"Ford understands that customer needs are changing constantly," said Narong Sritalayon, Dealership and Consumer Experience Director, Ford Thailand. "Given the smart technologies that are installed on Ford vehicles, it's important that we manage after-sales care and customer service with a holistic approach. This means that we need to work across all departments so that Ford and our dealers can collaborate more effectively."
"We will ensure that Ford customers notice our service transformation through the enhancement of three main areas, including ease and convenience of service, quality of service, and improving customer understanding of our service offerings."
With the continued expansion of showrooms and service centers nationwide, customers are now able to reach Ford locations more conveniently. Currently, Ford has expanded its network coverage to strategic areas in Bangkok and major provinces, including Chiang Mai, Chonburi, Pitsanulok, and Udon Thani, in order to support the growing number of Ford owners in Thailand.
Within the second quarter, Ford will provide seven-day a week operations at Ford showrooms and service centers in Bangkok. Ford is also continuing to develop new systems for customer service, including online booking for service appointments and real-time customer information and data links among dealerships nationwide.
Ford has also applied the concept of retail marketing to help develop its customer service, focusing on delivering satisfaction at every touch point. Ford showroom and service centers will connect customers to the brand through innovative systems and technologies.
Customers can now search for information on their desired vehicle models, calculate installment payments, and receive new promotions or information on campaigns by navigating Ford's Experiential Wall System, an interactive smart touch screen installed at showroom locations.
Additionally, Ford continues to host 'Go Further' workshops where Ford experts educate customers on how to use the smart technologies in Ford vehicles more effectively and efficiently.
Ford is also focusing on employee training, encouraging staff in every department, regardless of their role, to gain expertise in customer service. Through trainings held at Ford Academy, dealers and Ford executives, sales, service, parts, accounting and finance departments are all being trained on comprehensive customer service skills. Additionally, Ford holds its annual 'National Skills Contest' contest where employees can showcase their sale and service skills. These include automotive knowledge and service expertise for mechanics, as well as quality of assisting customers for the sales teams.
Meanwhile for the third consecutive year, Ford is rolling out its Customer Experience Movement (CEM) campaign. The global program takes customer experience to the next level by focusing on infusing passion and dedication to customers throughout Ford's organizational culture. To-date, the program has successfully led to improvements in customer satisfaction. Ford also provides professional coaches to work with its dealers, helping to develop their skills across areas such as team building.
In 2014, Ford inaugurated its President Club Award to encourage dealers to showcase their potential as a partner to help Ford meet its goals. Award winners were provided with intensive Ford training and needed to show excellent business results, quality showroom and work processes, as well as high customer rating scores. The President Club Award sets itself apart from other programs by bringing together all Ford employees to participate in the program and contribute to dealer success.
"The CEM program has provided us with the opportunity to learn from real-life situations and practical training to assist with customer issues in a timely manner. With the in-depth training from Ford's professional coaches, we have been able to enhance our customer service skills significantly," said Thammarat Poebaikul, Chairman of Auto Gallery Group, Ltd, a President Club Platinum Award winner.
"Our latest customer satisfaction survey showed positive feedback. The President Club Award has encouraged us to continue striving to deliver the best experience for customers."
"With this transformation to a holistic customer service approach, we aim for continued and sustainable long-term business growth in Thailand," Narong added. "By offering the highest quality products, technologies and customer service, we are confident that our customers will feel, first-hand, our commitment to their satisfaction."