Elena Ford Wants to Make Ford More like Apple

Elena Ford is the chief customer experience officer for the Ford Motor Company. The company has faced various challenges in the recent past. This includes a six-year low in its stock price and a rating downgrade by Moody’s to just above junk.

Unhappy Customers

Unhappy customers have been taking to social media to share their horror stories in recent years. When this happens, major companies like Amazon and Apple name the right people to deal with the issue. Ford Motor Company has taken note of this.

This is why Elena Ford was named to her current position. She says that the company will have a laser focus on dealing with issues raised by customers. She acknowledges that all aspects of the customer’s experience, including getting an oil change and the call center are all important.

In future, she says she will ensure the company is caring and thoughtful in how it deals with customer issues. In her role, she says that will always worry about how customers feel when they interact with Ford at all level.

Study Trips

Since her appointment, Elena Ford has spent time visiting Dallas and Beijing. Her goal is to understand customer behavior and various corporate strategies. As a result, she will be able to understand customers needs. She has been looking at how other international companies work to improve the customer experience.

One company that has been quite successful at this is Apple. She also noted that for instance, when Delta Airlines upgrades a customer but they end up in the middle seat, they are not happy.

She notes that tracking rewards and outcomes matters in this era. In this role, Elena Ford shall report to Joe Hinrichs, which is the Ford president for global operations. She has been working at Ford as a VP since 2013.

About Ford Motor Company

Ford Motor Company was founded by Henry Ford and incorporated on June 16, 1903. The company launched in a converted factory with $28,000 contributed by 12 investors. During the early days, the company only made a few vehicles from it Mack Avenue factory. By the end of the decade, Ford had managed to refine the assembly line concept and most of the production was done in house. Since then, it has grown to be a major car producer globally and has remained in family control for over 100 years.

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