BANGKOK, Thailand — Ford Thailand recently held its annual National Dealer Conference, highlighting with its dealer principles the company’s aggressive plan to ‘Go Further’ with its product-led transformation and further enhance the customer experience at Ford dealerships.
Elena Ford, global leader of Ford's Dealer and Consumer Experience organization, attended the meeting and shared the company’s global plan to continue building on its world-class consumer experience and strong emotional relationships with the brand to ensure consistent satisfaction among Ford customers.
“In ASEAN, where we have fast-growing markets, it is important to build a world-class network of dealers that delivers a world-class consumer experience,” said Ford.
“We studied and talked to some of the best companies in the world and found that the difference between companies that are doing an amazing job of driving loyalty and advocacy for their brands, and those that don’t, is how they engage their people. It is their intense focus on both people and process that truly sets them apart,” she explained.
To transform the retail experience, Ford has created the Consumer Experience Movement, which started in the US in 2011.
“Consumer Experience Movement is the philosophy about how we present the experience that our customers want to have at a Ford dealership,” she said. “We want to go further to make sure that our customers receive great service and sales experience at every Ford store.”
As part of this implementation, Ford Thailand is working closely with each dealership to upgrade facilities, as well as further develop dealer staff and implement standard processes so that customers are treated to the same experience at any Ford dealership nationwide.
“The quality of our service is equally as important as the quality of our Ford vehicles,” said Yukontorn Wisadkosin, managing director, Ford Thailand. “As we continue to introduce new segment-leading cars and trucks, and our customer base continues to rapidly expand, we remain committed to further enhancing our service to ensure we’re providing a world-class customer experience.”
Ford is also continuing the aggressive expansion of its nationwide dealer network, which will reach 140 locations by the end of this year.
“Our network expansion plan is on track and at the same time we are also working closely with our dealers to upgrade the current facilities to meet Ford’s global Brand@Retail standards,” said Narong Sritalayon, dealer development director, Ford Thailand.
“One hundred percent of our existing Ford showrooms across the country will be upgraded by the end of the year, giving them the same ‘One Ford’ look and feel,” he added.
Brand@Retail is a global Ford dealership concept that provides each and every Ford showroom the same universal image and ambience that is reflective of the world-class Ford brand to ensure an optimum dealership experience, customer satisfaction and brand identity.