Seeing the How by Allen P. Adamson

Author:Allen P. Adamson
Language: eng
Format: epub, pdf
ISBN: 9781637742969
Publisher: BenBella Books, Inc.
Published: 2023-01-19T00:00:00+00:00

Taking a page from hotels and other industries that rely on ongoing relationships, Deering developed a Ford mobile app, putting power in the hands of the consumer to ask for and coordinate what they want and when they want it, whereas in the past they were at the mercy of what the dealership may or may not be willing to provide. For the first time, Ford has built a digital team.

On the app, you have the ability to book appointments based not on some vestigial relationship with the specific sales source but on what is easiest for you. If you want to buy your car on the app, “with about nine clicks you can purchase and arrange to pick it up at the dealership of your choice. Very easy. No friction.”10 If you want to service your car five towns over because that’s where your kid’s orthodontist is, you have the same access to appointments as those who live in that town. If you want to have the first service appointment of the day and it’s worth driving a little more to get it, you can do that. Maybe you want to be picked up, or maybe you want the car to be picked up and delivered somewhere else—all that can be done as well. The app embodies frictionless communication and interaction from the get-go.

In order to bring concierge service, you have to make access to service easy. Deering saw the extent to which concierge service is far easier to provide when the technology is there to make it possible. And she understands the limits of what tech can provide and where the human factor is vital.

We still believe there has to be a human involved. It’s a pretty fascinating data point about which we did some testing. Even if you go through a buying experience on an e-commerce site and they think it’s fantastic and wonderful that with very few very easy steps you can get to a purchase, customers still want somebody they can call and ask a question to. Or, they still want to be able to go into a dealership—but not to be sold to, just to ask a couple of questions.11

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