Ford has long been the auto company most associated with grit and legacy, rather than tech. But thanks to a developing deal with Volkswagen, that reputation is about to change.
Volkswagen and Ford have spent recent months negotiating a partnership to tackle what most experts say is the future of travel: driverless vehicles. This exciting news comes on the heels of other developments, including a major grab at unifying Ford’s customer experiences at the hands of one of Ford’s great-great grandchildren.
Elena Ford will use her reputation as a listener to better understand how customers want to work with the automaker.
Ford recently announced that Elena Ford, the great-great granddaughter of the company’s founder, has been promoted to a new role designed specifically to create a more smooth and enjoyable experience for customers all over the world. Elena Ford’s new position is chief customer experience manager. Her goal is to work with all Ford departments to make sure that no matter where customers are in the world, they all have the same positive experience.
Another element of Elena Ford’s position is building longevity. Elena Ford wants dealers to develop long-term relationships with both Ford customers and potential buyers. She sees the purchase as the beginning of a journey that continues throughout the lives of customers, so when Ford customers’ lives change – such as when a couple becomes empty nesters – they buy another Ford for that new lifestyle.
Elena Ford has significant experience serving customers within the organization, including through technology. She was responsible for the development of the FordPass app, which now serves as the tech entry point for both Ford car users and potential buyers. The app was designed to be a single-serve platform for drivers, allowing them to sync their information with service providers, dealers, and more. The app has been extremely well-liked by users and holds a 4.5 star rating in Apple’s app store.
Ford’s recent foray into technology has been a major development for the company. After the app was released to positive reviews, Elena has been busy developing the next-stage strategy for customer experiences all over.
Ford also just made the announcement that the company is doubling down on technology. At a recent convention in Israel, a Ford executive and great-great grandson of the founder discussed how Ford plans to invest $1 billion over five years in a company that specializes in AI and machine learning. The technology will be used to perfect driverless vehicles for Ford, among other things.
The company also recently opened a research center in Tel Aviv, where Ford’s research, development, and advanced engineering teams will huddle to develop everything from sensors to automated systems to in-vehicle monitoring and even cybersecurity.
“We recognize the importance of being in one of the world’s leading innovation communities and ecosystems,” said Bill Ford, executive chairman, in a statement. “This new center is not only an expansion of our existing Research and Innovation centers but provides an opportunity to join a growing innovation community in Israel.”
In the meantime, look for Elena Ford to use her tech skills and reputation as a listener to better understand how customers want to work with the automaker. From building loyalty that lasts a lifetime to unifying the Ford experience across numerous channels, expect Elena Ford to create a second-to-none experience for Ford fans.
Dil Bole Oberoi“Whether it is getting oil changed or dealing with a call center, experience is important,” she said in an interview with the Detroit Free Press. “Loyalty is very important. We want to be easy, thoughtful, and caring about the way we handle situations.”
