Intergen Convergence 2017 - Customer engagement (Toyota)

1. 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

3. Summary
1. Toyota NZ – Brand Reputation vs Customer Experience
2. The Role of Digital in the Car Buying Process
3. What next

4. 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
TRUST
1. Whitakers
2. 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 NZ
Toyota 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.
REPUTATION
1. Air NZ
2= Toyota & Z Energy
4= 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. Toyota
2. Air NZ
3. Z Energy
4. The Warehouse
5. 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%

5. Toyota New Zealand 2017
New Zealand’s most trusted brands

6. Toyota New Zealand 2017
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%
Toyota2016, 18.7%
2017, 20.1%
2018, 20.0%
​2019, 20.1%
0%
5%
10%
15%
20%
25%
30%
* Record Volume
27,505
CBU
* Record Share
26.1%
CKD

7. Toyota New Zealand 2017
29 years of market leadership

8. Toyota New Zealand 2017
FEELING/EMOTIONALSTATE
START
Excitement,
interest
engagement
Mixture of
enjoyment,
frustration &
anxiety
Prepare to visit
dealer – wary,
suspicious
Indecisive,
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
Trigger
tobuya
newcar
Information
Search
Gotoa
dealer
Testdrive
&decide
Purchasing
TakingIt
Home
Ownership
Most of the decision is already
made. Most know the brand, but
have a short list of 3
61% Start Online
But 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.

9. Toyota New Zealand 2017
Actual dealer visits declining but online visits increasing
2006 2016
6 1.2
10 24
Source: Google global shopper survey 2105 & TNZ proprietary research 2016
AVERAGE DEALER VISITS
TOUCHPOINTS

10. Toyota New Zealand 2017
Build your own hilux

11. Toyota New Zealand 2017
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

12. Toyota New Zealand 2017
The customer journey is complex

13. Toyota New Zealand 2017
Offline to online

14. Toyota New Zealand 2017
Build Your Own C-HR