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How Hyundai Uses Online Reviews for Customer Satisfaction



Hyundai Motor America and its dealer network had announced last year they would publicly feature owner-generated ratings and reviews of their dealership service experience through SureCritic, similar to a way a restaurant or movie is rated online.

Within a year, according to Hyundai, more than 96 percent of dealers enrolled and now actively monitor reviews. It was announced Thursday, Nov. 13.

“This is a significant milestone for Hyundai Motor America and its dealers,” said Frank Ferrara, executive vice president, customer satisfaction, Hyundai Motor America. “SureCritic allows customers to broadcast their service experience to their social network and provides Hyundai dealers with quick, actionable feedback regarding customer service satisfaction. It’s easy to get caught up in day-to-day activity and not realize that someone just left the store completely satisfied or unsatisfied. SureCritic helps solve this issue.”

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In the past three months on SureCritic, customers on average rated their dealership service visit 4.6 on a five-star scale and 91 percent of these customers would recommend their dealer to a friend, Hyundai claims.

Hyundai customer ratings and reviews are published on a public third-party SureCritic review site that is unique to each dealership.

A link on takes site visitors to, where all participating dealers are listed. Owners can give their dealership visit an overall satisfaction rating between one and five stars, post a review and recommend the dealer to their social network.

SureCritic validates that the posted review is from an actual customer, by verifying the customer’s service information against actual repair order records from the dealership.

SureCritic also has a mobile version of its website, making it quick and easy for potential customers to read Hyundai dealership reviews on the go.

Since all verified reviews are posted, regardless of score, Hyundai Motor America and its dealers can easily respond to customers and identify areas to improve existing services quickly, without the delay usually associated with national customer satisfaction surveys.

Along with the ratings and reviews, Hyundai says participating dealerships enjoy a host of other features and benefits from the program including:

  • The ability for dealers to easily display testimonials and reviews on their own website
  • A social sharing application making it easy for dealership customers to share reviews with their social network
  • ReScore, a patent pending, concern resolution process designed to measure and display how effective dealership personnel are at resolving a customer’s concern
  • Initial setup and training followed by monthly consultative outreach by a program representative
  • A full suite of reports including competitive benchmarks for key performance indicators

Hyundai Motor America, headquartered in Fountain Valley, Calif., is a subsidiary of Hyundai Motor Co. of Korea.

Photo courtesy: Hyundai

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