It is no longer enough to use Google to find a restaurant or any other establishment or service. It is essential to make the right choice. And, of course, it is also a deciding factor when it comes to choosing the next workshop to take your vehicle for repair or maintenance. Specifically, for 42% of motorists, online reviews, i.e. the opinions posted by other users on Google, are “decisive” when choosing a workshop, according to a report on online reviews prepared by Apache Digital.
Overall, when people are asked about how they search for products, brands or services on the internet, almost 40% of people say the opinions of other consumers are important. However, the incidence is even higher in the repair sector, which is the third most influential sector at 42%. Only the electronics and domestic appliances sector (47%) and healthcare (46%) are ahead, in first and second place respectively.
In addition, in the workshop sector, motorists aged 45-54 are more likely to be influenced by third party reviews, and more men (44%) than women (41%), in a study aimed at finding out how much influence other users’ reviews have on purchase intentions. For almost one in two users (47%), online reviews are a deciding factor in their purchase, and as many as 70% say they would spend more money in a physical store after seeing good online reviews.
As we have already addressed in other occasions, the marketing and online appearance of the workshop is essential these days. And this is demonstrated by this study, because if a business does not reach scores close to 4 out of 5 (Google’s rating scale), it is likely that the purchase of the service will not be considered or that the search will be abandoned in favour of other alternatives.
How can I improve the score? As workshops can implement a number of guidelines, the use of feedback management technology (using it as a key source of information), the ability to incentivise feedback and the inclusion of reviews at all stages of the customer cycle, not just at the final stage, are some of the keys to increasing the online success of the workshop.
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