Differentiating Ford Retail in a congested marketplace | Customer Plus – the award-winning customer experience consultancy

Differentiating Ford Retail in a congested marketplace

20,000 nominations for customer service excellence

Ford Retail is the UK’s largest Ford Dealer Group owned by Ford Motor Company. Formed by amalgamating independent dealerships with widely varying operating operations and cultures, the group encompasses several brands including Dagenham Motors, Polar Ford, Brunel and Heartlands. Ford Retail employs over 3,000 people at 65 sites across the UK and Ireland.

Making every customer experience a great one

In 2008 Ford Retail’s vision was to create a consistent service culture so that every customer’s experience was a great one. They put employee engagement first-and-foremost and asked Customer Plus to create a behaviour transformation programme that could:

  • Increase Ford Retail’s net promoter score
  • Involve the whole company so that all employees gained a nationally recognised customer service qualification
  • Reduce complaints
  • Improve employee morale, satisfaction and engagement
  • Improve customer retention

Seven years of successful partnership later, our response – the Moments of Truth programme – has gone on to win awards year-on-year and deliver clear business performance improvements through a primary focus on the customer experience.

In 2014 Ford Retail rebranded as TrustFord, perhaps the greatest proof of the programme’s success in embedding a customer-focused culture as a mark of differentiation.

Engineering a behaviour transformation programme

We developed the Ford Retail Moments of Truth programme through 15 months of consultation with leadership, employees, and over 500 customers nationwide.

The consultation established the values customers expected and wanted, and armed with this insight we devised an engagement strategy to ensure its success.


We’ve been really impressed with the results the Moments of Truth programme has delivered. The proof has really been in the pudding – Customer Plus have delivered spectacularly against every measure we set them.  Quote_small

John Leathem – Customer Experience Director, Ford Retail

Delivering results against every measure

  • Ford Retail’s Net Promoter Score, one of the key measures of customer satisfaction the programme set out to address, has increased from 81.3 to 86 for car sales and 66 to 68 for servicing
  • On the bottom line, through the recession and a difficult trading environment for auto dealerships Ford Retail grew sales by 8 per cent
  • Employee turnover has dropped 35% since the programme began; employee satisfaction is up 15%; internal survey response rates are up 72% and the perception of the importance of customer service has increased by 20% across the business
  • Customers have backed the programme, making over 20,000 nominations for staff who delivered a great customer experience through the ‘You make the moment’ reward and recognition scheme
  • Every single one of the company’s 3,300 employees has been trained and received either a NVQ or a Ford Retail Diploma in customer service
  • The programme has won awards year-on-year for efficacy including the CIM Marketing Excellence Awards 2010, National Customer Service Awards 2010, the MCA awards 2011 and the Customer Service Training Network awards 2013


Net Promoter Score