Ford steps up after sales support actions across the Middle East

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 Chris Noel, Ford Middle East's regional director of Customer Service.

"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," added Noel.

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," he 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% 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," explained Noel. "In a recent consumer focus group study, commissioned by Ford, 'quality of service' was one of the key factors cited by 87% of Ford Lincoln and Mercury customers across the region, when it came to choosing a service provider for their vehicle.

"The after sales experience represents the biggest chunk of the overall vehicle ownership experience, and the dealership's level of customer service is vital to the business over the long run. That's why our dealers have invested considerably in developing their service facilities, genuine parts stock as well as training their teams.

"Today, Ford after sales service levels in the Middle East are among the best in the industry and this complements the world-class high quality vehicles that we offer throughout our state-of-the-art dealership facilities," Noel said. "And this is more of a reason why we should maintain these standards if not reset the benchmark and aim higher."

Brand Protection

Ford Middle East has already stepped up its brand protection efforts in the fourth quarter of 2008, and this will be one of the main areas of focus for Alexander Liske, Ford Middle East's newly appointed Brand Protection manager.

Liske, a German national, comes with a rich Brand Protection experience from Germany, Russia as well as the GCC and Levant region.

Liske will be working closely with local authorities around the region to prevent counterfeit Ford and MotorCraft parts from reaching Ford customers. He currently represents Ford Motor Company on the board of the Brand Owners' Protection Group.