Ford Motor has initiated a revolutionary training scheme for over 3,000 affiliated U.S. dealers that relies on artificial intelligence (AI) and a user-friendly interface much like Netflix and YouTube. The “Ford University” platform serves to enhance customer service, further engage employees, and amass significant data to support business decisions and dealers alike.
Global director of dealer training and productivity at Ford, Abby Vietor, asserted, “We aim to develop a high-impact training program that measurably boosts the skillsets of individual employees,” during a press briefing. Notably, Vietnamese has been overseeing Ford University since her appointment in March 2023.
Proportionally, dealership employees hold considerable might in the company’s sales performance, overall customer engagement, and satisfaction quotient. There is a popular belief amongst automakers that an elevated dealer experience results in satisfied customers, contributing to return business. These employees play a critical role in educating general consumers about electric vehicles, including entirely electric models.
Debuting offers an extensive array of training resources, including traditional print-based ones. However, the automobile manufacturer plans to phase out text-based learning gradually, introducing a blend of modules – from “AI supported missions” to informative videos. The key attraction of the training scheme is its heavy reliance on video content and “gamification,” a game-based learning system designed for better engagement and retention.
“It much more fits today’s society and the way people learn today,” stated Peter Battle, a seasoned dealer and general manager at the Pat Milliken Ford in Michigan about the pedagogical shift. Further pointing out that, “They don’t learn by opening an owner’s manual and reading what their car does.”
The current Ford University program includes an array of videos focusing on electric vehicles – including models like the Ford F-150 Lightning and Mustang Mach-E, and other general topics such as EV charging and installation. The automaker identifies a lack of understanding around possibilities with electric vehicles as one of many roadblocks contributing to slower adoption of electric models.
To address this, Ford University will also use AI-aided coaching tailored to amplify employees’ knowledge and communication prowess. As an example, they might undergo a practice conversation with an AI tool that analyzes them on aspects like enthusiasm, knowledge, etc. The results and specific areas for improvement will guide the platform in suggesting further videos or information.
Kathy Munos, Ford’s manager of dealer training and productivity, shared the agenda behind the platform, “practice, practice, practice.” The AI was developed with generative pre-trained transformers (GPT) in collaboration with Microsoft’s Azure Copilot.
While the initial rollout of Ford University prioritizes front-of-the-house positions like salespeople, plans for its coverage expansion to service workers and other technical departments are in the works.
