Customer service focus swings to what Ford owners need, car-maker says

[DanielXR8]

Its a start, to a very long journey for Ford Aust:

http://www.goauto.com.au/mellor/mell...257B4A0005354C

Customer service focus swings to what Ford owners need, car-maker says

11 April 2013
By BARRY PARK
FORD Australia will consider servicing cars in owners’ driveways as part of a radical overhaul of the way it does business.

The car-maker has radically overhauled its servicing division over the last two years, with Stephen Kruk, Ford’s general manager of its customer service division, saying the customer’s wants were now the main priority.

“We’re trying not to give customers reasons to leave us,” Mr Kruk said. “Quite the opposite: we’re trying to give them positive reasons to come back (to Ford service centres).

Part of that, he said, was making an attempt to change Ford’s servicing program to provide the same buying experience as any other retail shop.

“When you’re buying a can of Coke, a stereo or a television, that’s exactly the experience (we want).

“You should know what the price is, and you should have confidence and trust that it’s the right price,” Mr Kruk said.

“We’re trying to create that same retail experience to ensure that our customers have got great faith in us, that we’ve got the right servicing option representing the right value, and giving them access to something that they highly value.

“It’s also about going to the customer when it is the right thing to do. It’s not always about the customer coming to us, but about us going to the customer.”

Asked if there were plans to introduce driveway servicing, where the service technicians come to the customers’ homes, Mr Kruk said “in terms of being customer focussed and customer-centric, well, it’s possible”.

“There’s a lot more things (such as driveway servicing) we’re working on to be a lot more retail,” Mr Kruk said.

“The trend for consumers is that they’re able to buy things over the ‘net. So we want to look at how we are able to create an environment for our customers to be able to make service bookings at their preferred dealer at their preferred time in person, without leaving their office.”

Mr Kruk said the car-maker had looked at why it was experiencing a high rate of owners “defecting” from Ford service centres, and the findings came down to price and trust.

“There was a (price) variation between dealers, and customers not being sure what was the right price (for a service),” Mr Kruk said.

He said once customers started to get multiple quotes for the one service, they started to lose trust in the system.

“The capped-price servicing campaign was there to really address that perception that (dealership service centres) were more expensive,” he said.

Customers are now able to go on the Ford Australia website and get a quote for scheduled service intervals.

Mr Kruk said they could print that quote out and take it into a service centre, removing uncertainty about the cost.

“Almost universally with this program, we have no surprises,” he said. “The systems that our dealers operate with is that (quote) is what the price of the scheduled service is, and they discuss the cost of anything else needing to be done over and above it with the customer.

“The future of service is about being more customer-friendly and making it easier for the customer to engage.”

Ford’s latest venture in terms of customer retention is a loyalty program where the car-maker will pay for a car owner’s basic membership of a motoring group, which will then provide roadside assistance.

It replaces Ford’s previous roadside assistance program that had been in place for the past 18 months.

Ford will then tip in for owners’ motoring club memberships for up to seven years - as long as they stick with dealer servicing over that time.

“It’s really a learning from our earlier program,” Mr Kruk said. “We’re really upgrading the value of why you would service your Ford with Ford.

“Customer loyalty is something that you can no longer buy,” he said. “You really have to earn that trust.”

[1TUFFUTE]

that's not a bad idea....adding the option at least that maybe driveway servicing could be done. Never even thought about it but it seems like a great idea. But im sure only to a certain level tho. Basic servicing at fixed prices so no one ever gets 'stung" so to speak.

[05_ENFORCER]

How about putting a rocket up the dealerships bumholes and get serious about customer service and deal with complaints quickly and efficiently?

Moving to mobile servicing will not help the sinking ship unfortunately.


.

[Bluehoon]

Great move, the warranty experience and quality of work needs to be addressed to finish the experience off.

No good having the car serviced in the driveway if dealer still tells you the problem you have proven is still there, or told "they all do that" and the mechanic still doesn't know what he's doing...

A for effort, but seriously - pull the dealers into line.

[Bossxr8]

Funny they don't mention the way dealers fob off people who have warranty issues, surely that is a big bugbear with unhappy customers. I'm sure a lot of us have heard the old classic "they all do that" or "it's within spec".

[05_ENFORCER]

^^^^^^^^^^^^^^^^^^^^^^^^^^^

You guy's are on to it, it is a pity FOA don't want to recognise this fact, the MOST important part of owning a FORD IMO



.

[Franco Cozzo]

I've had serious warranty issues with Sunbury Ford, but Essendon Ford have been fantastic.

Sunbury Ford are the biggest pack of douches, we've been burnt there before in the past, I shouldn't have given them a second chance.

Focus burst the injector return line and was ****ing out diesel all over itself and blew the 3rd injector seal, I took it into Sunbury Ford because a mate worked there, hoping he would work on the car for me since I trust him and the forewoman there is a diesel mechanic and quite good.

They sent him to TAFE the week my car was in there and the forewoman ended up being sent to another Ford dealership.

So they just pressure washed the engine bay and gave the car back to me, I popped the bonnet and started the engine, was smoking out of injector 3, they said it was old diesel burning off the top of the engine.

A week later, it was still doing it, and filling the cab with diesel fumes when driving.

I asked my mate if he knew who worked on the car:



He mentioned the split injector O ring to management and they told him not to worry about it and put it back in and pressure wash the engine bay.

I took it to Essendon Ford who replaced the same injector return line Sunbury Ford reckoned they replaced when I questioned them on it, I told them that Sunbury Ford pulled the injector O ring out on the 3rd injector, and because of that they didn't warranty it, it is Sunbury Ford's fault and they can't warrant their work, so the car would have to go back to them.

Or they would do it at my cost, but labour is $600+ just to remove the inlet manifold and remove the injectors.

It took Sunbury Ford another TWO goes to fix the problem.

My family has bought 2 cars from Sunbury Ford, when I got my WS Fiesta from there in 2009, the sales staff were excellent, then they got bought out and the sales staff I got my car from were all gone.

I was VERY close to selling the car and not buying from Ford again after that, had a nice 2005 DC5 Integra Type S lined up to trade into.

[Silver Ghia]

Originally Posted by Big Damo

I've had serious warranty issues with Sunbury Ford, but Essendon Ford have been fantastic.

Sunbury Ford are the biggest pack of douches, we've been burnt there before in the past, I shouldn't have given them a second chance.

Focus burst the injector return line and was ****ing out diesel all over itself and blew the 3rd injector seal, I took it into Sunbury Ford because a mate worked there, hoping he would work on the car for me since I trust him and the forewoman there is a diesel mechanic and quite good.

They sent him to TAFE the week my car was in there and the forewoman ended up being sent to another Ford dealership.

So they just pressure washed the engine bay and gave the car back to me, I popped the bonnet and started the engine, was smoking out of injector 3, they said it was old diesel burning off the top of the engine.

A week later, it was still doing it, and filling the cab with diesel fumes when driving.

I asked my mate if he knew who worked on the car:

image

He mentioned the split injector O ring to management and they told him not to worry about it and put it back in and pressure wash the engine bay.

I took it to Essendon Ford who replaced the same injector return line Sunbury Ford reckoned they replaced when I questioned them on it, I told them that Sunbury Ford pulled the injector O ring out on the 3rd injector, and because of that they didn't warranty it, it is Sunbury Ford's fault and they can't warrant their work, so the car would have to go back to them.

Or they would do it at my cost, but labour is $600+ just to remove the inlet manifold and remove the injectors.

It took Sunbury Ford another TWO goes to fix the problem.

My family has bought 2 cars from Sunbury Ford, when I got my WS Fiesta from there in 2009, the sales staff were excellent, then they got bought out and the sales staff I got my car from were all gone.

I was VERY close to selling the car and not buying from Ford again after that, had a nice 2005 DC5 Integra Type S lined up to trade into.

Damo, sorry but before I can make any judgement with your story, I would like to hear Sunbury Fords side. There are a couple of things that don't sound quite right, as I mentioned last time you posted this up.

I purchased my FG from them, and have had all servicing done there since, and they have been good to me. The service advisor that helps me each time is good, knows me, and knows what is going on with my car. Also with my AU and BA that was also serviced with them, but they were different dealership owners and management then.

[Franco Cozzo]

Originally Posted by Silver Ghia

Damo, sorry but before I can make any judgement with your story, I would like to hear Sunbury Fords side. There are a couple of things that don't sound quite right, as I mentioned last time you posted this up.

I purchased my FG from them, and have had all servicing done there since, and they have been good to me. The service advisor that helps me each time is good, knows me, and knows what is going on with my car. Also with my AU and BA that was also serviced with them, but they were different dealership owners and management then.

I'd like to hear their side of the story too, I've got paperwork from both Essendon and Sunbury Ford, who both replaced the same part supposedly, and it was only after Essendon Ford got the car that they fixed the fuel leak problem.

[mr smith]

Originally Posted by Big Damo

I'd like to hear their side of the story too, I've got paperwork from both Essendon and Sunbury Ford, who both replaced the same part supposedly, and it was only after Essendon Ford got the car that they fixed the fuel leak problem.

Sunbury Ford are on par with Westpoint in Werribee, both dealers in key suburbs where Ford and Holden traditionally have a strong following. No wonder long term buyers are leaving the way these two treat their customers.

[Silver Ghia]

On topic again, I had my FG serviced a few weeks ago, a few days later I received a questionnaire from the dealer. Then a week later another more comprehensive questionaire from Ford themselves. It was obvious to me Ford were trying to get feedback from customers how the dealership service department handled the work done, and the quality of the work that was done. Other dealerships do the same thing, the VW place where my wifes car gets serviced also does post service questionnaires. Its a good way of ensuring and maintaining quality of servicing at dealerships.

Remember also that bad experiences may not have happened recently, but in the past before Ford realised they were falling behind and had to do something. Unfortunately bad memories tend to linger on.

[superfly]

So far I'm real happy with the Ford servicing at Metro Ford. With the capped price I know exactly how much it will cost. And the fact it includes road side assistance saves me money on road side assistance which is normally around $80 a year.

No issues with a couple of things I had fixed under warranty. And I did not buy my car from these guys.

I guess when it comes time to put on new brakes etc, then maybe it may be better to go to a brake specialist - cost depended. But I will see when the time comes. So far the stock brakes are great with virutally no dust. So I'll defnitely consider them again.

[Yellow_Festiva]

If Ford were serious about customer service they would contact customers to ask how they felt they were served.

I have taken my car in for 3 minor, 2 intermediate and 1 major service and I always get the usual 'Ford may contact you for feedback' and not once was that followed through.

Ford should really target rogue salespeople and dodgy service centres much more harshly than they are doing at the moment. Failing to act on a bad seed may result in many dozens of lost sales just by word of mouth.

[Smoke Pursuit]

Wish ford would call me...

[jpd80]

“We’re trying not to give customers reasons to leave us,” Mr Kruk said. “Quite the opposite: we’re trying to give them positive reasons to come back (to Ford service centres).

Reading between the lines, why is Ford worried that people now don't want to go near dealerships?

There's enough mobile service mechanics out there getting the job done,
owners don't have to deal with Johhny dipstick at the service counter..
It's just part of modern living and changing expectations.

[Rodge]

Originally Posted by jpd80

Reading between the lines, why is Ford worried that people now don't want to go near dealerships?

There's enough mobile service mechanics out there getting the job done,
owners don't have to deal with Johhny dipstick at the service counter..
It's just part of modern living and changing expectations.

Yeap, I take my car around the corner to a local trusted mechanic with over 20 years experience, I supply the correct oil,(almost unbelieveably many Ford dealers seem incapable of even this most basic task), correct filter and other parts required. He bills me a fair hourly rate for the actual time spent working on my car and does a thorougly professional job.

[DJM83]

Originally Posted by DASH GT

Wish ford would call me...

I got a call from someone in Melb about 2 mths after purchase. Nothing since.

[jpd80]

I remember Bill Osbourne saying something interesting regarding the disconnect with past Ford buyers,
there's a lot of good will from Ford supporters for the latest products but the opinion seems to be,

" great products but not built for me"......

Try as they may, I don't think Ford has managed that reconnection with falcon and Territory,
instead focusing on growing volume with Ford's imported global products like Focus Fiesta and now Kuga.

Gotta wonder what the future holds, Ford is keeping their end of the bargain with refreshed Falcon and Territory,
reducing prices to very attractive levels but buyers still seem to be staying away.....

[302 XC]

Originally Posted by jpd80

Gotta wonder what the future holds, Ford is keeping their end of the bargain with refreshed Falcon and Territory,
reducing prices to very attractive levels but buyers still seem to be staying away.....

Nissan doin 1 % finance will be hurting all the opposition with sales
Ford always seem to be the last to be competitive with decent deals
They should,if sales are so dismal go head to head with nissans 1 %
Its all about selling,and they will close because they aren't selling
Its not rocket science,its business
Don't sell, you close, end

[jpd80]

Originally Posted by 302 XC

Nissan doin 1 % finance will be hurting all the opposition with sales
Ford always seem to be the last to be competitive with decent deals
They should,if sales are so dismal go head to head with nissans 1 %
Its all about selling,and they will close because they aren't selling
Its not rocket science,its business
Don't sell, you close, end

But that's the thing, Ford is selling Falcons and Territory but not at a level people would like to see.
So should they throw away more profit to get sales numbers up or be happy with where they are?

Most dealerships rely more on servicing and parts sales than sales of new vehicles but all are important.

[DanielXR8]

Originally Posted by jpd80

I remember Bill Osbourne saying something interesting regarding the disconnect with past Ford buyers,
there's a lot of good will from Ford supporters for the latest products but the opinion seems to be,

" great products but not built for me"......

Try as they may, I don't think Ford has managed that reconnection with falcon and Territory,
instead focusing on growing volume with Ford's imported global products like Focus Fiesta and now Kuga.

Gotta wonder what the future holds, Ford is keeping their end of the bargain with refreshed Falcon and Territory,
reducing prices to very attractive levels but buyers still seem to be staying away.....

Its true Ford haven't reconnected with customers, because they haven't take the hard yards. Sorting out the dealer network, putting better quality components in their local cars to ensure longevity and reliability and standing by their local products properly when it comes to warranty and after sales support. People don't just buy a new car, they buy the whole package. On that front Ford still is uncompetitive and hasn't done enough to win back old buyers.

The imports Ford bring in are propping up the lost sales to old customers with new ones, but not really doing much more. This initiative from Ford is a start, but a long way to go yet. If they are serious about winning back old customers, it will take years of first class service to undo the bad reputation they and their dealers have earn't them. There isn't any quick fix I can see.

[DrSnooper]

I always receive a questionaire after I have GT's serviced at Thomson Ford.

Always great to deal with, nothing knocked back under warranty when they were.

[Yellow_Festiva]

Originally Posted by DrSnooper

I always receive a questionaire after I have GT's serviced at Thomson Ford.

Always great to deal with, nothing knocked back under warranty when they were.

How is it done exactly? I get an email saying someone may contact me as and if I tell em who I am they will give me movie tickets.....

[302 XC]

I think its not just servicing that's the issue
How many are looking elsewhere for cars,rather than ford ???
Nissan smashing holden for sales, holden smashing ford , you get the picture
Servicing has a lot to do in the scheme, but first you have to get the money for the car, and not fob of customers or don't care for them after the sale is done
Ive bought many new Toyotas over the years,and the only 1 new ford was nothing but hassles,and dribble from the dealer
Never ever did we have any issues with Toyota
Car had issues we were contacted,car wasn't ready we were contacted,we were kept in the loop and not treated like an idiot
Ford as toys no problem but itll take more than mobile services to get me to buy a new ford again

[babyf6]

Me and dad went into Carmichael ford today in townsville just to test drive the ecoboost falcon. The customer service was amazing. Every question was answered, and it was actually exciting to hear about the car from the salesperson. Now my dad is the skeptical type, and he loves his 6cyl engines - but the customer service - plus his instant love of the car - had him leaving the dealer with a smile from ear to ear. He has gone from a skeptic to a full-blown lover of the car, and he finally appreciates it for the magnificent piece of aussie machinery and engineering it is. He now has his heart set on one, and for the right price - will buy a new g6 limited edition ecoboost 2012 plate in a heartbeat. Well done ford - you have made a present and future customer very very very happy

[05_ENFORCER]

Unfortunately great salesmen do not constitute an everlasting love for the brand.




.

[tezxr8man]

Originally Posted by babyf6

Me and dad went into Carmichael ford today in townsville just to test drive the ecoboost falcon. The customer service was amazing. Every question was answered, and it was actually exciting to hear about the car from the salesperson. Now my dad is the skeptical type, and he loves his 6cyl engines - but the customer service - plus his instant love of the car - had him leaving the dealer with a smile from ear to ear. He has gone from a skeptic to a full-blown lover of the car, and he finally appreciates it for the magnificent piece of aussie machinery and engineering it is. He now has his heart set on one, and for the right price - will buy a new g6 limited edition ecoboost 2012 plate in a heartbeat. Well done ford - you have made a present and future customer very very very happy

They have changed then, I went in there 6 months ago and they snobbed me, I was walking around for 20 mins and no1 came out at all

I'm not a fan of Carmichael Ford at all as they have caused more problems than solved on my sisters focus, even something simple like braking a tail lightbulb socket was broken by them and wasn't fixed they just jammed a bulb in there, can't wonder why it went back 3 times with the same bulb not working. and it took 4 goes to put a new front cv shaft in

My old man also has a Super Pursuit and they tried telling him that the steering rack wasn't covered under warranty at 10,000 kms

I love my fords but they as a dealership haven't inspired confidence in me that's for sure. But if they pulled their fingers and actually did good service work I would look at buying a car from them and maybe even getting it looked after their

[blackf6]

All dealerships treat customers differently. My local Ford dealership is quite good. Fixing any things I didn't like about my second hand car before I bought it. And then giving me a courtesy phone call to ask about my experience. I just don't like dirty hand apprentices driving my cars so I have my own mechanic.

[pajoda]

Capped servicing?? if I visit the website and attempt to find Focus ST I cant find a match, can go to Focus LW2 - hatch - 2.0 petrol, is the closest match a match? $335 for my 15K?

[Yellow_Festiva]

Originally Posted by pajoda

Capped servicing?? if I visit the website and attempt to find Focus ST I cant find a match, can go to Focus LW2 - hatch - 2.0 petrol, is the closest match a match? $335 for my 15K?

Sounds about right. Bloody expensive oil change....