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KEY CONTACTS continuously developed – to the point with where you can manage your entire high-value online reputation in the palm of purchases your hand.” The Feedback Economy also affects such as cars, how high a motor retail business customers appears in local search results, he said, as many dealers do not realise will do their that third-party review sites will rank homework – in high in Google and often be above Anthony Gaskell today’s world their own websites. Managing “Dealerships need their business Director – EMEA Tel: 07802 723 433 that means listings and directories 100% accurate agaskell@reputation. online and up-to-date. The Feedback co.uk Economy is all about making sure a for retaining customers and for research brand looks positive across all getting that conquest business. anthony gaskell sources that a person can look for it “Reputation.com gives us a lot of online, and asking for user-generated reporting, a lot of insight into our content such as reviews and starting business. It’s not just about a star conversations on social media, so rating, it’s actually what the customer brands and dealerships rank higher is saying in that review and which car dealers, that operate across many online against their competition.” sales advisor they mention in that Gary Banks locations and offer ‘high ticket’ He believes the Enterprise Sales review. It’s pretty impressive. purchases. is particularly affected by the Manager “You can also drill down by As a global authority on online Feedback Economy. Tel: 07715 416 337 dealership. If you have a certain reputation management (ORM) since “With high-value purchases, such as gbanks@reputation. dealership that isn’t performing as it founded the industry in 2006, cars, customers will do their co.uk well as it should, you can use the Reputation.com taps into its Silicon homework – in today’s world, that Reputation.com platform to drill down Valley origins to meet that challenge, means online research. The influence and work out why that is.” said Gaskell. of a good reputation from positive Because the platform uses a Manage your “The platform uses both artificial reviews to community management SaaS model, costs are minimised, intelligence (AI) and machine learning on social media is definitely part of said Gaskell. to analyse customer sentiment over dealers’ priorities and many are “The cost is based on a range of millions of points of data. Sentiment is already seeing the benefits of this factors, including what level of broken down per category, so dealer form of marketing,” said Gaskell. Scott Campbell-Quinn functions is taken, number of groups can visualise what’s working He cited one ‘Big Three’ carmaker Enterprise Sales locations, contract length, etc. The online reputation Manager and what’s not. AI provides a clear in the US who directly attributed platform itself is modular, meaning Tel: 07714 259 209 analysis of the business’s strengths additional profits of $31 million across scampbell-quinn@ brands can pick and choose the exact and weaknesses.” the group to using the Reputation. reputation.co.uk functionality they need, so you never While Reputation.com’s Customer com platform to manage its online pay for features you don’t need.” Success Managers meet with clients reputation. Reputation.com said the single- utomotive retailers have comments and CSI surveys, and as needed, Gaskell said the platform Gaskell added that a Reputation. dashboard system also increases long understood that their believes dealers need “to think bigger”. is also heavily automated: “Our com study found that dealers that dealer efficiency by reducing the time success is massively “You can’t just think about direct software-as-a-service (SaaS) platform improve their Reputation Score see a and resources needed to manage dependent on how feedback or surveys any more. can deliver auto-scheduled, pre-built 6% increase in sales, and that a their footprint in the Feedback customersA talk about them and their You’ve got to see the bigger picture and fully customised reports. The separate study by the Harvard Economy. buying experience – which is why and aim to look as good as possible available to customers may be bigger platform also updates in real time, so Business Review found that a Gaskell said: “The right software Phil Capper they carry out extensive CSI customer online, across all of the channels than dealers realise, and new customers always see real-time data. one-star improvement in a business’s Enterprise Sales platform drastically reduces the level satisfaction surveys. But how many of where someone can come across channels are emerging all the time. We also offer a mobile app, which is review rating can bring a sales uplift Manager of employee hours you need to them tap into the immense, and free, your brand when doing a search,” “People don’t go to just one source. of up to 9%. “This works both ways, a Tel: 07759 535 349 properly manage your online amount of customer feedback that he said. They look at social media, online negative reputation will bring sales pcapper@reputation. reputation, regardless of the size of exists online? Reputation.com’s platform monitors reviews and more. Social media down,” he said. co.uk your business. Other aspects, Anthony Gaskell, the managing and analyses all of this activity and is evolving every time a new Reputation.com’s 500 employees including machine learning, AI and director EMEA of Reputation.com, assigns a Reputation Score based in generation comes in. New platforms work with car manufacturers such as automated workflows, help refers to this digital network of part on the sentiments customers and are being used by younger buyers, BMW, Hyundai, and Toyota in businesses to deal professionally with customer voices as “the Feedback potential customers have expressed. but previous ones are still in play and Europe, as well as with more than negative responses, but people Economy” and believes it is vital that “Think about everywhere a person important to remain engaged with. 17,000 dealership locations worldwide. training and buy-in is instrumental. dealers listen to them. can interact with your brand online Facebook is still an important In the UK, its partners include Arnold “It’s about changing the mindset “Feedback from other consumers is – online reviews, business listings, channel, as is Twitter, but Instagram Clark, Inchcape, JCT600, , and giving visibility to everyone in valued as much as a personal maps information, social media is growing fast for businesses, so they Perrys and Robins & Day. Peter Cain the business. This doesn’t mean every recommendation from family and accounts, Google My Business should learn how to benefit from it.” Harry Pennington, head of Enterprise Customer employee would have more work or friends. People are searching online profiles, contact information, etc. Now That spread of channels can marketing at Robins & Day, said: Success Manager become a specialist, it is about Tel: 0800 066 4781 for the opinions and experiences of think about what they’re going to make it difficult for dealers to get an “You need to focus on the way your pcain@reputation. turning it into a part of their consumers before they decide to buy find. Will it be an active, accurate accurate reading of how they appear business looks online. It’s so important co.uk daily role.” a product or use a service,” he said. and positive search result, or the online to customers, a challenge that Gaskell said the market has moved opposite?” asked Gaskell. Reputation.com believes is beyond in-dealership customer But the range of search avenues compounded for businesses, such as For more information, reputation.com :: [email protected] :: 0800 066 4781

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