Chrysler Group Wins Award for Training Excellence

AUBURN HILLS, Mich., May 8, 2006 -- The American Society for Training & Development (ASTD) presented DaimlerChrysler Academy (DCA), the primary training provider for Chrysler Group dealership personnel, with an Excellence in Practice Award today at the International Conference and Exposition in Dallas, Texas. ASTD is the world's largest association dedicated to workplace learning and performance professionals.

DCA received the award in the Performance Improvement category for its certification program, which delivered clear and measurable results. DCA provides training and performance improvement services for retail employees working at 3,900 Chrysler Group dealerships throughout the U.S.

DCA was chosen from a field of 78 submissions for the award and underwent a blind review process conducted by a panel of ASTD representatives and experts in the training and performance field. A total of nine Excellence in Practice Award winners were honored at the event.

"This award from ASTD confirms our belief that training can be an effective tool in helping a dealership to be successful," said Pat Kittle, Director - DaimlerChrysler Academy. "DCA training enhances the ability of dealership personnel to contribute to the dealership's long term profitability, customer satisfaction and brand loyalty."

DCA has long realized that well-trained personnel are a critical component of a successful dealership operation. By targeting its services at acknowledged performance gaps, DCA certification and course work led to increased sales success and high levels of professionalism among Chrysler Group dealership staff.

Dealership employees have to complete prescribed training and intense study while achieving exceptional customer satisfaction scores in order to become certified. Also, DCA launched a mystery shopper program to ensure employees could effectively demonstrate extensive product knowledge among a vast portfolio of Chrysler, Jeep(R) or Dodge products.

A Measurement Task Force (MTF) was created by DCA and BBDO Detroit Retail Performance Solutions to measure the results of these training initiatives. Data soon revealed that training did matter and showed a link between certification and sales success:

* DCA certified sales staff makes up 54 percent of the nearly 27,000 retail sales consultants at Chrysler Group dealerships; however, they represent 75 percent of nationwide vehicle sales.

* On average, a DCA certified sales consultant generates about 70 percent more sales than a non-certified sales consultant.

* Eighty nine percent of the sales consultants who sold 100 or more units in 2005 were DCA certified.

* DCA certification leads to lower annual employee turnover; dealer retention of certified personnel is 62 percent higher for sales consultants and 34 percent higher for service advisors when compared to non-certified personnel.

* When measured against common factors including tenure and store size, only DCA certification had a significant, positive impact on an individual sales consultant's sales success.

"Certification represents a reciprocal relationship in which the dealership invests funds to train an employee and the employee invests time and effort to advance their career. This cooperation contributes to overall dealership success," said Kittle. "DCA always thought training was important but now there are facts to support this thinking. Chrysler Group continues to use this measurement process to provide industry-leading training and performance support in the marketplace."

Through a combination of classroom, in-dealership, web and ride-and-drive learning experiences, DaimlerChrysler Academy provides innovative learning, process improvement and retail activation solutions to nearly 100,000 retail employees at 3,900 Chrysler, Jeep and Dodge dealers in the U.S.

The Auto Channel