Dealers can play a bigger role in ensuring customer satisfaction
It can be dangerous out on the cutting edge. That’s a lesson Ford is learning as consumer backlash over its MyFordTouch telematics and infotainment system have precipitated a dramatic plunge in the brand’s J.D. Power IQS and Consumer Reports reliability rankings.
Inherent in that lesson is recognition of the dealer’s significant role in making sure customers fully understand and know how to operate the advanced technologies in their vehicles — regardless of the specific technology or brand. It’s a cautionary tale worth taking to heart, at both the OEM and dealer levels.
MyFordTouch is an integrated information, entertainment and control system that replaces conventional controls for audio, HVAC and other systems with a combination of voice commands and touch-screen functions. It put Ford right out there on the leading edge of the convergence movement, which is blurring the lines between conventional automotive and consumer electronics technologies so they can share resources and interact with each other synergistically.
But, while it may be totally intuitive for the iPod and iPhone generation, including the young geniuses who designed it, it has proven to be less so for a large cross-section of Ford (and Lincoln) buyers.
Customer satisfaction down
In J.D. Power and Associates’ 2012 Initial Quality Study (IQS), Ford dropped from fifth to 23rd in overall ranking, which reports on problems during the first 90 days of ownership. That drop was not totally but in large part due to customer dissatisfaction with MyFordTouch. Similarly, Lincoln dropped from eighth to 17th in that study, largely because of the parallel MyLincoln Touch system.
In the latest Consumer Reports’ reliability survey, Ford fell from 10th to 20th place overall. Once again, the reason wasn’t totally MyFordTouch, but the magazine identified customer frustration with the system as a significant factor in Ford’s declining satisfaction rankings.
It’s important to note that, in both cases, it wasn’t a reliability issue per se that upset the customers. True, there were some reports of the systems ‘freezing’ and of voice commands that didn’t always work. But the primary concerns were understanding and ease of use — or lack thereof.
According to Consumer Reports, buyers consistently requested better explanations on how the system worked, including both personalized training at their dealers and better tutorials on the Internet.
Responsibility doesn’t end with the sale
The irony in this situation is that many owners credited the availability of MyFordTouch as a major reason they bought their cars. Which suggests that both Ford’s marketing and their dealers’ salespeople were effective at selling the benefits of the technology. What may have been less effective was their dedication in tutoring their customers in its use.
It’s a problem Ford has recognized and taken action to resolve. The system has been substantially redesigned for the 2013 model year, making it faster, simpler and easier to use. And — the big benefit of software — versus hardware-based technology — the changes will be made available to owners of vehicles equipped with the current system, on a no-charge basis.
In addition, Ford says it has begun providing more instructions and information on how to best utilize the capabilities of the system, adopting programs modeled after what consumers experience when purchasing a new consumer electronic device. First, the company has added a new MyFord Touch support website featuring how-to videos (www.syncmyride.com). Second, it plans to offer free “SYNC My Ride” personalized training sessions for new owners through Ford dealers.
This whole scenario is an excellent example of an OEM listening to customer feedback and taking measures to respond positively to customer concerns. But it would have been even better if there had been no need to take those actions.
The dealer’s changing role
It’s not my purpose in citing this example to criticize Ford in any way. Similar situations have arisen with other manufacturers that have introduced advanced technologies, perhaps before they were quite ready for prime time. And few, if any, have been as quick and sensitive in their responses to customer feedback. So kudos to Ford in that regard.
Rather, my purpose is to point out that the world is changing very quickly in technological terms — perhaps faster than some of your customers are able to keep up. Consequently, your role as a dealer must also change, to ensure that buyers are fully trained in the operation and use of all the high-tech features your vehicles now offer, before they drive out the door.
It’s no longer a case of just shaking their hands and handing them a key.
