Truck stops that want to earn top ratings and recommendations from drivers can take valuable inspiration from Michael Jordan when he said, “Some people want it to happen. Some wish it would happen. Others make it happen.”
Success starts with delivering a great truck driver experience, but that alone is not enough to ensure truckers will spread the word. If you want to earn 5 stars and great reviews from drivers, wishing and wanting won’t help. You have to make it happen.
Just because reviews are freely and independently provided by truckers, doesn’t mean you should put them on autopilot.
The quantity of reviews you receive and their ability to impact your truck stop’s brand reputation and business is largely dependent on you.
Here are 7 tips for truck stops who want to rule the review sites that drivers rely on for recommendations.
1. Recognize the Value of Customer Reviews
Consumers today rely heavily on reviews from other consumers, and when it comes to food, fuel and other necessities on the road, truckers are simply consumers with 18 wheels.
According to online review experts, BrightLocal, 76% of people regularly read online reviews today to research businesses and 46% of them trust online reviews as much as a personal recommendation.
Like the general population, truckers rely on online reviews to find the best truck stops with good parking, great food options and the best diesel prices. What they read influences their decisions and your revenues.
Stars matter. A study by Harvard Business School determined that each ratings star on a review had a 5% to 9% effect on revenues.
It’s not just positive reviews that are valuable to truck stops. Even negative reviews have value. When truck stops respond a positive manner, it can be a chance to demonstrate outstanding customer service publicly.
Some of the greatest value of customer reviews comes from your responses to them and your active engagement with reviewers. 45% of consumers say they’re more likely to visit a business if it responds to negative reviews, according to ReviewTrackers.
2. Create Stellar Listings on Review Sites
It’s free to set up a listing on the major resource sites trucker’s use. In many cases, a listing already exists and is just waiting for the rightful owner to claim it.
Not claiming your truck stop’s listing is a wasted opportunity because your truck stop loses a universe of benefits starting with controlling the accuracy of your company’s vital listing information like hours, directions and contact details.
It’s an easy fix, though. You simply go on a site like Google My Business or Yelp and claim it. Once you have control, you can fine tune the details and interact with reviewers.
Whether you’re setting up a listing for the first time or claiming a listing that’s already out there, you’ll want to make sure to make these optimizations to start.
1. Make sure your name, location and basics are accurate
2. Include important attributes like parking and all the amenities you offer
3. Write a description that differentiates your truck stop brand
4. Use search terms truckers use for important features like showers, 24/7 access, onsite repairs or on-premises security
5. Add photos highlighting attractive facility features inside and out
3. Know the Top Review Sites to Park Your Listings
There are many apps today that a trucker could use to get truck stop reviews. But maintaining a presence on every one of would be impractical.
Consistently engaging with reviewers and responding successfully to their comments requires careful attention. Focusing on the leading review sites for truckers enables you to ensure quality interactions.
Truckers rely on broad market review sites as well as trucker-specific ones. Most operate the same way by allowing reviewers to award stars and leave comments. Truck stops can create a listing or claim one that’s already existing for their business.
You can reach most truckers through four review sites. Truckers often use them simultaneously to leverage the unique strengths of each platform.
Google: BrightLocal reports that in 2022, 87% of people used Google to research businesses and that 73% of all business reviews reside on Google. Truckers, like everyone else read Google reviews. Google searches have the added benefit of being integrated with Google Maps. Truck stops can create or claim their free Google Business Profile here.
Yelp: A mainstay of consumers in search of food and many other essentials, Yelp is a road standard of the motoring public, truckers and people everywhere. BrightLocal says 48% of people use Yelp’s reviews to evaluate businesses. According to Yelp, their cumulative business reviews are now up to 265 million. Unlock your Truck Stop’s free yelp page.
Facebook: 46% of consumers use Facebook for business reviews, and it’s the most popular social media app used by truckers. In fact, Trucker News says it’s used by 63% of truckers today. Truck stops can build an online business profile and create their Facebook Page free.
Trucker Path: The number one review site exclusively for truckers counts nearly one million commercial drivers as users of the app. A free listing is well-tuned for truck stops. Display your parking availability and fuel prices in real time. Your truck stop’s location simultaneously appears on Trucker Path’s popular navigation app. Reviews and amenities make for an all-in-one resource for truckers.
4. Ask and You Shall Receive
Customer reviews are valuable to truck stop operators, but they are not always easy to get. Asking consumers for a review one way or another increases the chances of a yes. In fact BrightLocal’s 2022 survey found that 65% of consumers left reviews in response to requests from a business.
Here is the success rate of various forms of requesting reviews:
• Asking patrons during the sale – 33%
• Putting a printed message on receipts – 32%
• Displaying your request on signage in-store – 9%
Given this information, printing a message on every receipt that asks truckers to post a review would be a good tactic. Reinforcing that message with a verbal reminder during checkout to please leave your review would be one step better.
Increase your chances of customers leaving a review by making it easy for them. Provide a QR code that links directly to your review page. A website URL works, but a QR code saves customers from having to peck out your web address.
Offering incentives is another way to juice your response rate. Offering discounts, coupons or a chance to win a drawing can be an effective way to encourage truckers to leave reviews. Just be sure your incentive program doesn’t violate the terms of service of the review site you are sending them to.
5. Address Negative Reviews Positively
Negative reviews can also be of tremendous value to your truck stop. When truckers point out problems, they’re identifying areas for improvement. They’re giving you a chance to fix a problem before the next customer.
Bad reviews also provide you with the opportunity to gain truckers’ trust by demonstrating how you respond to unhappy customers. According to a Google study, consumers said that businesses that respond to reviews are 1.7X more trustworthy than businesses who don’t.
So address negative comments head-on, right there in the review section. Be understanding and apologize when a mistake was made. Seek to understand the mistake and look for a resolution if there is one. That may sometimes—but not always—mean offering a discount or voucher to help placate a dissatisfied customer.
When looking for the right words, always opt for a positive response. Responding in a harsh or negative manner will only compound the problem and damage your truck stop’s online reputation. Responding according to a set template can be helpful in guiding your response to a neutral tone. Templates have the added benefit of enabling a fast response. (Be wary of sounding too generic, though.)
A quick response to negative reviews is also important. Recent data from ReviewTrackers indicates that 53% of customers expect businesses to respond to negative reviews within a week. 33% expect a shorter time frame of 3 days or less.
A quick response and resolution aren’t always possible. For negative reviews that can’t be resolved satisfactorily through your response, change to another channel of communication that will enable your customer service team to respond by phone, email or chat.
6. Respond to Positive Reviews, Too
Even when you receive 5-star ratings and rave reviews, it’s important to comment. 88% of consumers are likely to use a business if they can see the business owner responds to all reviews, whether positive or negative.
This stat indicates that people reading reviews want to see the interaction between customers and the company. For truck stop operators, it’s another opportunity to demonstrate you are listening and care about truckers who visit your truck stop.
It is good policy to thank everyone who leaves a positive review. Expressing gratitude rewards the person who left the positive review by recognizing them publicly and valuing their words. This also encourages readers to leave their own positive reviews later on, because they’ve seen how much your truck stop values customers’ feedback.
7. Have a Strategy for Managing Reviews
Social media can create an illusion of being casual media. It is anything but. If your truck stop relies on truck driver reviews, you need a review management strategy and a process.
By continuously monitoring reviews and establishing the appropriate response, a truck stop can leverage every positive or negative review that comes in to build a stellar reputation and attract referral business from truckers.
Determine the strategy that’s best for your truck stop. What review sites will you engage with? How frequently can you monitor each of them? Every day would be ideal, but once or twice a week may be all that’s achievable for your staff.
Who from your team will be responsible for monitoring and responding? You’ll need to develop policies for what reviews you will respond to and which ones you won’t respond to. You’ll also need to develop some standard wording for responses, or templates, that aligns with your brand. Lastly, your team needs to be trained to apply them.
With an established routine, a commitment to customer satisfaction and dedication to continuous improvement, truck stops can manage trucker reviews and increase the value they create.
Chart Your Course to the Stars
Earning outstanding customer reviews starts with understanding truckers’ priorities and then performing.
That’s not always the easiest task. Truckers’ expectations and concerns are always evolving.
Trucker Path presents its annual list of Top 100 Truck Stops to highlight how the top truck stops across the country are addressing truckers’ current priorities.
