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.
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.