Reporting Jeff Gilbert
Filed underAuto, Autos, Autos News, Business, Daily J PM, Heard on Radio, Local, News, Radio.com - News, Syndicated Local, Syndication, Watch + Listen
DEARBORN — (WWJ) Ford is trying a new tactic to help customers better understand the attributes of their new car or truck, producing brief videos that explain how these features work, and what they can do for you. They are calling them “video snacks.”
VIDEO: Ford produced video with examples of new program.
“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.”
This also comes as more and more consumers complain about the technology on their vehicles and how difficult it is to understand. The “My Ford Touch” system has been a particular source of controversy. Consumer Reports has panned it as complex and buggy, while Ford says consumers often mention the system as a reason they purchased a Ford car or truck.
Ford’s “Video Snacks” will cover a wide range of features on a new vehicle, and is meant to add to the typical orientation you get at the dealership, not replace it.
“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,” reads a Ford press release. “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.”
That same statement from Ford quoted dealers on the value of the videos.
“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.”
Ford says the idea for the “video snacks” came from talking to customers about what they need when it comes to learning about their new car or truck.
More information about the program is available at fordowner.com.