21 September 2015

Technology news has been pouring out of every corner of the media in recent days. From news about Apple’s latest software update for its phones and tablets to the BBC’s themed series of programmes on Artificial Intelligence, even the most determined technophobe would have struggled to avoid it all.

What caught my eye was an announcement from Ford detailing the rollout of its new smartwatch app. Okay, so automotive-themed apps in general are no longer new. Of interest here is that Ford has joined the likes of Porsche and BMW by offering a smartwatch app – a feature initially viewed as the preserve of traditional premium brands.

Like with others, Ford’s offering is linked to its modest range of hybrid and electric vehicles. You can see and control various functions remotely – climate, charge rate etc – from your wrist. Which is all fine if you’re a tech-savvy buyer.

My concern is with how retailers tasked with educating and informing prospective owners will cope. The current flow of new technology isn’t that great, but soon that trickle will become a mighty wave. Do you have the right people in place to inform customers in a way that won’t confuse them? And if you don’t, will you have to modify your recruitment and training plans accordingly?

Not being able to programme your satellite TV set-top box is one thing, but being a technophobe in a rapidly changing workplace where the product might soon require an Apple (or BMW-style) ‘genuis bar’ to replace the traditional handover experience might become an issue.

Would it be easier in future to recruit tech-savvy individuals and educate them in all things selling and customer service? Certainly, there are potential benefits from adopting this approach as cars become more complex – smartwatch or not.

However you choose to tackle the challenges of the rapidly expanding technology underpinning the product you sell, finding the right help will be key to a smooth transition to a fully digital sales experience.

Iain Dooley

Editor, Agenda

Auto Retail Network

Tags: App, Ford, recruitment, smartwatch, staff, technology, training