Untitled
Untitled
Untitled
◆ 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.
Promises: Quality, fair prices, on-time Advice tailored to needs, handling Build up feelings of confidence so the
2
Foreword
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.
3
Table of Contents
1. Introduction
What is Customer Care? 6
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).
Trust
Satisfied
Satisfied
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.
"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.”
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 following pie chart shows how important visual and auditory information is on
making a first impression.
Our behaviors and actions are constantly sending messages to our customers.
7% 38%
·
·
Greeting
Response
·
appearance
Facial
55%
· Usage of language
expression
· Volume
· Behavior
· Tone of voice, etc
· Line of sight, etc
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.
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.
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.
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.
12
2.2 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.
Always smile.
13
2.2.2 Identify Oneself as Dealer Staff
14
2.3 Attitude
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.
15
2.3.2 Be Caring and Considerate
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.
* 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.
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
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.
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.
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
20
3.2.3 Speak so the Customer Can Understand
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.
Isolate Facts
Isolate facts (Ex: problem symptom) from other
information (Ex: requests) when making
records.
22
3.2.5 Confirm Repeatedly
requests.
Try to Repeat
Repeat what you have heard to get confirmation from the customer that what you
have heard is correct.
23
MEMO
24
Applying Customer Care
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.
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)
Lastly, listen to the customer’s requests and arrange for any accident repair.
27