July 2025 Update:
In early 2024, Performance in People (PiP) started working with CUPRA Sales. Since the start of our partnership, CUPRA has utilised a selection of PiP’s services, including Video Mystery Shopping, CBX training for Sales Managers, and BMS® Direct eLearning for CUPRA Specialists.
About CUPRA
CUPRA’s vision hails from Barcelona, they are powered by the city’s vibrant spirit, zest for life and artistic energy – enriching every CUPRA vehicle with a distinctive DNA and inspiring the world. They strive to stay ahead of the curve whilst challenging the status quo with their high-performance vehicles and they succeed in doing so.
CUPRA’s aim is to do more than just sell cars. Their DRIVE LOVE programme creates tailored, effortless and inspiring experiences for customers at every point on their journey.
Delivering Industry-Leading Customer Experiences
Recently, CUPRA have increased focus on their customers’ journey. With the support and expertise of PiP, they have developed a robust regular video mystery shopping programme across the full CUPRA UK retailer network, with the aim of monitoring, developing and improving the experience delivered to their customers.
Following each round of mystery shop activity, CUPRA put an increased focus on providing additional support to Retailers that fall below a certain threshold, utilising PiP’s specifically designed engaging and interactive training and coaching workshops including:
✅ Coaching & Behaviours for Service Excellence (CBX) - Designed for Managers to improve their understanding of the Behavioural Measurement Score (BMS®) and learn how to coach their Team to become even better through Continue & Begin Fast Coaching® (C&B®).
✅ BMS® Direct eLearning - Designed for customer-facing team members to improve their knowledge of the Behavioural Measurement Score (BMS®). Team members will learn the key behaviours and their contributing characteristics, the scoring methodology and what they can do to deliver a great customer experience with every customer interaction.
This approach has proven to be a real success for CUPRA, seeing their national performance increase quarter-on-quarter, alongside an impressive improvement in BMS® scores too.
“Our relationship began with PiP in 2024 and our progress since then has been remarkable. PiP’s unique approach has supported us in our quest for delivering customer service excellence. It has helped us in creating tailored and inspiring experiences for our customers.
PiP’s ‘Elevate’ model has been transformational for our network and has skyrocketed us to the top performer of the New Vehicle CX report. We’re all incredibly proud of this huge achievement.
The ‘Elevate’ model has enabled us to continually raise the bar with network performances by providing coaching and behavioural support to celebrate success and turbocharge our customer experience delivery.
We’ve seen substantial improvements across every step of the customer journey. Our BMS® performance has improved by over 40% since programme inception.
In such a short space of time, we’re delighted with the progress made and our relationship with PiP.”
Abbi Jetten, CUPRA Sales Development Manager
March 2024 Update:
Performance in People have been working together with CUPRA Aftersales since March 2023. During this time together we have delivered a range of services including training, coaching and aftersales mystery shopping activity. We are currently implementing monthly service, MOT and diagnosis lead time mystery shop enquiries across their full network.
The aim of these services is to implement quality improvements to both their customers journey and staff members alike ensuring retailers are fully stocked and equipped to provide an outstanding service to their customers.
CUPRA: Doing Things Differently
CUPRA is the unconventional challenger brand that brings together emotion, electrification, and performance to inspire the world from Barcelona. As the latest and youngest brand in Volkswagen Group, CUPRA’s strategy is based on doing things ‘Another Way’ – so we focus on the attitude that sits behind the brand: delivering a differentiating proposition for those that want to go against the crowd - challenging conventions, agile and entrepreneurial by nature.
One Aftersales
Performance in People delivered CBX and BMS® training for CUPRA staff which has been a huge success and is now going to be implemented across all other Volkswagen One Aftersales brands including SEAT, Škoda and both VW personal and commercial vehicles.
VW One Aftersales are a team of experts, working across five remarkable brands to deliver sustainable and profitable growth. Running a complete aftersales operation that interfaces directly with the VW group’s retail network. The quality and speed of One Aftersales servicing is a vital long-term customer loyalty tool, so it’s vital to make sure that retailers have the training and support they need to meet brand standards.
Delivering Industry Leading Customer Experiences
We heard from Volkswagen Group's Aftersales Experience Manager Stuart Cox, who commented on his experiences working together with us at Performance in People.
“As a brand, CUPRA strives to deliver industry leading customer experiences which maximise customer loyalty and satisfaction, the Behavioural Measurement Score® (BMS®) insight we receive from PIP supports us on this journey.
We approached PIP to gain visibility of booking lead times across a variety of Aftersales enquiries, which also provided the BMS® insight. After reviewing the mystery shop insight, we decided to enrol the CUPRA Service Advisors/Aftersales Managers on BMS® and CBX training sessions to empower them with the BMS® knowledge and coaching tools to help them deliver even higher levels of customer service."
"Feedback from delegates has been positive and the retailers who attended saw an uplift in BMS® scores of >0.6. To further validate the improvement, we observed CX metrics for the same period and could see a significant uplift across Overall satisfaction and Customer Treatment metrics. We are now rolling out CBX and BMS® training sessions across other brands within the One Aftersales network!”
Measuring and improving staff behaviours through BMS®
The Behavioural Measurement Score (BMS®) is a methodology developed by Performance in People, recognised as being the most effective way to objectively measure and develop the key behaviours that impact most on the customer experience.
BMS® measures 6 key behaviours (face-to-face) and 4 key behaviours (telephone). Each behaviour is objectively measured on a scale of 0-5 by identifying positive and negative characteristics (from an extensive characteristics library).
Improvements in BMS® are proven to link directly to improvements in customer satisfaction surveys, voice of the customer and NPS measures.
At the UK Customer Experience Awards, BMS® was crowned a Gold award winner for the UK’s Best Customer Experience Measurement. Not stopping there, PiP and BMS® also received a bronze award for Best Customer Experience Innovation, and is now recognised as the science behind delivering a great customer experience.
BMS® has now been adopted by over 100 UK organisations, becoming their methodology for measuring and improving customer service behaviours and providing valuable benchmarking data to understand their specific areas of behavioural performance and how they compare within and outside of their industries.
