Global OEM - EV Academy

Challenge

The most significant barrier to widespread adoption of electric vehicles (EVs) are the myths that surround EV attributes such as range, the origin, safety and lifespan of drive batteries, and availability of charging infrastructure.

PHM’s client, a major European OEM, has a clear roadmap to an all-electric vehicle product range. They were willing to face the hard truth that their customer-facing dealer employees were not ready to support customers on their EV purchasing and ownership journey.  

To support this change there was a need to upskill the employees, delivering not only the EV knowledge, but also the skills and understanding needed to deliver a joyful customer experience. 

Solution

PHM’s solution is the EV Academy, a comprehensive learner journey that supports both those who are new to the automotive industry and existing employees. The content needed to be suitable for use in all European markets (following translation) with minimal localisation required. 

Understanding the benefit of small, engaging pieces of learning, PHM developed a solution covering a range of online courses to engage learners. These included eLearning, microlearning, quizzes, animation, video and more. 

In creating the curriculum, PHM took a customer-centric view, asking “what does the customer want to know?” and “what are their main issues and concerns?”

Once successfully accredited, customer-facing dealer employees would be EV advocates who can speak with calm authority and respond to their customers’ needs in an accurate and positive manner. Customers will trust them as they demonstrate that they are EV specialists and the relationship with the individual and the brand will continue to build. 

PHM’s in-house localisation team has worked closely with L&D teams across Europe to ensure the content is suitable for their local market’s individual requirements and translates effectively to deliver EV Academy objectives. 

Outcomes

Within 6 weeks of launch the EV Academy was successfully rolled out to 18 European markets, with many learners completing the course in the first week. Initial feedback has been positive from both markets and participants.