Ford Aims to Boost Consumer Satisfaction

Acknowledging that it has customer satisfaction problems it can no longer afford, Ford Motor Co. this week began rolling out a program aimed at spiffing up dealership facilities and improving consumer reaction to the sales and service processes. The initial program, Blue Oval Certified, is being unveiled at the Ford Division’s winter dealers meetings this month in Las Vegas. Blue Oval Certified, similar to DaimlerChrysler’s Five-Star Dealer program, is meant to reward dealers who meet Ford’s criteria for customer service and to let consumers know which dealers have agreed to go the extra distance. Of Ford’s 4,200 dealers, 116 are in Southern California. Ford Division President Jim O’Connor said the company has retained Agoura Hills-based customer satisfaction specialist J.D. Power & Associates to oversee the program and evaluate dealers who apply for the special certification. The division ranks 23rd of 36 automotive brands in J.D. Power rankings of customer satisfaction with the sales process, and 26th in customer satisfaction with service processes. Ford, O’Connor said, needs “substantial improvement in consumer satisfaction.” He said other Ford units--the Jaguar, Volvo, Lincoln and Mercury brands--would have their own versions of the program.