BANGKOK, Thailand – Ford leaped all the way to the number two ranking, up from number nine last year, in the J.D. Power Asia Pacific 2011 Customer Satisfaction Index (CSI) Study for Thailand, making Ford the most improved brand of all automakers assessed.
Ford attributes the significant move in ranking to an intense and continued focus on further enhancing customer touch-points through its Quality Care process, such as interactive reception at dealers, menu pricing, proactive customer contact, scheduling appointments, explanations at vehicle pick up, and post-service follow-up. The customer service experience also benefitted from new programs such as Ford’s 24-hour spare parts delivery guarantee, body shop quality care and mobile service.
The industry benchmark CSI study examines dealership performance among competitive brands in five categories, listed in order of importance: service quality, vehicle pick-up, service advisor, service facility, and service initiation. Ford’s score of 825 on a 1,000-point scale was a substantial improvement of 19 points from last year.
“The J.D. Power score demonstrates that we are heading in the right direction in terms of improving our customer satisfaction in Thailand,” said Jesus Metelo Arias, customer service director, Ford ASEAN. “We’re certainly proud of our ranking, but our efforts need to continue so we’re continually improving and enhancing our customer experience.”
“We have been rapidly expanding our dealership network to support the ASEAN Better Plan and launch of eight new One Ford products over the next five years. The most important focus for us is to make sure that our dealers are able to satisfy customers in terms of quality service,” explained Arias.
Ford’s successful execution of its efforts was made possible through enhancing and maintaining close communication and broad cooperation with its network of nationwide Ford dealers.
Starting last year, Ford Thailand began implementing several measures and different tools to help improve customer satisfaction. This includes re-launching the Customer View Point (CVP) website, an advanced program that has helped Ford’s service team better identify particular weaknesses and strengths of each dealer and provide an efficient action plan that helps dealers improve where necessary.
Weekly Management Action Meetings are held at the dealers and led by dealer principles where Quality Care metrics and CVP scores are meticulously reviewed to improve service advisors’ performance and quality of service.
Monthly block meetings is another platform that Ford uses to update the dealer’s work progress, discuss concerns and best practices, and share the company’s future plans.
“Ford and our dealers are working together to continue enhancing our customer service experience and specific customer touch-points,” said Thanisorn Karnjanakul, customer service manager, Ford Thailand. “The processes and advanced tools that we are using have certainly contributed to stronger relationships across our dealer network, which helps support ongoing improvements to our quality of service.”
Future programs that Ford will implement to continue enhancing its customer service experience include the Quick Service routine maintenance, further growing the dealer body shops and Quality Care initiatives, and the ongoing expansion of parts distribution, including the parts distribution warehouse.
The 2011 Thailand Customer Service Index (CSI) study, now in its 12th year, measures the overall satisfaction of vehicle owners who visit an authorized dealer/service center for maintenance or repair work during the first 12 to 24 months of ownership.
The Thailand CSI study is based on responses from 2,761 new vehicle owners who purchased their vehicle between January 2009 and April 2010 and took it for service to an authorized dealer or service center between July 2010 and April 2011. The study was fielded between January and April 2011.