Reviews are more important than ever for retaining sales and service customers. According to DriverSide/Kelton Research, 89 percent of consumers would consider using online ratings and reviews when determining where to take their car for service—92 percent of this group say ratings will influence their decision. In addition, 61 percent of consumers would choose a specific dealership based on positive service department reviews.

Here are some steps to soliciting and managing your online reviews.

Step 1: Know Your Audience
Identify the different reputation management sites that are out there. Here are some of the more common ones: Google, Edmunds, DealerRater, Yelp, insiderpages, judy’s book, Merchant Circle, etc.

Step 2: Get Customer Buy-In
Ask your customers to post reviews. First, make it easy for your customer to do so. When you hand them the keys to their new vehicle, hand them a review card with the addresses of those online review locations, or, better yet, send your customer the following personalized e-mail containing those links:

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