Untitled

Download as pdf or txt
Download as pdf or txt
You are on page 1of 28

1

Basic Principles of Toyota Service

◆ Earn the trust of both customers and society by providing appealing products together with
outstanding service.

1) Ensure customers’ needs and expectations (quality, price, speed) are always met, and strive to
enhance service provision to ensure accurate, caring service that will satisfy customers and earn
their trust.
2) Quickly and accurately grasp field information and contribute to making even higher quality vehicles
and products.
3) Conduct business in a fair and honest manner to earn the trust of all stakeholders and society as a
whole.
4) Maximize the potential of both individuals and the organization to create a culture rich in creativity
and vitality.
5) Build strong bonds with all customers and develop efficient operations to sustain consistent growth
of both sales and service.

Toyota Service 3S Philosophy


The Toyota Service 3S Philosophy (known as the Toyota Customer Service Philosophy in other markets)
is the anchor that holds us firm as we strive to provide customers with the quality service that they
expect.
The name “3S Philosophy” comes from the first letters of the word in Japanese for the three elements:
Seikaku (accuracy), Shinsetsu (caring) and Shinrai (trust).

Seikaku Shinsetsu Shinrai


(accuracy) (caring) (trust)

Keeping promises Optimal customer treatment Create lifetime customers

Promises: Quality, fair prices, on-time Advice tailored to needs, handling Build up feelings of confidence so the

delivery vehicles carefully, provide follow-up customer will trust Toyota

Toyota Customer Service 7 Basic Actions


1) Always greet each and every customer
2) Maintain your appearance for a positive impression
3) Look carefully, listen attentively, communicate actively
4) Handle customers’ vehicles with the utmost care
5) Always check the quality after work is completed
6) Explain the work performed, show replaced parts
7) Perform post-service follow-up to confirm customer satisfaction
Note: Examples from Japan

2
Foreword

Welcome to the Toyota Customer Care training manual.

This manual provides newly-employed service advisors at Toyota dealers with the basic elements and
actions needed to provide professional customer care.

Customers will form opinions about the dealer, Toyota vehicles and the Toyota brand based on the quality
of the customer care that they receive from the service advisor. Customers want to feel welcome and
respected when they visit the dealer*.

Providing caring, sincere service is therefore the only way to ensure customer satisfaction and build
relationships with customers. Accordingly, all customer-facing staff at Toyota dealers should
understand the elements and actions explained in this manual, and apply them in their daily work.

* Depending on the market, the Toyota network may include independent dealers, distributor-operated branches,
authorized service centers or other outlets. For simplicity, these are all referred to as “dealers” in this manual.

Icons Used in this Manual

Indicates very important information, or key points from a different perspective.

Indicates supplemental information or examples.

3
Table of Contents

1. Introduction
What is Customer Care? 6

2. Basic Elements of Customer Care


2.1 Mindset 11
2.1.1 Think of Customer Expectations First 11
2.1.2 Build Closer Relationships with Customers 11
2.2 Appearance 13
2.2.1 Maintaining a Neat and Tidy Appearance 13
2.2.2 Identify Oneself as Dealer Staff 14
2.3 Attitude 15
2.3.1 Be Positive and Proactive 15
2.3.2 Be Caring and Considerate 16

3. Basic Actions for Customer Care


3.1 Take an Interest in the Customer 18
3.2 Listen, Look, Speak, Record and Confirm 19
3.2.1 Listen Carefully 19
3.2.2 Look at the Vehicle 20
3.2.3 Speak so the Customer Can Understand 21
3.2.4 Record Information Accurately 22
3.2.5 Confirm Repeatedly 23

4. Applying Customer Care


4.1 Periodic Maintenance: Respond with Gratitude 26
4.2 General or Warranty Repairs: Respond with Empathy 26
4.3 Body and Paint Repairs: Respond with Consideration 26

4
Introduction
What is Customer Care?

5
What is Customer Care?

In the automobile industry, “Service” is a product that dealer sell to customer. Put simply, this product
is reliable maintenance and repairs. In order to propose this product to customers, dealer staff not
only need to communicate well but also show good customer care skills. If customers do not
understand the necessity and benefits of service, or do not trust the dealer, they will not buy the
service.

In this context, Chapter 1 defines “Customer Care” as the ability to communicate with customers
sincerely and caringly, so that the dealer can provide customer with reliable, accurate technical
expertise.

Chapter 2, "Basic Elements of Customer Care", provides details on the concepts that service advisors*
need to understand before they can provide outstanding customer care.

Chapter 3, "Basic Actions for Customer Care", explains how the basic elements can be realized at the
dealer, through concrete actions that service advisors can apply in their daily work.

For details on the specific processes and procedures for service advisors, please refer to the Global
Operation Guidelines (GOG).

Scope Covered by this Manual


Foundation
• Customer First Concept : Chapter 2,
Principle "Basic Elements of Customer Care"
Customer (Mindset, Appearance, Attitude)
• Toyota Customer Care
Service Philosophy : Chapter 3,
Action
"Basic Actions for Customer Service"
(Listen, Look, Speak, Record, Confirm)

Global Operation Guidelines


(GOG)

Trust
Satisfied

Satisfied

Satisfied I’ll make


my next car
a Toyota
too.

Future
Accuracy Maintenance
+ Repeat
Caring Purchase

* The title “service advisor” is used in this manual to refer to staff who handle processes from
maintenance reminder and appointment to PSFU. The exact title may be different in each
distributor/dealer.

6
Customer First Principle

Many companies around the world say they are “Customer First.” However, “Customer First”
has a special meaning for Toyota service professionals.

At Toyota, “Customer First” means three main things.


 It means the safety and peace of mind of customers is the first priority.
 It means always thinking about and working to meet or exceed the customer’s expectations.
 Finally, it means patiently working to build bonds with customers, to create long-term
relationships.

The Spirit of Omotenashi (Hospitality)

Omotenashi refers to offering a warm reception and


caring service, and is an important part of Japanese
culture.
Behind this spirit of Omotenashi lies the idea that
"each encounter is precious," expressed by the words
"ichi-go ichi-e" used in tea ceremonies.

"Ichi-go ichi-e" is an ideology that emerged approximately 500 years ago from the words of a
tea master who lived during a period of war and unrest in Japan.
During this period, transportation was not as advanced as it is today, and people who
gathered to participate in the tea ceremony knew that they might never see one another
again.
The tea master therefore felt that "guests should be whole-heartedly welcomed, because each
moment is a once-in-a-lifetime encounter.”

Certainly, a truly heartfelt response is necessary to express a sincere desire to provide


hospitality.
When we welcome a guest, we need to treat that moment as something precious, and offer a
truly heartfelt response. That spirit is the idea of "ichi-go ichi-e."

Modern Japan is a peaceful place with advanced transportation, however the idea of "ichi-go
ichi-e," is still highly valued by many Japanese as the essence of providing Omotenashi, or in
other words, the essence of making guests feel welcome.

In the spirit of Omotenashi, please treat customers the same way you would treat a guest, by
providing caring, sincere service.

7
MEMO

8
Basic Elements of Customer Care
2.1 Mindset
2.1.1 Think of Customer Expectations First
2.1.2 Build Closer Relationships with Customers

2.2 Appearance
2.2.1 Maintain a Neat and Tidy Appearance
2.2.2 Identify Yourself as Dealer Staff

2.3 Attitude
2.3.1 Be Positive and Proactive
2.3.2 Be Caring and Considerate

9
Basic Elements of Customer Care

Customers who visit Toyota dealers expect to receive service from Toyota professionals. Customers’
first impression of the service advisor will affect their opinion of not only the service advisor, but also
of the dealer or the entire Toyota brand.

The elements described in this section are only the


basics. However, by keeping to the basics, we can
improve the impression we make on customers, making
them easier to interact with and earning their trust as
individuals. This, by extension, will lead to customers
coming to trust the Toyota brand as well.

Each and every customer is unique. For this reason we


need to provide personalized care to each customer. It is
also important to be sensitive to local cultures and
customs, and respond accordingly.

The following pie chart shows how important visual and auditory information is on
making a first impression.

 What makes a first impression is 93% non-verbal communication. Only 7% is the


result of spoken words.
 55% of the information that makes up a first impression is visual, while 38% is
auditory.

 Our behaviors and actions are constantly sending messages to our customers.

Structure of a First Impression


Misc.
· Character
· Personality Auditory Visual
· Purpose, etc · Personal

7% 38%
·
·
Greeting
Response
·
appearance
Facial
55%
· Usage of language
expression
· Volume
· Behavior
· Tone of voice, etc
· Line of sight, etc

Note: The above classification is during emotional communication.

10
2.1 Mindset
Our mindset affects the way we look and act. If we have a customer-first mindset, then this will
change our appearance and attitude.
Customers can sense the service advisor’s mindset. The right mindset will allow us to create a good
impression on customers, as a Toyota service professional.

2.1.1 Think of Customer Expectations First


Who decides if the customer care that service advisors It seems that customer is

provide is good or bad? Ultimately, it’s the customer that interested in wheels

decides.
For this reason, we must always try to find out what
the customer's real intentions and expectations are,
and then offer the appropriate service based on our
understanding.

We need to realize the customer's expectations may change depending on the situation. In order to
ensure customer satisfaction, we need to be sensitive to the customer’s expectations and respond
flexibly to those changes.

2.1.2 Build Closer Relationships with Customers

People feel more comfortable around someone they have a close relationship with.
That sense of comfort is the basis for gaining the customer’s trust. Normally, we do not trust
strangers or people we do not know well.
Even if we think we are providing service that will satisfy the customer, the customer will not trust
us if they do not feel comfortable around us. We should always work to build closer relationships
with our customers, so that they feel comfortable with the service we provide.

Do you know of any


good car dealers?

You can trust me when it


comes to cars.

11
Basics for Business People

 Compliance
If we do not have a law-abiding attitude, we will
not be able to move forward in our interactions
with customers. (Feelings of guilt manifest
themselves in our outward expressions and
behavior.)
This means obeying laws and rules from our
personal lives.

 Take Responsibility for Oneself


Business is conducted entirely on the basis of
promises (contracts) with customers. The most
basic requirement of business is to keep promises
made with customers.
Keeping promises made with customers is what
it means to take responsibility as a service
advisor.

 Be Aware of the Importance of


Teamwork
In order to keep promises made with customers,
we need the cooperation of technicians, parts
staff and other dealer staff. Teamwork is
therefore very important. Always be aware that
you are part of a team.

 Take Communication Seriously (Make an Effort to Communicate)

When working as a team, it is necessary to share


information and to make an effort to communicate.
This means talking and communicating with all
other staff and sharing information related to
work, no matter how trivial it may seem.

12
2.2 Appearance

2.2.1 Maintain a Neat and Tidy Appearance

People judge others based on their appearance. Is this person really OK?
Accordingly, an unprofessional appearance will make the
customer feel uncomfortable, or wonder if the service
advisor is taking their job seriously. The customer will not
feel comfortable.

In this situation, it will be impossible to earn their trust.

A neat and tidy appearance is the most basic requirement


for acquiring customer satisfaction and earning customers’
trust. Please maintain a neat and tidy appearance that
customers will feel is professional.

 Always smile.

 Always maintain a neat and tidy appearance


Well-kept hair Properly
suitable for a service advisor, as a Toyota maintained
beard
service professional. Smile

 Always keep your hair, fingernails, shoes,


etc. in good shape.

 Check your personal appearance every day. Neat


and tidy
Look at yourself in the mirror from the clothing
customer's point of view, and have your
co-workers do a cross check of your personal
Trimmed
appearance. fingernails

 Dress codes differ at each dealer, but


uniform selection is conducted on the basis
of whether customers feel the clothing looks
neat and tidy and whether that clothing
looks professional. Clean shoes

13
2.2.2 Identify Oneself as Dealer Staff

Even if you approach a visiting customer, they will still be


suspicious if they do not know who you are and where you
are from. Customers will not trust a stranger or someone
they do not know well.

By identifying you as a staff member, customers can feel Name badge


or ID
comfortable around you.

This is the first step to communicating with customers.

For example, make an effort to follow the points below.


 Wear your name badge or ID card.
 Wear a uniform with the company name on it, or other clothing in line with the
dealer’s dress code
 Greet the customer by name, and provide your name and job title.

14
2.3 Attitude

2.3.1 Be Positive and Proactive

Customers expect service advisors will provide them with valuable service that will make them
happy.
If the customer can sense that we are actively trying to anticipate and respond to their needs, then
they will feel more comfortable in sharing that information with us.

A positive, proactive attitude therefore allows us to communicate better with our customers and
obtain more information, including requests. Thus, we can provide customers with outstanding
service.

 Take the initiative and greet customers cheerfully.


 Treat the customer's vehicle with care.
(Ex: Protect the vehicle with courtesy items so
that it does not become dirty.)

15
2.3.2 Be Caring and Considerate

In order to build closer relationships with customers, we


need to behave in a caring and considerate way. How is your family?

Customers should always feel we are trying to provide


them hospitality.

It's important to continuously show that we are trying to


build a closer relationship, through our mindset and
attitude.

 If you see visiting customers in the parking lot, go out to greet them.
 If you see visiting customers in the dealership, be sure to greet them. For customers
who are being served by another staff member, greet them in a way that does not
interfere with the conversation, such as by gestures or nodding.

 Always answer with a smile.


 Don't forget to use “warm talk” and talk about
things not related to business.
 When meeting a customer for the first time,
be sure to provide your business card.
 When guiding a customer around the inside of
the dealer, always lead the customer and do
not make them walk alone.
 Continuously observe customers who are visiting the dealer, take the initiative to
talk to them and offer to help them with anything they need or are interested in.
(Ex: accessory catalog, beverages)
 When a customer leaves the dealer, escort them to the delivery area, exit or other
suitable location.

* Warm talk: Casual conversation about things not related to business, such as the
weather, news or events, the customer’s hobbies and interests, etc.

16
Basic Actions for Customer Care
3.1 Take an Interest in the Customer
3.2 Listen, Look, Speak, Record and Confirm
3.2.1 Listen Carefully
3.2.2 Look at the Vehicle
3.2.3 Speak so the Customer Can Understand
3.2.4 Record Information Accurately
3.2.5 Confirm Repeatedly

17
Basic Actions for Customer Care

In order to maintain a close relationship with the customer and build bonds with them, it is important to
understand the basic elements of customer care, and use them to communicate with customers.

The specific job procedures for service advisors are taught in the Process Modules. In this section, we will
look at the fundamental communication techniques that can be applied to any situation.

3.1 Take an Interest in the Customer

The personality of each customer is different, so it is important to take an interest in the customer if
we want to communicate with them. If we do not understand the customer’s personality or situation,
then there is a high risk of miscommunication or mistakes.

If a service advisor is interested in the customer, the customer will also show interest in the service
advisor. This is the starting point for communication.

 Remember the customer's name and face Thank you for stopping
We cannot take an interest in someone if we don't by today, Mr. XXX

even know their name.


By using the customer’s name (Ex: Mr. Smith),
the customer will be happy that you have
remembered, and feel that you respect and value
them.

 Understand customer information in advance


If possible, review the information available about the customer before talking with
them. This makes it easier to show an interest in the customer, and helps us to quickly
build a relationship with them.

 Observe your customer


Observe and take note of the topics the customer enjoys talking about, their speaking
style, behavior and interests.

18
3.2 Listen, Look, Speak, Record and Confirm
In order to understand what the customer expects, the "Listen, Look, Speak, Record and Confirm"
process is important. We will explain each of these individual actions and how to use them.

3.2.1 Listen Carefully


Listening carefully means using all of our senses so that we
can accurately understand what the customer is saying.
Observing the customer’s body language, tone of voice and
especially facial expression can help us to understand what
the customer is really trying to say.

At the same time, it is important to create an atmosphere


where the customer can relax and talk freely. It is important
to use “reflecting words” to show we are listening carefully,
such as by saying “Yes… I see… I understand… You mean…”
or other similar expressions.

Also, if there is anything we do not understand, or if we have any questions, we should politely ask
the customer to clarify. Listening to customers is extremely important, as it is the basis of
communication.

 Listen Positively
· Clarify the purpose. First, accurately confirm whether the purpose of visit is to file a
complaint or to make a request.
· Concentrate on the content of the conversation, and isolate the facts from the
customer’s opinions or other information.
· Always listen with a positive attitude. Even if the customer says something that is
hard to believe, do not contradict the customer or tell them they are wrong. Instead,
make an effort to understand the customer’s real feelings.

 Listening Attitude Appeal


· While maintaining a neutral expression, look at
the customer's face and listen.
· Nod occasionally.
· Listen until the customer finishes speaking,
without interrupting them.

 Get More Information by Asking Questions


· If we cannot understand, ask necessary questions to the customer by using question
methods such as Open ended or Closed questions*, etc.
*: Open ended questions are questions where you cannot answer with a simple Yes or No, and are used to
expand on conversation. Ex: Why do you...?
Closed questions are where you can answer with a simple Yes or No, and are used when you want to
summarize the conversation. Ex: Do you want us to...?

19
3.2.2 Look at the Vehicle

When customers talk, they usually do not separate the facts from their opinions. We can only
establish the facts by looking at the actual vehicle (in Toyota, this is known as genchi genbutsu).

Depending on the division of roles and responsibilities at the dealer, the Walk Around Check (WAC)
and initial confirmation of any concerns with the customer’s vehicle may be one of the fundamental
roles of the service advisor.

 WAC*
Confirm the condition of the vehicle together
with the customer when it is brought in for
service.
*Walk Around Check

 Confirming Problem Symptoms


Confirm the problem symptoms described by
the customer.

 Confirming Problems have been Resolved


Before returning the vehicle to the customer, confirm that the problem symptom has
been eliminated. This is an important role in ensuring customers’ vehicles are fixed
right the first time (known as “Fix It Right activities”) so that the customer does not
have to return to the dealer again for the same repair.

20
3.2.3 Speak so the Customer Can Understand

There are several opportunities to talk with the customer,


I see!
such as during service reception or delivery.
Even if we use exactly the same words every time, some
customers will understand and some will not. The way we
speak to customers has a major impact on the customer’s
ability to understand, and on customer satisfaction.

It is essential to provide easy to understand explanations in


order to satisfy customers. We must be sensitive to the
customer’s ability to understand by watching their reaction,
and try to choose words that the customer understands when
communicating.

 Speak Simply and Clearly


Speak as simply as possible.
In general, we should avoid
technical terms and difficult
expressions.

 Emphasis on Facts
First, emphasize the facts. Next,
we can communicate with
customers about their
preferences or opinions.

 Clear Conclusion
Clearly state and confirm the conclusion of the conversation.

 Merit/Demerit
Clearly communicate any merits or demerits of the available options to the customer,
if appropriate.

 Advice
Be sure to provide any necessary advice or suggestions

21
3.2.4 Record Information Accurately

Accurately record the information from the customer, in the customer's own words as much as
possible, to prevent information from being lost or miscommunicated.
After the service advisor and the customer have agreed on key information such as the work to be
done, price and delivery time, record this information accurately. Customers expect us to keep our
promises.

When the service advisor dispatches a job to the technicians, in general this information should be
provided in writing. Do not communicate verbally, unless there is an emergency. Verbal
communication can be misunderstood, so technicians rely on precise work instructions that have been
documented or recorded.

Try to record the necessary information in a way that is clear and easy to understand.

 Record Using the Customer's Own Words


Especially when the customer has described the
vehicle condition, record the customer’s
description, using the same words.

 Isolate Facts
Isolate facts (Ex: problem symptom) from other
information (Ex: requests) when making
records.

 Clearly Record Customer Requests and Agreements


Record all customer requests and our promises to them, such as quality, price,
delivery time, etc.

 Share Customer Information


Customer information, such as service history, as well as hobbies, family structure
and other details should be entered into the customer database, and shared with all
dealer staff.
Please refer to the “Guide to Enhancing Customer Information Management”

22
3.2.5 Confirm Repeatedly

In most cases, because customers provide us with ...,


information verbally, so we need to make sure we have please.
I'll repeat:
...., is that
correctly understood the situation and the customer’s correct?

requests.

Confirming has the following two benefits:


 Prevention of misunderstanding, or
misinterpretation.
 Motivation for the customer to provide us with
additional information.
For these reasons, it is very important to repeatedly
confirm understanding throughout the conversation.

 Try to Repeat
Repeat what you have heard to get confirmation from the customer that what you
have heard is correct.

 Get the Customer’s Authorization


When necessary, get the customer’s authorization to confirm in writing important
information such as the work to be done on the vehicle, price, etc.

23
MEMO

24
Applying Customer Care

4.1 Periodic Maintenance: Respond with Gratitude


4.2 General or Warranty Repairs: Respond with
Consideration
4.3 Body and Paint Repairs: Respond with
Consideration

25
Applying Customer Care

As explained in the previous chapters, to apply the basic elements and basic actions of Customer Care
we need to be sensitive to the customer’s needs and expectations. The reason for the visit, in other
words the type of service, has a major impact on these expectations.
Customers visit dealers for specific reasons. The purpose of the visit is one of the biggest factors that
influences the customer’s feelings. Accordingly, it is important to empathize with those feelings.

4.1 Periodic Maintenance: Respond with Gratitude

For customers who are coming to the dealer for periodic


maintenance, it is necessary to first greet them with gratitude.
Arranging a service appointment and visiting the dealer for
maintenance may be taking up the customer’s valuable time.
The service advisor should firstly express gratitude, such as
"Thank you for coming to our dealer."

4.2 General or Warranty Repairs: Respond with Consideration

For customers who are coming to the dealer


for a repair, especially repairs covered by
warranty, it is necessary to show
consideration for the customer’s feelings.
The service advisor should first show
consideration, such as by asking “Are you
OK?” if the vehicle had a breakdown.
Reassure the customer that the service
advisor will take responsibility to ensure
their vehicle is properly repaired (Fix It
Right).
For warranty repairs, customers often feel angry or mistrustful. First show empathy, such as by
saying “We are sorry for the inconvenience.”
If we do not express such feelings, the customer will be even more dissatisfied

If you look at this situation from the customer's perspective, the service advisor is the representative
of the Toyota brand, and not only the dealer. Even if the cause of the problem has nothing to do with
the service advisor or dealer, on behalf of the Toyota brand please first show consideration for the
customer’s feelings.

26
4.3 Body and Paint Repairs: Respond with Consideration
For customers who are coming to the dealer for body and
paint repairs, it is necessary to first respond with
consideration.
For customers who caused an accident, there are cases where
they first contact the dealer without knowing what to do. In
cases like this, it is necessary to begin by asking "Has anyone
been injured?" then follow with "Please do not worry about
the vehicle, we will take care of it", etc. to reduce the
customer’s worries and show that they can rely on the dealer
for support.

When a customer contacts us from the site of an accident, first confirm whether or
not they have been injured. Following an accident, the customer will be upset, even if
they not currently in any pain, so always express concern for the customer’s health
and safety.
Next understand about the current situation as much as possible and provide advice,
as described below.
(Specific advice will vary, depending on the laws in each country)

 In order to prevent a second accident, move the vehicle to a safe area


Preventing a second accident should be a priority. For example, we can suggest
that the customer move the car to the side of the road, to ensure their safety. If
necessary, give advice to the customer on how to alert oncoming vehicles by using
the emergency stop lights or flares.

 In the case of an injury, provide assistance to the injured persons


If someone has been injured, advise the customer on how to provide assistance.
If the injured person can move on their own, provide information about nearby
hospitals, and support the person in getting to the hospital.
If the injured person cannot move on their own, give support by arranging an
ambulance, etc.

 Notify the relevant authorities


Regardless of whether or not someone was injured, help the customer to contact
the relevant authorities, such as the police, and provide the authorities with
details such as: 1. The time and place of the accident, 2. Extent of injuries, 3.
Extent of damage and 4. Steps carried out after the accident.

Lastly, listen to the customer’s requests and arrange for any accident repair.

27

You might also like

pFad - Phonifier reborn

Pfad - The Proxy pFad of © 2024 Garber Painting. All rights reserved.

Note: This service is not intended for secure transactions such as banking, social media, email, or purchasing. Use at your own risk. We assume no liability whatsoever for broken pages.


Alternative Proxies:

Alternative Proxy

pFad Proxy

pFad v3 Proxy

pFad v4 Proxy