Mazda Training manual — part 130

Introduction and Objectives

Curriculum Training

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1. Introduction

and

Objectives

1.1 Welcome

1 – The Course

Welcome the delegates, introduce yourself, and explain the domestic arrangements
for the period of the course.

Go through those items appropriate to the venue.
• Times: Start/Finish/Breaks - Coffee, Tea and Lunch
• Smoking rules
• Toilet locations
• Fire Alarm Procedures

Leave immediately if the alarm rings

Evacuation Points/Fire Exits

Muster Point

• Check that all delegates are present – advise reception of any missing.

1.2

Workbooks, Commitment Plan and Course Evaluations

Explain the purpose of the Workbooks that each delegate has been given - both
during and after the course.

Also advise delegates that at the end of the course you will be asking them to
consider the learning they have been given and complete a Commitment Plan to
refer to on their return to work.

Delegates will also be asked to comment on the training when completing a Course
Evaluation Form at the end of day 2.

Introduction and Objectives

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Curriculum Training

1.3

Passion for Driving

2 – Passion for Driving

Show this slide to delegates, and explain that this concept lies at the heart of these
courses. The aim is to give delegates the ability to live up to the Passion for Driving.

Through excellent service to customers, we aim to live up to the “Passion for Driving”
statements:
• As a Mazda driver you can feel the little bit of sports car in every Mazda - Zoom-Zoom !
• We at Mazda Service are here to ensure this special feeling continues throughout your

ownership experience.

• We share your passion for cars and we are dedicated to taking care of you and your

Mazda. That shows in the way we treat you, the way we look after your car and the
good value we provide.

• Making sure every drive leaves a smile on your face - that's what we work for.

1.4

Purpose and Scope of the Course

Mazda dealers aim to provide the highest standards of customer service and care.

In the Basic course, we looked briefly at the elements of the Mazda CSI scoring, and how
excellent communication and excellent quality are needed in each element.

In summary, excellence means:
• Treating them as a valued customer in every communication with them
• Meeting the customer’s needs – Right First Time.
In summary, failure means:
• Poor service – the way we deal with them
• Poor workmanship – the work we carry out on their vehicle.
Explain that poor workmanship can be resolved by coaching, training and a little
care, but the service can only be improved by a change in attitude.

Introduction and Objectives

Curriculum Training

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3 – Purpose and Scope

This advanced course examines more challenging aspects of complaints:
• Your duty of care to the customer
• Dealing with aggressive customers
• Effectively handling escalation into conflict situations
• Handling stressful situations.
Overall, it is designed to help you to convert the most difficult complaint situations into
opportunities for excellent customer service.

Agree with delegates why these situations have to be handled effectively – to avoid a
downward spiral into conflict, stress, negative attitude and therefore more
complaints.

1.5 The

Challenges

Explain to delegates that the following facts and figures show that we all need to
improve our service to customers.

If we don’t, we will lose their business.

Firstly discuss the following slide, which looks at changes in the service sector:

4 – Market Influencers

• Independent service providers
• Manufacturers merging
• Insurers keeping repair costs down
• General economic influences
• Quality standards as the basics of new contracts.
Gain agreement that these influencers are forcing ever-improving service from us.

Introduction and Objectives

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Curriculum Training

Now discuss this slide:

5 – Reasons why customers are refusing to go to the dealership

• 92% did not receive their desired attention
• 86% were dissatisfied with employee competence
• 81% were dissatisfied with time taken at reception
• 77% were dissatisfied at delivery dates that were not kept
• 66% felt they were not treated honestly
• 17% thought it was too expensive.
Gain agreement that these figures show that price is not the major issue – it is
excellence of service.

Explain the Customer Service Ladder to delegates, describing how the aim is to
make sure all customers are at the top of the ladder.

In particular, point out the way that the CSI levels match with the effect on the
customer and thus with the actions they take.

Explain that this course will help them to do this.