- Digital kiosks placed inside and outside of dealership service areas enable quick check-in and service selection
- This pilot program along with others such as mobile maintenance services and pick-up and delivery are all part of a re-invigorated approach to delivering more personalized, convenient experiences that drive loyalty to the Ford brand
Last fall, Ford began piloting digital kiosks in dealership service areas to improve the check-in experience in seven Ford dealerships across the US. This and other initiatives are part of an ongoing effort to make each piece of the vehicle ownership experience more personalized, convenient and transparent.
“Our goal is to change the perception of the dealership experience,” said Robert De Filippo, global director, Ford Retail Customer Experience. “We can start to do this by meeting rising expectations for fast and reliable service and letting each customer know they matter to us.”
LaFontaine Ford of Birch Run is one of the first Ford dealerships in the nation involved in the pilot program.
“We are proud to partner with Ford on this exciting new technology that is designed to better serve our customers,” said John McLellan, service manager, LaFontaine Ford of Birch Run. “These kiosks provide a new option for customer who are in for quick service or maintenance, while allowing our knowledgeable service advisors more time to work with customers that have more complex repairs.”
Across the seven pilot dealers, the average customer check in time using the kiosk is just over two minutes. Additionally, 84 percent of users said the kiosk made their check in experience easier and 90 percent said it was able to answer all of their questions.
The Kiosk Experience
Imagine pulling up to a busy service area. All service advisors are busy assisting other customers. A wait seems eminent. Enter the digital service kiosk. Not unlike digital kiosks seen in other retail establishments such as fast-food or airline travel, digital kiosks in dealership service areas allow customers to check-in and select services without interaction with a service advisor.
Upon approaching the kiosk, the customer is prompted to enter their phone number via touchscreen. From there, the customers’ primary information is displayed for verification of name, address, vehicle type, and preferred method of contact. The customer then chooses the services their vehicle needs from various menu options and selects how they would like to be contacted with updates regarding their vehicle service. Recalls pertinent to the customers’ vehicle also are displayed on the screen during the check-in process.
Outdoor versions of the kiosk also are being piloted to provide access to vehicle drop-off or pick-up any time of day or night, regardless of service center hours. Outdoor kiosks offer similar options as the indoor iterations and will eventually have the added capability of accepting and delivering keys.
**Information provided via Ford Media Site**