Toyota says that its twelfth consecutive year of growth and record sales in the UK in 2004 is an achievement underpinned by a record-breaking performance in the fleet sector and the company has set out the main elements in its strategy for further fleet sector progress in 2005.
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Toyota’s ‘Fleet Development Strategy’ has been designed to differentiate its position in the marketplace by delivering quality service and providing excellent support to both its existing and its prospective customer base, Toyota claims.
Four principle areas have been identified for improving customer focus: fleet customer relations policy, ease of transaction, the sales and support structure and integration of business centre operations.
Toyota says that extensive use is being made of web-based and electronic systems to make vehicle enquiries, ordering and servicing simpler and more time efficient. Key elements include a web portal vehicle configurator; direct invoicing; and on-line facilities for the national fleet service programme and service authorisations and bookings.
Reorganisation of the sales support structure includes the realignment and re-allocation of Toyota Fleet’s field teams for sales and business development, in line with analysis of the geographic spread of existing and prospective customers.
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By GlobalDataThere is also the potential for customer service to be more closely aligned to specialist needs within the fleet sector and for call centre resources to play a more effective role in providing administrative support for field teams and pro-active account management.
A new car hire policy is also being introduced that will guarantee five days’ hire as a minimum if a vehicle is off the road within the three-year/60,000-mile manufacturer warranty period (subject to terms and conditions). Access for customer enquiries will be made simple and effective with a centrally-based, dedicated contact name, telephone number and e-mail address.
Toyota’s UK Business Centre network now has 92 centres with a staffing head-count set to rise above 350. More car and commercial vehicle demonstrators are being made available and all centres are operating a business customer database and contact management system.
Toyota says that minimum standards are set to be achieved by all centres by the end of March, within a three-level structure that links staffing and demonstrator availability to fleet sales volume.
Toyota Fleet’s marketing strategy for 2005/6 will use conferences, national shows, seminars and ride and drive events as a platform for introducing new models.
Press, direct mail and web-based communications will reinforce the message on new products and the exceptional qualities of Toyota’s D-4D diesel engine technology across its model range.
Jon Pollock, General Manager Toyota Fleet, said: “We experienced a very successful year in 2004, but are determined that our business will adapt to anticipate and fulfil the demands of our present and future customers and deliver even stronger results in the future.
“We are putting in place a strategy that focuses sharply on integrating the complete customer experience, ensuring that we can provide the right professional support every step of the way. Toyota has an excellent brand reputation and a great product range, giving us the perfect foundation on which to develop a loyal and growing customer base.”
