Ford Loyalty Specialist - Williamsburg Ford

Location: CMA's Williamsburg Ford

Position Overview: The Ford Loyalty Specialist is responsible for strengthening relationships with existing guests by helping them maximize the value of owning a Ford. This role focuses on loyalty retention, upgrading current owners into newer Ford vehicles, and purchasing vehicles when a replacement purchase is not the right fit. The position blends customer experience, product knowledge, and proactive outreach to drive long-term growth.

Schedule: Mon. - Fri. 40 hours/week

Compensation: $40k base salary plus performance-based bonuses

Key Responsibilities:

Guest Loyalty & Upgrade Support

• Engage current Ford owners to review vehicle equity, ownership benefits, and upgrade opportunities
• Present personalized options to transition guests into a newer Ford vehicle (Apollo)
• Deliver a consultative experience focused on long-term relationships rather than one-time transactions

Incentives & Program Expertise

• Maintain deep knowledge of current Ford incentives and programs
• Educate guests on FordPass points and assist with redemption strategies
• Communicate available service incentives that create value for guests

Vehicle Acquisition

• Appraise and present offers to purchase customer vehicles, even when a replacement vehicle is not purchased
• Coordinate with inventory and buying strategy to support used vehicle growth

Service Drive Collaboration

• Work closely with the service team to identify guests who may benefit from upgrading or selling their vehicle
• Provide clear, respectful introductions that create a seamless experience between service and sales

Proactive Outreach

• Follow up with previous buyers, service guests, and loyalty prospects
• Maintain consistent communication through calls, texts, and digital channels
• Track guest interactions and next steps through CRM tools

Key Performance Indicators (KPIs)

• Loyalty upgrades and retained Ford owners
• Vehicles purchased from guests
• Appointments set and completed
• FordPass engagement and incentive utilization (private offers)
• Customer satisfaction and relationship retention

Bonus Structure (Example Framework)

• Bonus per loyalty upgrade delivered
• Bonus per vehicle purchased for inventory
• Customer experience bonus tied to satisfaction scores (above the region)