Ford Thailand has boosted the attractiveness of its after-sales service by launching what it calls the Scheduled Service Plan (SSP), a programme that will save customers more than 15 per cent of recommended scheduled-maintenance costs.
Customers buying into the SSP when buying a new car will fill future maintenance costs for items like engine oil, filters and spark plugs. Labour costs are also included.
The SSP is sepatate from the three-year, 100,000-kilometre warrantly that comes with new Ford vehicles. Customers can buy different packages, depending on how long they want to stay with the plan, ranging from 18 to 63 months. Buying into the SSP for a new Ford Focus will cost between Bt2,900 and Bt14,200. All vehicles in the Ford Thailand's portfolio qualify.
"With the SSP programme, we wanted to take the stress of future price increase off of our customers," said Wichit Wongwatthanakan, vice president for customer service.
"Besides this, customers receive genuine Ford products, with quality assured. The SSP programme adds to the Ford Solutions brand, which places great importance on customer service and satisfaction. With SSP, Ford is taking the risks involve in future price inflation and giving customers more peace of mind."
The Ford Solutions brand is an after-sales programme launched in 2007 and aimed at boosting customer satisfaction. Initially, it included only extended-warranty programmes and 24-hour roadside assistance. In 2007, 22.4 per cent of new Ford buyers bought into it. Last year, that figure reached 37.8 per cent, and it is expected to be 45 per cent this year.
"Most who have opted for the Ford Solutions programmes have bought 24-hour roadside assitance. This is especially useful for women drivers, who run the risk of a flat tyre or other technical difficulties at night. Most of the calls we get for assistance are cases of fuel running out, flat tyres and even locking the keys in the car.
"We prelaunched the SSP programmed two months ago at our dealerships, and the response has been very good. Customers instantly understand the benefits of such a programme," Wichit said.
The number of new Ford customers using after-sales service at dealerships for maintenance like oil, filter and spark plug changes is about 95 per cent in the first year of ownership. This drops to 70 per cent by the third year as customers turn to local garages for maintenance work.
Wichit said he expected the percentrage seeking to use after-sales services at dealerships to increase 2-3 per cent with the launch of the SSP programme.
There are 150,000 Ford customers in Thailand.
Tuesday, August 25, 2009
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