By Vince Socco
In the world of mobility, dealers are the most critical link between the auto manufacturers and the customers. The dealers are the ones that bring the brand and the products to life. They deliver the promise of every automaker into the hands, homes, and hearts of every customer. They make dreams come true and special moments happen. Dealers create happiness.
It is not an overstatement to say that in the eyes of the customers, dealers are the brand itself. In fact, this is such an essential truth for Toyota. Each and every dealer team member is Toyota. Each one of them delivers not only ever-better quality cars but they also deliver that ever-better purchase and ownership experience to accompany each Toyota car. It is the individual and collective efforts of the Toyota dealer team members and the entire Toyota dealer network that breathe that extra level of confidence into a customer’s choice of Toyota.
When Toyota Motor Philippines (TMP) started its journey 35 years ago, one of the most crucial tasks was to set-up a dealer network that shared its uncompromising commitment to “Number One Quality in All Aspects and Number One Customer Satisfaction”. After all, the dealer network was to be the backbone of TMP’s mission of delivering mobility to all. It was not simply a matter of selecting financially sound proponents or those with successful business track records. It was not even about choosing those with previous experience in the automotive business.
To this day, what matters the most in the selection of dealers is to discern the personal commitment and passion of the proponent to not just own the business but to actually manage the dealership. They are called “Dealer Principals” because they are principally responsible for guaranteeing the quality of operations. It is made abundantly clear from the onset that operating an auto dealer is painstaking, time-consuming, highly demanding, and relentlessly unforgiving. After all, a car is the second most significant purchase that any Filipino will make next only to his home. Auto buyers have extremely high expectations and standards. Dealers are Toyota’s first and last line of defense in ensuring that customers – and Filipino motorists in general – will drive home in their Toyota-of-choice with a smile on their face.
The auto business is as much a people business, as it is about the essentiality and joy of mobility. For Toyota, the customer is the one true north that guides every aspect of its operation. The dealers are considered the “radar” of Toyota – constantly gathering the voice of the customer and feeding this back to TMP to guide it in developing ever-better cars and services.
As a matter of respect for the trust invested by its customers, Toyota dealers are designed as what are called full 3S-facilities – providing sales, service, and spare parts. They aim to provide Toyota owners with a complete suite of products and services that allow them to fully enjoy their cars with peace of mind. The dealership acts as a base to journey with owners in the use of their Toyotas. Each dealership is meticulously designed to assure the most efficient and joyful experience that make customers feel like coming home time and again. Strict standards are included in the facility design such as lighting, cooling, seamlessness, provisions for customer lounges, parking and even children’s corners, private spaces, speedy handling and, of course, world-class service tools and equipment.
Dealers are named combining the name “Toyota” with the name of the locality they are situated. This is aimed at making it easy for people to locate dealers in their immediate vicinity. The conventional wisdom three decades ago was that dealer names were at the discretion of the owners. Toyota, however, took the customer’s view to make sure finding its dealers is that much more convenient. Likewise, a standard-design signature was introduced that assures the Toyota promise of service is consistently represented across the country. Each dealer is established to offer a clear and unequivocal sense of stability and permanence: Toyota is here to stay with and stand by its customers.
Beyond the hardware, of course, comes the software. This includes the systems and procedures that are aimed at respecting the most precious possession of every customer – their time. At each customer touch-point, Toyota tries to squeeze out any inefficiencies that result to inconveniences for the customer – from finding information about its products, to making service appointments, finalizing purchases, purchasing accessories, trading-in their vehicles, obtaining financing and other value services.
Finally, there are the people, the Toyota Marketing Professionals on whose hands and hearts Toyota relies to make good on its promise of number one quality and customer satisfaction. Literally, they are the faces of the Toyota brand, representing its values and tirelessly working to win the smiles of their customers, everyday, one customer at a time. They are the beating heart of each dealer and of Toyota.
When much is demanded, much is given in return. TMP recognizes the achievements of its dealers and honors them at every opportunity. In Toyota, however, there is no best, only better. Toyota dealers are a group of passionate perfectionists who will never leave well enough alone. “Well enough” is never good enough. There is always a better way and together they will find it, all 73 Toyota dealers and the one Lexus dealer in the country.
