With more brands entering the market and more new models for customers to choose from, competition has increased greatly over the years. While newcomers often rely on attractive pricing and the appeal of new products with new technologies or features, certain fundamental aspects of the car business remain and can make a difference to the ownership experience for customers.
One area is customer care, as customers who are looked after well will show greater loyalty to a brand. It is superior customer care, besides the high quality and reliability of its products that has made Toyota the choice of millions in the world for decades.
Toyota has long seen customer care as a vital element in the business. It was already at a high level in Japan in the 1970s due to the country’s culture but if it could also be introduced overseas, it could distinguish the brand and enhance the ownership experience. Some of the more advanced markets, like the USA, had already given greater focus to customer care and the benefits were apparent.
The concept of customer care in the Malaysian auto industry had been virtually non-existent in the 1970s. Companies understood that customers should be treated well but this was left largely to the frontliners – usually the sales representatives – to handle. No specific budgets were allocated, let alone having a special division to manage customer care and strengthen customer relationships.
Total Customer Care
In 1987, UMW Toyota Motor (UMWT) was advised by Toyota Motor Corporation to raise customer care standards to a higher level. Drawing on best practices from Toyota’s US subsidiary and guidance from Japan, elaborate plans were made to offer Total Customer Care (TCC) that would be like nothing car-buyers had experienced before.
To support implementation of TCC, a dedicated Customer Relations Division (CRD) was established within UMWT. Though it was pretty much a cost centre, its activities were deemed important to the business. In fact, it was the first of its type as no other car company in Malaysia had such a division purely dedicated to looking after customers.
Additionally, CRD also started a simple Call Centre to receive calls directly from customers rather than make them go through the general line. It even provided a toll-free number – the first car company in Malaysia to do so – which meant that customers did not have to pay for the call from wherever they were (in the country).
Of course, with the advent of the internet, communications by e-mail also became available besides fax and postal mail. ‘OURWORLD@UMWT.PO.MY’ was the first customer service e-mail address which was provided for customers to contact UMWT online.
Today, besides e-mail, customers can also stay in touch with UMWT via Toyota Connected with the Toyota MY App on smartphones. Not only is this app for communications but can also be used to book service appointments and is also linked to the dedicated 24/7 Road Assist service for emergency situations. With certain models, the Toyota MY App can also be used for Remote Engine Start and vehicle monitoring via GPS.
UMWT constantly looked for ways to do things better for customers, often pioneering new practices in the industry. TCC was especially meaningful at the service centres where customer waiting rooms were upgraded from bare rooms to comfortable lounges with free refreshments and amenities offered. Vehicles were accepted at night and on weekends to save the owner the trouble of having to come in early in the morning to send their vehicle for servicing.
TCC begins the moment a customer has an interest in a Toyota product or service, so it begins either with a call (or e-mail) or literally, at the front door of a Toyota showroom. For this reason, UMWT began making a big investment in upgrading its buildings as part of the TCC initiative. Apart from adopting an updated Toyota Corporate Identity, the showrooms and service centres around the country were also refurbished to even higher standards and quality.
Besides creating a more comfortable and welcoming environment for customers, the upgraded facilities also enhanced the image of Toyota. The cars were already benchmarks for quality and so would the places where they were displayed, sold and serviced.
Upgrading all Toyota outlets
One of the first things done under the upgrading program was to air-condition the showrooms. This was something new at that time as many car showrooms were not air-conditioned. Today, this may seem like no big deal but before that time, car showrooms were simply large empty spaces without much decoration, and most did not have private rooms for customers to discuss their purchase.
A pioneer in the auto industry
UMWT’s upgrading program, which began in the late 1980s, took car showrooms to a new level in Malaysia, another demonstration of how it wanted to give customers the best experience when interacting with the brand. The upgrading program was recognized in the Toyota world and the head office building (then in Petaling Jaya, Selangor), which was the first to be upgraded, became a model facility that distributors from other markets in Asia came to view. In the local industry, the upgrading move also had the effect of making other brands act similarly and before long, air-conditioned showrooms were the norm.
Over the years, UMWT’s superior customer services have been ranked No.1 in independent studies, and this reputation has also served to strengthen customer loyalty. For many owners, the great experience of owning a Toyota has often persuaded them to choose the same brand for their next car to continue enjoying that experience.
Constantly improving services
With the spirit of kaizen (constant improvement), UMWT has continued to look for ways to serve customers better and has constantly evolved its services. Today, there is Toyota Extra Mile which goes beyond sales and aftersales, with extra benefits and extra convenience.
For example, the Toyota Loyal-T programme offers points when you purchase, service, or repair your Toyota – and even when you renew your vehicle insurance (using UMWT’s panel of insurers). The accumulated points can be redeemed for e-vouchers for future service maintenance, reducing the cost.
The constant efforts to exceed customer expectations with its strong customer-centric culture complement the already well-known reputation of delivering high-quality, reliable vehicles. Always putting the customer first is one of the secrets of Toyota’s success in Malaysia.
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