Global brand Chevrolet’s push to become the most customer-centered automaker has led to an alliance with Disney Institute, an affiliate of Walt Disney Co.
To raise the bar for customer experience and employee engagement, Chevrolet Philippines-The Covenant Car Company Inc. (TCCCI), exclusive distributor of Chevrolet in the Philippines, invested in this partnership opportunity and recently sent the first batch of Chevrolet leaders to Hong Kong Disneyland to participate in a two-day workshop crafted by the Disney Institute for General Motors Consolidated International Operations and TCCCI. Leaders from GM’s operations in India, Thailand, Indonesia, Egypt, Vietnam, Singapore, China and TCCCI learned the magic behind Disney’s legendary customer service excellence.
Walt Disney Co. has given the world many classic animated films and magical kingdoms, most famous of which is Disneyland. Through the years of Disney’s experiences, time-tested adaptable principles of customer service and people management were solidified. Today, the Disney Institute is one of the most recognized names in business solutions and professional development sharing “the business behind the magic” of the Walt Disney Co. Chevrolet has tapped into this expertise first in the United States and now in Chevrolet’s international operations including the Philippines.
Through Chevrolet Academy, the learning and development arm of TCCCI, Chevrolet Philippines aim to create the winning edge in the highly competitive automotive industry by investing in the growth of the leaders and stewards of the Chevrolet network community. The Chevrolet Academy was established to continuously improve service quality through skills training, personal development and values formation aimed to engage the Chevrolet steward to maximize execution of the brand experience for the Chevrolet customer. For Chevrolet Philippines, the Disney workshop is a first step to the long-term plan and commitment of TCCCI to “re-imagineer” the Chevrolet culture and brand identity.
With the Disney workshop as a catalyst, Chevrolet Philippines endeavors to develop and implement the best Chevrolet experience with its dealers. The company is taking the necessary steps toward this goal including learning from Disney, a company known for its excellent culture, customer orientation and quality service rooted in engaged employees.
“Conveying and implementing the Chevrolet experience, culture, and standard is a long-term and ongoing process. We want both our stewards and clients to experience and desire the quality vehicles, business practices, and services of the Chevrolet brand. And Chevrolet Philippines-TCCCI truly believes that investing in its people is the key to realizing that end. We are hoping that the lessons that our stewards will learn from the Disney Institute will help them realize their potential and continue to grow with Chevrolet as we continue to share the Chevrolet experience to the local community,” said Albert Arcilla, Chevrolet PH president and managing director.
“Our own TCCCI initiatives had led us to the Disney Institute and we were excited to learn about the established relationship between GM-Chevrolet and the Disney Institute. This just confirmed to us that our vision and initiatives at Chevrolet Philippines-TCCCI are in step and heading towards the global brand direction of GM. With the Disney Institute workshop, all the qualities and company values that we want to espouse in Chevrolet are fleshed out in the enchanting House of Mouse—hip, fun, customer orientation and employee mobilization—all experienced in the magical Disney fashion. Of course, Disney is one of the most recognizable and excellent American brands which to us is a perfect match for Chevrolet.” said Selene Yu, Chevrolet Philippines-TCCCI executive director.
With the mission to provide quality vehicles and services to its local market, Chevrolet Philippines sent their key officers to Hong Kong Disneyland for a two-day training course at the Disney Institute. It is the first in the country and among the Southeast Asian Chevrolet distributor markets to partner up with the Disney Institute.
“Chevrolet shall use the Disney magic as a catalyst to improve and share the Chevrolet Experience not only to our TCCCI stewards, but also to our existing 21 and soon to be 29 Chevrolet dealers and partners as we continue to find new roads in creating a world class customer experience for all Chevrolet clients in the Philippines,” Arcilla said.
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