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Toyota Satisfaction Committee Essay

1067 words - 5 pages

Toyota executives lead the customer satisfaction committee at TMS and TMC. * These committees help establish the link between marketing strategies and operational realities of the organization. DEVELOPMENT OF CUSTOMER SATISFACTION COMMITTEE * One of Toyota's key indicators of its performance for customer satisfaction is "initial quality" or " the quality percieved by the customer in the first few months of ownership. * The J.D. Power initial survey provides feedback on quality to automobile producers, individual diagnostics, and comparison to competition. Toyota was not ranked number one in customer satisfaction by J.D. Power and found out they had a lot of room for improvemnt. * In 1986, ...view middle of the document...

The damage must be occurring after they leave Japan. THE J1 BOOMERANG * TMS returned messages to TMC stating product quality was improving, yet damaged vehicles are still arriving at the dealerships. * So TMC/Japan study team followed some shipments to the dealerships and discovered that the damage was indeed occurring after the vehicles left Japan, when the vehicles were the responsibility on TMS. * TMC reflected the proposal back to TMS that TMS itself should make some improvements on the J1 initiative. INITIAL EFFORTS TO IMPROVE QUALITY AT TMS * In 1989 they established a formal program defining standards to accessory installation processes and quality at ports of entry. * Quarterly audits provided feedback and encouragement. * They allowed dealership managers to improve goodwill warranty adjustments on their own. THE TMS CUSTOMER SATISFACTIONCOMMITTEE * The TMS customer satisfaction committee was established to improve teamwork and communication between all departments by coordinating the development of company-wide satisfaction activities. * The mission of the committee can be summarized in the following chain of events: 1. TO strengthen the dealer network, all TMS, activities, and product quality. 2. TO become number one in customer satisfaction, with millions of satisfied customers and high brand image. 3. TO achieve and maintain sales and volume of 1.5 million annually by retaining former customers and attaining new ones. THE COMMITTEE STRUCTURE * The committee structure is composed of the subcommittee chairmen, Japan staff advisor, and a secretary. The structure is not permanent and the committee maybe replaced if Toyota's priorities change. * The committee promotes communication and continues to oversee the work of the subcommittees, the cross-functional work really gets done in the subcommittees. * The subcommittees have became relatively powerful in this company, as far as getting work done quickly. THE SUBCOMMITTEES * Each major operational area at TMS is represented in a subcommittee made up of members responsible for instituting improvements in customer satisfaction. * These subcommittees include sales and marketing, parts and service, product quality, and Lexus. THE STRUCTURE OF SUBCOMMITTEES * The subcommittees provide a forum for cross-department communication among top-level representatives from diverse operational departments and for coordinated actions to...

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