- Ford launches a new Vehicle Orientation program this week at dealerships nationwide designed to bring consumers closer to the features available on their cars through an e-mailed checklist with links to ‘video snacks’ on Fordowner.com
- The inspiration for video snacks comes from Ford’s Global Consumer Experience Movement, a revolutionary program created to elevate the dealer-customer relationship into a world-class consumer experience
DEARBORN, Mich., April 15, 2013 – Ford is launching a new
Vehicle Orientation program at dealerships nationwide this week that is
designed to help bridge the gap between consumers and their cars by
providing customers with access to a comprehensive online library of
“video snacks” – short videos that explain how to use specific vehicle
features like Remote Start Systems, MyKey® and Integrated Blind Spot Mirrors.
While a customer is completing their sales transaction for a new
vehicle at the dealership, the salesperson will walk them through an
orientation guide of specific features they would like to learn about at
delivery, at their Sync My Ride session or on their own. That list is
then e-mailed to the customer with each item checked including a link to
a corresponding video snack that they can watch at any time, whether at
home or even in the dealership. The salesperson keeps a copy of the
list so that he or she can review any items the customer may have missed
when the customer returns to pick up their vehicle.
“Now more than ever before our vehicles are equipped with a variety
of advanced technologies designed to make life better for drivers, but
we know that just because a cool feature is available doesn’t
necessarily mean it is being recognized or used by the consumer,” said
Andrew Ashman, Ford and Lincoln Consumer Experience Manager. “Our goal
is to simplify and enhance the sales experience by providing customers
with the resources they need when they need them so that they can fully
enjoy all the benefits their vehicle has to offer them.”
“It was seamless. It helped us take our conversation and our
connection with our customer one step further,” said Casey Jenkins
Combs, Internet Manager at Jenkins and Wynne Ford Lincoln. “The neat
thing about this new orientation process is that we were able to tap
into the customer’s needs just a little bit deeper and cater to them
versus just saying, ‘Here is our agenda.’ We were able to listen and
ask, ‘What’s important to you?’ and take it from there.”
The inspiration for video snacks comes from Ford’s Global Consumer
Experience Movement, a revolutionary program based on the ideals of
trust, control, respect and relationship that is designed to elevate the
dealer-customer relationship into a world-class consumer experience.
Listening to customers
“We created the new Vehicle Orientation process to bring helpful
information about our vehicles directly to the customer during the sales
experience, putting the control in their hands to choose what they want
to learn about – whether they are watching at home or experiencing it
in a demonstration at the dealership,” said Ashman.
In an effort to zero in on specific vehicle features to spotlight
in the form of a video snack, Ford reviewed customer research received
30 to 90 days after purchase and looked at what vehicle owners were
posting on forums to find which technologies they were most interested
in. One example is Ford MyKey system, which allows parents to create a
customizable key with specific driving settings, including speed limit
control, for greater safety for teen drivers.
The video snacks – which are a blend of video and animation with a
little bit of narration – focus on a feature and not a specific vehicle
so that they can be used across vehicle lines. Customers who buy a new
vehicle will receive an e-mail notifying them where they can view the
videos. The video snacks will also be posted on YouTube on a popular
channel called “Know Your Vehicle.”
“Making sure our customers have the best possible experience owning their vehicle is our ultimate goal,” said Ashman.
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