Ford Motor Company is revolutionising employee training for its franchised dealerships with the launch of “Ford University,” a new platform integrating artificial intelligence (AI) for coaching evaluations. Scheduled for launch on Wednesday, this innovative program is set to transform the way dealership employees learn and engage, taking inspiration from the user-friendly interfaces of streaming services like Netflix and YouTube.
The primary objectives of the Ford University initiative are to elevate customer service standards, foster better employee engagement, and equip dealerships with valuable data insights to drive business performance. With over 3,000 U.S. franchised dealerships set to benefit from this program, Ford aims to create a more efficient and impactful training experience for dealership personnel.
Abby Vietor, Global Director of Dealer Training and Productivity at Ford, emphasized the significance of data-driven training strategies in driving measurable improvements in employee skills. She underscored the pivotal role of dealership employees in shaping customer experiences and fostering brand loyalty, highlighting the critical need for continuous learning and development in the automotive industry.
Ford is Modernizing Training Methods
Ford University marks a significant departure from traditional training approaches, leveraging cutting-edge AI technology to deliver personalized learning experiences. Recognizing the evolving preferences of today’s workforce, especially among younger demographics accustomed to digital consumption habits, the platform offers a diverse range of interactive modules, including AI-supported missions, video tutorials, and gamified learning tools.
Peter Battle, a corporate coach and veteran dealer general manager, hailed the shift towards video-based training as a reflection of contemporary learning trends. He emphasized the importance of adapting training methodologies to cater to diverse learning styles, stating that the days of traditional text-based manuals were behind us.
Focus on Electrified Vehicles
A key focus area of Ford University is education and training around electrified vehicles (EVs), including all-electric models like the Ford F-150 Lightning and Mustang Mach-E. With the electrification of transportation rapidly gaining momentum, Ford recognizes the importance of equipping dealership staff with the knowledge and skills to communicate the benefits of EV technology to customers effectively.
Vietor reiterated the significance of EV education within the training curriculum, acknowledging the evolving nature of customer conversations surrounding electrified mobility solutions. By ensuring that dealership employees are well-prepared to address customer inquiries and concerns related to EVs, Ford aims to accelerate the adoption of sustainable transportation alternatives.
AI-Powered Coaching and Evaluation
One of the standout features of Ford University is its AI-powered coaching capabilities, designed to enhance employee knowledge and communication skills. Leveraging generative pre-trained transformers (GPT) technology and Microsoft’s Azure Copilot, the platform enables employees to engage in simulated conversations and receive personalised feedback based on AI assessments.
Kathy Munoz, Ford’s Manager of Dealer Training and Productivity, emphasised the platform’s emphasis on practice and continuous improvement, likening it to the personalised recommendations offered by popular streaming services. Through AI-driven insights and targeted recommendations, Ford University aims to empower dealership employees to deliver exceptional customer experiences and drive business success.
In conclusion, Ford’s introduction of the Ford University training platform represents a significant step forward in reimagining employee development within the automotive industry. By harnessing the power of AI and embracing modern learning methodologies, Ford is paving the way for a more informed, skilled, and customer-centric dealership workforce.
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