I think a lot more manufacturers should be doing this. The incentives alone push them to be as darn good as they can be. It's not just through acting, but they actually need to know how to be darn good at what they do in respect to customer service and overall knowledge of their field/duties.
I have personally dealt with various service advisors from Chrysler to Subaru to Honda, etc. I've only had one good experience. Low and behold, he left the job a year after meeting him unfortunately.
Majority of the ones I dealt with, not only lacked customer service skills, but product knowledge. When you go to a service advisor and they have no idea what is going on until they get their general tech in the room to speak for them.
The way Hyundai is doing it is pushing them to be the best they can to get that reward. Making them try to be better than the other. If I were to go to a dealership and see that their service advisor was a part of this, I would be pretty content.