New research shows up to 187% ROI on training in the motor industry
Automotive companies that invest in training are reaping the benefits
Press release INVEST IN YOUR PEOPLE. IT’S A NO BRAINER!
The Institute of the Motor Industry (IMI) teamed up with leading players in the automotive industry (Allparts Automotive Ltd, Halfords Autocentres and Mercedes- Benz UK) to commission an independent piece of research assessing the impact of their skills accreditation programme, known as Automotive Technician Accreditation (ATA). The research covered accreditation programmes for a number of disciplines, from parts advisors to light vehicle technicians and customer service advisors.
The report, carried out by the University of Leicester, showed a return on investment ranging from 98% to 187% with benefits across the board, including raised technical standards, professional status, productivity, profitability and customer confidence.
Sarah Sillars, OBE FIMI, Executive Chair of the IMI said:
“The study has concluded that the introduction of specific training and skills accreditation has provided a cross range of benefits to both individuals and the businesses who have invested in them.
Accreditation has brought about a step change in the automotive sector’s attitudes to qualifications and skills. It has provided significant returns to both the employer, in terms of return on investment, but more importantly, to employees for their self - esteem, professional development and long term career path. It also continues to improve customer confidence in the industry. This is absolutely vital when competition is so fierce and many businesses are struggling to survive in the market place.
We urge all businesses in the motor industry to read the findings and see for themselves the benefits of training and accreditation – this is undoubtedly bringing significant commercial benefits whilst also raising customer confidence in the industry. “
IMI commissioned The University of Leicester to conduct the independent research over a 12 month period. The research findings highlighted the following:
Profitability
Allparts Automotive Ltd, is a leading distributor of automotive parts, based in High Wycombe and distributing quality components through 9 branches in London and the Home Counties. In February 2009 Allparts opened a dedicated training centre at its existing premises in Hayes, West London. From this centre Allparts set up a structured training programme for all of their sales advisors, which culminated in Allparts being the first parts distributor to achieve 100% ATA parts advisor accreditation.
The study showed in 2010, the year after completion of ATA accreditation, the number of returned parts fell significantly - this provided considerable savings to the business and a return on investment of 136%. In real terms, ATA accreditation demonstrated that the parts advisors at Allparts were accurately fulfilling the vast majority of their sales orders first time. Allparts believe that good training aligned to ATA certification is the right formula for providing exemplary customer service levels and sustained industry leadership. It remains committed to the programme for its future sales advisors as its business continues to expand.
Adam Pucknett , a parts advisor for Allparts in Oxford, who was interviewed as part of the study said, “It’s good to have something to show for 18 years of selling car parts. It’s like CORGI (Gas Safe) for the motor trade – I’m very happy that it’s come along.”
Productivity and Employee Retention
Halfords acquired Nationwide Autocentres in 2010 and rebranded the business Halfords Autocentres . Nationwide Autocentres had introduced ATA Light Vehicle (mainly passenger car maintenance) in June 2005, shortly after the launch of ATA itself. One of the study’s findings identified that employee retention tended to be much higher amongst ATA accreditees.
Nationally, over 20% of Halfords Autocentres’ technicians have ATA. Comparing the performance of technicians with ATA accreditation to those without, the benefits were clear. Taking weekly gross profit performance as the metric, for example, ATA technicians, on average, performed better than non-ATA technicians:
· ATA technicians, on average, returned 7% more gross profit to target than their non-ATA counterparts
· for every £1 invested in ATA the first year’s benefit to Halfords Autocentres exceeded £2.
As part of the study, Stephen Prime, a Halfords Autocentre’s manager from Chelmsford, was asked what he perceived to be the benefits of ATA to his technicians. He said,
“They have a lot more confidence in their job role. Increased output to a higher standard and consequently better profit and earnings for all concerned.”
Customer Service
For customer service, the study partner was Mercedes- Benz UK. Research focused upon the role of “Customer Service Advisor” in the retail automotive sector. It looked at the performance of customer service advisors (known within Mercedes Benz UK as Service Team Managers). Their role is to interface directly with customers, managing the vehicle service and repair work process from initial customer contact and qualification, right through to the safe return of the vehicle to the customer. A comparison was made between those who had undertaken ATA accreditation and those who had not. The study showed a positive correlation between improvements in the Customer Satisfaction Index scores of their advisors and uptake of ATA across the Mercedes-Benz UK after sales network. The average increase also included vital measures such as customer retention and “fixed first visit”.
Service Team Managers (STM) and site branch managers reported very positively on the merits of ATA. Simon Barry from Mercedes-Benz UK Ltd of Cardiff said,
“It gives us credibility with customers and shows that we are willing and able to train our staff to the highest levels and ATA is the tangible evidence to support that. It helps us with our training process and to prepare staff to deal with our customers’ needs.”
Dr Paul Spear, from the University of Leicester conducted the study. He said,
“The use of ATA as a management tool to improve the performance at technician and customer service levels demonstrates clear benefits for each business and should encourage other automotive companies to engage with the IMI.
The University of Leicester brought significant expertise in measuring and assessing the ROI of training to the IMI. This partnership has demonstrated the benefits of employer investment in skills and professional development to grow capability and develop commercial advantage. These results clearly demonstrate that personal development can be both enriching and rewarding for companies and communities.”
The IMI opened its Professional Register on 21 April for applications from individuals who have proven they have the right qualifications and knowledge to practice professionally within the automotive sector, abide by a code of ethical conduct and continually maintain their professional standards by proving current competence. Accreditation demonstrates current competence and competence over time.
Linda Stansfield, Chief Operating Officer for the IMI said,
“The return on investment results show that accreditation makes sense for business performance. We now urge all employers who have supported ATA to continue investing in skills through accreditation, ensuring the technical competency of their staff remains current and up to date.”
Ends
Notes:
1. What is Accreditation?
Customers want to know their vehicles are in safe and reliable hands. All registered ATA individuals are skilled, tested and independently regulated. Accreditation builds on the foundation of vocational qualifications such as those offered by awarding bodies including City and Guilds and IMI Awards and apprenticeship training by ensuring skills are up to date and meet best practice. To achieve accreditation employees must pass a series of practical assessments and an online knowledge test at an ATA approved assessment centre.
www.automotivetechnician.org.uk
2. The IMI (The Institute of the Motoring Industry) is the home for members and professionally registered individuals working in the motor industry. It is the industry’s Government licensed Sector Skills Council (SSC) the governing body of the ATA and AMA accreditation schemes and is the authoritative source of information, standards, qualifications and apprenticeships for the Retail Motor Industry. http://www.motor.org.uk/
3. Allparts Automotive Ltd, is a leading distributor of automotive parts, established in High Wycombe, Buckinghamshire in 1974 and now operating in 9 branches – these include Aylesbury, Enfield, Hayes, Hemel Hempstead, High Wycombe, Oxford, Slough, Staples Corner, Watford. www.allpartsautomotive.co.uk
4. Halfords Autocentres - with over 240 centres nationwide, Halfords Autocentres is the UK’s leading independent car servicing, repair, tyre and MOT network, providing dealership quality work at affordable prices to around 650,000 customers every year, with over 8 out of 10 saying they would recommend them to a friend. Their expert service is backed with both a quality and price guarantee. www.halfordsautocentres.com
5. The founders of Mercedes-Benz invented the automobile 125 years ago and the company has been innovating ever since. Today, Mercedes-Benz provides class leading cars, vans, trucks, aftersales and financial services to customers all over the world. www.mercedes-benz.co.uk
6. The University of Leicester is a leading UK University committed to international excellence through the creation of world changing research and high quality, inspirational teaching within an inclusive academic culture.
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