The National Institute for Automotive Service Excellence (ASE) Blue Seal of Excellence Recognition Program (BSRP) celebrates a milestone this year: 2006 marks its 10th anniversary.

Since it started, the program has grown to include automotive businesses representing retail, fleet, collision and support services. These members represent some of the best our industry has to offer, with a demonstrated commitment to excellence embodied in their support of ASE certification. They've also demonstrated a keen perception into what helps make a good business great, and benefit daily from the increased value, productivity, competence and enthusiasm typical of ASE-certified professionals.

The Blue Seal of Excellence Recognition Program was founded to specially recognize those businesses with the highest commitment to ASE's goals. Businesses must have at least 75 percent of their repair and service personnel ASE certified overall, and at least one certified professional in each area of service they offer. Establishments must submit to an annual review process to remain BSRP recognized. At present there are approximately 1,700 BSRP facilities throughout the nation, including repair facilities, parts establishments and support businesses.

At its heart, the BSRP program is about communicating quality to consumers, something the many ASA member shops in the program try to do each day. We all appreciate the value of marketing, and the BSRP program provides unique marketing support, including a quarterly newsletter to give members a heads-up on opportunities like National Car Care Month and the Be Car Care Aware program with which they can target local promotions to national advertising exposure.

As part of the 10th anniversary celebration, ASE is introducing major enhancements to the program, including a new sign to help identify those shops whose commitment to excellence qualifies them for BSRP status. The new bright yellow and blue signs will clearly identify BSRP-participating facilities and comes with validation stickers to identify the up-to-date nature of the shop's commitment to providing the very best in service.

In addition to the new signage, the BSRP section on ASE's Web site is being enhanced to allow an easier search function for consumers as well as hot links to a shop's Web site. Also debuting is a new single-sheet flyer - in the BSRP's signature yellow and blue colors - that can be attached to the customer's repair order receipt. It contains a message reinforcing the code of ethics all BSRP shops follow, along with a spot for the technician to sign and room for a shop imprint. It's a personal touch that will further build perceived value and customer trust.

As it says on the logo, "We're Proud of Our Blue Seal Team." In the past decade, BSRP shops have added an enhanced level of professionalism for the customers they serve, and in the process, raised the image of the industry at large. In today's competitive market, excellence is expected. When it comes to delivering value and meeting those tough customer expectations, the Blue Seal of Excellence Recognition Program will continue to help its members exceed and succeed!

Tony Molla is the vice president of communications for the National Institute for Automotive Service Excellence (ASE) in Leesburg, Va. With more than 30 years experience in the automotive service industry, Molla has held positions at all levels, including technician, service manager, parts store manager, new car sales and automotive technical editor writing service manuals for the Chilton Book Company. You can reach him by e-mail at TMolla@ASECert.org.

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