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FORD STANDARDS ADDRESS CUSTOMER SATISFACTION

 FORD STANDARDS ADDRESS CUSTOMER SATISFACTION
 NEW YORK, Sept. 24 /PRNewswire/ -- Ford Motor Company (NYSE: F) is


developing customer-oriented standards designed to improve customer satisfaction and build owner loyalty, a Ford executive said today.
 Robert L. Rewey, vice president - Sales Operations, Ford North American Automotive Operations, made the announcement in a speech to The Conference Board here at the Waldorf-Astoria Hotel.
 "Customer satisfaction is our number one priority," Rewey said, "and we're supporting that belief with a strong ethic of continuous improvement in everything we do.
 "We believe that if you look at it from the customer's perspective, satisfaction can be boiled down to three primary areas: They want a product that's exciting and innovative. They want high quality as a given. They want a superior dealership sales and service experience throughout ownership.
 "We think customer-driven standards to meet specific wants and needs will give us a sustainable competitive advantage in customer satisfaction and will result in increased owner loyalty."
 Rewey said the standards define certain processes including the way Ford Motor Company designs products that are exciting and innovative with high quality. They also address the way Ford works with its dealers (company-to-dealer), the way dealers serve their customers (dealer-to-customer) and the way Ford interacts with the retail customer (company-to-customer).
 "Dealers can't fix a vehicle in a timely fashion if we don't get them the parts quickly," Rewey said. "Therefore, company-to-dealer standards make firm commitments on parts availability and delivery.
 "After all, our dealers are our customers. So, any attempt to improve long-term satisfaction of our buyers has to include dealers' satisfaction with us in the equation. So, a group of 34 Ford and Lincoln-Mercury dealers have committed considerable time and effort to assisting us in formulating our standards.
 Dealer-to-customer standards deal with the way customers are treated when shopping for a new car ... from the way they are greeted on arrival at the dealership ... to the way they are handled as the sale is consummated," he said.
 "Other dealer-to-customer standards relate to the convenience of service appointments and customer-driven service write-up procedures. They also specify that vehicle service representatives achieve a 'fix- it-right-the-first-time' priority ... that the vehicle is ready on time ... that all work and charges are properly explained."
 Rewey said that Ford also has to take on some responsibilities directly with customers. So the process of developing standards that focus on retail customers is well under way.
 Some customer-driven standards already are in place. Others are being implemented and were discussed last month during annual meetings of Ford and Lincoln-Mercury dealers. Early reports from dealers have been very supportive.
 Rewey said that progress on the implementation of standards would be thoroughly measured.
 "Through Ford market research, we're going to continuously check attitudes about how Ford is doing on standards by monitoring dealerships, employees and retail customers," he said. "And we'll continue with our customer satisfaction and owner loyalty tracking studies."
 Ford's success will be measured in a system of instant feedback called "market share," Rewey said.
 "Right now, we're doing pretty well. Our car market share is up 1.2 percentage points and our truck market share is up 1.7 points compared to this time in 1991."
 In addition, he said, five of the top best-selling vehicles in the United States are Ford Motor Company products -- F-Series light trucks, Taurus, Explorer, Ranger and Escort.
 -0- 9/24/92
 /CONTACT: Tom Rhoades of Ford, 313-337-3864/
 (F) CO: Ford Motor Company ST: Michigan IN: AUT IN:


JG -- DE017 -- 3130 09/24/92 13:05 EDT
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Date:Sep 24, 1992
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