Automotive Technician Accreditation

Customer Service: About ATA

Inspire confidence, prove competence

Introducing the first customer service accreditation scheme designed by and for retail motor industry professionals.

Customer service staff are usually the first and only point of contact for customers. It’s their job to generate trust and build long-term relationships. This depends on their ability to create an inspiring first impression, and then to build on it for the ongoing benefit of the business.

But when it comes to providing motorists with excellent customer service, what are the critical skills? Until now there has been no objective, industry-wide system for businesses and customerfacing personnel to identify exactly what these skills are and measure how well they’re performing against them.

Proof of excellence

ATA Customer Service Accreditation is the first voluntary scheme designed to support businesses’ and individuals’ delivery of exceptional customer service – by providing proof, through assessment, of an individual’s ability to deliver rewarding client experiences.

The scheme has been developed with the backing of major motor manufacturers and is regulated by the Institute of the Motor Industry, the Sector Skills Council for the retail motor industry.

Who is it ideal for?

The scheme is designed for front line customer service personnel working specifically in the retail motor industry, both experienced and fresh into the business, with a minimum of three months relevant work experience.

It is a voluntary scheme and no prior qualifications are required. However, we recommend that potential candidates speak with their nearest ATA Customer Service Assessment Centre to find out if they require any training before assessment.

What are the benefits?

For customer service personnel...
• Industry-recognised accreditation – proving a level of skill and competence to employers.
• Formal recognition – acknowledging competence, giving a feeling of greater control in daily interactions
with customers.
• Progression – identifying training requirements maintains career development.

For employers...
• Competitive edge – empowering and inspiring staff to deliver positive customer experiences to secure
repeat business.
• Training needs analysis – helps assess potential staff training needs against national industry standards.
• Independent assessment – providing a benchmark for recruitment that can be integrated into corporate training or dealer standards.

Which skills are assessed?

Based on National Occupational Standards, individuals are measured against five core skills:
1 Interpersonal skills
Communication abilities such as listening carefully, taking clear notes to ensure full understanding of situations and problems; being able to influence others and build relationships internally and externally.
2 Personal commitment
Remaining upbeat, motivated and positive at all times and committed to delivering excellent customer service.
3 Leadership and control
Teamwork and being able to learn from mistakes.
4 Business orientation
Product knowledge, ability to cross-sell, ability to offer clear explanations of technical works, plus understanding manufacturer warranties.
5 Managing performance
Working without supervision to achieve identified objectives within the stated time.

What is the assessment process?

Assessment is usually a one-day process at an approved ATA Customer Service Assessment Centre, comprising:
• Knowledge assessment – a 45-minute online multiple choice test, consisting of 30 questions.
• Practical skills assessment – working through a range of real-scenario customer situations such as making appointments or vehicle completion and handover. Skills are assessed through role play. There is also a short written exercise. Successful candidates receive a photo ID card and are included on an online register of ATA Accredited Customer Service Advisors. Accreditation provides demonstrable proof of ability that candidates can carry with them at all times. It also shows that they have made a personal commitment to a code of conduct. Individuals will be asked to undertake reassessment every five years to prove familiarity with industry developments.