Summary
– Ford University uses gamification to inspire dealership staff to engage with online training
– The platform focuses on teaching new technology and electric vehicle knowledge
– AI is used to improve communication skills through video recordings and feedback
– Employees earn points for watching videos and completing tasks, with rankings available among other users
– Dealership managers can establish training requirements and track employee performance to ensure engagement on the platform
Article
### Ford University Online Training Platform
Ford University has introduced an online training platform designed to help dealership staff better understand and communicate new in-vehicle technology, electric vehicles, and charging options to customers. The focus on electric vehicle training is significant, with 25 EV-focused modules covering topics such as home and public charging, test drives, EV service, and more. The goal is to empower dealership employees to help customers make informed decisions about their vehicle choices. The system is designed to resemble a social media platform, making it more engaging and intuitive for users.
### Leveraging AI for Communication Skills
One of the key features of Ford University is the utilization of AI for improving employee communication skills. Employees are prompted to record short videos introducing themselves, explaining their role at the dealership, and discussing various topics. They are then scored based on their performance, receiving detailed feedback on areas for improvement. The system analyzes specific language used by employees and suggests ways to enhance their communication skills. This personalized feedback is essential for helping dealership staff become more effective communicators.
### Gamification for Engagement
To further inspire dealership staff to engage with the training platform, Ford University incorporates a gamification aspect. Employees earn points for participating in tasks and watching instructional videos, with the opportunity to see their ranking compared to others at different dealerships. This competitive element is designed to motivate users to interact with the system regularly and complete training modules. The system is accessible 24/7, including through a mobile app, making it convenient for employees to access training materials at any time.
### Challenges and Competition
Ford’s approach to dealership training with Ford University is facing competition from other brands, such as General Motors with its EV Live online platform. While Ford University offers comprehensive training on a wide range of topics, including electric vehicles, the effectiveness of the program will depend on dealer management’s enforcement of training requirements. Dealership managers can set specific goals for training completion and offer incentives to employees who excel in certain areas. It remains to be seen whether Ford University will successfully improve EV education at Ford’s dealerships.
### Future Prospects and Industry Response
As the demand for electric vehicles continues to grow, dealership staff must be well-versed in electric vehicle technology to effectively sell and support these vehicles. Ford University aims to address this need through its training platform, providing employees with the knowledge and skills required to engage with customers on EV-related topics. The success of Ford University will depend on widespread adoption by dealership staff and effective implementation by dealer management to ensure ongoing participation and engagement with the training program.
### Conclusion
Ford University’s gamified online training platform offers dealership staff a comprehensive curriculum covering a wide range of topics, including electric vehicles, in-vehicle technology, and communication skills. By leveraging AI technology and incorporating gamification elements, Ford University aims to improve the knowledge and communication abilities of dealership employees. While facing competition from other training programs in the industry, Ford University has the potential to enhance EV education at Ford dealerships and support the growing demand for electric vehicles in the market. Time will tell whether Ford University can effectively equip dealership staff with the necessary skills to succeed in the evolving automotive landscape.
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