CUSTOMER SERVICE STRATEGY

Customer Service Strategy of Toyota GB PLC



Table of Contents

Summary2

Introduction3

Company Overview4

Profile of the Customers4

Demographic5

Psychographic5

Service Gap Model6

Service Gap Analysis of Toyota GB PLC8

Strategic Actions9

Creative Strategy9

Communications Mix10

Media Strategy10

Improving Organisation's Customer Service Level10

Conclusion11

Recommendations11

References13

Customer Service Strategy of Toyota GB PLC

Summary

Toyota GB PLC is one of the leaders in the automotive industry of Europe. There are numerous sales outlets of Toyota in the United Kingdom and all over the Europe which has placed the company in the list of global leaders of sales in the automotive industry. Toyota GB PLC has manufactured a diverse range of cars for their target market. The diverse and unique range of the models of the cars has contributed to the success of the company by attracting customers. The marketing and promotional strategies are considered to be important in formulating the customer service strategic approach of the organization. The Toyota GB PLC must identify the gaps in the customer service management and manufacture those products that can address the demands and requirements of the customers in United Kingdom.

Introduction

Customers are the drivers of a company's success and progression. Every company strive to serve their customers in a best possible manner in order to provide customers satisfaction which in turn results in the success of the company. The organizations devise and formulate their strategies keeping in view the demands and requirements of their customers. They also control and manage the particular strategies of their organization in the market in order to retain the customers for a long term period of time. Some organizations need to provide a higher level of customer satisfaction than the others. It depends on the nature of the business and the demands of the customers. It has been observed that the organizations that operate in highly competitive environment, labour intensive and performs their operations in more than one location requires a more comprehensive framework of the customers services and management than the other organizations (Heinonen, 1997). Automobile is one of those sectors in United Kingdom that requires a highly interactive model and framework of customer service management. Toyota GB PLC is the leader in quality automotive products within the automobile industry worldwide. This paper discusses the profile of the customers of Toyota GB PLC, evaluates the service gap analysis of the customer service framework and strategies of the company, recommends strategies that are required to be implemented in the strategic framework of the company and relates the customer service gap analysis to improving the customer service levels of the company.

Company Overview

Toyota GB PLC is one of the leaders in the automotive industry of Europe. There are mainly two manufacturing plants of Toyota GB PLC in United Kingdom. One is located in Burnaston, Derbyshire and another in Deeside, North Wales. Toyota GB PLC has invested a huge amount of money in its United Kingdom plants which is measured to be around 1.85 billion GBP (Great Britain pound). The company has a large number of workforce that is estimated to be 4, 000 employees working with Toyota GB ...