“This is one of the most significant initiatives ever undertaken by Ford Retail. Given the state of the economy, Moments of Truth will be more important than ever as customers become even more demanding. Customer service and value for money will be at the top of their agenda; this is how we will stand out from the competition.” John Leathem, Customer Experience Director, Ford Retail.

‘Moments of truth’ – 20,000 nominations for customer service excellence.

The Client:

Ford Retail Group, now operating as TrustFord, is an operator of franchised motor car dealerships in the United Kingdom and Europe. In addition to selling new and used cars, Ford Retail Group dealerships also operate a full garage workshop, repair and service centre.

Key Benefits:

  • A reliable assessment of the current level of stakeholder engagement was made
  • Successful development and integration of a compelling customer service training programme
  • Competitive position enhanced – Due to increased staff retention and customer satisfaction

The Challenge:

In 2008 Ford Retail’s vision was to create a consistent service culture so that every customer’s experience was a great one. As part of their efforts to prioritise service quality, Ford Retail asked Customer Plus to create a behaviour transformation programme that would increase their NPS, involve the whole company so that all employees gained a nationally recognised customer service qualification, reduce complaints and improve employee morale and engagement.

The Work:

Customer Plus launched a compelling customer service vision and identified model behaviours. Our consultants then developed a branded training programme, Ford Retail Moments of Truth, through 15 months of consultation with leadership, employees, and over 500 customers nationwide. The programme consisted of a new performance management and rewards system, a leadership scheme which positioned a customer service champion in each dealership, and a series of training workshops to instil service values across the organisation.

The Results:

Customer Plus helped Ford Retail to:

  • Reduce employee turnover by 35%
  • Increase employee satisfaction by 15%
  • Increase internal survey response rates by 72%
  • Increase the perception of the importance of customer service by by 20% across the business