A major Korean automotive manufacturer understood that when dealership service personnel conduct effective Multi-Point Inspections (MPI) and follow best practices to re-deliver vehicles back to customers after service, there is a significant impact. Not only do customer satisfaction ratings soar, but the dealership enjoys increases in customer-pay service and parts sales. They had invested time and money into new processes and training materials, so why was it so difficult to get compliance?

When learners practice by doing and teaching others, retention increases from 5% for passive learning to as high as 90% for participation.

Dealership service personnel were invited to “Show What You Know” by submitting a video of themselves reviewing the results of their Multi-Point inspections as they re-delivered vehicles to their customers. Videos were easily taken via smart-phone devices and uploaded to a portal that included reminders of best practices and video tips. Participants earned a reward for  completing and uploading their video.

All video submissions were reviewed and evaluated based on how well they conducted the Multi-Point inspection and relayed their findings as the vehicle was re-delivered to the customer.

District and Regional Service Managers were invited to vote for the best videos within their areas. The finalists were then featured on the portal and all service personnel were invited to vote for the best video. At each of the stages, participants earned increasingly enticing awards as their videos advanced in the rankings, the grand prize being an all-expense-paid trip to an exotic location.

Participation exceeded the customer’s expectations with over 600 videos submitted. As the district and zone voting occurred and participants were recognized for doing an excellent job, excitement spread for the national vote. As finalist videos were viewed by service personnel, they were witnessing best practices in action — conducted by their peers.

Witnessing best practices by your peers taps into the behavioral economics principle of “relativity bias”; activating a competitive belief that you can do as well or better than your peers. It has a bigger impact than watching a video produced with actors.