Ford Debuts FordPass Rewards Program


FordPass laptop
Credit: Ford
From simplifying the vehicle leasing process to saving customers time on maintenance to rewarding their loyalty, Ford Motor Company is aiming to make each part of its ownership experience easier and worry-free.

To that end, the brand is launching a new FordPass rewards program, opening a new customer call center, and expanding a pilot mobile service, all of which are designed to meet the needs of its customers.

“The customer experience is the most important area we can invest in to become the world’s most trusted company,” said Elena Ford, the company’s chief customer experience officer. “The real measure of our success as a company is keeping customers’ loyalty over time.”

FordPass Rewards

FordPass rewards in a new customer loyalty program that goes along with the mobile platform where owners can already monitor their vehicles, find parking spaces or make service appointments. The rewards program rolled out in April and officially launches with 1 million active members. With this program, customers who purchase or lease a new Ford vehicle will receive points they can use toward complimentary maintenance, parts, service or a new vehicle at participating Ford dealerships.

New Call Center

Ford says it’s also doing more to communicate with its customers. It’s opening a new nationwide contact center in Houston that will bring more than 500 jobs to the community. Located in the heart of the world’s largest truck market, the center has a group of specialized agents solely dedicated to serving truck owners – Ford’s largest, most loyal and demanding customer groups – across the United States.

This contact center, which will be the prototype for all Ford call centers globally, works on an “own the call” model. Taking a cue from how Lincoln does it, Ford says its call agents will stay with the customer from first contact until every service and experience matter is resolved, rather than passing the customer to other departments. In addition, phone trees are replaced by voice-activated calling, helping owners reach customer-service experts more quickly.

Ford Mobile Service Pilot

Ford is also expanding a new U.S.-based mobile service pilot,, which brings vehicle maintenance and light service to customers at home, at work or just about anywhere a customer wants. The automaker says its research shows that customers like the idea of vehicle service coming to them. It also appeals to competitive brand owners who would consider Ford solely based on mobile service. Others said they would be interested in using mobile service for their current non-Ford vehicle. The pilot currently runs in California and will expand this month to dealers in Texas, Illinois, New Jersey and Florida. Based on results, Ford will decide later whether to expand it.

Easy Lease Renewal

Ford Credit meanwhile has developed two pilot programs designed to make lease renewals worry-free. These two programs were created after the credit team studied the market, the process and its customer base, reviewing the leasing journey from start to finish. The team sifted through hundreds of customer comments, creating:

  • Personal Lease Assistant: Personal lease assistants will help about 1,000 customers of select dealers in Philadelphia and New York navigate the lease renewal process.
  • Drive New, Now: By knowing the customer, Ford Credit can provide personalized vehicle offers – making sure customers are provided with the right vehicle at the right time.

This year, Ford says it’s already has doubled its investment in customer experiences, aiming to increase loyalty to Ford by further improving customer advocacy through programs that show appreciation to its long-term customer base.
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