Ford's innovative Parts and Accessories Computer System (PANDA) – designed to order, track and manage the distribution of spare parts to customers – is improving customer service at Ford dealerships throughout the Asia Pacific and Africa (APA) region.

Serving as the regional distribution hub for the PANDA system, Ford Thailand currently handles some 750,000 spare parts transactions per month. Over 30 journalists attended a Ford Thailand press conference on November 16 to learn more about PANDA.

“When customers take their cars for servicing, they naturally want them back as quickly as possible and with all spare parts guaranteed to be absolutely genuine and of the highest quality,'' explained Wichit Wongwatthanakan, Ford Thailand’s vice president of Customer Service. ''The PANDA system allows us to meet and often exceed our customer’s expectations in providing them with an unprecedented level of service that is both timely and cost effective.”

The PANDA system makes use of best practices from the Ford global network and consists of a central database containing details and availability of spare parts, allowing specialists at Ford-authorised service centres nationwide to order genuine spare parts within 24 hours. This system also allows Ford to maintain a leading spare part fulfilment rate of 95 percent.

The PANDA system has been designed to source and provide alternative sources, when spare parts are ordered, ensuring customers not only get the required parts quickly but also at the lowest price. Accessible by all 843 Ford dealers across the 11 key markets in the APA region, the implementation of the PANDA system was made possible by a THB 200-million investment by Ford, with an annual maintenance cost of around THB 66 million. 

A specialist team from Thailand played a key role in the system’s development and ensures that it can be easily accessed and operated by all 90 Ford Thailand dealers. The programme has a Thai language interface as well as other regional languages including English, Chinese, Bahasa and Japanese. Ford Thailand ensures its dealers are fully conversant with its operation by implementing a comprehensive, regular hands-on training.

“At Ford Thailand, we are absolutely committed to providing excellence in customer service and the PANDA system is a proven and effective means to enable us to do just that for all our customers throughout APA,” concluded Wichit.

PANDA delivers spare parts orders within 24 hours.	Wichit explains the PANDA process to media in Bangkok.	Over 30 Thai journalists attend a press briefing on PANDA.