GOSO

By: Ryan Riley Marketing Strategy Manager for GOSO. Ryan provides analytical data and departmental support for GOSO. Ryan is an experienced writer and blogs for GOSO, BOALT and other sites.

The number of automotive dealers on Facebook is growing daily. Dealer Fan Pages are efficient locations to post information like industry news, service specials, customer questions, and tips. The most important use of Facebook Fan Pages and other social media sites is that they allow you to connect with your customers.

It also a great way for you to correct something that will affect your online image and brand.

A car dealer recently posted a promotion to their Facebook fan page for a free car detail, wash, and a limited edition chrome license plate cover.

By the time the car owner made it to the car wash it had closed. So the car owner drove there and was unable to receive any of the benefits of the promotion. So his first venue to lodge a complaint was Facebook. So he made his case.

The last thing anyone wants is a unaddressed negative comment plaguing their Facebook Fan Page.This dealership handled the problem very well. This may not seem like a big deal but it is. Dealers should address everything that comes up. Good or bad. Especially the bad.

How to address complaints:

It’s important to know that this isn’t like a normal customer service conversation. This is something that everyone will see.

1. Address the issue head on. Ask for a way to contact them. “…would you like us to contact you…”
2. Once you’ve made contact, tell the customer how you plan to make it up to them.
3. Make it up to them. A lot of promises are made by customer service departments in multiple industries and a lot of these promises are not followed up on. Do what you promise.
4. Follow up with the customer a week after the make-good was carried out to insure the customer’s satisfaction.

How does this benefit the dealer?

1. The most important benefit is the dealership rescued a relationship with a fan of the automobile they sell.
2. The dealer has provided an example for everyone to see of their commitment to customer satisfaction.
3. The dealer didn’t delete the comment. As an administrator you have that ability. Deleting would make it worse, plus they’ve shown everyone that they may not be perfect but if they do make a mistake, they will correct it.

So in rare occasion that you have a complaint, remember to address it and address it quickly. You’re online reputation is on the line.