Ford would like to get closer to its customer and have a longer relationship with them, Ford of Britain boss Nigel Sharp has revealed at the Paris Motor Show.
Speaking with headlineauto.co.uk he said, “I’d like to do business with our customers for longer and one of the advantages of longer warranties is that you have a longer relationship with customers,” he said.
“It’s something we are looking at because the use of our network service bays is not as high as we would like. Ford drivers, particularly the second and third owners perceive the main dealer to be more expensive but it will have the best technical know-how and facilities.
“We’re working on what strategic moves to make. We’re also working on our customer relations because we need to be more consistent in the way we handle customers – one way of growing sales is not to lose customers,” he said.
One area under study is the introduction of electronic customer service records which would help dealers keep in better touch with customers.
Sharp added: “We need more consistency in the way we treat our customers and invest time and effort in the relationship.”
Subscribe to Motor Trade Insider by Email