FORD REDEFINES CUSTOMER SERVICE

Ford continues its drive for consumer experience innovation with the opening of two new-format stores, The Ford Store by North Harbour Ford and Ford Link by Capital City Ford. While the two stores are very different in size, both have a similar but non-traditional take on what it means to be a car dealership. Ford’s new direction aims to meet changing customer expectations. The company recognizes that, when it comes to service, today’s customers compare all their experiences regardless of the product, service, or industry. The new stores have been designed for optimum guest experiences as no-pressure, no-hassle environments where customers can explore Ford vehicles and services at their own pace using digital aids. The Ford Store by North Harbour Ford officially opened to the public on 10 November. It features a 2000m² showroom that can comfortably house as many as 40 vehicles indoors. “The concept behind the store revolves around the premise that visitors are not merely customers, but guests,” says Steve Fraser, North Harbour Ford dealer principal. “We designed the store around this notion, aiming to redefine the guest experience through a range of innovations, including transforming traditional sales roles into brand ambassador roles, removing desks from the showroom, and equipping staff with iPads rather than desktop computers.” Located on the ground floor of Wellington’s new waterfront PWC Centre, Ford Link will have a welcoming, cafe-like ambience, enjoying uninterrupted light and views of the inner harbour. “The intention of the Ford Link store was to create a retail experience that would appeal to, and be convenient for, Wellingtonians working in the CBD or enjoying our waterfront,” said Matt Carman, Capital City Ford dealer principal.