European OEM - Agency Cultural Change Programme and Training
Challenge
As discussed in our article Wholesale to Retail Transformation: People First, some OEMs are transforming the way they sell vehicles as they look for ways to reduce distribution costs, provide an exceptional omnichannel customer experience, and maximise the benefits of new technologies.
Our client, a top Global OEM, recently made a significant decision to adopt the agency model in Europe. They understood that having engaged and informed individuals was crucial for a successful transformation, as this change represented the most significant shift in their sales model to date.
PHM were appointed to support them and their pilot market across several critical areas including, the cultural change required for the NSC as they moved from wholesale to retail, training for all new systems, and support for Retailers to understand their new role as Agents under the model.
Solution
To promote cultural change, PHM created compelling content for both online and in-person training sessions for the NSC and Agents. This content explained the agency model, highlighted the changing roles and responsibilities of all stakeholders, and provided guidance on how to thrive in the new model.
We delivered a face-to-face Train the Trainer workshop, enabling a local training agency to effectively and engagingly deliver PHM content to the Agents.
Finally, PHM worked with the third party responsible for implementing new systems to design face-to-face and online training, to ensure Agents and the NSC team could use them effectively before launch. Additionally, There is also an ongoing programme of training updates as new systems and functionality are introduced.
Our involvement didn’t stop when agency went live though.; PHM continues to support the ongoing work to embed and perfect the agency model prior to roll out to additional European markets.
Outcomes
By putting people at the heart of the transformation, the switch to agency was successfully completed on schedule. Whilst work is ongoing to embed new systems and processes, as well as roles and responsibilities, in a post-launch survey 94% of NSC staff understood their role under agency, and 84% of agents and the NSC team understand why the switch to agency was required.
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