'Video Snacks' Feed Ford Buyers' Hunger for Feature Familiarity

For Ford owners craving extra help figuring out the features of their vehicle, the automaker has cooked up "video snacks." As part of a new vehicle-orientation program launching this week at dealerships nationwide, a library of short videos explaining how to use specific vehicle features like remote start, MyKey, integrated blind spot mirrors and the often-maligned MyFord Touch multimedia system will be available online.

According to Ford, while a customer is completing the sales transaction for a new vehicle at the dealership, the salesperson will walk him/her through an orientation guide of specific features he/she would like to learn about. That list of selected features is then emailed to the customer with a link to a corresponding video snack, which he/she can watch when and where he/she pleases. The salesperson keeps a copy of the list for review of any training items the customer may have missed when the vehicle was picked up.

The video snacks are a blend of video and animation with narration and focus on specific features; the information in each video applies across the brand's lineup. Customers are notified by email where they can view the videos, which are also posted to the "Know Your Vehicle" YouTube channel. Ford determined which features most people wished to learn more about, in part, by reviewing buyer research received 30 to 90 days after purchase.

"We know that just because a cool feature is available doesn't necessarily mean it is being recognized or used by the consumer," said Andrew Ashman, Ford and Lincoln consumer experience manager. "Our goal is to simplify and enhance the sales experience by providing customers with the resources they need when they need them so that they can fully enjoy all the benefits their vehicle has to offer them."

According to Ford, the program helps dealers get a better idea of what customers wish to know about as opposed to just presenting a predetermined training agenda. The program is part of Ford's Global Consumer Experience Movement, a program intended to engender a feeling of customer control during the car-buying process. Check out the video above to see an example.

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By Matt Schmitz | April 15, 2013 | Comments (0)

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