Customer satisfaction is a top priority in any competitive business. But for Toyota it is merely the point of departure.
Our goal is to turn customer satisfaction into ‘Complete Customer Satisfaction’. We strive to build products that exceed customers’ needs, that reflect their values as individuals and members of society and, that remain a reliable and safe means of transportation. And we always try to build relationships with our customers based on mutual trust and loyalty. In this way, we can ensure that owners feel positive about their vehicle at each stage of their customer experience – from the first point of contact, to the end of their vehicle’s useful life.
At the heart of our efforts is an uncompromising commitment to quality and safety . Here too, the principle of Kaizen, (or continuous improvement) inspires an ongoing drive for excellence that allows customers to feel confident in both the quality of our service offering, as well as their vehicle.
Complete Customer Satisfaction (CCS) is tracked at all stages of the customer experience, from buying to owning a car. This includes the way customers are greeted at the retailer, whether they feel their wishes and comments have been heard, and whether actions have been taken that surpass their expectations.
At the retailer level, progress is tracked using a specially-developed complete customer satisfaction tool. This system is complemented by dedicated Customer Relations teams at each of our National Marketing and Sales Companies, who interact Europe-wide to ensure that issues are escalated appropriately and acted on.
Each of these systems are designed, in their own way, to share the true ‘voice of the customer’ so the company can respond swiftly and effectively. In the true spirit of the Toyota Way, best practices are then standardised across the business.
Did you know?
Toyota’s studies have shown that only highly satisfied customers are likely to be loyal. In fact the loyalty benefit is 1.5 times higher when customers are completely satisfied as opposed to just fairly satisfied!
Toyota hosts the European Ichiban Customer Satisfaction Awards to recognise and reward retailers that excel in Complete Customer Satisfaction across several key sales and after sales drivers.
The annual awards ceremony is designed to ensure that every aspect of the customer experience at the retailer level enjoys the same high level of consideration. At Toyota, it’s not about resting on our laurels but raising the bar continuously to exceed expectation.
Each year, around 2,500 Toyota retailers from across Europe are judged on the results of the CCS survey coordinated by Toyota Motor Europe’s (TME) Customer Satisfaction Department.
Since TME’s annual Ichiban Awards kicked off in 2006, scores for Complete Customer Satisfaction in Toyota markets have improved by some 16% in Sales and 10% in After Sales (current as of 2009).
Case study
In June 2009, a UK customer wrote to Toyota’s European Head Office, crediting the company with delivering outstanding customer service during his holiday in Spain. Concerned that he’d damaged the chassis of his RAV4, the customer dropped into a local workshop. Unable to speak the local language, a Toyota sales representative liaised with the local workshop on his behalf and the problem was resolved in just 10 minutes..
