DEARBORN - Ford vehicles are equipped with a variety of advanced features designed to make life better for drivers – from Remote Start Systems and MyKey to Integrated Blind Spot Mirrors and Ambient Lighting, just to name a few.
But as Ford’s Customer Service team discovered recently, just because a cool feature is available on a car doesn’t necessarily mean it is being recognized or utilized by the customer.
“Despite the fact that we are leaders in in-vehicle technology, our quality scores seem to indicate that many times people just either don’t know a feature exists or they don’t know how to use it,” said Laura Fraga, manager, Marketing Communications, Ford Customer Service Division (FCSD).
After doing further research on the consumer landscape, the FCSD team found that customers were being exposed to a proliferation of learning materials – such as the in-vehicle owner guide, various websites and FCSD/dealer e-mails – but none of them were effectively communicating how to use the technology available on their vehicles.
So they decided to take the initiative and produce what they call “video snacks” – short “how-to” videos on specific features.
“Our goal with the video snacks was to improve the experience of our customers because when they learn about a new feature they fall in love with the car all over again,” said Fraga. “Sales consultants will also benefit from the snacks when they are explaining features and technology in our vehicles.”
The team began by collecting and analyzing customer insight to determine which features should be the subject of a how-to video snack.
“We looked at the quality surveys we get back from customers 30 to 90 days after they purchase their vehicle to see what features they seemed to be having difficulty with,” said Fraga. “And we looked at what vehicle owners were posting on forums.”
As an example, the six-way adjustable headrests kept showing up as being difficult to use.
“Customers may have been describing the headrests as being uncomfortable, but when we started combing through the verbatims on the quality surveys we saw that the reason they thought their headrest was uncomfortable was because they didn’t know how to adjust it,” said Fraga.
Features available on a broad spectrum of vehicles – like the headrests – as well as high-impact features were prioritized. Then, working together with a cross-functional group of people representing a number of different areas within the company – including Marketing, Sales & Service, Quality and Technical Service Operations – the team developed a standardized process for creating the video snacks.
“Our goal is create them one time and make them available to everyone within the company so that people don’t go out and produce content on their own,” said Fraga.
The video snacks – which are a blend of video and animation with a little bit of narration – focus on a feature and not a specific vehicle so they can be used across vehicle lines.
“Another cool thing is that if we remove the voice we can also use the video snacks globally and just use art cards with translation on them,” said Fraga.
The team expects to produce 90 video snacks by the end of October. Some of the subjects include: Rearview Camera, Memory Seats, One-Touch Windows and MyKey.
Customers who buy a new vehicle will receive an e-mail notifying them where they can view the videos. The video snacks will also be posted on YouTube on a highly used channel called “Know Your Vehicle.”
“We’re doing this to ensure that we have best-in-class customer satisfaction,” said Fraga. “That’s our key goal.”
Check out the current library of video snacks at: http://www.youtube.com/user/fordowner?feature=results_main.