One of the remarkable facts about Ford is the accessibility of its dealership network to customers across the United States. With nearly 3,000 dealers employing 164,000 salespeople, technicians, and service managers, Ford's presence is felt in almost every corner of the country. While this extensive network brings convenience to customers, it also poses challenges in effectively communicating the array of new products, software, and services that Ford continuously delivers.
In response to this challenge, the introduction of Ford University represents a cutting-edge training and productivity platform designed to empower dealers to become product specialists for customers. Ford's commitment to customer service spans over 120 years, dating back to its first dealership in San Francisco in 1903. Since then, the rapid expansion of the dealer network has been fueled by the company's dedication to guiding customers through the ever-evolving automotive landscape.
As the automotive industry undergoes transformative changes driven by electrification and software-defined vehicles, customers increasingly demand transparency and simplicity in their shopping experience. They seek specialized support to navigate the latest vehicle technologies seamlessly. Concurrently, dealers face the challenge of keeping pace with the swift introduction of new products and technology developments.
This shared need for specialized support and guidance has led to the creation of Ford University. Since joining Ford from the tech industry over a year ago, Abby Vietor's goal has been to reimagine the customer purchase experience. A dynamic team of video producers, content creators, and training specialists has been assembled to craft engaging content that reinforces complex topics and information.
By utilizing spaced reinforcement techniques, the aim is to enhance long-term knowledge retention among dealer employees. The "teach, show, practice, reinforce" framework ensures that dealers are not merely salespeople but trusted advisors equipped with the stories, insights, and knowledge needed to forge genuine connections with customers.
Ford University is a revolutionary digital and video-based dealer training platform accessible anytime, anywhere. Featuring personalized, data-driven dashboards for each dealer employee, gamified learning experiences, and 24/7 on-demand AI-supported virtual coaching, it represents a significant leap forward in dealer training and productivity.
Ford University is set to roll out to Ford dealers across the United States starting May 1, with plans for further expansion. This platform underscores the company's commitment to providing customers with even more knowledgeable and skilled dealers, thereby enhancing the value of every customer experience. The positive changes Ford University will bring to customers and dealers alike are eagerly anticipated. It's a win-win for everyone.
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