Ford Adds Operators To Help Sync Users

Ford is rethinking its computer-driven Sync system by adding a human touch to the equation. Over the summer, Ford will experiment with a new service called Operator Assist, according to the Detroit Free Press. The feature would allow drivers having trouble using Ford’s Sync systems to connect with a live operator.

Ford launched its voice-activated Sync system to rave reviews nearly four years ago. Since that time, the company has added complex technology including driving directions, stock quotes and more that are proving harder for drivers to use versus the original music and phone operations.

If Ford decides to expand its Operator Assist program after the field test, it can do so without updates or new equipment for existing Sync users, according to the Free Press. The service would be free for up to three years and then cost $60 for a yearly subscription.

The move is a stark turnaround for Ford. Sync has been billed as a software-only solution for concierge, emergency and directory services, which competitor GM offers through its OnStar system. Unlike OnStar, Ford’s system hasn’t required expensive yearly subscriptions for car owners; an OnStar subscription starts at $199 a year. Without live operators Ford also didn’t have to operate costly call centers.

But the voice-recognition and interface systems behind the latest Sync system received strong criticism from the media  — including us — and car buyers. This has started to erode Ford’s hard-earned, and perhaps short-lived, reputation for reliability. Ford has started offering more extensive dealer training on the system, but that doesn’t seem to have stopped the complaints.

Despite the criticism, Ford has continued to offer Sync in more of its models; most recently, the automaker added MyFord Touch with Sync to its refreshed 2013 Taurus.

Ford tries out live operators to boost Sync in-car assistance (Detroit Free Press)