CELEBRATING - International Society for Performance Improvement

OUTSTANDING HUMAN Performance INTERVENTION
Hyundai Service Certification Program:
Process and Performance Improvement
Ardent Learning, Inc. & Hyundai Motor America
PROJECT TEAM
Ardent Learning, Inc
Dr. Barbara Bucklin
Erica Cleveland
Hailey Kim
Cheryl Stavana
Lindsey Thompson
Lori Townsend
Hyundai Motor America
Teri Clemmer
Sean Hebel
Hyundai Motor America
(HMA) and Ardent Learning,
Inc., initiated this project
to improve HMA’s customer
satisfaction index score
(CSI) in maintenance and
repair service transactions
as measured in the automotive
industry standard J.D.
Power and Associates Study.
Ardent recommended a
needs assessment to provide
HMA management with current,
relevant service training
and performance improvement
recommendations to
guide a Service Certification
Program as well as future
learning and performance
improvement interventions.
This systematic assessment
included Hyundai dealership
visits conducted in five geographic
regions to interview
participants and observe
on-the-job behavior, eSurveys
completed by Hyundai dealership
and field personnel, subject
matter expert interviews
with corporate stakeholders
and regional representatives.
The assessment guided
the design and development
of the program, resulting in
a 12-step service process,
a series of facilitated workshops,
and a comprehensive
certification program for
service managers and service
consultants, designed to at the end of each topic that
equip these personnel with managers support back on
foundational knowledge and the job to ensure that new
skills to be effective in today’s behaviors are implemented
performance-driven automotive
environment. The focus ing automotive environment,
In the current, challeng-
of all program elements is on focusing on HMA’s servicerelated
customer increasing professional skills,
satisfaction
“over 90% satisfaction”
developing the knowledge is critical to attracting and retaining
customers throughout
for service success, improving
customer satisfaction the HMA dealership network.
and loyalty, and increasing
sales and profitability. positive across all four of
Overall results have been
The new process, knowledge,
and skills are being For example, the program has
Kirkpatrick’s evaluation levels.
acquired in six performancebased
workshops delivered by dealership personnel and
been universally embraced
throughout the United States HMA corporate personnel,
and then implemented by resulting in over 90% satisfaction
as measured in level 1
approximately 900 service
managers and 2,400 service surveys. This program was
consultants in Hyundai dealerships.
The workshop design ing Hyundai’s customer
also instrumental in improv-
includes behavioral videos to satisfaction score by seven
demonstrate tasks and skills points from 2007 to 2008 on
and show why it is worth the J.D. Power and Associates
doing or the information is survey to a record high score
worth knowing, opportunities for HMA. In addition, in the
for participants to practice 2008 Carlisle Survey regarding
satisfaction with automo-
specific skills or interact
with relevant concepts and tive non-technical training,
receive feedback on their Hyundai ranked 5th out of
performance; as they practice, 22 automotive manufacturers
tasks or concepts increase surveyed (3rd for non-luxury),
in difficulty and complexity, a 2.3% increase from 2007.
action planning worksheets
AWARDS OF EXCELLENCE | 8