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                                C D
             CustomerContactCompetence Diagnosis

                        for Sales and AfterSales


Taking the guesswork out of recruitment/placement
  Markus Widera, GTMD
  February 2009
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   3
 C D - What for ?

•Hiring the ‘right’ employee and to keep the good ones is getting
harder and harder.
•‘Customer orientation quality’ decides about success and failure in
business.
•The key criteria for customer orientation is the inner attitude of a
person.
•This inner attitude C3D is looking for is not trainable
•Buy attitude, train skills.


•C3D is valid for Sales and AfterSales personnel


                           CustomerContactCompetence Diagnosis, February 2009   Folie 2   Mercedes-Benz Global Training
Agenda                                                                                          C D
                                                                                                    3


A   C3D – Product

B   C3D – Content

C   C3D – Process




                    CustomerContactCompetence Diagnosis, February 2009   Folie 3   Mercedes-Benz Global Training
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                                                                                         C D




     3
A   C D   – Product




             CustomerContactCompetence Diagnosis, February 2009   Folie 4   Mercedes-Benz Global Training
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Product

 • C3D personnel selection tool of Mercedes-Benz Global-Training
 • C3D is valid for Sales and AfterSales personnel
 • C3D is an internet-based system, accessible everywhere by stable
 internet connection
 • C3D takes approx. 60 minutes - maximum test duration 70 minutes
 • C3D can be accomplished autonomously by the test person


 Objective
 To detect customer contact skills in a reliable, standardized, and
 efficient way.




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Benefits
•   Preparation for the worldwide situation of talent/skill shortages
•   Cheap recognition of employee potentials
•   Time saving selection process
•   Pool set up of potential candidates for the brand/market/dealership
•   Minimal risk for wrong selection decisions

• Access to this unique selection tool in the automotive industry
• Organizational alignment in CSI No.1 for the next decades



                   optimum placement / selection



                           Satisfied customers
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Target Group
 •Applicants in recruiting processes

         Detect the potential of the applicant before employment.
          ‘buy attitude, train skills’


 •Employees - Placement to new position
         Who to develop for a job in customer contact.
         Find out more about the potentials of your employees.




 Maximum customer orientation by optimal selection and placement

                            CustomerContactCompetence Diagnosis, February 2009   Folie 7   Mercedes-Benz Global Training
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Test Result

Gives a detailed analysis of competence
domains:
•   customer orientation
•   contact openness/extraversion
•   conscientiousness
•   resilience/ability to cope with stress
•   empathy
•   willingness to achieve/need for achievement




                                    CustomerContactCompetence Diagnosis, February 2009   Folie 8   Mercedes-Benz Global Training
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     3
B   C D   – Content




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What is measured by C3D?

• C3D is a personality test. Behavioral tendencies and attitudes are
  measured by self-assessment.

• Personality is an expression coming from the science of psychology.

• To understand better what personality is let’s take a short
  excursion to chemistry.

• Everything touchable and measurable on earth can be defined through
  the chemical elements, e.g. WATER




                          CustomerContactCompetence Diagnosis, February 2009 Folie 10   Mercedes-Benz Global Training
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 Water exist all over the world in                                                                       C D
 different forms:




f you reduce it to its elements you always end up with Hydrogen and Oxyge
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   The same is possible for the modern                                                               C D
   world:




      What is needed to build such is:
      Knowledge

he core knowledge needed for this comes from the sciences of:
         Physics, Chemistry, Mathematics, Engineering

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Back to Psychology and C3D                                                                       C D




               People exist all over
                the world in
                different ‘styles’.

 The core characteristics (like the chemical elements)
of personality are described by psychology as OCEAN.
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What is OCEAN and Personality?                                                                               C D
• Openness
• Conscientiousness
• Extraversion
• Agreeableness
• Neuroticism (stress   coping ability)


• Psychology has found in its 80 year history of measuring and
describing personality these BIG FIVE personality traits as constant,
stable and world widely present factors of mankind.

• These factors are to find (like water in different forms) in all the
cultures worldwide.

• That means whatever psychological test you look at, if you go down to
the roots, these five ‘elements” will show up.

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C3D Concept and Test Development?                                                                          C D

Theory based Approach:   C3D:                                        Reflection of the Job
The definition of the    Combination:                                Requirements
content takes place in   • job requirement-                          The content represents
accordance with an         oriented                                  critical job requirements
overall theory/model.                                                to maximize the
                         • applies findings and
                                                                     relationship between test
                           measurement methods of
                                                                     result and job
                           existing
                                                                     performance (predictive
                           theories/models
                                                                     validity).




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What is measured by C3D?                                                                                C D
• C3D focuses on 3 of these 5 factors which are most essential for well
customer
   orientation
        - contact openness/extraversion
        - conscientiousness
        - resilience/ability to cope with stress

• and on other factors which are also proven as relevant for customer
orientation
        - willingness to achieve (need for achievement in a psychological
meaning)
        - empathy
        - the golden rules of Mercedes-Benz




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C3D impact on our business
• Therefore C3D is able to measure the degree of customer
orientation
    which is personality and not behavior related, since:

• Personality can hardly be changed by training.
• Behavior can be changed by training.

• This approach will take out the guesswork of
recruitment/placement.
• We will find the ‘right’ people for our customers which
even can improve
    through behavioral training.

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Real‚ worst practice example (Germany)
• A Service Advisor was allocated by his Service Manager
for the CSA
   Training 20 (days duration)
   Investment:
    - 20 Days Training
3.900,- €
    - Failing two final examinations (2 days)
            790,- €

      Trainings investment incl. Hotel = 8.155,- € plus
travel expenses
      22 days out of workshop (500,- €) = 12.500,- €
      Costs over all >20.000,- €

• By using C3D the failing result would have been
foreseeable (see        CustomerContactCompetence Diagnosis, February 2009 Folie 18   Mercedes-Benz Global Training
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Result Sheet
(name changed)




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Assuring Test Quality
 C3D was developed strictly adhering to all diagnostic standards and is
    subject to continuous optimization.

 The following measures are essential as well to ensure the test
   quality in all participating countries:

 • A cultural and linguistic adaptation of very high quality is
   needed. Global Training will support and assist all markets in this
   subject.

 • We strongly recommend the participation in the dealer training for
   C3D to ensure correct interpretation of the results and correct
   application of the test itself.




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C3 D     modules
 • C3D consists of 5 modules.
 • All modules are time restricted.
    When time is up the participant is forwarded to the next module.



 Login


  Participant
     data


                            Modul             Module 1:                  Modul
            General                                                                               Module 2:
                          specific              Tasks                  specific                                        etc.
          instruction                                                                               Tasks
                        instruction 1                                instruction 2




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Sample Tasks
 C3D consists of different types of tasks:

 1) self-evaluation

   The participant reads statements, that are to be rated according to
   personal agreement                        --  I totally disagree
   Example:                                  -
                                             +
                                                 I tend to agree
                                                 I tend not to agree
                                                           ++      I totally agree




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Sample Tasks
 Following competence fields are assessed:

 • Customer orientation
  - ability to recognize an meet customers‘ wishes and needs
  - treating customers with greatest respect
 • Contact Openness/Extraversion
  - ability and motivation for initiation of contact and establishing relationships.
  - openness for interacting with others
  - ability to communicate and ease of communication
 • Conscientiousness
  - organisation and planning of work
  - working precisely and carefully
  - reliability and sense of duty
 • Resilience/Ability to cope with stress



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Sample Tasks
 2) Appraisal of Situations
    The participant is presented with brief outlines of situations as
 text or pictures.
    The situations are accompanied by statements to assess the
 situation.
    Example:




                             CustomerContactCompetence Diagnosis, February 2009 Folie 24   Mercedes-Benz Global Training
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Sample tasks
 Following competence fields are assessed:

 •Willingness to achieve (need for achievement)
   - Ability and motivation to set challenging yet realistic targets
   - Enjoyment at proving oneself

 •Empathy
   - Good at social perspective-taking
   - Ability to empathise with a person he is interacting with




                                     CustomerContactCompetence Diagnosis, February 2009 Folie 25   Mercedes-Benz Global Training
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     3
C   C D   – Process




           CustomerContactCompetence Diagnosis, February 2009 Folie 26   Mercedes-Benz Global Training
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C3D Web-site                               www.c3d-online.com                             C D




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C3D Web-site
 The C3D web-site provides you everything needed for test
 administration.

 • Information
   Frequently updated information on C3D

 •Registration and Ordering
   For your login data please contact your MPC.
   Once equipped with your login data, you can order your test codes
 here.

 • Help and Contact
   Find contact details or send a query.


                             CustomerContactCompetence Diagnosis, February 2009 Folie 28   Mercedes-Benz Global Training
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Testing
 You need:
 • PC equipped with stable internet connection
 • Login data
 • one test code per testing

        Go to: www.c3d-online.com and click „testsystem“




     Applicants works on tasks autonomously (max. 70 minutes)


       Result send per e-mail to person in charge instantly
                             CustomerContactCompetence Diagnosis, February 2009 Folie 29   Mercedes-Benz Global Training
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C3 D   Market Implementation
 1. Consultation from Global Training for MPC / Implementation plan set
    up

 2. Translation of the test and cultural adaptations (by MPC supported
    by GT)

 3. Re-Translation (by MPC) and check-up (by Global Training)

 4. Data-Base and IT set-up (by Global Training)

 5. Country Pre-Norming with selected group (at least 60 persons, by
    market and GT))

 6. Training (or TTT) for C3D responsible in MPC (held by Global
    Training)

 7. Conduct dealer trainings (1-2 Days) (if need supported by Global
    Training)

 8. Run C3D in your market
                             CustomerContactCompetence Diagnosis, February 2009 Folie 30   Mercedes-Benz Global Training
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Investments                                                                                                                    C D
Tasks during implementation                                          Price                                  Who involved

1st market consultation                                              Ca 3.000 € (2 x 1.468,- €)             Market / GT

cultural adaptation and translation of test and instruction          Depending on market                    Market
material (~10.000 words)                                             translation costs

Re-Translation                                                       Depending on market                    Market
                                                                     translation costs
Coaching / Quality Check of Translation                              1.500 €                                GT
                                                                     + flight if needed

Finalizing translation                                               Depending on qiality of                Market / GT
                                                                     1st translation
Data base and IT setup                                               1.500 €                                GT

Pre-Norming (60 people from market)                                  1.500 €                                Market / GT

User / Dealer Training                                               1.468 € + flight                       Market / GT


Run C3D                                                              29 € per test                          Market/Dealer

Annual costs for quality assurance and data analysis                 550 € per year                         Market




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Backup




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Willingness to Achieve
C3D measures the achievement motive with a semi-projective
  technique.
       The features of projective techniques (ambiguous stimuli
  are presented) are
       combined with the reliable features of self-report
  questionnaires.

• The term “motive” means a personality disposition which is
  quite stable over time.

• Individuals with a high achievement motive
     • experience achievement situations as challenging and quest
       for success,
     • Set their targets high but realistic
     • Enjoy proving themselves
• Individuals with a low achievement motive
     • Experience pressure in achievement situations Folie 33 Mercedes-Benz Global Training
                           CustomerContactCompetence Diagnosis, February 2009

				
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