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Pivoting to "between-purchase" loyalty with Ford

The car manufacturers have for years focused on creating and manufacturing cars that generate loyal repurchase. Now Ford has come to the realization that it needs to maintain a connection between purchases. One of the keys to a continuous positive experience is figuring out how to make service calls, handled by Ford dealers, more integrated with with the rest of the customer journey. 

The Detroit News: Ford rolls out rewards, moves to boost 'customer experience', 2019-May-02 by Ian Thibodeau

The automaker on Thursday announced a string of "customer experience" pushes under Elena Ford, the company's chief customer experience officer. They include a new rewards program through the FordPass smartphone app, a new call center in Houston focused on servicing truck customers, and pilot projects for vehicle service house-calls and early lease-renewal programs.

"We have good loyalty, but we need more," Elena Ford said. "We want customers to keep coming back. We benchmarked the best companies, and we said this is the way we want to go."

She and her team spent months meeting with executives at companies like Apple, Delta Airlines and Marriott International to rethink how the carmaker could give customers better reasons to use the FordPass app that was introduced nearly three years ago. The company also compared its dealerships and experience centers to those at Apple.

The customer-experience team is focused mainly on making people feel good about owning a Ford product. The new loyalty program would allow app users to rack up points for scheduling vehicle service through their dealer. In return, the points can be used toward oil changes and other regular maintenance, or saved to be used toward a new lease.

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