Ford - Virtual Train-The-Trainer Event
Challenge
With the release of the all-electric Mustang Mach-E imminent, Ford of Europe sought to educate its dealer network about two new technologies: SYNC 4a, an in-car infotainment system exclusive to the Mustang Mach-E, and FordPass, the brand’s official app for passenger vehicle owners. On the surface, both of these technologies are intuitive and extremely easy to use. But dig a little deeper and you’ll find some very complex features: machine learning, cloud-connected voice controls, over-the-air software update capabilities, the list goes on. The challenge was reaching a vast network of market trainers spread across 18 countries, and teaching them how to explain both complex technologies to sales consultants, delivered virtually while COVID-19 restrictions were in place.
Solution
Created by PHM, the SYNC 4a & FordPass VTTT was delivered to help Ford of Europe’s trainers share engaging content with dealers in their markets. Utilising Adobe Connect and WebEx, PHM remotely delivered two full days of interactive sessions, featuring dozens of video demonstrations, activities and presentations; and two live Q&A sessions with ten subject matter experts from all over Europe.
Outcomes
The outcomes were overwhelmingly positive. Out of the 64 attendees, 78% scored the event 9/10 or higher, 81% said they would take the assets used during the sessions to conduct similar events in their market and 84% rated the delivery 10/10.
