PHOENIX -

Dealers Auto Auction of the Southwest announced a new tool to give auction employees specific bilingual skills.

The enhancement to the auction’s 360 Customer Service Program is called “Somos El Subasta,” said DAASW vice president and former NAAA President Jim DesRochers.

The company explained the learning process is casual, “with peer groups having coffee and 'churros' while their first homework assignment is flipping between the English and Spanish versions of the DAASW website.”

Graduates of the new program will receive shirts and hats to wear on sale days indicating their new skill set, and acting as a new resource for Spanish-speaking customers.

"Our goal," said Stephanie Gingras, auction GM and 2012 Auto Remarketing Women in Remarketing honoree, "is to use this in-house training course to give auction employees industry-specific bilingual skills. We believe that anything you do to make the communication with your customer seamless on a non-mobile and personal level creates long-term brand loyalty."

"Going forward,” said DesRochers, “our unique 360 Customer Service Program, which is a blend of mobile technology, specific auction departments and interpersonal relationships with our buying and selling partners, is enhanced with bilingual skills.”