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Toyo Tires Delivers Customer Satisfaction Through Dealer
centres. Both brand centres work to make their respective cus- tomers feel at home by feeling comfortable while their vehicles are being attended to. The waiting lounge comes equipped with a TV monitor, magazines, tyre displays and some even have games to keep customers entertained and break the boredom. For customers who need to work while waiting, WiFi services are available and power sockets with comfortable tables and chairs too are provided.
Toyo Tires says it always place customer satisfaction as its priority. From its products, pricing strategy, marketing ac- tivities and distribution, all are geared towards achieving customer satisfaction. Based on these four key marketing ele- ments, Toyo Tires invested heavily to achieve the success it is enjoying today and it believes that its commitment towards cus-
Toyo Tires says it designed and executed various marketing strategies, promotions, among other moves over the years to engage with customers. Besides these variables, the company believes its focus on a continuous mission to improve and inno- vate to make its customers happy is its dealer network.
The Toyo Tires dealer network in Malaysia is branded as the Toyo Premium Auto Centre and Toyo Auto Centre. Toyo Tires understands that its dealer network is crucial in providing physi- cal engagement with customers, through which they could visit, Since its inception in 2013, Toyo Tires has actively expanded its dealerships to cover as many states and major towns through- out Malaysia to serve its customers. The current dealer network is seen as a very impressive feat for Toyo Tires given the short period of time in the local tyre market. The Toyo Premium Auto Centre and Toyo Auto Centre are found in most major cities and towns in the Peninsula, Sabah and Sarawak.
Modern and contemporary design
Before its maiden outlet was launched, a lot of work and thoughts were put into getting the outlet design right. The objective was to look modern and contemporary and break away from the old school dirty and cluttered tyre shops. Every Toyo Premium Auto Centre and Toyo Auto Centre carries a similar look, branding and ambience to maintain consistency and strong image.
Toyo Tires says it wants customers to feel relaxed and im- pressed right from the moment they step into one of its tyre
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To accentuate brand consistency, the signages, counter design, posters, interior ambience and all marketing communication ma- terials obviously carry the Toyo Tires branding.
To achieve total customer satisfaction, Toyo Tires says perfect- ing the hardware is not enough. Soft skills are by no means any less important. To deliver a wholesome customer satisfaction package to its customers, the company adds that all the person- nel are fully trained to carry their roles with full professionalism - nician to mechanics, all are put through their respective training programmes provided by Toyo Tires to ensure that they know their job scope and execute them to ‘pinpoint accuracy’. Toyo Tires fully acknowledges that these people are the important touch points for customers to experience the Toyo brand and that this would eventually lead to customer satisfaction. As such, the company says that it would not risk taking a gamble on them because it only takes one bad experience for customers to put everything in jeopardy.
