Subaru Love Promise University

Background & Objective:

Subaru's company vision is to show love and respect to all people at every interaction. The Subaru Love Promise is how they bring that vision to life for the Communities and Customers that they serve. Subaru has spent over a decade building up theil Cemunity Goumitment with their five Causes and Passions: Subaru Loves the Earth, Loves to Care, Loves to Help, Loves Learning, and Loves Pets.

In 2020, Subaru of America's (SOA) senior leadership team and the Retail Operations Training Department turned its attention to fulfilling its Customer Commitment. They issued an RFP to select an agency of record (AOR) who would create a training program that ultimately ensures every customer that visits a Subaru Retailer- at any location across America - encounters "love" throughout their customer experience.

Learner Audience:

All staff at 635 Dealerships Nationwide; Subaru of America Corporate & Field Employees

Strategic Approach:

CDG formulated a pitch, and was named the Agency of Record, for Love Promise University - a Mission to not only improve the customer experience, but help create a "Subaru-Level Experience." The branded term was supported by the introduction of the HEART Pillars that represent five key human values: Honesty, Empathy, Appreciation, Respect and Trust. When retail personnel treat customers with the HEART Pillars, they create a Love Promise Moment - a concept that identifies opportunities to create repeatable and sustainable processes at each retailer.

CDG supported these core concepts by designing the Love Promise University brand through logos, color palettes, visual elements, and style and language guides. The rollout of Love Promise University was meant to launch during a dealer meeting in April 2020, but due to COVID-19, CDG helped pivot and pilot in-store training curriculum among a subset of stores. The following year, CDG tailored the curriculum based on retailer feedback and later initiated a virtual, all-dealer launch of Love Promise University.

Since the national launch in April 2021, CDG hosts bi-monthly virtual training broadcasts, built and manages an online community integrated to Subaru's Learning Management System, develops 5-minute "micro" elearning courses, supports LPU's presence at national internal events, produces video and more.

Results:

CDG continues to be the AOR for Love Promise University, supporting all training, creative and strategic initiatives. The customer experience at Subaru has been recognized by the J.D. Power 2023 U.S. Customer Service Index Study, ranking #1 in Mass Market Cars, #4 in Mass Market Overall and #10 among all mass market and premium car brands - the brand's highest placement in 33 years! For J.D. Power's Sales Satisfaction Index Study, Subaru ranked #3 in Mass Market, its highest ranking in this study. Subaru was also recognized with the Highest Overall Loyalty to Dealer by S&P Global Mobility.