Toyota is the largest car manufacturer in the world. In the US over 70% of customer engagement was online. In Europe it was 5%. Toyota Europe wanted to address this and make it easier for customers to engage with them online. They wanted to develop a comprehensive strategy that facilitated this, included a programme of learning and development that could be rolled out across all the European nations.
“Kaiwa (the Japanese name of our programme) was an excellent and refreshing way for our national marketing & sales companies across Europe to experience the wide range of social media available on the internet, and to be challenged and learn the practical impacts of customer handling in a safe social media environment.”
David Heming, Customer Relations Manager, Toyota