Complaint intelligence
What unhappy Ford customers actually write about
communication or no callbacks leads the national complaint mix, appearing in 9,999 of the 23,240 negative reviews classified so far. That classified set is a sample of the 198,418 confirmed negative reviews we hold with full text, against 468,096 lifetime 1-3 star ratings on Google nationally.
National mix
Complaint categories by volume
Shares below describe a classified sample of 23,240 negative reviews, not every complaint on record. A review can carry more than one complaint, so shares add to more than 100 percent.
- Communication or no callbacks9,999 • 43%
- Poor treatment or pressure7,198 • 31%
- Pricing, add-ons, bait and switch6,559 • 28.2%
- Safety or reliability6,247 • 26.9%
- Service delays or appointments6,060 • 26.1%
- Other4,627 • 19.9%
- Explicit warnings to avoid3,374 • 14.5%
- Finance, contracts, warranties2,684 • 11.5%
Volume tells you what is being said. How a store answers it is scored separately. See the response evaluation rubric
Definitions
How a review gets categorized
Each negative review with collected text is read once at import and tagged against this fixed taxonomy. A review can carry more than one tag.
- Poor treatment or pressure
- Rude, dismissive, disrespectful, high pressure sales tactics. How to score a reply to this
- Finance, contracts, warranties
- Financing terms, paperwork errors, warranty or service contract disputes, refunds. How to score a reply to this
- Service delays or appointments
- Long waits, missed appointments, car held for days, repeat visits. How to score a reply to this
- Explicit warnings to avoid
- Tells other shoppers to stay away, go elsewhere, never come back. How to score a reply to this
- Pricing, add-ons, bait and switch
- Markups, mandatory add-ons, advertised price not honored, hidden fees. How to score a reply to this
- Communication or no callbacks
- Nobody answers, calls not returned, no status updates, ignored messages. How to score a reply to this
- Safety or reliability
- Unsafe vehicle, repair not fixed, breakdown after service, damage caused. How to score a reply to this
Every category above gets graded the same way: coverage, reply time, ownership, specificity, and whether the customer has a person and a next step. Read the six part rubric and score one of your own replies
Want your store's own mix? Request your dealer report