Mazda cooperates with Mazda Group companies, dealers and distributors both in Japan and overseas to raise the level of customer satisfaction (CS) and fulfill its role as a company customers can continue to rely on*1.
The Company grasps the needs of each country and region promptly and accurately based on customer feedback, and develops products and services tailored to each market. In addition, the Company strives to raise CS further through awards programs, training programs, and opportunities to share best practices.
Mazda Call Center
Believing that listening closely to customers’ voices is the foundation for developing better products, Mazda has opened two channels for communication with customers: the Mazda Call Center and the Mazda Official Website in Japan. Mazda not only responds to inquiries, opinions and requests from customers honestly, accurately and quickly, but also promotes information sharing among relevant divisions to reflect customer voices in product development, sales and customer service.
Inquiries, opinions, and consultation of overseas customers are accepted at distributers and dealerships in each market area. The contacts of each market area and FAQ (frequently asked questions) are available on the Mazda website.*2
Customer Service Framework
Mazda Call Center
To listen to inquiries and opinions, and consult with customers within Japan via toll-free phone calls
Mazda Official Website
To listen to inquiries and opinions, and consult with customers within Japan via the Internet
FY March 2015 Breakdown of Mazda Call Center Customer Responses by Type (In Japan) (April 2014-March 2015)
Targets and Results for FY March 2015 (In Japan)
Questionnaires Given to Customers at Dealerships in Japan and Overseas
To establish the Mazda brand through communication with customers, Mazda conducts and uses questionnaire surveys of customers in cooperation with dealerships. In Japan, using an online questionnaire survey on Mazda shops, Mazda analyzes each customer opinion and reflects the results in operational improvements. In North America, questionnaires are distributed to customers who visit dealerships for purchase, maintenance or repair, and efforts are made to improve or enhance operations based on the opinions obtained.
Initiatives to Improve Customer Satisfaction (CS)
To understand the expectations of customers, Mazda conducts various surveys, including “customer survey,” “dealer survey,” and “social delight listening*3,” on a global scale. The Company promotes initiatives to improve CS based on the customer needs identified for each country and region.
<Examples of initiatives in FY March 2015>
The Mazda Sales Approach, since 2010, refers to an initiative to reform sales activities from the viewpoint of becoming a company that customer can continue to rely on, with the aim of establishing the Mazda brand. Under the basic principle of placing customers in the center, Mazda is trying to establish a relationship of trust with customers by proposing appropriate lifestyles for them instead of just selling vehicles. All the Mazda Group employees involved in sales in Japan are striving through teamwork to develop human resources and improve their own skills as professionals of vehicle itself or customer services. While the Mazda Sales Approach initiatives were initially implemented within each shop, today, both dealerships and Mazda Motor Corporation are working together to execute the initiatives and reflect it in their sales measures and activities.
As the US dealers association made “customer care” as the top priority, the thorough efforts are made between distributors and dealers in cooperation. In Canada, initiatives have been taken to establish an environment that encourages dealers to take voluntary efforts to improve customer satisfaction, and to create a corporate culture that facilitates further advancement of customer satisfaction.
To enhance the Mazda brand, with the aim of making customers become enthusiastic fans of the Mazda brand, efforts are being made to develop customer care strategies. Mazda and two local distributors worked together to fully understand customer expectations, and shared/ discussed strategies to respond.
*3 Hear the voices of customers through social media to study and analyze.
Deploying the Mazda Brand Communication and Experience Bases in Japan
Starting in FY March 2015, Mazda has been developing a new concept in sales outlets, which is called New-Generation Showrooms, to allow customers to experience the attractiveness of Mazda vehicles . Under the supervision of Mazda’s Design Division, the New- Generation Showrooms are built in accordance with guidelines specifying three values to provide*4 and four showroom design concepts*5. Interiors and exteriors are designed using colors of black, white and silver, with black-based facility signs*6, and as accents, wood is used to form a comfortable space where dignity, high quality and warmness are well-balanced.
The Mazda Head Office showroom was reformed under the same concept as the New- Generation Showrooms, to enable customers to spend a more comfortable time and experience the Mazda brand world.
New-Generation Showroom Exterior (image)
New-Generation Showroom Interior (image)
*4 Shop designed with sense of exhilaration and Mazda uniqueness, new vehicle showroom that highlights the attractive features of Mazda vehicles, and shop layout that can help strengthen bonds with people.
*5 Dignified presence, power to attract people, showing vehicle as attractive and beautiful, with comfortable furniture
*6 Mazda brand symbol and showroom name that are used at each showroom
Mazda Sales Approach (Examples of Initiatives in Japan)
Mazda is working through an initiative to reform sales activities from the viewpoint of becoming a company that customer can continue to rely on (Mazda Sales Approach). Based on this initiative, every sales stuff is taking actions with a thought of “what we can do” for customers’ smile.
One example of this is from Japan. When delivering a new car to a customer, the staff noticed about the customer’s mixed feeling, an excitement of getting new car and sadness of getting apart from the old car. With the thought of bringing the smile to customers, the staff washed the old car and took a commemorative picture with the customer. The staff received a kind comment from the customer saying how happy he/she was to see the sales staff respecting both the car and feelings.
Sharing and Recognition of Best Practices at Dealerships
To boost the level of customer satisfaction (CS) efforts throughout the distributors and dealerships, a system of sharing and awarding the best practices has been put in place. Specifically, a system is to share and award staff at a dealership based on the viewpoints of: remarkable contribution to sales (sales volume, share, etc.), growth potential in service/parts businesses, ability to respond to quality problems, results of CS surveys in the sales and service fields, achievements in CRM*7 activities, and excellent marketing activities.
Examples of initiatives in Japan
|Customer Satisfaction (CS) Initiatives Presentation Meetings||Once a year||CS Initiatives Presentation Meetings are held , hosted by the Mazda Dealership Association in each region, to share examples of best practices from dealerships and shops.|
|Staff Awards||Once a year||To encourage staff self-improvement, meetings are held on a periodic basis to award sales and service staff members according to their degrees of achievement of targets, improvement of technical skills, and contribution to improved vehicle quality. Besides individuals, shops that have achieved their targets as a result of their customer-oriented activities, demonstrating excellent teamwork, are also awarded.|
|Walk-Around Contest||Once a year||The Walk-Around Contest, a competition of customer-service role-playing, is held with the aim of encouraging sales staff to acquire product knowledge and improve their customer service skills. In FY March 2015, the national competition for used-car sales is held concurrently with the competition.|
*7 Customer Relationship Management
Communication with Dealerships
Mazda works to provide its all dealerships in Japan and overseas with information on mid- and long-term strategies, products, and services in a timely manner, and also makes proactive efforts to collect information from them.
Communication Opportunities with Dealerships in Japan
|Conferences for dealership representatives||Representatives of dealerships and Mazda directors||Once a year||To communicate Mazda policies|
|Mazda Dealership Association in Japan Executive board of directors meeting||Executive board members and others from Mazda Dealership Association in Japan (with Mazda representatives also attending twice yearly)||Four times a year||Information concerning product development, service and parts requests, quality concerns, and other topics is exchanged and discussed.|
|Mazda Dealership Association in Japan Specialized committees||Committee members from Mazda Dealership Association in Japan and Mazda representatives||As needed|
|Conferences for division and department heads of dealerships||Representatives from each region and Mazda||As needed||Meetings regularly convened for relevant departments of dealerships to exchange information and opinions on specific topics including new models, used models, aftersales service, insurance, etc.|
|Mazda Autozam Dealership Association in Japan||Board meetings for Mazda Autozam Dealership Association in Japan||Four times a year||Discussion of marketing plans and provision of opportunities for training and professional development, as well as exchange of information and opinions on topics such as requests related to services and parts, and quality concerns|
|Mazda Autozam Dealership Association in Japan Specialized committees||Committee members from Mazda Autozam Dealership Association in Japan and representation of Mazda Autozam||Four times a year|
Communication Opportunities with Overseas Group Companies and Distributors
|Product Launch Events||Representatives from major overseas bases of operation, such as the United States, Europe, China and Australia||Irregular||To share information and exchange opinions on global launch of products|
|Global Brand Forum||Representatives from major operation bases, such as the United States, Europe, China, Australia and Japan||3 times a year||Representatives of major regions meet to build common understanding and consensus on brand strategies, and share initiatives. In FY March 2015, a total of 150 representatives participated.|
|Regional Brand Forum||Representatives from major operation bases, such as the United States, Europe, China, ASEAN, Japan||3 to 4 times a year||Discussions are held and opinions are exchanged for each region to determine practical actions for implementing the brand strategies. In FY March 2015, a total of 500 representatives participated.|
|4A*8 Distributors Forum||Representatives from Southeast Asia, Central and South America, Middle East, and Africa regions||Annually||Discussions covering a wide range of topics including business, marketing, product launches, etc. In FY March 2015, the event was held in November, with about 120 participants.|
*8 Areas except North America, Europe, China, Taiwan and Japan
Communication between Mazda Motor Corporation and Distributors
U.S.: Establishing firm partnerships with local dealers
Since many dealers in the United States deal in conjunction with Mazda and other brands, close communication to promote the understanding of Mazda brand with each dealer is crucial and maintain a firm partnership with them. To establish and maintain trust with dealers, by giving a feeling of expectations to future of Mazda and making a hope to continue dealing with Mazda brand, the Company is having meetings that explain the direction of brand value management starting in FY March 2014. The company held meetings for managements in dealers so that they can have a chance to know about the philosophy of Mazda’s brand value management and the values that Mazda can offer. About 100 managements in December 2013 and about 20 managements in December 2014 attended in the meetings.
China: Cooperating with two sales joint ventures to promote brand value
In China, Mazda has established two sales companies, FAW Mazda Motor Sales and Changan Mazda Automobile Sales, as joint ventures with local companies. To share the brand strategy between two different companies, with different capital structures and models to handle, Mazda held the China Marketing Forum. The participants are the two sales companies, as well as Mazda Motor (China), which integrate business operation in China, and Mazda Motor Corporation. In FY March 2015, several meetings were held with managements and working-level members to discuss and share the information about brand communication, customer-care, and development of mid- and long-term brand strategy for enhancing the brand value management that Mazda is promoting.
China Marketing Forum