Ford will be launching a new Vehicle Orientation program at dealerships throughout the country this week that was designed to help customers learn about specific vehicles features through an online library of "video snacks" according to a company press release.
"Video snacks" are short videos that provide information and explain how to use specific features like Blind Spot Mirrors, MyKey, and Remote Start Systems.
"Now more than ever before our vehicles are equipped with a variety of advanced technologies designed to make life better for drivers, but we know that just because a cool feature is available doesn't necessarily mean it is being recognized or used by the consumer," said Andrew Ashman, Ford and Lincoln Consumer Experience Manager. "Our goal is to simplify and enhance the sales experience by providing customers with the resources they need when they need them so that they can fully enjoy all the benefits their vehicle has to offer them."
The idea for "video snacks" comes from Ford's Global Consumer Experience Movement, a program created on the "ideals of trust, control, respect and relationship" that is designed to enhance the relationship between a dealer and customer.
As a customer is completing their sales transaction for a new vehicle at a specific dealership, a salesperson will walk them through the orientation guide of features to allow the customer a chance to learn about their car before picking it up. The list is also emailed to the customer with each item they chose checked off and a "video snack" detailing how to use the feature.
The salesperson who sold the vehicle keeps a copy of each list so that he or she can go over each item in case the customer calls or comes back with any questions when they pick up their model once it is completely ready according to the company press release.
"It was seamless. It helped us take our conversation and our connection with our customer one step further," said Casey Jenkins Combs, Internet Manager at Jenkins and Wynne Ford Lincoln in a company press release. "The neat thing about this new orientation process is that we were able to tap into the customer's needs just a little bit deeper and cater to them versus just saying, 'Here is our agenda.' We were able to listen and ask, 'What's important to you?' and take it from there."
"We created the new Vehicle Orientation process to bring helpful information about our vehicles directly to the customer during the sales experience, putting the control in their hands to choose what they want to learn about - whether they are watching at home or experiencing it in a demonstration at the dealership," said Ashman according to a company press release.
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