Ford parts sales grow by 40pc
Dubai, January 27, 2009
Ford Middle East dealers have delivered nearly 40 per cent more genuine Ford and MotorCraft parts to their customers during 2008.
The growth comes as a result of increased dealer representation actions across the region, as well as customer satisfaction initiatives that were implemented throughout Ford dealerships, and the trend remains dynamic for 2009, according to Ford Middle East's regional director of customer service Chris Noel.
'We have worked closely with our dealers and applied various customer satisfaction actions across the region in 2008, where investments were made to increase the number of our parts and service outlets, so as to bring genuine Ford and MotorCraft parts closer to our customers,' he said.
'This has had a tremendous impact on the business and we are pleased that it helped us in our ongoing battle against fake parts. These actions ultimately resulted in increased customer satisfaction levels and of course more peace of mind on their part.”
Ford, Lincoln and Mercury dealers in the region were also busy enhancing their customer satisfaction levels with close collaboration with Ford Middle East, where various training and certification initiatives were implemented.
Ford runs a special sales and service certification programme that helps address the various skills areas for the dealership teams from sales to service, parts, warranty as well as technical repair.
'Our dealers' commitment to continuously enhance their after-sales experience is truly commendable,' Noel added.
'They not only have committed to the Ford Certification programme over the past five years, but most of them took the challenge higher by applying the Ford Motor Company Service Excellence operating standards. And I am pleased to say that for 2009, our efforts in increasing customer satisfaction levels will see the launch of the Ford Accreditation for the Service side of the business.'
Ford Motor Company's Service Excellence represents a series of steps that Service Advisors and Technicians follow to ensure vehicles are 'fixed right the first time' with complete transparency and professionalism.
This practice would ensure customer confidence and peace of mind as they are walked through the process with their Service Advisor. Currently 70 per cent of Ford, Lincoln and Mercury dealership facilities apply the Ford Service Excellence standards. The Accreditation for 2009 will require each dealer to meet certain requirements and standards each year to retain their Ford Accredited status.
'Our goal is to provide consistent best in class customer satisfaction to all our vehicle owners,' added Noel.
'In a recent consumer focus group study, commissioned by Ford, 'quality of service' was one of the key factors cited by 87 per cent of Ford Lincoln and Mercury customers across the region, when it came to choosing a service provider for their vehicle. – TradeArabia News Service