intergen convergence 2017 - customer engagement (toyota)

Keep pace

with

multitudes

of new

platforms

and cloud

services?

Keep

pace

with

new

entrants

to

market?

Keep

pace

with the

expecta

tions of

our own

staff?

Keep pace

with

customer

demands

and market

expectatio

ns?

Keep our

data and

IP safe

whilst

keeping

pace?

Customer engagement - Toyota

Summary1. Toyota NZ – Brand Reputation vs Customer Experience

2. The Role of Digital in the Car Buying Process

3. What next

Toyota New Zealand 2017

Brand success

CONSIDERATION

BRAND HEALTH

Toyota ranked No.1 in 14 of 16 brand attributes based on the 2015 MIA Survey questions on customers opinions of vehicle manufacturers.

We are leading the way across all key measurements of behaviour, the biggest brand, relatively strong conversion rates across the buying process.Source: 2015 Brand Tracker

Source: Motor Industry Association Survey 2015

Toyota No. 1 automotive brand in NZ for consideration

Toyota most highly rated automotive brand in NZ

TRUST1. Whitakers2. Whitakers (again)3. Canon 4. Tip Top…9. Toyota

Trusted brands Survey is deployed to around 1,500 New Zealanders who rated brands on a trust scale of 1-10. Source: Readers Digest Survey 2016

Toyota 9th most trusted brand in NZToyota is No. 1 car brand

VALUE FOR MONEY

Source: Best Buy Award New Zealand 2015/2016

Toyota offers the best price quality ratio for family cars on the New Zealand market

Respondents were asked what they felt represented the best price/quality ratio, i.e., the best value for their money, according to their personal experiences, with specific products or service categories in the New Zealand market.

REPUTATION1. Air NZ2= Toyota & Z Energy4= AA Insurance & Pak n Save

Toyota was ranked 2nd in fairness, 3rd in trust and responsibility, to be 2nd overall in corporate reputation.

Source: Millward Brown Rep Z score 2017

Toyota 2nd highest rated brand in NZ for corporate reputation

Source: RepTrak™ Report New Zealand 2015

1. Toyota2. Air NZ3. Z Energy4. The Warehouse5. Goodman Fielder

Toyota is ranked 1st out of the top 25 companies in NZ for Corporate Reputation.

Brand measure Toyota

Highest placed

Competitor

Awareness 91% 89%

Consideration 48% 29%

Visit 35% 18%

Drive 32% 15%

Purchase 20% 9%


New Zealand’s most trusted brands


29 years of market leadership

2016: 5th consecutive year of record sales (27,505 units)

Holden, 10.6%

Ford, 11.4%

Nissan, 5.9%Mitsubishi, 6.3%

Honda, 2.7%

Mazda, 7.6%

Hyundai, 5.7%Suzuki, 3.6%

Toyota 2016, 18.7%

2017, 20.1%2018, 20.0%

2019, 20.1%

0%

5%

10%

15%

20%

25%

30%

* Record Volume 27,505

CBU

* Record Share26.1%

CKD


29 years of market leadership


FE

ELI

NG

/EM

OT

ION

AL

STA

TE

START

Excitement, interest

engagement

Mixture of enjoyment,

frustration & anxiety

Prepare to visit dealer – wary,

suspiciousIndecisive, Anxious,

anticipating disappointment

Repressed emotion(Fizzing)

Elation, advocacy

BUT! Disappointment

increases if waiting

Deflation if car is a poor fit

Average length 5-6 weeks, but 41% go from start to purchase in 3 weeks Half spend less than a week actually looking at/driving cars

Tri

gg

er

to b

uy a

new

car

Info

rmati

on

Searc

h

Go

to

a

deale

r

Test

dri

ve

& d

ecid

e

Pu

rch

asin

g

Takin

g It

Ho

me

Ow

ners

hip

Most of the decision is already made. Most know the brand, but

have a short list of 3

61% Start OnlineBut most struggle to move decision making forward

online

3-4 Dealers will be visited walking on the

yard is a big deal

2 cars driven on average. Customer doesn’t consider this a

selling opportunity, rather confirming their research

Dance the dance. Try to get the best deal. Largely mechanical

and admin process

Almost everyone is happy at this point – look to bask in the glow of new ownership

with family and friends

OMG –What have I

done?”

Ongoing ownership becomes neutral once

the honeymoon period is over.


Actual dealer visits declining but online visits increasing

2006 20166 1.2

10 24

Source: Google global shopper survey 2105 & TNZ proprietary research 2016

AVERAGE DEALER VISITS

TOUCHPOINTS


Build your own hilux


Case study: Barbara and the Corolla Wagon

Hi there,

The car I previously purchased from you in 2013 was in an accident and is now deemed a write off for insurance. I need to replace it and I’m looking for a white corolla wagon.

Can we please take this one for a test drive this Sunday? I have the value of the car for a deposit.

I look forward to your reply.

Thanks, Barb


The customer journey is complex


Offline to online


Build Your Own C-HR

intergen convergence 2017 - customer engagement (toyota)

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