In my morning blog reads, I ran across this great book by
Pete Blackshaw which highlights the influence of customer-opinion websites and blogs, and argues that businesses can profit from joining the online discussion.
"Consumers trust each other more than they trust advertisers or businesses. How do you turn that to your advantage?" - PETE BLACKSHAW
A dealer group recently visited our AutoRevo offices who had a major problem. Five out of the first 10 Google search results where related to 2 bad customer reviews on a popular dealer review website. To keep a long story short, we are going to be able to help them clear up this issue now and for the future, but it brings to light how bad press or good press can mean profits for your dealership.
One simple solution is Google Alerts, which scans websites for your dealership's name and will send you daily alerts via email. A second proactive approach is for owners or GMs to create a blog. When blogging be honest and balanced. For instance, acknowledging where your business needs improvement. Constantly cheerleading does not portray credibility with consumers.
Back to Pete Blackshaw. Below are some of his links and most noteably his new book (7/2008) Satisfied Customers Tell Three Friends, Angry Customers Tell 3,000. Here are a few other helpful links:
Tell3000.com
ConsumerGeneratedMedia.com
Amazon.com