Ford: On-demand expert help

Ford offers an on-demand expert help feature, that provides live chat with product experts, as well as options to call or book a call at a specific time.

The section also links to support information and hubs for these vehicles. While the implementation has some room for improvement (e.g. the live chat does not always connect users to an expert immediately, but rather directs them to book a call), the concept is promising and ahead of the curve.

By providing direct access to specialised product knowledge, Ford aims to support potential customers in understanding and making decisions about more complex vehicles online. This approach brings two key aspects of the path to purchase that are usually owned by dealers -- the ability to discuss details with an expert and to seek reassurance about your choice -- into the digital sphere.