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Name of Organization/Company: Tofaş Türk Otomobil Fabrikası A.Ş.
Category: Best Use of Blended Learning

Entry Title: Fiat Egea/Tipo New Product Launch Training Program

 

About Tofas & Tofas Academy

Tofas is a Turkish Automotive Company that has equal shareholders as Koc Holding and Fiat Chrysler Automobiles.

Tofas is the fifth largest industrial enterprise in 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

The Egea (namely Tipo in all other countries) model family, which we put into mass production in 2015 by Tofas's investment of $ 1 billion, has maintained the title of "Turkey's Most Preferred Automobile" in the last 5 years since its launch in our country, It was renewed with an investment of 225 million dollars.

With this renewal, in addition to our Sedan, Hatchback, and Station Wagon body types, "Egea Cross" was added to the model range, which is prepared to represent the family in the Crossover class.

The audience is the Sales, Service employees, and customer care specialists who are working through 120+ showrooms and 200+ after-sales points (workshops).

The introduction of the products, technical features, new technologies, and security functions was given to the dealer organization with special sessions for the target audience.

Design & Execution Team

The time constraint is 2-weeks to design and execute a program in the first weeks of 2021 despite of covid-19 precautions. This program was delivered online for the first time on our own digital platform Academy Portal.

12 Tofas employees from different departments worked for system design and training organization as listed below:

Fiat Business Unit Department
Aftersales Department
Tofas Academy
Business Development Department
ICT Department

Learning Objectives
Contents and priorities specific to our target audience have been determined together with the design team.
Increasing the model knowledge, Sales Competencies, upselling, and Cross-selling skills
Competitor model features
New customer profile & 360 Customer Card
Explaining Service Contracts to customers

Program Structure

The program structure was designed specifically for the expectations and needs of the target audience. Considering the working conditions of the Covid-19, participants chose the appropriate time and attended the sessions.

They found the magic sentence by collecting the clues in the online videos and entered the system, and they had the chance to win gifts by collecting points with the gamification in the training.

The program has been created in 3 parts due to manage effectively. A wide portfolio of learning methods is incorporated into the design of the program and customized for diverse segments as described below:

Step 1: Dealer Sales Teams (849 people)
Video Learning (17 different videos)
Mini Quiz for each video
Virtual Training (5- sessions - 2 hours 45 min.)
Sales & Marketing Director Speech for customer loyalty
Gamification
User Manual (digital)

Step 2: Dealer After Sales Employees (656 people)
Video Learning (17 different videos)
Mini Quiz for each video
Virtual Training (3-sessions - 2 hours 15 min.)
Aftersales Director Speech for customer satisfaction
Gamification
User Manual (digital)

Step 2: Dealer Service Technical Experts (128 people)
Video Learning (17 different videos)
Mini Quiz for each video
Virtual Training (3 sessions - 3 hours 15 min.)
Aftersales Director Speech for customer satisfaction
Gamification
User Manual (digital)

Results

The program proved its success with the following outcomes:

NPS, Sales:86, Aftersales:90, Service Tech.Expert: 95
The participants’ satisfaction score is 4.8/5.
The adoption rate is 100%. This event didn’t damage the daily dealer operations.
Participation rate: %88

Program context involves business processes and activities related to finding and interacting with customers to satisfy their needs with products, services, and customer experience methods.

• Diverse Learning Methods: Classroom(Virtual) training, video-learning, quiz, and user manuals.
• Time Constraint: 2-week to design and execute the program in the first weeks of 2021.
• Diverse Segmentation: Learning maps diversified for 3 different segments of 1700 employees.
• Big Project Team: A team of 12 people took a role in the design and execution of the program.
• Change Management Applied: Trainer, Service Manager, Regional Managers, Marketing experts, and product responsible are defined to manage the change effectively.
• High Satisfaction: Participants are satisfied at 4.8 over 5.0.
• High Adoption: The adoption rate is 100%. This transition didn’t damage the daily dealer operations.

Supporting Document: https://vo-general.s3.amazonaws.com/a1ab4161-9c30-4e28-88fc-d6ad384e3fe2/c82cd0a0-d600-4207-b3f4-1002d20711f5?AWSAccessKeyId=AKIAJ4PRWO26HAX3IOCA&Expires=1720376256&response-content-disposition=inline%3B%20filename%3D%22B45_Egea_Launch_Program.pdf%22&response-content-type=application%2Fpdf&Signature=p81EcvhNkIdNkCxIwdqkMlLrNqc%3D

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