nd includes
an advanced personalisation framework which allows tailoring of the site and
its content based on each customer’s interests and previous surfing behaviour.
The site also allows for ‘self-segmentation’ so that consumers can go directly
to the information they want. The site’s framework gives the consumer a consistent
experience at all entry points, navigation is predictable and friendly with
site content presented in a unique way.
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Acknowledging that the customer relationship goes so much further than merely
producing information about a single product at the time of sale, the site is
designed to emphasise Ford’s focus on a relationship with consumers over time
as part of its global business strategy, and demonstrate this in an immediate
and powerful method.
Integrated within the site, and visible at all times during the consumer experience
is a link to Ford’s privacy policy which explains how Ford will protect any
information given by the consumer, and assuring visitors to the site of Ford’s
adherence to globally accepted privacy processes.
"We are delighted with the insight which consumers have given us on the
look and feel of this new site and the soft images are such a contrast to the
technologically advanced framework that drives them. This first stage creates
the foundation for an even higher specification site and further enhancements
will be complete in the next few months", says Graham Whickman, CRM Manager,
Ford of Britain
The revolutionary site has been designed and developed by a team of partners
including Impiric, who are Fordof Britain’s online marketing and CRM agency
partner in Europe, Microsoft Consulting, who have brought their latest software
product and technical consulting expertise to the project, and IBM who are already
key partners with Ford in the area of IT development.
Ford’s partnership with Microsoft Consulting led to this project leveraging
the new Microsoft’s Commerce Server 2000 product, allowing Ford to drive its
e-CRM activity more aggressively. The new site better reflects the needs of
the consumer and a ddresses the key aspects that drive business value for Ford
on the web from a creative, strategic and technological point of view.
This solution has been developed as a pan-European platform and will be rolled
out across all Ford’s European operations during 2001.
