DEARBORN – Helping dealers provide customers with the best possible service experience and project a consistent brand image is at the heart of the Ford Service Experience web site – a free resource for dealers seeking to strengthen the visual impact of their facilities.
“After the vehicles, nothing reflects the Ford brand image more than a dealership facility,” says Fiona Gronowicz, Parts and Service Marketing manager, Emerging Market Services (EMS). “The facility’s visual impact, layout and ease of use from the customers’ perspective is a lasting, silent statement to every customer or potential customer.”
The new web site, developed by EMS and Ford Land for dealers in EMS markets, provides multiple resources at no charge, including millwork designs and blueprints, downloadable graphic images and frame designs, and digital marketing templates. There are even color and fabric swatches along with furniture recommendations for the customer touchpoints in the service department. All intended to make it as beneficial as possible for the dealers.
“When they visit the web site, the dealers will find plans and recommendations for every area of the service department, including the write-up area and customer lounges, even a VIP lounge,” says Gronowicz. “We’ve seen tremendous growth in the number of dealerships in the regions we serve, particularly in the Middle East. And as we worked with dealers we recognized there was a need to help the facilities reflect the Ford brand image, appear more inviting and to provide messages about Ford service.”
Downloadable graphics for the walls can be customized with the name of the facility and the appropriate language. The artwork can be used to promote accessories, highlight service specials or spotlight lifestyle choices – such as surfing, biking and rock climbing – all designed to create an attractive environment where customers can enjoy their Ford service experience and interact with the parts and service departments in a friendly, non-threatening and efficient manner.
“Our dealers and customers want their interactions with each other to be friendly and efficient,” says Gronowicz. “This will provide dealers with resources reflective of the Ford brand image to help customers enjoy the experience.”
Dealers planning to update their current facilities or build new ones can peruse the online guide at fordexportfacilities.com to see the looks and style recommendations for each of the focus areas or go directly to the downloadable resources for plans, pictures and sample materials to provide to their architect or construction firms. Ford Land architects can provide site-specific layout, renderings and construction notes at no charge to the dealers.
Gronowicz says helping customers associate the dealership and Ford brand with a positive experience will help dealers achieve and maintain a competitive advantage.
Information about the site will be rolled out to dealers in EMS markets this month. Dealers who are not already registered users of fordexportfacilities.com will need to request access. Gronowicz says the site has the potential to become a global dealer resource.