
Take the conversation off-line. Avoid responding
to specific criticisms point-by-point. Negative
reviews are bad enough, but an argument with a
customer on a public forum is so much worse in
terms of face-value for your dealership. By simply
apologizing to the customer and inviting them to
reach out to you directly, you can save face while
helping the frustrated customer more effectively.
Provide a manager’s contact name and number
for them to speak with directly. Alternatively, you
may be able to ascertain who the reviewer is and
let them know you will be reaching out to them
personally via telephone.
Best Practices - Negative Reviews
Responding to a Negative Review
What is said about your dealership on the Web stays on
the Web. A bad response can hurt your business and no
response or acknowledgement can do the same.
Leave emotion out of it. Though it may hurt to hear
negative or false things about your business, it’s
important to consider your customer’s viewpoint and
experience. Avoid getting defensive, making excuses,
attacking or blaming the customer. Stay calm — this is
your chance to establish a relationship and make the
situation better, even if it’s just to let them know you are
listening and appreciate their feedback.
Don’t ignore potentially damaging reviews. Fair or not,
a bad review can significantly impact your business.
It can damage your online reputation and prevent
future customers from walking through your door.
So whenever you come across one, make sure you
respond promptly and politely.
Example: I am very sorry you did not receive
the level of service we strive to deliver to each
and every customer.
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Make every response unique. Don’t use canned
responses. If the negative review says something in
particular about your dealership, you may want to
mention it in the response; that way, the response is
not just a copy-and-paste reply and it shows you truly
care about addressing their bad experience.
Example:
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Don’t offer gifts, discounts or credits. Resist the
temptation to offer a credit or discount as a way of
changing the customer’s opinion. Some customers
may think that this is a common practice at the
dealership and they too may leave a negative
review on-line in the hope of receiving a similar
discount on their services.
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Business Reply: “My name is Chris and I’m
the General Manager at Honda of Anytown. I
am very sorry you did not receive the level of
service we strive to deliver to each and every
customer. I would like to offer you a personal
apology on behalf of Honda of Anytown and
discuss your experience with you further.
Please call me at XXX-XXX-XXXX or send me
an email at [email protected].”
6.
Example: I would like to offer you a personal
apology and discuss your experience further.
Please call me at XXX-XXX-XXXX or send me
an email at [email protected].
Customer Review: “Do not go here! After taking
my vehicle in for service, not only did it take more
than two hours longer than they said it would, when
I returned home I noticed a major scratch on one
of my car doors. When I tried to address it with the
service technician, he insisted that it must have
been there before, and refused to fix it because they
claimed they had nothing to do with it! I know for a
fact it wasn’t there before I took it in.”
Best Practices - Negative Reviews
7F o r H o n d a D e a l e r s
socialmedia
Feel free to email
[email protected] with any questions.
To see all supplemental documents, please visit:
www.socialmediaseries.honda.com
And please remember to submit all Social Media ads for DMA
compliance pre-approval prior to posting.
If you would like help with your social media efforts reach out to
our preferred vendors.
(866) 673-7887
http://www.socialdealerprograms.com/hondapreferred/
(888) 382-8707
http://www.drivedominion.com/prime-honda.html
(877) 285-1094
http://3birdsmarketing.com/OEM/Honda-Preferred
TM
Federal Trade Commission’s Guides Concerning the Use of
Endorsements and Testimonials’ require prominent disclosures
whenever reviews are incentivized in some way. Please consult
your lawyers to understand your obligations under the FTC Act.
Social Vendors. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
(855) 653-5463
https://honda.nakedlime.com/
