Observation Guide – Mazda Brand Academy

MBA PERFORMANCE COACHES
DEALERSHIP OBSERVATION GUIDE

• Customer Experience/NPS Key Drivers
• Service Retention and Loyalty (FYSL)
• UMX Standards (Sales and Service)

Use this Guide to identify specific Standards and process steps that are not executed consistently in the dealership or that could be improved/made more consistent.

For those Standards/process steps, marry CX360 and Mystery Shop data with your on-site observations.

Identify specific behaviors that will address the issues, working with Sales/Service Manager on an Action Plan to follow up, track and measure.

Coach employees individually to gain buy-in and commitment and/or use the data in small group meetings or huddles.

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Site Visit Information

MBA Performance Coach*

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Dealership Name and Code

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Dealership Name and Code*

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Customer Experience/NPS Key Drivers

NOTE to COACHES: Always review target KPI status and current Hot Alert performance (% Closed Before Overdue; % Contacted) prior to coaching on NPS Key Drivers.

Service Drivers

CX360 Survey Question)	Employee Actions for Observation and Coaching	Notes / Observations
The Service Advisor treated me as a valued customer.	Demonstrate respect for a customer’s time by greeting them promptly. Ask customers if there are any features they have questions on that you can help with. Communicate appreciation for their business and that they are valued.	Valued Customer
Time to complete service compared to original quoted time.	Keep the days a customer needs to wait to an absolute minimum. Clearly set every customer’s expectation for the time required and provide updates at pre-set intervals. Streamline the checkout process by offering mobile payment through your Digital Service tool.	Time to Complete
Explanation of the service or repair performed, as well as any applicable cost.	Provide clear explanations of the work performed and associated charges. Use Digital Service and Technician video inspections to provide customers with much-appreciated transparency.	Explanation of Service Repair
Fix It Right the First Time.	Ensure that all authorized work was completed prior to returning the vehicle. Send the customer a video before and after repairs to demonstrate that new parts have been installed. Top off all fluids and check tire pressures, remove paper floor mats, and clean vehicle inside and out.	Fix It Right the First Time

CX360 Survey Question (OSAT)	Employee Actions for Observation and Coaching	Notes / Observations
Sales Team that assisted me with my vehicle purchase.	Offer easy-to-understand pricing with an explanation of how the price of the vehicle and trade-in vehicle was established (online and in store). Reserve and prepare the test drive vehicle(s) so it is ready ahead of the Vehicle Presentation. Share stories about uniquely Mazda brand attributes.	Assisted with Vehicle Purchase
Completing paperwork, including the explanation of optional maintenance and protection products.	Provide customers with an easy-to-understand explanation of the lease or purchase options available to them (online and in store). Offer options so the customer feels in control. Minimize waiting time by allowing the customer to complete as much paperwork as possible before they come into the dealership.	Completing Paperwork
The presentation of your vehicle’s features, functions and benefits at the time of delivery.	Ensure that the vehicle is clean on the interior and that the exterior is free from any dirt, scuffs, or scratches. Match the vehicle features/benefits shown to those best suited to the customer’s needs and interests. Register customers on the MyMazda app and explain the benefits to the ownership experience.	Presentation of Features

Service Retention and Loyalty (FYSL)

NOTE to COACHES: MBA Coaches focus on UMX Standards for video creation and customer interaction, working with Service Advisors (and Managers) to address root causes of any gaps. Your MSX counterpart will be responsible for Video (View Rate and quality) with Technicians.

UMX Journey Moment (with Process)	Employee Actions for Observation and Coaching	Notes/Observations
AT SERVICE CONSULTATION Video Capture Process (Service Advisors)	Tell the customer that their Technician will conduct a Multi-Point Inspection while the vehicle is in for service. Mention what this inspection may include (e.g., "…. which includes conditions of your fluids, brakes, battery, and tires"). Explain that a video will be made of the inspection so the customer can see what their Technician is seeing. This is very important-if we don't set expectations, the customer may not view the video. Arrange to send the video via customer preferred method. Make follow-up contact via customer preferred method) to answer any questions they may have about the findings.	At Service Consultation
AT PROGRESS UPDATE Video Review and Presentation Process (Service Advisors)	Quality-check the video (ensure that the message is clear). Send the video to the customer via their preferred method of contact (email or text), as identified at write-up. Inform the customer to contact you if they have any questions. Do not force the customer to call you unless details are best communicated via verbal contact. If approval is required, contact the customer after 20 minutes (using their preferred method of contact) if you haven’t heard back from them. (Note: The best times to contact the customer should be identified at write-up. Only contact the customer during those times.)	At Progress Update
AT RE-DELIVERY Texting Process (Service Advisor)	Send the customer a text (if preferred method of contact) 2 hours following the repair thanking them again for their business and informing them to contact you if they have any questions or issues (make this text as personal and appreciative as possible). Send the customer a text message 48 hours following the repair to check in and to thank them one final time. Inform them that they should contact you anytime with questions or concerns (do not ask for a survey or give any impression you are asking for a survey). If the customer is still having an issue, ask them to call rather than trying to resolve via text. Include your manager on all follow-up texts.	At Re-Delivery

Ultimate Mazda Experience (UMX) Standards: SALES

Customer Journey Moment	Employee Actions for Observation and Coaching	Notes/Observations
SALES GREETING	STANDARD: Appointment In-store customers with appointments are introduced to a Product Specialist who has reviewed all information previously provided by the customer. STANDARD: Online Customer is asked if they have used the dealership’s digital shopping experience. If so, they are informed that any saved information or customer-created online accounts are accessed, making the customer feel known and important. Online shopper inquiries are responded to with a link to the dealership’s digital shopping experience. In-store, the Customer is immediately acknowledged and professionally greeted.	Sales Greeting
NEEDS CONFIRMATION	STANDARD: Online and In-Store Customer may use a previously saved digital shopping experience account or be guided through the Needs Confirmation process with the aid of a digital tool to confirm desired vehicle features and purchase terms. Online, the customer can use a digital shopping experience to identify the vehicle that meets their needs and then communicate about the vehicle with the dealership. In-store, the customer is always asked to confirm the Mazda vehicle research they have conducted to date and if there is additional information about which they wish to learn more.	Needs Confirmation
VEHICLE PRESENTATION	STANDARD: Mazda Stories Customer will be told about the Mazda approach to vehicle performance, design and craftsmanship using MyMazda.com and/or other resources. Online customers can quickly access accurate vehicle information to illustrate how Mazda meets their unique needs. STANDARD: Walkaround If customer desires to see a specific vehicle, the dealership offers: A virtual walkaround of the vehicle, or… An appointment at the dealership or a mutually agreeable remote location. That specific vehicle will be available at the time of appointment and confirmed prior to appointment via the customer’s preferred method of contact.	Vehicle Presentation
VEHICLE DEMONSTRATION	STANDARD: Scheduling Customer has options to schedule a remote, unaccompanied or an in-store test drive. For in-store test drives, an overview of the Mazda unique test drive route and experience is shared with the customer. Then a test drive meeting their stated interest and time is delivered. STANDARD: Walk Ins The test drive vehicle is properly prepared (sanitized and appropriate safety measures addressed) for the customer’s test drive. For customers without an appointment, the vehicle is ready within 15 minutes of request. STANDARD: Additional Driving Time Customers are offered additional or unaccompanied driving time following the initial test drive.	Vehicle Demonstration
PRICE NEGOTIATION	STANDARD: Personalization And Access Customer will be offered easy-to-understand pricing with an explanation of how the price of the vehicle and trade-in vehicle was established: Online customers will have access to a personalized transaction (e.g., vehicle sale price, used vehicle trade-in value, F&I product costs, payment options and terms) via a Digital Retail platform. Customer can “save” their personalized transaction details. The customer and dealership sales staff will be able to access the saved details electronically so terms can be reviewed or revised, either online or during an in-store visit. Customer will be able to communicate with the dealership through applications, such as chat, video, email, text or phone, to ask or answer questions during the negotiation.	Price Negotiation
F&I	STANDARD: Options Customer is offered the opportunity to complete purchase or finance application documents prior to beginning the F&I contracting process. Customer will receive an explanation of the F&I process and the average time needed to complete it. STANDARD: Easy-To-Understand Customer is offered an easy-to-understand explanation of the lease or purchase options available to them. Customer receives an easy-to-understand choice of warranties, insurances and supplemental products available to them.	F&I
VEHICLE DELIVERY/ IMMERSION	STANDARD: Choices And Services Customer is offered choice of in-store, curbside or remote delivery. Customer is introduced to the MyMazda app, its content to be used during the Immersion process (Delivery), its service appointment function, and Sales Consultant and/or Service Advisor offers to assist with the App enrollment process. As appropriate, Mazda Connected Services are presented and explained. STANDARD: Personalized Customer receives an initial Delivery by any certified specialist. The Delivery is personalized to their needs, interests and time using the Sales Delivery Checklist and MyMazda videos. STANDARD: Second Delivery Customer is offered and/or scheduled for a Second Delivery (Immersion) appointment at a later date for vehicle and MyMazda app functions, and to review any items not covered during the initial Delivery. This Second Delivery can be done in-store, curbside or remotely.	Vehicle Delivery/Immersion
FOLLOW-UP	STANDARD: Three Days The Customer is contacted by their Sales Consultant within three days of delivery via their preferred communication method. Any issue is immediately addressed using the dealership’s concern resolution process.	Follow-Up

Ultimate Mazda Experience (UMX) Standards: SERVICE

CUSTOMER JOURNEY MOMENT	UMX Standards	Notes/Observations
SERVICE INTRODUCTION	STANDARD: First Appointment Sales Consultant will assist the customer with making their first service appointment using the MyMazda App or via the dealership’s website. STANDARD: Contacts Sales Consultant will provide the customer with the Service Department’s contact information (phone and text) and ask them to save it in their contacts. STANDARD: Welcome Video Send new customers a welcome video with a message from Service within 48 hours after every new vehicle delivery.	Service Introduction
APPOINTMENT	STANDARD: Two Business Days Customers will be able to schedule an appointment within 2 business days of their requested date of appointment. STANDARD: Two Clicks or One Hour Customers will be able to make an appointment within two clicks on the dealership’s website, one phone transfer or within one hour via email or text. STANDARD: Online Appointment Customers will have access to an integrated online appointment system that includes a basic menu of factory-recommended services/prices. STANDARD: Confirmation All customers will receive a digital confirmation of their appointment immediately after it is set and a reminder 24–48 hours prior to the appointment. STANDARD: Courtesy Vehicles Customers will be offered alternative transportation options, including courtesy vehicles.	Appointment
CONSULTATION	STANDARD: Communications Establish a communication plan for progress updating, using the customer’s preferred method of contact (phone, text or email), including update time and completion time. If text or email is the customer’s preferred method of contact, send the customer an introduction text or email immediately after opening an RO. STANDARD: Full Circle Inspection All customers are educated on the value of the Full Circle Inspection and informed that a Mazda Craftsman (technician) will be completing the inspection. Also inform the customer that all results will be provided during Progress Update using their preferred method of contact. STANDARD: Factory-Recommended Maintenance Customers are presented factory-recommended maintenance based on the customer’s vehicle recommended intervals. STANDARD: Documentation Customer information is properly documented and recorded, including current contact information, Service Pick-Up and Drop-Off instructions (if appropriate), and purpose of visit, and properly reflected in the RO.	Consultation
WAITING	STANDARD: Waiting Area Customer is provided with a waiting area that meets Mazda facility standards. STANDARD: Checking In Waiting customers are checked on every 30 minutes or less to confirm that their needs are met and questions are addressed. STANDARD: Video Inspection Waiting customers receive a video inspection of their vehicle and all findings are reviewed with them. STANDARD: Streamlined Checkout Customer’s ROs are prepared, and the customer is informed immediately after work is completed. Digital invoicing and payment options are offered to streamline the checkout process.	Waiting
PROGRESS UPDATE	STANDARD: Video Inspection Customer is provided a video inspection of requested and/or suggested items, via text, e-mail or in person (waiter). STANDARD: Final Cost When service is completed, the customer will be provided an accurate final cost of repairs/services via text, email or phone. STANDARD: Digital Payment Options Customers will be offered digital invoice delivery (via email or text) and digital payment options.	Progress Update
QUALITY OF WORK	STANDARD: Full Quality Inspection The customer’s vehicle undergoes a full quality inspection and sign-off by assigned individual(s) to assure complete, defect-free work.	Quality of Work
RE-DELIVERY	STANDARD: Review Fully review with the customer all work performed and the associated charges. STANDARD: Records The customer is informed how their records are stored in the MyMazda App. STANDARD: Active Re-Delivery Customer is escorted to their vehicle, or vehicle is delivered to a pick-up area; customer is offered assistance in setting Jinba Ittai seating position. For Service Drop-Off customers, driver conducts final walkaround video of customers vehicle and loaner being picked up. Text both videos to the customer. STANDARD: Thank You Customer is contacted via customer preferred method (text, email, phone) post-service to be thanked.	Re-Delivery

APPENDIX: Mazda Leadership Essentials

Mazda Leaders are expected to create a stimulating work environment that is:

Inclusive
Collaborative
Empowering
Open and Honest

To do that, they must lead by example, with behaviors that are expected of everyone at Mazda, especially leaders:

Personalize the customer (and employee) experience.
Recognize and value the individual’s unique needs.
Inter (Act) with Passion.
Deliver with Integrity.

When Mazda Leaders do these things, it results in powerful emotional outcomes for customers and, just as importantly, their employees:

They feel connected.
They feel appreciated.
They feel inspired.
And, most importantly, they trust the Leader and the Mazda Brand.

MBA PERFORMANCE COACHESDEALERSHIP OBSERVATION GUIDE

Site Visit Information

Customer Experience/NPS Key Drivers

Service Drivers

CX360 Survey Question)

Employee Actions for Observation and Coaching

Notes / Observations

Sales Drivers

CX360 Survey Question (OSAT)

Employee Actions for Observation and Coaching

Notes / Observations

Service Retention and Loyalty (FYSL)

UMX Journey Moment (with Process)

Employee Actions for Observation and Coaching

Notes/Observations

Ultimate Mazda Experience (UMX) Standards: SALES

Customer Journey Moment

Employee Actions for Observation and Coaching

Notes/Observations

Ultimate Mazda Experience (UMX) Standards: SERVICE

CUSTOMER JOURNEY MOMENT

UMX Standards

Notes/Observations

APPENDIX: Mazda Leadership Essentials

MBA PERFORMANCE COACHES
DEALERSHIP OBSERVATION GUIDE