TOYOTA — Harnessing the power of collaborative innovation to drive customer-centric solutions
Toyota has always been at the forefront of innovation and customer-centric strategies. For over two decades, we have built a strong and enduring relationship with Toyota, managing their primary digital channels, including web, eCRM, mobile apps, and social media. As well as being responsible for their CRM system strategy and data management.
This long-term partnership is a testament to our shared commitment to innovation and customer-centricity.
Through a collaborative partnership involving three Next 15 agencies, Toyota has been able to consistently stay ahead of technology trends, ensuring a deep understanding of their customers to deliver relevant and engaging experiences.
Toyota faced two primary challenges. The first was maintaining their cutting-edge relevance in an ever-evolving technological landscape. The second was dealing with disjointed data sources which led to inconsistent communication and an incomplete view of their customer base.
The Collaborative Solution.
Our solution focussed on two core areas: driving innovation through technology and unifying customer data through a robust CRM system and data management plan.
Innovation Through Technology.
Our collective team recommended a program concentrating on channel innovations and emerging technologies. By pooling our expertise and equipping the Toyota team with the skills and knowledge to make informed strategic decisions, we were able to create innovative experiences together.
Significant projects included the collaborative use of Augmented Reality (AR) to simplify understanding of Hybrid Powertrains. We jointly executed an AR solution to illustrate the inner workings of a Hybrid engine, providing interactive content around its value. In another instance, we collaborated to leverage Voice Technology to engage an exclusive audience of reserved buyers for the All-New GR Supra, achieving active interaction and ongoing engagement.
Unified Customer Data.
Our combined efforts brought together disparate data sources into a singular Cloud environment using our proprietary algorithms. This created a unified customer view, enabling all parts of the business to align communication efforts. We loaded customer data with scores and segments into the CRM, enabling precise identification of who Toyota was communicating with and tailoring messages to meet their specific needs.
Results.
Through our use of AR, we assisted Toyota in increasing awareness and accessibility of sustainable technology, contributing to their ambitious hybrid sales goals. The use of voice technology maintained high engagement levels among an exclusive audience of purchasers.
Unified customer data enabled Toyota to transition from single-burst campaigns to individual customer journeys, dramatically increasing the value from CRM campaigns (57% increase in email engagement). This approach allowed Toyota to send the right message at the right time, deepen customer relationships, and ensure a cohesive brand experience across all touchpoints (21% increase in high value website behaviours).