Recognizing Excellence

No, professional cowboys won't be making their way from the rodeo chute to your service bays, but there's an excellent chance some of the folks in the audience might. That's just one of the fascinating nuggets of information ASE Vice President of Communications Tony Molla gives away when he discusses his organization's 35th anniversary. Indeed, bull riding, along with lots of other events and giveaways, will take center stage in a yearlong celebration designed to call attention both to ASE and the industry.

CELEBRATION WITH A PURPOSE

"Thirty-five isn't a magic number like 25 or 50," says Molla, "What prompted us to celebrate it was the opportunity to point to all of ASE's latest offerings."

Chief among these is the plethora of certification tests, technical information and tracking features now available online at the www.ase.com Web site. All of these electronic features are designed to help technicians and other automotive industry professionals better prepare themselves for the certification process.

Most recently, ASE launched its TechQuiz feature that helps users determine when they're best prepared for a certification test. TechQuiz employs a series of four online self-assessment quizzes to help users evaluate their automotive technical knowledge at three ASE levels: Fundamentals, Maintenance, and Diagnosis and Repair. The 40-question quizzes are written in the same style as actual ASE test questions and are divided into four areas: gasoline engines, drivetrains, undercar and electrical/electronic systems and heating/ventilation/air conditioning (HVAC).

Users receive a score report with details on how they performed in each area. Quizzes can be taken numerous times to gauge progress. Results are stored in a personal online portfolio for future reference.

ASE notes that the quizzes can be used for purposes other than test preparation. For example, they can help users identify areas where training is needed most.

Molla says the quizzes save users time and resources: "It's proving to be a great way to help techs know when they're ready to take a test that's going to cost them $75."

LOCATION, LOCATION

Thanks to another new feature at the ASE Web site, finding a test center is little more than a mouse-click away. Users simply click on a map, type in a city and state or ZIP code, or enter any part of the name of the school or facility or the test center number. Once a center is located, an available link automatically maps it.

ASE also has made its tests more available than ever by doubling the number of times per year they're offered – now four times annually. "You're never more than 45 days away from a test," says Molla.

Helping users track all this information is another new Web site feature called "myASE." The myASE feature provides instant access to certification information and test scores, along with data on any outstanding balances due for current or past ASE testing fees.

REACHING OUT TO THE HISPANIC COMMUNITY

ASE has further bolstered the Web site with an effort to help bring Spanish-speaking service professionals closer to certification. A new online English/Spanish Glossary of Technical Automotive Terms includes translations of most, if not all, terms a technician might encounter on bilingual certification exams.

Because Spanish terms vary from region to region, ASE worked with selected Spanish-speaking bilingual subject matter experts (SMEs) from around the country to come up with "Preferred Spanish" translations. The result: Translations for English phrases or terms that should be correctly understood by any knowledgeable Spanish-speaking automobile technician. To date, more than 28,000 copies have been requested, making the glossary the most popular download from the ASE Web site since its release in January.

BUILDING THE AUTO SERVICE INDUSTRY OF TOMORROW

Molla says these all these updates are the direct results of ASE acting on suggestions from the industry. They're also part of the legacy that helped found the organization in 1972.

Before ASE's inception, the industry suffered from a serious image problem, largely due to consumer perception that the industry was rife with fraud. After giving some thought to encouraging licensing for shops, Molla says industry representatives decided that a more effective approach would involve a program that recognized technician competence – one that stressed testing and certification that is based on technical knowledge.

Instituting such a program would have two effects. First, it would encourage industry members to receive ongoing training and reward those who did. Second, through certification, the industry could communicate its dedication to excellence and professionalism to a public that needed to hear the message.

"ASE certification continues to enhance the industry's image," says Molla, "Back then, as now, people didn't go to uncertified public accountants. It's the same when they're looking for someone to repair their cars. An ASE certification instantly tells them certified professionals are important to our industry and to the shop that employs them."

MARKING A MILESTONE: SPECIAL EVENTS ALL PLAY A PART

Public outreach continues to be central to the ASE mission. Molla says many of the events surrounding this year's anniversary celebration are intended to further build consumer confidence in the industry.

First, there's the matter of Service Industry Appreciation week. Last year, Molla says 27 states signed proclamations recognizing the industry. This year, Molla will ask shops to help push all 50 states to sign on.

ASE also plans to use support from corporate sponsors to supply outreach at events that provide an excellent base for industry education and recruitment. This is where bull riding becomes such a factor.

"It's real America," says Molla. "This demographic has a lot of interest in our industry. These are good places for us to set up kiosks, pass out information and make pitches to parents to get their children involved."

As part of the 35th anniversary, bull riding aficionados will be rubbing elbows with some lucky ASE-certified professionals. Throughout 2007, ASE will be awarding certified industry members tickets to a number of special events, including bull riding competitions; they're even throwing in special backstage tours.

Other giveaways include tickets to selected air shows, with a chance to meet the AeroShell Aerobatic Team and pit passes to selected NASCAR Craftsman Truck Series races. Grand prize drawings give entrants the chance to win a Yerf Dog Go Kart or GPS unit. Information and registration are available at the ASE Web site.

Along with all the fun, Molla says ASE will mark 2007 by continuing one of its most important efforts — recognizing individual technical excellence. Each year, the organization presents awards to 38 ASE-certified professionals for their top test scores and honors them at its annual meeting.

Award sponsors help sort through the numerous ties to identify winners and then go one step further by picking up the tab for travel and lodging. Molla notes that some winners are so dedicated to their craft and their local communities, the trip to the annual meeting often is their first experience on an airplane.

"These are great, salt-of-the-earth people, who usually labor in obscurity. We want to change that. We're looking to maximize their recognition," says Molla. "This also is our way of letting them know they're what this industry is about."

ASE hopes the army of nearly 400,000 professionals it has certified since 1972 get the message. For most, just passing these demanding certification tests is reward enough. Getting special recognition – or even some free bull riding tickets or a cool new go-cart — is the icing on the cake.