ACDelco is a global leader in automotive replacement parts and services offering products for virtually all vehicles. Headquartered in Grand Blanc, Mich., ACDelco markets automotive replacement parts worldwide under its brand name. Genuine GM Parts are sold under the GM, GM Goodwrench and ACDelco brands by GM Service and Parts Operations (GMSPO) through GM dealerships and distributors worldwide.
The Challenge
How could a brand the size of ACDelco provide outstanding customer service to its thousands of automotive parts distributors and retailers located throughout the world that would be both effective and affordable? Live training would be costly and impractical. GMSPO already provided business classes through its company customer service catalog, but wanted to offer customer service training to its many customers: automotive shops of all sizes ranging from sole proprietors to local and regional chains.
The Strategy
ACDelco heard about programs offered by Telephone Doctor that helped companies improve their customer service. ACDelco called Telephone Doctor to discuss how Telephone Doctor might be able to provide training programs at a reasonable cost. Susan Christophersen, manager, GMSPO Event Marketing, met with Telephone Doctor’s Barb Higgins with one goal in mind: To reach all of GM Service and Parts Operations’ customers in a manner that was logistically feasible.
The Solution and Implementation
Together, they brainstormed and developed a solution that was both effective and affordable. Telephone Doctor developed a custom video / CD package containing six of its programs that would best meet the needs of ACDelco’s customers and priced it with the individual shop owner in mind. ACDelco bundled this special program set as an extension of the company’s existing business program. ACDelco made the Telephone Doctor program package available for purchase by shop owners through the company’s business services catalog. In turn, shop owners could present the programs to their employees at their own pace at a time convenient for them.
The Benefits
“One of the best things about the Telephone Doctor programs is that they come in small, bite-sized segments,” says Christophersen. “Each program clearly states the objective, and throughout the program the objectives are targeted and reinforced so you know what you should be learning and know when you accomplish it.” The objectives are steadily reinforced, and the Key Points can be taken one at a time, in small segments, or all at once. “No one wants to sit straight through a two-hour training program”, says Christophersen, “and that’s one of the best features of the Telephone Doctor programs.” The programs are easy to understand and the videos / CDs clearly state objectives. One of the most helpful features of the Telephone Doctor videos is that they first show the wrong way and then present the right way to handle any customer service situation.
The Results
The intent of offering video / CD customer service training as part of the company’s business classes and service catalog was to provide a practical training tool for ACDelco’s shop owner customers. This enables the owners to provide better customer service to their own customers. A satisfied customer is more likely to return to the facility from which she / he received service; the repeat business and positive “word of mouth” benefit shop owners and ACDelco alike.
Conclusion
When asked about the level of service received from Telephone Doctor, Christophersen said she couldn’t be more pleased. “Everyone at Telephone Doctor was friendly, knowledgeable and professional. When ACDelco asked for a solution, Telephone Doctor worked with us to provide a cost-effective way to disseminate a great deal of information to thousands of shops throughout the world.”
For more information, contact
800.882.9911
30 Hollenberg Court
St. Louis, MO 63044
