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Ford Customer Experience Investment Continues with Digital Kiosks at Dealerships

  • Digital kiosks placed inside and outside of dealership service areas enable quick check-in and service selection
  • This pilot program along with others such as mobile maintenance services and pick-up and delivery are all part of a re-invigorated approach to delivering more personalized, convenient experiences that drive loyalty to the Ford brand

DEARBORN, Feb. 20, 2020 – Last fall, Ford began piloting digital kiosks in dealership service areas to improve the check-in experience in seven Ford dealerships across the US. This and other initiatives are part of an ongoing effort to make each piece of the vehicle ownership experience more personalized, convenient and transparent.

“Our goal is to change the perception of the dealership experience,” said Robert De Filippo, global director, Ford Retail Customer Experience. “We can start to do this by meeting rising expectations for fast and reliable service and letting each customer know they matter to us.”

Liberty Automotive Group in Ohio is one of the Ford dealerships involved in the pilot program. As a result of the increase in efficiency and customer satisfaction from the digital kiosk in their Brunswick location, the automotive group recently purchased additional kiosks for some of its other locations.

 “The way I see it, there are two types of customers,” Andrew Bellavia, Chief Operating Officer of Liberty Automotive Group said. “Customers who are coming in for quick service or maintenance on low-mileage vehicles who want to get in and out quickly, and then customers who have unique cases that they want to discuss in-depth with our service staff. These kiosks provide an option to the customer who wants to move fast, freeing up service advisors to address the more complex concerns.”

Bellavia said in December the kiosk in the Brunswick location assisted 241 out of roughly 1,100 customers, and 85 percent of these said the kiosk made their check-in process easier. According to Bellavia, a kiosk check-in on average takes a quarter of the time of a service advisor check-in.

Across the seven pilot dealers, the average customer check in time using the kiosk is just over two minutes. Additionally, 84 percent of Bellavia’s users said the kiosk made their check in experience easier and 90 percent said it was able to answer all of their questions.

The Kiosk Experience

Imagine pulling up to a busy service area. All service advisors are busy assisting other customers. A wait seems eminent. Enter the digital service kiosk. Not unlike digital kiosks seen in other retail establishments such as fast-food or airline travel, digital kiosks in dealership service areas allow customers to check-in and select services without interaction with a service advisor.

Upon approaching the kiosk, the customer is prompted to enter their phone number via touchscreen. From there, the customers’ primary information is displayed for verification of name, address, vehicle type, and preferred method of contact. The customer then chooses the services their vehicle needs from various menu options and selects how they would like to be contacted with updates regarding their vehicle service. Recalls pertinent to the customers’ vehicle also are displayed on the screen during the check-in process.

Outdoor versions of the kiosk also are being piloted to provide access to vehicle drop-off or pick-up any time of day or night, regardless of service center hours. Outdoor kiosks offer similar options as the indoor iterations and will eventually have the added capability of accepting and delivering keys.

About Ford Motor Company

Ford Motor Company (NYSE: F) is a global company based in Dearborn, Michigan, that is committed to helping build a better world, where every person is free to move and pursue their dreams.  The company’s Ford+ plan for growth and value creation combines existing strengths, new capabilities and always-on relationships with customers to enrich experiences for and deepen the loyalty of those customers.  Ford designs, manufactures, markets and services a full line of connected, increasingly electrified passenger and commercial vehicles:  Ford trucks, utility vehicles, vans and cars, and Lincoln luxury vehicles.  The company is pursuing leadership positions in electrification, connected vehicle services and mobility solutions, including self-driving technology, and provides financial services through Ford Motor Credit Company.  Ford employs about 182,000 people worldwide.  More information about the company, its products and Ford Motor Credit Company is available at

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