Ford Motor has introduced a new training program called “Ford University” for its franchised dealers in the United States. The program utilizes artificial intelligence (AI) and gamification to improve customer service, engage employees, and provide valuable data for the company. Ford aims to create a training platform that is impactful and measurable in developing employees’ skills. Abby Vietor, the global director of dealer training and productivity, states that this program is a rich source of data that Ford has not had access to before.
The automotive industry heavily relies on dealership employees to drive sales, performance, and customer satisfaction. The better the dealer experience, the more likely customers are to become repeat customers. Additionally, these employees play a crucial role in educating mainstream consumers about electrified vehicles, including all-electric models. The “Ford University” platform represents the most significant change in dealership employee training since the transition from physical handbooks to digital resources in the early 2000s.
The training program emphasizes video-based education and gamification to engage and retain employees. Traditional word-based training will be phased out and replaced with a mix of modules that include AI-supported missions, videos, and other learning tools. This shift aligns with the way people learn in today’s society, as individuals are less likely to rely on manual reading and prefer interactive and visual learning experiences.
At the launch of Ford University, many of the available videos focus on electrified vehicles, such as the Ford F-150 Lightning and Mustang Mach-E. There are also general topics covered, including education about EV charging and installation. Ford recognizes that a lack of understanding around EVs is hampering their adoption rates. By training employees to effectively speak about EVs, Ford aims to bridge the knowledge gap and promote EV awareness among consumers.
The AI component of Ford University is designed to improve employee knowledge and communication skills. Employees can engage in practice conversations with AI or submit videos describing themselves and their knowledge about a product. The AI tool evaluates employees’ enthusiasm, mannerisms, and knowledge and suggests additional videos or information based on the results. This personalized approach is similar to how streaming services like Netflix recommend content based on users’ viewing history.
Ford developed the AI tool using generative pre-trained transformers (GPT) and Microsoft’s Azure Copilot. Initially, Ford University will be rolled out for front-of-house employees, such as salespeople, but is expected to expand to service workers and other technical departments in the future.
In conclusion, Ford’s introduction of “Ford University” represents a significant shift in dealership employee training. By incorporating AI, video-based education, and gamification, Ford aims to improve customer service, engage younger employees, and provide valuable data for business improvement. The program’s focus on educating employees about electrified vehicles is crucial to promote their adoption and bridge the knowledge gap among consumers. With the use of AI coaching, Ford University offers a personalized learning experience that can be scaled for all employees. As Ford continues to innovate in the automotive industry, this new training program demonstrates its commitment to staying ahead of the curve and equipping its employees with the necessary skills and knowledge.
