Samrit shah

fsle 4
1815

Brief about the company

Toyota Motor Corporation, commonly known simply as Toyota and abbreviated as TMC, is a
multinational automaker headquartered in Toyota, Aichi, Japan. In 2009, Toyota Motor Corporation
employed 71,116 people worldwide (total Toyota 320,808). TMC is the world's largest automobile
manufacturer by sales and production.

CRM in relation to the company

Toyota is fourth-largest manufacturer of automobiles in the USA. With an industry experience of

more than 50 years, Toyota is easily talked about as the best in the business. Toyota´s global
contact centers are testimony to their commitment to maximizing customer satisfaction.
Business Need

The customer service representative (CSR) at the Toyota , makes approximately 125 calls to
prospective customers who are listed in the Toyota database. He works in a team of 40 CSRs who
report to the floor manager at the Toyota contact center. In June 2005, TLI Software received a
Request For Proposal (RFP) from Toyota to develop an intuitive application that would track and
report the performance of its customer service representatives.

1
TLI Software CRM Solution

TLI Software designed and developed an application that would track the performance of John and
the other CSRs. TLI Software developed an extremely user-friendly interface that displayed the
contact information of the customer (Name, Billing Address, E-mail, and Fax Number) and CSRs.
The application allowed John and other CSRs to assign "dispositions" to capture the outcome of a
call made to a prospective Toyota customer. These dispositions were:

1 Deal Complete
2 Call Back
3 Not Interested
4 Number Busy
5 No Answer

TLI: Intuitive Performance Reporting for Toyota

TLI Software also ensured a smooth workflow by configuring the application to display the
contact information of the next prospective customer after a call was completed by a CSR. The
dispositions of all calls in a normal business day was consolidated and converted by the application
into a report format.

Using the application developed by TLI Software, the floor manager, can access these reports from
his workstation. These reports allow the floor manager to view the performance of CSRs in real-
time. The application allows him to view reports of calls made according to the cities called and
also dispositions assigned.He can also use the application to assign specific CSRs to a specific list
of customers

Features

The features in the application developed by TLI Software for Toyota included:

1 Personal user name and password for CSRs and floor managers.
2 Dispositions to capture the outcome of a call to a prospective Toyota customer.
3 Standard formatted e-mails for CSRs that can be send to a prospective customer with
information on a Toyota proposal.
4 Intuitive reports for floor managers and administrators to view performance of each CSR.
5 Reports that can be tweaked by floor managers or project managers to view performance of
CSRs according to each disposition or cities called
6 Resource management aid for project managers to assign specific CSRs to specific customers
Benefits

Tangible benefits for Toyota from the solution developed by TLI Software included

1 Project management aid for floor managers to identify the top 10 CSRs who enjoy maximum 2
Samrit shah
fsle 4
1815

A large part of the answer is Toyota's obsession with its customers. Toyota's internal sales and
marketing bible, The Toyota Way in Sales and Marketing, makes it patently clear to all staff that
totally satisfied customers is the source of its success. Everything Toyota does is done with this in
mind.

But in what may be surprising to those who believe a manufacturing strategy doesn't work in a
customer-centric environment, I would argue that a good measure of Toyota's success is a strategy
that manages to straddle both manufacturing and non-manufacturing environments. It's one called
Lean CRM, which was developed by Toyota in Europe, in response to the growing volume of
customer information collected at the many touch-points during the customer lifecycle. It allows
Toyota to sense changes in individual customers' behavior and to respond in a way that increases
customer satisfaction. It has enabled Toyota to sell significantly more vehicles, with a shorter trade
cycle and higher repurchase rate, at significantly lower costs.

Customer pull

A typical European customer will own a new vehicle for three to eight years before replacing it.
Toyota's process guides how different touch-points over the customer lifecycle are delivered and
how to employees should respond to customer-initiated touch-points and deliver Toyota-initiated
ones.

This process starts when the customer is just thinking about buying a new vehicle, with Toyota's
marketing. The marketing guides prospective buyers to the Toyota web site, where they can learn
more and request further information. Requesting information is an example of "customer pull,"
where Toyota responds directly to the customer. It is the first point at which the customer becomes
known to Toyota, and it triggers a check to see if Toyota already knows the customer. What the
company already knows about the customer guides how future touch-points to that customer are
delivered.
The heart of Toyota's Lean CRM is "Customer DNA." Just as real DNA influences how each
individual develops, looks and responds to his or her environment, Customer DNA controls how
each touch-point between the customer and Toyota during the customer lifecycle is carried out. It
defines each touch-point—most likely a contact or a campaign—that a customer is likely to have
with Toyota, whether initiated by the customer or by Toyota.

CRM used by automotive companies like Toyota3

Implementation

Terrasoft CRM enables to automate the customer relations and relationship with vehicle and service
suppliers. In the CRM database the customer preferences in color and vehicle parameters, service
place, insurance provider, number of own cars and car change frequency can be registered. For the
dealers and partners you can store the information about the salon size, services provided, vehicles

3
assortment and competitor brands, sold by the dealer, as well as dealership conditions (payment and
delivery terms).

In Terrasoft CRM you can track the vehicles stock. The software enables to create base model
templates and optional parts for each model that help quickly enter the vehicle information to the
system. The vehicle form contains detailed information about the vehicle configuration, engine type,
body type, and all price-forming parameters: supplier price, delivery cost, insurance, customs fee,
profit, etc. Besides the Products section contains information about the spare parts and services.

The CRM software enables to track the vehicles by their current location in order to control the
delivery process. Any moment you can find the vehicle location: at factory, on the road, at customs,
at stock. For this purpose the special product groups by location are created. The location change is
fixed by special document.

Custom scripts enable to automate the routine operations while creating new vehicles in the system.
The vehicle is formed using the base model template and optional parts. The information about the
vehicle registration number and engine number enables to identify the vehicle in the system.All
vehicle information is displayed in the products list. So there is no need in special stock reports. You
can view the state of your current stock in a moment. Besides, using the special reports you can
analyze the prime cost of every vehicle, print the price-list for the customer, find out the number of
sold vehicles during the selected period or by selected sales person.

Using the Documents section you can track the vehicle location, issue invoices, fix marketing
expenses, create special applications for your customers. Basing on the documents information the
turnover report and balance report can be formed.

Terrasoft CRM automates preparation and tracking of the marketing events and advertising.
Marketing reports enable to evaluate the campaign effectiveness and compare campaigns by profit
and expenses.All the customer relationship processes (sales, service) are automated using the
business Processes section.