SPSS - Customers

Toyota Denmark A/S

Situation

Twelve years ago, car manufacturer Toyota was one of the first companies in Denmark to introduce a customer satisfaction program. Since then, Toyota has worked intensively on the program, which has brought about major changes for its distributor network.

Challenge

Although internal and external surveys show that in Denmark, Toyota is the car brand with the most satisfied customers, the company recently realized that it was necessary to revitalize its entire customer satisfaction program and strengthen its analytical base.

Toyota conducts 40,000 to 50,000 questionnaire surveys each year among Toyota buyers and garage customers. A scoring system analyzes these surveys, and car dealers receive awards based upon the results.

Solution

After a thorough investigation of the market, Toyota chose SPSS Inc. technology to renew and revitalize its customer satisfaction program. “SPSS Inc. is particularly strong in analytics, and it is an important goal to improve our analytical competency. In our CRM department, the SPSS Inc. solutions work as a building block that can be used with our SQL database to conduct analyses and mine all the customer data that is regularly collected,” said Jan Torp Steffensen, CRM manager, Toyota Denmark A/S.

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Results

Paper-based questionnaire surveys will continue in their present form. In addition, the Web capabilities of the SPSS Inc. solution will enable Toyota respondents to complete questionnaires online. In the implementation phase, SPSS Inc.'s solution also allows car dealers to access analysis and score charts, and gather information to conduct relevant analyses of their own data.

“All in all, SPSS Inc. will play a significant role in Toyota Denmark's efforts to reinforce Toyota as the car brand with the highest preferences and highest degree of customer satisfaction,” said Steffensen.