12:05 pm, May 16, 2013
FORD has announced a fundamental change in its customer service strategy with the launch of its new service pack, Ford BlueService.
Ford BlueService is a coming together of Ford services – and the launch of some new ones – aimed at helping dealerships retain loyal customers through improved aftersales care. The package is open to Fords of any age, meaning Ford dealerships can attract custom from any of the owners of the 5.6m Fords on UK roads.
Jon Wellsman, director of Ford customer service, said dealers would benefit from the new package.
‘By offering customers a service package as thorough as Ford BlueService, they are giving them a reason to come back time and time again to their dealership, giving them the opportunity to perform servicing, offer vehicle health checks and even get the customer into their new Ford.’
Ford BlueService includes a free electronic health check, online service booking, Ford Assistance, Ford Accident Management and a Ford One Call helpline, with just one number to ring for any service. Ford customers will also have the chance to boost their Nectar point balance with two points for every £1 spent. Customers can cherry pick which services they want to use, but the whole service is free to the customer.
Jon says the key to Ford BlueService is its ability to ‘win the loyalty of customers by offering a great service to go with the great product’. But the challenge will be for both Ford and its dealer network to deliver on all the promises which every authorised service centre has agreed to meet.
Jon explains that even through many of the needs are the same, owners of used and new cars may have some needs that are very different. To further entice customers of older vehicles who may have budgetary constraints, Ford will shortly be offering a servicing credit card through a financial partner, which will offer customers the chance to pay for servicing over a period of time. There will also be many more offers specific to owners of used cars, including prices that are standardised nationwide to give owners of used cars more confidence when having work done through a Ford approved servicing centre.
It’s all part of the £7.5m investment from both Ford and its dealership network, which includes new point of sale advertising, new equipment and the training of every one of Ford’s 650-strong service.
The launch of Ford BlueService also coincides with the rolling out of the new look and feel for every one of Ford’s dealerships.
‘Ford BlueService is part of a new way of working to retain the loyalty of Ford customers,’ concluded Jon. ‘Our service centres and dealers are aware that this is not a just tactical offer which will expire after a few months, but a fundamental change in the retail strategy of Ford, aimed at lifting our game.’
