News : Ford Australia to Revolutionise its Customer Experience
Dec 9, 2014 -- Ford Australia is aiming to revolutionise its customer experience by copying Apple and Starbucks.
The company, which will switch from being a local manufacturer to an import-only business in November 2017, is undertaking a transformational retail and ownership campaign to personalise the way people buy and own cars.
Using a combination of communication and technology, Ford Dealers are being redesigned around a customer-centric process in both the sales and service departments.
Ford’s consumer experience manager, Robert DeFilippo, admitted the dealership strategy was a way of addressing some poor scoring feedback from consumers as well as giving Ford a true point of difference in the market.
"This is just the first wave", said DeFeilippo. "We are using technology that buyers feel comfortable with to help them in turn feel more comfortable with the car buying and servicing process."
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Ford Australia’s sales and marketing boss Graeme Whickman said the concept is providing a standardized process and shared database resource to (eventually) all dealers around the country. This ensures that a customer receives the same level of service and attention to detail no matter where they are.
The process is being trialled in 23 dealers now, and will expand to 80 Ford dealers nationally by the end of 2015.
Posted by Veronica Silva Cusi, news correspondent
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Published: Wednesday, December 10, 2014
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