RIVERSIDE, Calif. -

How does your dealership rate? There’s a new way to find out, as a new online scoring system for dealership reputation rolled out this week to compare dealers against others within their area.

Called Consumer Perception Rating, the new website is located at www.ConsumerPerceptionRating.org or www.myCPRscore.org, and provides dealerships with a CPR Score its creator calls an “unbiased, overall online reputation rating based on how consumers as a whole perceive a dealer’s reputation.”

The service works like a credit score, using key metrics such as reviews and ratings from the industry’s most influential review sites to generate an independent, third-party, consolidated, consumer-driven score.

Dealerships are given a CPR Score, based on a 100-point scale, which consumers can then compare against the scores of other dealerships in their area.

“Consumer Perception Rating was created due to a need in the industry to offer a single online reputation score based on what consumers hold important, without having to find and look at every review site,” said Richard Winch, chief executive officer of eXtéres Corporation, of which Consumer Perception Rating is a division.

“With so many review sites with different rating metrics, we wanted to provide consumers an easy to understand single score. Consumer Perception Rating does all the hard work by compiling and analyzing data from the industry’s leading review sites so consumers don’t have to,” Winch said.

Dealers who score 85 or better on the CPR rating scale have demonstrated a commitment to excellent customer service and consistent consumer satisfaction, the company said. According to its data, 19.4 percent of franchised automotive dealerships in the U.S. have a CPR Score of 85 or better.

All dealerships receive a CPR Score and CPR Badge, which they can use on their website or in broadcast media.

Dealerships can also claim their profile on the site, which will include a list of review sites for that dealership, their average rating, number of reviews and general information such as address and phone number.

If a dealership does not have enough relative online review activity, it is assigned a “NR” rating, for Not Rated; company officials note that many “NR” scores are a result of duplicate or erroneous dealer review site listings, which should be removed or consolidated by the dealer.

Consumer Perception Rating does not charge for any of its services, the company said, and the only way for a dealership to improve its CPR Score is to receive legitimate positive consumer reviews.

Consumer Perception Rating also provides tips on how to improve CPR Scores, and hosts webinars regarding the site and services.
 

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