Billionaire investor Warren Buffett once warned that a reputation carefully built over 20 years could be destroyed in five minutes. The time frame has shrunk in these digital times, so it's surprising to hear that not everyone in automotive has fully embraced the importance of managing their online brand."Kia, Mazda, Toyota, Lexus and Nissan were very quick to understand CX (customer experience), but some OEMs, particularly from Germany, thought brand trumped everything, although that's visibly no longer the case," suggests Feefo's head of marketing, Keith Povey."I've been on virtual lecterns for months telling people they have to listen to their customers properly, not simply congratulating themselves if they've got 4.8 stars out of 5.0."If you only take the score, you are missing that little element. Listen to the data. Most big brands are taking their data, analysing it, better understanding their customers and then folding it back into what they do."The increasing length of online reviews (up almost 20％ in the last year, according to Feefo) presents one challenge for dealers trying to monitor what people are saying, but language is by far the most important.
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