Customer experience is key for an OEMs success which is why Japanese OEM, Mazda, has recently been ensuring its training approach is of the highest quality. The company has been refining its training approach to ensure every interaction showcases its core values of innovation and quality.
The OEM has been working with eLearning provider CoSo Cloud. Prior to working with the company, Mazda identified opportunities which would enhance the consistency and depth of product explanations to customers. With this feedback CoSo Cloud were able to develop new training modules for consultants, allowing them to deliver engaging presentations, and assistance tailored to each customer’s needs.
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We spoke with Carolyn Chan, Mazda’s North America (MNAO) manager of sales to learn more about the partnership and what the tailored training programmes provide.
Just Auto (JA): How did Mazda and CoSo Cloud begin working together?
Carolyn Chan (CC): Around 2019, Mazda was looking for a technological solution and partner that would address the pain points we had with our then learning management system. We needed a partner that not only understood our relationship with our dealer network (e.g. franchise model), could understand our unique training certification requirements, but also had a proven track record of being able to implement a technological solution that worked. And that is how CoSo Cloud came into the picture.
How can CoSo Cloud enhance and improve the training programmes offered by Mazda?
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By GlobalDataWith CoSo Cloud’s intimate understanding of our current learning management system and principles of adult learning, they have been a partner in Mazda’s effort to meet each learner (dealer associate) where they are at in their Mazda story. They enable and support our learning strategies by providing our team the tools to make more data-driven decisions. Accurate, timely collection of learner data and reporting was a previous a pain point for us and we needed a way to capture learner activity in as close to real time as our systems would allow. The timeliness and accuracy of this data allows our team to prioritize curriculum development and roll-out.
What do these training programmes provide?
CoSo doesn’t provide training programs, but they do provide the technological services which enable our digital learning solutions to work better for our end-learners and allow the key business stakeholders to make better data-driven decisions.
What are the benefits of these solutions in your overall training strategy?
Though technology is only one component of our multimodal training philosophy, it is an important one. It allows for scalability and “always on” resources for our dealer associates. In the end, our goal is to continue to engage our dealers with innovative, relevant-to-their-role training and foster a connected Mazda community through all our digital and in-person touch points.
Do you see technology continuing to be used to enhance areas of development such as training?
Absolutely. I’ve seen some of the technology out there and it’s all about personalised learning. Just as Mazda is about providing a personalised customer experience to everyone that walks into our showroom (in person or digitally), our goal in training is to do the same. Every one of our dealer associates and leaders are at a different place in their Mazda journey and Mazda Brand Academy’s goal is to ensure that we meet them where they are at and provide them the tools and resources to be successful in their role.
