In an era where Thailand’s automotive market is more dynamic and filled with diverse products than ever, buying a car is no longer just about choosing a design that reflects the owner's personality, performance, daily-use functionality, or value for money. Today, it also encompasses ‘efficient, transparent, and comprehensive after-sales service’—a critical factor in building long-term confidence and peace of mind for customers.
According to the 2026 Customer Experience Index in Service among popular automotive brands by Differential—a leading market research firm specializing in customer experience development in Thailand—Ford Thailand was ranked among the top automotive brands with high service scores, securing second place. This success reflects Ford Thailand's continuous drive to elevate after-sales service under its commitment to ‘Treating Customers Like Family.’
‘Ford Guest Experience’ Elevating ‘People and Process’ to Deliver Trusted Service
Ford Thailand began developing the ‘Ford Guest Experience’ (FGE) program in 2020, focusing on ‘People and Process.’ The core of this program is developing the skills of both sales and service personnel to truly put customers at the center of everything we do.
The FGE program provides intensive training based on Ford's customer care standards and conducts continuous standard reviews. The training covers customer-centric sales and service processes, encouraging employees to share skills and knowledge with relevant teams for seamless collaboration. It also emphasizes data management to ensure no customer information or needs are missed, and leverages satisfaction data to analyze and train teams at every touchpoint—from security guards to technicians—to support a consistent customer experience.
'Easy, Transparent, and Fast' Processes Through Technology and Care
Ford has standardized the FGE program to be highly competitive in the market by simplifying procedures, improving communication efficiency, and connecting sales and service operations through technology to deliver the best experience with heart. Key pillars include:
- Seamless Journey: Connecting the experience from the day of purchase to the day of service. Sales consultants welcome customers in a warm, friendly, and professional atmosphere, offering comprehensive advice and vehicle comparisons quickly through digital tools and real-time backend systems.
- Signature Moments: Creating memorable moments at every touchpoint, from a warm welcome and a lounge stocked with pastries and beverages, to adding color and excitement on ‘My Big Day Moment’ (vehicle delivery day) to make it truly unforgettable.
- Transparency & Speed: Ford aims to provide peace of mind during the entire ownership journey by offering various innovative after-sales services. Customers can book service appointments instantly online via the Ford app, receive real-time repair status updates, and transparently review estimated costs beforehand, before receiving their vehicle back in a ‘Return Like New’ condition.
Currently, there are more than 100 Ford showrooms and service centers across Thailand where sales and customer service teams have been trained and certified under the Ford Guest Experience (FGE) standard. Ford continues to expand this program to ensure that every time customers visit, they receive a convenient, transparent, and high-value purchasing and after-sales experience throughout their ownership journey.
