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Customer

Toyota

Improves handover experience and other critical customer journey points

Accelerates innovation for new products including Lexus subscription service

De-risks decisions across Toyota and Lexus brands

Overview

Toyota strives to create vehicles that transform the way customers move and drive, and invests in forward-thinking solutions that unleash the freedom of mobility for all. ConsumerOne is a new division for Toyota GB, established in 2016 to support the acceleration of customer experience improvements, through insight and testing.

Goals

Improve customer satisfaction

Accelerate innovation

Drive revenue growth

De-risk decisions

Business Challenge

The automotive industry is on the cusp of major disruption. The traditional model of car ownership is being challenged. Leading the way, Toyota GB launched Collective Ambition, an enterprise-wide initiative to put customers at the heart of the organization. While the business recognized the need and opportunity to lead this transformative change, it was also clear that traditional research methods, while vitally important, were not enough. Slow, expensive, and at times removed from the customer, it wanted to complement and enhance their existing programs with the ability to put the customers’ voice at the heart of every decision.

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Solution

Toyota GB focuses on fusing traditional research with a contemporary, customer-centric approach. Foundational to the program, five insight communities deliver fast, agile access to customers who have consented to give feedback on an ongoing basis, making the voice of the customer available to all employees to improve the customer experience.

Augmenting traditional metrics and research with consent data from their insight communities allows Toyota GB to create an authentic 360-degree view of existing customers, prospects, dealerships, and staff.

Toyota GB tracks customer satisfaction through various sources (including NPS and UK Car Buyers Survey). As soon as ConsumerOne spots a common trend, it can explore the root causes and validate a hypothesis with their insight communities. For example, when a customer purchases a new car, the point of handover was an area in the customer journey where Toyota GB could do more. The team had various ideas for how they could improve the experience, but they wanted to validate, prioritize, and refine potential ideas as early as possible. Rapid feedback from the communities help them focus their efforts and concentrate on the most viable solutions.

"We are enabling a 360 degree view of customer, dealer and employee perceptions on key business topics. The 5 insight communities complement each other, providing a different lens on a subject."

Emma Johnson, Manager of ConsumerOne Connection & Experience Innovation, Toyota GB

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