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Company: TOFAS Turk Otomobil Fabrikasi AS, Osmangazi / Bursa, Turkey

Nomination Category: Training Programs or Media -Product Training


Nomination Title: FYA Connect Product Training Program


Products Essay

About Tofas & Tofas Academy
TofaƟ is a Turkish Automotive Company which has equal shareholders as Koç Holding and Fiat Chrysler Automobiles. Tofas is the fifth largest industrial enterprise of Turkey and one of the two R&D centers of our shareholders in Europe. It has an annual manufacturing capacity of 450,000 vehicles with 8,000 employees. It undertakes the representation of 6 brands (Fiat, Fiat Professional, Alfa Romeo, Jeep, Maserati, Ferrari) in Turkey. Tofas realizes 25% of the production and export of industry and exports to 80 countries.

Tofas Academy is an ATD BEST #1 (2018) corporate university that provides a unique and personalized training experience to 16,000 people in the value chain including the employees of the company, dealers, and suppliers.

Business Need
Fiat Seatmate Connect (hereafter FYA Connect) is a state-of-the-art connectivity mobile app that promotes the driver’s interaction with the vehicle with robust features such as remote control, drawing alert, driving performance, service history, car locator and drivers leaderboard. Being first in its segment in Turkey, this product supports Tofas’ strategy of excellent customer experience.

The immediate launch of the product in the market required an immediate delivery of a robust training program for FIAT sales, after-sales and customer care network of 2,420 employees in Turkey. Both the time constraints and diversity of the audience entailed a smart design and delivery strategy.

The audience of FYA Connect-Product Training is 2,420 employees in 130 FIAT dealers across Turkey and the Customer Care Center with the following roles:

-Sales Staff (Total 602): 518 Sales Advisors, 84 Sales Managers
-After-Sales Staff (Total 1,785): 287 Service Advisors, 146 Customer Relations Responsibles, 135 Vehicle Damage Advisors, 124 Service Technical Specialists, 976 Technicians, 117 Service Managers)
-Customer Care Staff (Total 33): 29 Agents, 3 Team Leaders and 1 Manager

Project Team
The project team is composed of 131 people for design and delivery of the program as follows:
-126 trainers (2-Trainers from Tofas Academy, 124-Service Technical Experts from Workshops)
-2 R&D engineers
-1 ICT specialist
-2 marketing specialists
-Learning Methods Used

The program utilized the following learning methods:
-Experiential Learning
-Virtual Class
-Video Learning
-Classroom Training
-Online Quiz
-Social Learning
-Job Aid
-User Manual
-Program Structure

Having started in April 2018, the program is composed of 5 tracks for 5 segments of audience:

Track 1: Product Training for Sales/Service/Vehicle Damage Advisor and Customer Relations Responsible (1,086 people)
-User Manual:(product: feature, function, benefit)
-Video Learning:(23-videos x 4-min.)
-Experiential Learning:(1-hour as a part of annual development day)
-Job Aid:(30-documents in 30-weeks)
-Online Quiz
-Social Learning via WhatsApp

Track 2: Product Training for Sales & Service Manager (201 people)
-Video Learning (23-videos x 4-min.)
-Classroom Training (1-hour as a part of annual seminar)

Track 3: Assembly Training for Service Technical Expert (124 people)
-Virtual Class 1 (6-sessions x 1-hour)
-Online Quiz
Virtual Class 2 (2-sessions x 1-hour for those who scored <70 in Online Quiz)
-User Manual (assembly)
-Video Learning (4-videos x 4-min.)
-Classroom Training (10-sessions x 2-hours as a part of Annual Refreshment Training)
-Job Aid (5-documents in 5-weeks)

Track 4: Assembly Training for Technicians (976 people)
-Classroom Training (1-session x 2-hours by Service Technical Experts, certified internal trainers)
-User Manual (assembly)
-Video Learning (4-videos x 4-min.)

Track 5: Product Training Agent, Team Leaders and Manager of Customer Care Center (33 people)
-Classroom Training (2-sessions x 2-hours)
-Video Learning (27-videos x 4-min.)


The effectiveness of the program was measured at Kirkpatrick’s four levels:

1.Reaction: The participants’ satisfaction score is 4.7/5.
2.Learning: Online Quiz: 92/100.
3.Application: 100% proper assembly* & 83% proper product introduction to the customer*.
4.Business-Impact: 89% customer satisfaction*, 3,796 units sold per year plus “Consumer-Focused Company” award by Ministry of Commerce.
* Evaluated by third party (Ipsos: https://www.ipsos.com/en )

Products Summary

-Diverse Audience: 2,420 employees in 11 roles from 130 Fiat dealers and the Customer Care Center in Turkey.
-126 certified internal Trainers
-Diverse Learning Methods: Experiential Learning, Virtual Class, Video Learning, Classroom Training, Online Quiz, Social Learning, Job Aid and User Manual.
-Diverse Learning Paths: The program is composed of 5 tracks for 5 segments of audience.
-High Satisfaction: 4.7 over 5.
-Learning Achieved: 92 over 100.
-Outstanding Learning Transfer: 100% proper assembly* & 83% proper product introduction to the -customer*.
-Value at Business Outcomes: 89% customer satisfaction*, 3,796 units sold per year plus “Consumer-Focused Company” award by Ministry of Commerce.
-Evaluated by third party (Ipsos: https://www.ipsos.com/en ).

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