By Angie Kilbourne
Shop Site of the Month
Vandergriff Collision - Arlington, Texas
www.vandergriffcollision.com
Vandergriff Collision uses a simple design to sell its message: "We service all makes and models," "Free Estimates!" and "2 locations to serve you." Of special note is the site's Claims Help section that includes a wealth of well-organized information on the repair and claim process, downloadable statement and medical and vehicle forms to help customers navigate the repair process.
Nominate your shop's site for a Net Worth profile. E-mail your Web site address to angiek@ASAshop.org
Web Wise
What Are Your Customers Saying?
According to a recent survey of more than 2,000 U.S. Internet users, a majority of consumers say they are willing to pay at least 20 percent more for services receiving an "Excellent" or "Five-Star" rating than for the same services receiving a "Good" or "Four-Star" rating. The study, conducted by comScore Inc. and The Kelsey Group, measured the offline sales impact of online reviews for a number of service industries, including automotive, restaurants and hotels.
Do you know what your customers are saying about you?
Online customer reviews are a great way of measuring satisfaction, but you first must collect them. Have you searched the Internet for customer ratings and review sites, blogs and community boards - feedback areas you may not even be aware of? Does your company's Web site offer a survey or form for customer feedback? How many do you receive? Not enough, you say?
If you want to know what your customers are saying, you've got to be vigilant in your searches, and you've got to make it easy for them to respond directly to you. Asking them at checkout time to fill out your online survey usually isn't enough - and for a customer writing a big check, it may not be the best time to even ask.
But there are effective techniques you can employ to boost your response numbers. Last month, we told you about Doug Hillmuth, who places mirror hangers directing customers to the survey on his Web site (see Jan. 2008 AutoInc., "In Search of a Perfect 10"). There are other methods, too, such as follow-up e-mails with a direct link to your survey.
And what should you do if you discover your rating isn't "Five-Star"? Well, it's obvious, right? You and your staff need to work harder to improve your customers' experiences, as well as do your best to right any wrongs - perceived or true - that exist in cyberspace.
But take heart; according to a Bazaarvoice survey conducted last year that measured consumers' attitudes toward online feedback, nearly 80 percent of respondents said they wrote reviews to reward a company. In other words, most people take the time to praise rather than complain, and you have a very good chance of improving your rating with just a few outstanding experiences.
Net Numbers
Fifty-one percent of consumers say they leave positive shopping reviews most of the time when asked to provide feedback.
Source: Bazaarvoice
ASA Web Ways
Have you looked over your ASA Member Benefit offerings lately? Visit the Member's Only home page at www.ASAshop.org and read about the ASA-member only offerings available from Bosch, ALLDATA, AutoNetTV and more! In addition, you can always view your member benefits from ASA's OnDemand electronic portfolio. Always up-to-date, ASA OnDemand provides members with the latest information on member benefits, as well as a full membership directory and other important association information. If you haven't downloaded ASA OnDemand yet, visit ASAshop.org/ondemand/ or click the ASA OnDemand button located on the ASA home page.
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