Toyota Australia had been the undeniable market leader for decades. With a solid market share of 20% and customer loyalty rates as high as 65% on some models like the Toyota Hilux, it is a very solid performer in the car distribution and retail industry. Things started to change when a digital player entered the market and positioned itself between Toyota and its customers. Toyota started to lose margin and market share. Together with Nova Reperta, Toyota embarked on a customer-centric transformation to put the customer back at the centre of everything it does.
Nova Reperta was tasked with the design and development of a multi-phase transformation programme of Toyota’s operations and culture. The overall vision of the programme was to turn customers into Brand Advocates. After a customer diagnostic we identified 6 work streams and set up task forces to implement countermeasures and drive change.
- Avoided the “hockey stick effect” through the implementation of the new customer-centric business model
- Increased customer loyalty
- Implemented a new retail quality standards programme
- Improved customer lifecycle management