Eric Bazinet, General Manager, Sherbrooke Toyota
Sherbrooke Toyota faced a critical problem that many automotive dealerships
encounter: they struggled to generate positive online reviews despite their best efforts.
The dealership had tried multiple approaches, including employee bonus programs, but
nothing seemed to move the needle. Like many businesses, they found that dissatisfied
customers were quick to leave reviews online, while happy customers simply forgot to
share their positive experiences.
The core issues included:
• Inability to consistently generate positive online reviews
• Reliance on employee buy-in and temporary incentive programs
• Negative feedback appearing publicly without opportunity to address concerns
• Staff turnover disrupting review collection efforts
• Lack of a systematic approach to customer feedback
We implemented a comprehensive review management system designed to capture
customer feedback while experiences were still fresh. The system addressed
Sherbrooke Toyota’s core challenges by creating an automated, sustainable process
that didn’t depend on employee incentives or constant management oversight.
Key features of the solution included:
Timely Customer Outreach: Automated system to reach customers while their
experience is fresh in their minds
Feedback Routing: Private channel for unhappy customers to voice concerns before
posting publicly
Issue Resolution: Direct connection between negative feedback and dealership team
for immediate action
Turnover-Proof System: Automated processes that continue regardless of staffing
changes
The impact of implementing this system was transformative for Sherbrooke Toyota. The
dealership went from struggling to get any positive reviews to becoming the clear leader
in their market.
Measurable Outcomes:
• Highest number of Google reviews among all dealerships in their area
• Highest review score compared to all surrounding dealerships
• Consistent stream of positive feedback without relying on employee incentives
• Private resolution of customer concerns, protecting online reputation
Cultural Impact:
Perhaps most remarkably, the system created a positive cultural shift within the
dealership. Team members began proactively bragging to their customers about the
positive reviews they had received, creating an organic cycle of enthusiasm and
improved customer service. This represented a fundamental change from trying to
incentivize review collection to creating genuine pride in customer satisfaction.
Eric Bazinet, General Manager, Sherbrooke Toyota
The Sherbrooke Toyota case study demonstrates several critical principles for
successful online reputation management:
1. Systems Over Incentives: Sustainable reputation management requires automated
systems rather than temporary bonus programs or constant employee oversight.
2. Timing Matters: Capturing feedback while the customer experience is fresh
significantly increases response rates and review quality.
3. Private Resolution Channels: Providing unhappy customers with a direct path to
voice concerns prevents public negative reviews and enables service recovery.
4. Cultural Transformation: When implemented effectively, review systems can shift
organizational culture toward genuine pride in customer satisfaction.
5. Market Leadership: Consistent execution of a systematic approach can elevate a
business from struggling with reviews to becoming the undisputed leader in their
market.
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