The Business of Learning

New Survey Shows 94% of European Auto Dealers Use e-Learning

The next time you walk into a car dealership, note how engaging, knowledgeable and prepared the sales team is. New research shows there is a critical link between dealer training and the creation of memorable customer experiences that boost loyalty, customer retention and future sales.

In many ways, European automotive companies are ahead of the curve when it comes to e-learning, according to a new survey commissioned by Raytheon Professional Services (RPS). The RPS report, which surveyed 44 automotive manufacturers from 19 European nations on their use of learning technologies, found that 94 percent of European automotive companies use e-learning courses and 84 percent use virtual classrooms or plan to introduce them in the next two years.

The survey findings, released today in the report Spotlight on Automotive: Driving Innovation in Dealership Training for the Automotive Sector, also found:

73 percent of auto industry respondents agreed that learning technologies are helping them to implement business processes and products, compared to just 47 percent among private sector companies overall.

  • 33 percent are seeing the benefit of learning technologies to help support organisational change.
  • e-Learning has a significant impact on job performance. 39 percent responded that learners recommend e-learning to colleagues as a way to improve job performance.
  • Training also provides business value. 45 percent of respondents said e-learning has made a significant contribution to increasing revenue.

“We now have fewer dedicated trainers due to economic pressures and the trend towards outsourcing training is increasing. Our challenge is to keep a high level of training with a broader reach – and we use more e-learning to meet this challenge.” Toyota Motor Group.

Despite the positive impact e-learning has had in automotive manufacturer organisations, many are still facing barriers to setting it up. 77 percent said the cost of set-up, development and maintenance was a barrier, while 60 percent said e-learning isn’t a management priority at their company. Nearly half (47 percent) said e-learning is seen as too generic and not tailored enough to meet their company’s specific needs.

In the coming weeks, we will share more of the survey findings to help improve your training efforts. Stay tuned!

Mark Oliver is managing director of Raytheon Professional Services’ Europe, Middle East and Africa operations.

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