Knowledge is the key to success

BASF Coatings’ training strategy guarantees top-level advanced training of over 10,000 participants per year throughout the world.

BASF Coatings’ Refinish Competence Centres (RCCs) provide real added value for bodyshop owners and their staff. At the RCCs, they learn how they can boost the quality of their bodyshops, making their work better, quicker, and just plain more efficient. Each year, over 10,000 participants take part in the seminars and workshops offered by the 46 training centers located throughout the world. The courses are taught by specially trained and certified trainers. Urban Johansson, head of global training at BASF Coatings, has developed a global training strategy that uses modern teaching methods to teach theory and practice. The strategy also calls for the trainers themselves to be tested, undergo advanced training and be promoted on an ongoing basis. It goes without saying that the RCCs also undergo regular audits every two years based on criteria such as quality, cleanliness and safety. “Our mission is to develop, introduce and carry out courses at the highest possible level. We aim to meet this standard for each and every course we offer,” Johansson said.

“One thing is true, especially in tough times: Knowledge is not only power. It’s also the key to success.”

The quality of the courses is also defined by the quality of the trainers. Seven Global Trainers work for BASF Coatings’ Glasurit paint brand alone. Based on the “Train the Trainer” principle, they train the approximately 150 National Head Trainers and 300 technicians in 65 countries. They in turn disseminate their know-how and experience to the customers in the individual countries. In order to ensure the ongoing improvement of each trainer and technician, they are all subjected to regular testing. “We recently carried out nine tests for the 450 trainers and technicians, making a total of around 4,000 tests,” explained Hendrik Franke, who heads Glasurit training and manages the RCC in Münster. The results are documented and each technician is then promoted on an individual basis. In addition, each of the National Head Trainers and technicians receives two week-long training courses per year. Course curricula may include information on new products and services, as well as the associated sales arguments.

“The RCCs are well equipped. We want our customers to feel good there and take a great deal of knowledge with them for their daily work.”

The customer seminars taught by the trainers are divided into four levels: introduction/basics, knowledge for advanced users, technical expertise for experts and special courses such as spot repair or information on the Repair-Shop. “We have courses for every level of expertise,” Franke added.

The number of RCCs throughout the world is constantly expanding. Just recently, new training centers in Iran and Egypt were added to the pool, along with the fourth RCC in China. “The RCCs are well equipped. We want our customers to feel good there and take a great deal of knowledge with them for their daily work,” Franke said. He added, “One thing is true, especially in tough times: Knowledge is not only power. It’s also the key to success.”