Mazda Training manual — part 149

Introduction and Objectives

Curriculum Training

3

1. Introduction

and

Objectives

1.1 Welcome

1.2

Workbooks, Commitment Plan and Course Evaluations

1.3

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.

Introduction and Objectives

4

Curriculum Training

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.

1.5 The

Challenges

Market Influencers

• Independent service providers
• Manufacturers merging
• Insurers keeping repair costs down
• General economic influences
• Quality standards as the basics of new contracts.

Reasons why customers are refusing to go into 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.

Introduction and Objectives

Curriculum Training

5

The Customer Service Ladder

Your Notes

LOYAL

ADVOCATE

VERY

SATISFIED

SATISFIED

LOWEST

ACCEPTABLE

LEVEL

APATHETIC

UNHAPPY

VERY

DISSATISFIED

Tells everyone about you, refers

other people to you and always

returns to buy

Tells a few people about you,

refers a few people and

sometimes returns

May tell someone about you, if
asked, and may refer others to

you and will buy if convenient to

them

Tells no-one about you, is not

likely to refer anyone but may

buy again

Tells at least 10 people how bad

you are, will never refer you to

anyone but may come back

after a few years

Tells anyone who will listen how

terrible you are, will never refer

you to anyone and will never

come back

EXCELLENT

VERY GOOD

GOOD

FAIR

POOR

CSI Level

Effect on

Customer

Customer Action

Introduction and Objectives

6

Curriculum Training

1.6 Course

Objectives

By the end of the training, you will have:
• reviewed why complaints offer you the chance to provide excellent customer service
• examined your duty of care to the customer, and what may happen if complaints are

not handled correctly

• learned the skills involved in dealing with aggressive customers
• discussed the ways in which simple complaints can escalate into conflict situations
• identified your own style of dealing with conflict at work
• decided upon the ways in which conflict situations can be handled and result in both

parties being satisfied

• examined the stress that can be caused to you and how to deal with it
• practised the skills learned during the course
• completed a plan for the future.