AutoTrader, South Africa’s most trusted motoring marketplace, has introduced a groundbreaking tool—the first of its kind in SA automotive classified space. The Ratings and Reviews feature raises the bar in the automotive industry, offering customers a dealership rating based on real feedback from previous car shoppers and buyers.
AutoTrader, South Africa’s most trusted motoring marketplace, has introduced a groundbreaking tool—the first of its kind in SA automotive classified space.
This new feature boosts trust by providing easily accessible reviews, helping motorists make informed decisions. Given that purchasing a vehicle is one of the most significant investments many people make, the added transparency ensures buyers can choose reputable dealers who value their customers, not just their sales.
Ratings and Reviews act as a reputation management tool for dealers, offering constructive feedback to refine their operations. By leveraging this input, dealers can enhance their performance, promptly address customer concerns, and strive for excellence. AutoTrader intends to continue fostering a community that prides itself on transparency by putting the South African motoring consumer first.
“AutoTrader’s Ratings and Reviews marks a pivotal step in aligning trust, transparency, and technology within South Africa’s automotive landscape,” commented George Mienie, CEO of AutoTrader. By providing an authentic platform for feedback, we’re not only empowering motorists to make more informed decisions but also enabling dealerships to elevate their service standards continually.”
Here’s how it works
When someone contacts a dealership via AutoTrader—whether by call or enquiry—they’ll receive communication within 24 business hours, inviting them to share feedback about their experience. Using a simple 1-5 star rating system, they can rate their interaction and, if they choose, write a short review. This review can cover customer service, test drives, financing, or even the purchasing process. Once submitted, dealerships can instantly view the rating and review, enabling them to follow up as needed. AutoTrader then applies a unique methodology to the ratings, which considers various factors to determine the dealer’s overall rating.
Importance of customer ratings and reviews
Up to 90% of consumers rely on online ratings and reviews to guide them when making a purchase. Research shows they’re 12 times more likely to trust consumer reviews than a product or manufacturer description1. This is particularly important when buying a vehicle and can benefit both the customer and the dealership.
For dealerships, having more ratings and reviews is highly beneficial. Research from Forbes indicates that the average person reads up to 10 reviews before forming an opinion about a business and its offerings2. Star ratings play an especially crucial role for high-value items like vehicles. Buyers are significantly more inclined to purchase a big-ticket item with a higher rating, highlighting the importance of maintaining positive feedback.
How does this affect dealerships?
AutoTrader’s Ratings and Reviews can revolutionise how customers interact with and perceive automotive retailers. Dealers with strong ratings and favourable reviews are likelier to move inventory quickly and boost sales. Positive ratings also help build stronger customer relationships, encouraging repeat business and word-of-mouth recommendations.
Interestingly, a negative review isn’t always detrimental. Instead, it provides dealers with valuable insights to refine strategies or address areas for improvement. Importantly, dealers shouldn’t aim for a perfect score—many consumers are sceptical of flawless five-star ratings, preferring balanced and realistic feedback. A score between 4.2 and 4.5 is often considered ideal, reflecting a credible and trustworthy reputation3.
Causes of Low Ratings and Negative Reviews
Several factors contribute to lower ratings and negative reviews. One major frustration is listings that are no longer available, which disappoints potential buyers searching for a vehicle. Additionally, dealers who fail to respond promptly to phone calls or emails risk losing potential sales and leave clients feeling ignored, often leading to negative feedback.
The Impact of Ratings and Reviews
AutoTrader’s Ratings and Reviews feature helps buyers make informed decisions by sharing genuine customer experiences about specific dealerships. It allows dealerships to manage their reputation effectively, foster stronger connections with potential buyers, and ultimately speed up vehicle sales.
“This tool isn’t just about buying and selling; it’s about fostering meaningful connections and creating a more accountable and customer-centric industry,” concluded Mienie.
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