Toyota
What keeps Toyota customers coming back
From understanding customers to driving their loyalty
Toyota's challenge was to increase customer loyalty to drive aftersales revenue and encourage repurchase.
To tackle this, we ran qualitative research with customers to understand what really drives loyalty to the brand. From that work, we built customer profiles and mapped their journeys, which helped us spot areas for improvement and develop a set of initiatives ranked by impact and feasibility.
We delivered a customer profile sheet for the CRM, along with the data requirements needed to identify each profile. We also designed a relational calendar for each profile, built around their needs and motivations, to enable more targeted, relevant, and effective communication.
The initiatives were tested for a single initial profile in a controlled environment. This test allowed us to validate the methodology and KPIs and assess whether the approach could be rolled out across the remaining profiles.