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Situation and challenge

BCAA is known as one of the most trusted service providers in British Columbia. 1 out of every 3 households in BC are members. BCAA provides home, auto and travel insurance, roadside assistance, Evo Car Share and full auto maintenance and repair at BCAA’s Auto Service Centres. It led BCAA to be named an Aon Best Employer – Canada 2018.

One of the way BCAA earned this trust and standard of excellence was through its focus on hiring only the best employees to deliver on its customer promise. Dynamic Achievement was engaged by BCAA to develop an assessment tool that would be able to differentiate between high and average sales and customer service representatives.


Senior sales leaders identified employees whom they believed were their most outstanding employees who performed best in sales and service and were highly engaged team players. These high performing employees were assessed on a sales assessment battery and compared against a group of average performers.


At the end of the program BCAA achieved the following outcomes:
  • A clear differentiation between outstanding customer sales and service employees and average customer service and sales employees
  • A set of Sales and Customer Service competency benchmarks against which to hire all new employees
  • A reliable and trusted methodology to assess existing sales and customer service employees
  • A developmental plan for all new hires against which sales leaders can coach employees
Andrew’s workshops and his delivery of OD programs are highly effective in that they provide participants with the leadership, coaching, and sales skills required in our customer focused business. A key strength is Andrew’s ability to align the training and OD initiatives with BCAA’s key customer centric strategies, creating a connection for staff and managers that increases their buy in and adoption of the new systems or learning
- John Allen
Vice President HR – BCAA

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