RALEIGH, NC — One location move has made receiving training in the aftermarket a step easier.
Although it is deemed a “value-added offering for customers” — not a training organization — CTI, part of Advance Auto Parts since its acquisition in early 2014, does boast 25,000 students annually, whether they be technicians, shop management or shop owners.
Founded in 1999, CTI has 240 training regions with 44 instructors, all of whom are active technicians in the industry. The group boasts more than 100 courses, with new offerings added regularly.
“Our technician trainers are exceptional because they have the technical skills, the ability to apply what they teach and they are consistent in their messaging,” says Chris Chesney, senior director, Professional Markets, with CARQUEST.
CTI stands out from its competitors because it understands the need to learn its customers’ culture, sets new standards of quality, its needs analysis is the best in the industry and the quality of product is best in class, Chesney said.
To be successful in today’s market, shops need a combination of quality training, OE service information, technical support, OE-level tooling, quality parts, customer service and industry partnerships, Chesney says. CTI aims to help shops achieve these needs, while also maintaining a focus on service readiness — being prepared to take care of customer needs before they have a problem.
With the move from a 2,400-square-foot facility to the current location that has 4,500 square feet of work space, not including office and administrative space, CTI is able to do training in-house, and also create training videos and simulations without having to look outside to subject matter experts, Chesney said.
A partnership with a local Ford dealer, and also Chesney’s involvement with the Tech Net Council Group allows CTI unfettered access to many vehicle makes and models, which helps education and hands-on opportunities for both CTI staff and students.
CTI uses technology, industry software and tools to recreate the same visual experience in the classroom that a technician will have at the vehicle, and they continue to work to enhance their virtual technical training offerings.
An example of this situational recreation is the CTI scan tool wall. Every scan tool available in the market has a place in the CTI facility, and technicians can try out the tools and their features to determine which product works best for their business goals and vehicle service demographics before buying. “The most common question I am asked is ‘What scan tool should I buy?’ The answer: it depends,” Chesney says. “It depends on what vehicles you work on and what vehicles you want to work on. It is not our goal to influence product sales, but to make sure you make the right choice and find what you need.”
CTI is in the midst of a three-month project to roll out new scan tool training to 2,200 technicians employed at a national service repair chain. CTI has worked to take real-world scenarios the techs will encounter and allow the students to solve these situations in a classroom setting.
“We provide practical knowledge in the classroom and supply it in an affordable and engaging way. We want the students to be excited,” Chesney says. With a flat subscription cost per shop, rather than a pay-to-play format, subscribers can send technicians to six classes in 12 months, and not worry about paying per head.
And with constantly changing market technology that even “challenges myself and my team to stay current,” Chesney says, CTI aims to help shops realize they can grow their own “A” techs from within.
“You can’t hire an “A” tech anymore — the amount of information they need to know is too overwhelming,” Chesney says. But shops can work with their staff to stay on top of new technology and trends to ensure the best service for their customers.
But CTI training offerings are focused on more than just technicians. They also have a Service Sales Academy for service advisors. “It helps service advisors to sell repairs fairly, ethically and honestly. It is supported by instructor-led events, blogs, videos and online training,” Chesney said.
Virtual Instructor Led Training is another CTI offering, which allows shop owners or companies to work with CTI to create customized learning platforms for each student based on their job role.
Before year end, CTI is looking to add training from tool providers, along with safety content, Chesney said. In 2016, CTI’s will focus on fostering OEM relationships and licensing their training content.
“Our goal is a fully capable learning management system,” Chesney said. “Do we have a technician shortage? No. We have a skilled technician shortage.” And that is where CTI comes in.
