A Computer-Based Automotive Information System: Ford Motor Company's Technical Information Utility

Ford Motor Company's Corporate Technical Information System (CTIS), an inhouse computerized online utility for product and technical data, conducted a User Survey in 1987. The system is well accepted. The hardware is performing well and the data judged authoritative and helpful. Small issues revealed by the survey were resolved quickly. Two significant problems, however, (1) the need for improved customer services and, (2) a demand for significantly expanded system content, were identified. The paper highlights actions taken by CTIS to improve its customer services through online and telephone “Help”, a simplified User's Guide, and a more sophisticated search software, among other things. It also indicates the new files and file content that are being added as well as a whole new class of files called Company manuals. A University of Michigan MBA class is studying the potential for the marketing of CTIS to the vendors of components and services to the Ford Motor Company.