Toyota
The challenge
The challenge is to understand what makes the customers loyal, the emotional triggers, the long term ones, in order to carry on building them and so increase the loyalty as the base for the brand survival in an industry suffering from complicated moments.
The solution
During the investigation (interviews with different profiles) we get the insights, the drivers which really move the customer to the brand.
We discover the improvement areas, ideate with the whole team and prioritize the initiatives.
After the ideation, we prioritized two initiatives:
- We developed a customer file for the CRM, as well as the way to obtain and capture the necessary data to identify each one in the corresponding "persona" profile.
- Based on each persona, we design a relational calendar adjusted to their profile, based on levers, needs and personalities, looking for a relevant and effective communication.
The plan is now to test in a small controlled environment until obtaining the expected KPIs, to further lunch and expand to the rest of the "personas".
