The commercial trucking industry has always been a relationship business, and even in the digital age, that remains unquestionably true.
So why do so many dealer and aftermarket operations overlook the influence their digital presence (or lack thereof) can have on their business?
Online engagement is a cornerstone of customer behavior in 2025. For companies eager to prospect new customers, failing to cultivate and manage an online reputation can be more damaging than accepting an order for a part you don’t currently have.
Every new relationship starts somewhere, and if a customer starts their experience with your business on Google, it is vital you dictate what they find.
Why do online reviews matter?
Speaking in October at the National Trailer Dealers Association (NTDA) Convention in Indian Wells, Calif., Justin Deputy, CEO at the new the new Mountain West Utility Trailer, shared data that 88% of customers read Google reviews before engaging with businesses and 74% feel positive Google reviews help them trust a business more.
A third-party having that much influence of your brand should be alarming. Deputy said a one-star increase in ratings can lead to a 5% increase revenue, meaning customer reviews have a clear and powerful impact on your bottom line.
“It’s hard to track exactly what a poor review does to your bottom line and your reputation,” Deputy says. “Our perception is that the general public will discount a company that has just a handful of review. But when you have hundreds of them, it carries a lot more weight.”
The good news is companies aren’t powerless to turn around their online stories. And Deputy said Google is the best place to start.
During his presentation at NTDA, Deputy shared how dealers can claim their Google profile and incentivize customers to offers positive reviews on it to boost their rating. He said a raffle for Utah Jazz tickets netted his company 91 five-star reviews in a month.
When it comes to online reputation, what matters is you make it a priority and take it seriously — because customers certainly are.
“[Reviews are] often the first touchpoint for potential customers, as well as opportunities to both celebrate wins and to learn where we can be doing even better,” says Mike Bozzoli, CEO at Allegiance Trucks. “Positive feedback helps us build trust with potential customers and when we do receive constructive feedback, we view it as a chance to engage, address concerns and demonstrate our commitment to delivering exceptional service.”
The latter is a point that shouldn’t be overlooked. Just like a fuming customer at your counter, a bad review online offers an opportunity for a customer service success story.
Responding to online reviews
When working to improve your online reputation, have a plan for responding to criticism.
With 111 locations worldwide, Velocity Truck Centers has a lot of opportunities to listen to customer feedback. Andrea Brown, director of marketing and communications, says Velocity uses Google Reviews and a third-party program to track customer interactions as a way to ensure no essential feedback is missed.
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“Our team is in continuous communication to review and learn more about the customer and employee experience,” Brown says. “Each review that is a three or below requires an investigation with the branch employees and management to understand the customer concerns. Then we strategize a way to improve, learn and grow.”
Allegiance stays connected to customers too. The company has a full-time customer experience manager — solely devoted to listening to customers and addressing their needs — and relationship-focused customer-facing staff that proactively reaches out where criticism lands online.
“We prioritize swift, personalized responses to ensure customers feel heard and valued,” says Bozzoli. The company also uses customer surveys and interviews in sales and service to spot trends, address specific concerns and celebrate positive feedback.
Having consistent processes for customer interaction is key. Deputy advised dealers at NTDA to follow online engagement consistently, set best practices for responding to reviews and avoiding defending actions taken when discussing a complaint.
Deputy’s Utility trailer dealership set up an email for review alerts that goes to multiple people. That way, if someone is on vacation, the review is still seen and responded to in a timely manner. He says the company is also using an AI tool to respond automatically to positive reviews.
Negative ones are handled differently.
“We typically want to get together and get feedback,” Deputy says. “If it’s a part issue (for example), we definitely want to talk to the parts manager and see if they recognize who it is.”
Deputy says it’s critical to respond as quickly as possible and offer to resolve the issue. His dealership tries to respond within an hour of getting a review to show both Google and the general public that they’re paying attention.
Not all online engagement is negative
He also reiterated the importance of not just focusing on bad news. Encouraging customers to leave good reviews is as important or more important that engaging with frustrated online commenters.
“We encourage feedback in ways that feel natural and convenient for customers,” Bozzoli says. “One of our newest initiatives is a QR code-based survey system, designed to make it easy for customers to share their experiences without being overwhelmed by follow-ups or emails.”
The surveys are integrated into other customer touchpoints, such as invoices, to give customers every opportunity to leave feedback.
Deputy says when team members are named in a positive review, they’re recognized by the company, too, with a smile card and personal thank-yous from their manager. Employees can turn those cards into human resources and get swag, gift cards in more. But “it’s pretty rare that you get a team member named,” he says.
At Velocity, Brown says the company has signs in branches, wording on invoices and messaging on its website to encourage customers to leave feedback.
Deputy added incentivizing employees to push for reviews is another winning strategy, so long as you are consistent in your response to both the customer and the employee. But, there’s a snag. “The more reviews you have, the more you have to work to have a high rating,” he warned.
Finally, remember it’s not just customers who leave reviews. Employees, or former employees, also can review employers on sites such as Indeed and Glassdoor.
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Allegiance monitors both of those platforms.
“We recognize the link between strong internal culture and excellent customer service,” Bozzoli says. “By staying attuned to employee feedback, we can create an environment where employees feel supported and motivated to deliver great customer experiences and build their careers.”
