SeriouS Complaint HanDlinG - Toyotalms.toyota.com.au/content/prodev/PROFESSIONAL... · SeriouS Complaint HanDlinG | PaGE 1 Contents Basic Philosophy 2 What is a Customer Complaint?

SeriouS Complaint HanDlinGSeriouS Complaint HanDlinG

toyota.com.au

POCKET GUIDE

SeriouS Complaint HanDlinG | INTRODUCTION

Dear Toyota Colleague,

in 2009, toyota faced a global public relations struggle, due to a number of unforeseen customer quality concerns.

this had an impact on our customers’ trust for our Brand.

in order to gain back our customer’s trust with toyota worldwide and continue to build our brand of Quality, reliability and Durability and ultimately ‘Superior Quality’, we would like to ensure that we will always listen to our customers and sincerely respond to all customers’ requests and concerns, quickly and efficiently.

toyota worldwide and toyota australia must take responsibility to listen to our customers and particularly with regards to any “Serious Complaints” that we become aware of. to ensure the customer is treated with dignity and respect it’s vital we understand the concern of the customer and the corresponding vehicle issue.

Serious Complaints include fire hazard, unintended acceleration, airbag deployment or non deployment, accidents, third party issues and complaints sent to toyota and Dealer Senior management.

therefore, it is critical that whenever a toyota employee learns of a Serious Complaint, that they immediately report it to their Toyota Regional Office.

this Serious Complaint Handling pocket Guide will assist you in understanding the importance of Serious Complaints, the best way to handle the customer and the process on how to report all Serious Complaints.

this document is to be made available to all roles withing the dealership, such is the importance of dealing with Serious Complaints in a quick, efficient and respectful manner.

Good luck and thank You.

tracey townsend manager - Customer experience operations Customer relationship management

toyota motor Corporation australia

GETTING sTaRTED ChECKlIsT

nominate a Serious Complaint manager

Inform all dealer staff to direct Serious Complaints to the Serious Complaint manager

place the enclosed posters on a desk, or workplace wall where they’re visible to all staff.

Complete the Serious Complaint Handling elearning module on the toyota learning management System (http://lms.toyota.com.au)

Notes:

SeriouS Complaint HanDlinG | PaGE 1

Contents

Basic Philosophy 2

What is a Customer Complaint? 3

The Importance of Swift Action 5

The Effect of Complaint Handling Activities 6

Responsibilities of Toyota Australia and Dealers 7

Customer Experience Process 10

9 Categories of Customer Complaints 12

Serious Complaint Handling 14

Serious Complaint Handling Process 15

The 3-Point Philosophy 16

The 3-Action Principles 18

7-Steps of Customer Complaint Handling 20

CEC Contact Details 32

PaGE 2 | SeriouS Complaint HanDlinG

PRoviDE A ConSiSTEnT CuSTomER ExPERiEnCE THRougH SwifT, SuRE AnD fAiR HAnDling of CuSTomER EnquiRiES AnD ComPlAinTS.

PRoviDE A ConSiSTEnT CuSTomER ExPERiEnCE THRougH SwifT, SuRE AnD fAiR HAnDling of CuSTomER EnquiRiES AnD ComPlAinTS.

Basic philosophy

TOYOTa’s CUsTOMERs aRE: 1. individuals driving toyota vehicles. 2. individuals interested in toyota vehicles. 3. individuals servicing at a toyota Dealer. 4. all other individuals who are actual or potential

purchasers of toyota products and services.


What is a Customer Complaint?

Discover the source of complaints(from daily conversations)

Customercomplaint

GAP

DissatisfactionAnxiety/Mistrust

Handle complaints swiftly,surely, and fairly

Resolve dissatisfactionResolve anxiety/mistrust

Achieve customersatisfaction

VOICEDUNVOICED

What thecustomer received

Customerexpectations

A Customer complaint is something that has surfaced as a result of a gap between the Customer’s expectations of Toyota products and services and what the Customer actually received.

DissatisfieD Customers Can be CategoriseD into two types:

1. Voiced: Those who voice their dissatisfaction. 2. Unvoiced: Those who do not voice their dissatisfaction.


What is a Customer Complaint?

VOICED COMPLAINTS ARE THE TIP OF THE ICEBERG

COMPLAINTS

UNVOICEDDISSATISFACTION

when a complaint is voiced, you can achieve Customer satisfaction by dealing with it sincerely. However, when Customers do not voice their dissatisfaction, only the feeling of mistrust toward Toyota remains, and such Customers may decide that they want nothing more to do with Toyota.

Customers who make complaints are just the tip of the iceberg. Therefore, try to uncover the source of any anxiety and dissatisfaction through conversations with Customers and through sales and service activities. Any negative Customer feelings should be dealt with swiftly and proactively.


the importance of Swift action

if a complaint is not dealt with, the Customer’s dissatisfaction grows as time passes, like a snowball rolling downhill. when dissatisfaction increases like this, it becomes extremely difficult to handle effectively.

The most important part of handling complaints is to proactively deal with and solve Customer dissatisfaction quickly while it is still small.

At Dealer

Dissatisfaction/Complaint

(Growth of mistrust)

SNOWBALL EFFECTDissatisfaction Dissatisfaction Complaint

Complaint

Complaint

TMCACEC

TIME


The Effect of Complaint Handling Activities

COMPlaINT haNDlING: aN OPPORTUNITY TO sTRENGThEN BONDs WITh CUsTOMERs

when complaints are handled correctly, it can be an opportunity to establish a strong bond with the Customer. Responding swiftly, surely, and fairly to complaints will heighten Customer loyalty (i.e. their intention to purchase their next vehicle from Toyota).

when assessing the Customer’s intention to repurchase from Toyota, Toyota Australia CSi Sales data showed the following: Customers who answered “No dissatisfaction or complaint” resulted in a Customer loyalty rate of 59%, while Customers who answered “Have dissatisfaction or complaint that was poorly handled” resulted in a much lower loyalty rate of just 26%. However, the survey also shows that for Customers who answered “Have dissatisfaction or complaint that was well handled,” their loyalty increased to 55%.

Additionally, when assessing the Customer’s intention to continue to use the Dealership, CSi Service data showed the following: Customers who answered “No dissatisfaction or complaint” resulted in a loyalty rate of 58%, while Customers who answered “Have dissatisfaction or complaint that was poorly handled” resulted in a much lower loyalty rate of just 6%. However, the survey also shows that for Customers who answered “Have dissatisfaction or complaint that was well handled,” their loyalty increased to 60%. This figure represents a higher percentage than those Customers who had no complaint at all!


The Effect of Complaint Handling Activities

Customers who have a dissatisfaction or complaint handled well have a higher loyalty rate to repurchase a Toyota and continue to use the Dealership, than those who have never had a complaint or those who have had a complaint poorly handled.

0%

10%

20%

30%

40%

50%

60%

CU

STO

MER

LO

YALT

Y R

ATE

Complaint + Poorly Handled

Complaint + Well

Handled

No Complaint

0%

10%

20%

30%

40%

50%

60%

CU

STO

MER

LO

YALT

Y R

ATE

Complaint + Poorly Handled

Complaint + Well

Handled

No Complaint

CuSTomER inTEnTion To repUrchase from toyota

CuSTomER inTEnTion To continUe Using Dealership


hanDling enqUiries from cUstomers

Dealer

Staff members at Dealerships (Sales, After Sales) are the Customer interface that is closest to the Customers. Responding swiftly, accurately, and sincerely to enquiries from Customers will improve their trust in the Dealer, leading to a stronger bond between the two. in the case of enquiries where a Customer is dissatisfied, their feelings should be grasped quickly and the enquiries handled swiftly to prevent them from escalating into complaints.

Common enquiries

• selecting vehicles. • specifications / options. • maintenance, warranty, and problems.

toyota aUstralia

One of the important responsibilities of the Customer Experience Centre (CEC) is to provide support to the Dealer network. The CEC is an exclusive Customer interface where Customers can feel free to ask anything. A wide range of questions are asked, and the Centre plays an important role in handling Customers who feel that their problem was not satisfactorily resolved, or who are hesitant to ask the Dealer for assistance.

in order to respond quickly to enquiries from Customers, it is vital to have the latest information available in advance. This is achieved by collaborating with the Dealer network as well as the Sales and After Sales Departments.

responsibilities of toyota australia and the Dealer network


Something’s wrongwith the engine!

What is a carnavigation system?

The brakes are...What aboutservicing...

hanDling enqUiries from cUstomers

methoDs of encoUraging effectiVe cUstomer Use of the cUstomer experience centre

Toyota Australia continually ensures the highest quality level of CEC Consultant skills and abilities through a continuous upgrade of the quality of response time, staff knowledge and the amount of information being provided.


Suggested Dealer process for Customer Concerns

Customer contact with ongoing product issue

If required,Contact Technical

Help Desk

Customer contact with serious incident

(Fatality – Severe injury)

Customer contact for Out of Warranty (OOW)

considerationCUSTOMER

EXPERIENCE CENTRE

Submit DPR

Advise Dealer Principal

Dealer submits OOW requests

to WTY

Dealer contacts WTY Help Desk

Contact Regional Office


Contact Regional Office for Advice

Customer contact with ACCC/Court

Proceedings

Customer contact with Serious Complaints

Hi-Tech Technician conducts diagnosis

Advise DealerPrincipal


Contact Regional office for advice via

SMART process


Customer contact with ongoing product issue

If required,Contact Technical

Help Desk

Customer contact with serious incident

(Fatality – Severe injury)

Customer contact for Out of Warranty (OOW)

considerationCUSTOMER

EXPERIENCE CENTRE

Submit DPR


Dealer submits OOW requests

to WTY

Dealer contacts WTY Help Desk



Contact Regional Office for Advice

Customer contact with ACCC/Court

Proceedings

Customer contact with Serious Complaints

Hi-Tech Technician conducts diagnosis

Advise DealerPrincipal


Contact Regional office for advice via

SMART process


Serious Complaints Categories

IMPORTaNT safETY fEaTUREs.(inCluDinG partS anD ServiCinG relatinG to SafetY StanDarDS).

aIRBaG IssUEs.(DeploYment / non-DeploYment).

COMPlaINTs ThaT MaY DEvElOP INTO a CIvIl laWsUIT.


Serious Complaints Categories

aCCIDENTs.

sUDDEN UNINTENDED aCCElERaTION.

CasEs IN WhICh a ThIRD PaRTY Is INvOlvED sUCh as:• police, fire dept.• mass media• consumer organisation• social network

BROaDCasT

fIRE hazaRD.

CasE INvOlvING sIGNIfICaNT DaMaGEs OR INjURY.

WRITTEN COMPlaINTs sENT TO sENIOR MaNaGEMENT aT TOYOTa aUsTRalIa OR DEalER.


yoUr responsiBility

Serious Complaint Handling Process

1. Receive the complaint in a positive manner.

2. inquire as to injuries or damage (if applicable).

3. offer empathy to the Customer. Example:

(a) “I understand that this is a very serious matter.” (b) “I can see/hear that this situation is of grave concern to you.”

4. Thank the Customer for bringing this matter to the Dealer’s attention Example:

(a) “Thank you for bringing this matter to our attention.”

5. Reassure the Customer of your Dealer’s commitment to this concern Example:

(a) “Let me assure you that your concerns will be dealt with as a matter of priority.”

(b) “I am confident that we can resolve this matter.” (c) “We are committed to getting to the root cause of this concern.”

6. inform the Customer of the next steps: (a) Contact the Serious Complaint manager. (b) inform the Serious Complaint manager of the situation and all relevant

information gathered.

7. it is the personal responsibility of each Dealer staff member to ‘own’ any serious complaint that they may have uncovered, until such time as the Serious Complaint manager has been engaged in the process.


yoUr responsiBility

Receive information

regarding serious complaint

Record all information on

SC form

Make immediate contact with

CustomerRepeat steps

1-6 above

Listen & question to understand fully customer concerns

and record

Identify options and determine

best way forward

DEA

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STA

FF

MEM

BER

SERI

OU

S CO

MPL

AIN

T M

AN

AGER

TOYO

TA

AUST

RALI

ATH

IRD

PART

IES

NO YES

10 11 12 13 149

Receive complaint in

positive manner

Inquire with regards to

injury/damageOffer Customer

empathyThank

Customer for the information

Contact/inform Serious

Complaint Manager

Reassure Customer that

action will be taken

Explain next steps to

Customer

Documentation as required

1 2 3 4 5 6

78

Notify Toyota Australia through

Smart Process

Third Party Involvement

Police Fire Ambulance Legal Other

Serious Complaint Handling process – flow chart

Dealership Customer Experience managers and those responsible for the handling of serious complaints should ensure every person within the Toyota Dealership is made aware of the ‘Serious Complaints Handling Process’. This simple flowchart can be used to ensure all staff are conversant with the key process steps.


the three-point philosophy

haNDlE COMPlaINTs sINCERElY fROM ThE PERsPECTIvE Of ThE CUsTOMERs.

Empathy with the Customer and an apologetic attitude will provide clues as to how best to handle the situation. This will also help to identify and handle dissatisfaction that has not yet surfaced.

BE PROfEssIONal, PROaCTIvE aND PaTIENT.

in order to obtain Customer satisfaction be conscious that you are a professional in the automotive field, have the conviction and the confidence to solve the problem yourself, and deal with it proactively and patiently. Do not handle the situation with quick fix measures or on a personal level. interact with Customers while always being conscious that you are a representative of Toyota.

1 21 2


the three-point philosophy

BE sWIfT, sURE aND faIR, BUT alsO BE fIRM If NEEDED.

failing to handle the situation swiftly or surely may escalate complaints to the point of new or third party involvement, leading to an increase in the hours necessary to resolve the problem. Although you must deal with the situation swiftly and surely, do not be swayed by the Customer’s temporary or one sided words or actions. Always be calm when making decisions. You will need to deal with all Customers fairly and sincerely, and act with firmness where called for.

33


the three-action principles

lIsTEN TO aND UNDERsTaND CUsTOMER’s COMPlaINTs.

By listening with empathy to the words of the Customers, you will be able to accurately understand their feelings and state of mind. At times, listening to them will ease their feelings and you may gain important hints about resolving the problem. Your initial action after receiving a complaint will determine the Customer’s overall satisfaction in the handling of this matter.

ThOROUGhlY INvEsTIGaTE vEhIClE, PaRTs, sITE ETC.

Thoroughly investigate the vehicle, parts, and any other location with your own eyes based on the description given by the Customer and others involved. Especially in the event of an accident, obtain detailed information from the Customer, police, and fire department personnel.

11 22


the three-action principles

REvIEW CUsTOMER RECORDs.

Study the Customer’s past record of vehicle purchases and servicing to understand the kind of relationship that exists between the Customer and Toyota. This will enable you to understand the level of trust and expectations that the Customer has with Toyota, which can be used to handle complaints more effectively.

it is important to know the vehicle’s usage conditions and the Customer’s driving record to understand the cause of the complaint and to determine where the responsibility lies.

33


the Seven Steps of Customer Complaint Handling

receiVe cUstomer complaint

listen carefully to what the Customer is saying and record it accurately. Any concern that can be dealt with on the spot should be handled immediately.

After receiving a complaint, immediately report it to your manager or relevant departments and discuss possible countermeasures.

3 4 5 6 71 2


listen with yoUr ears anD eyes

gain a full understanding of vehicle status as well as the Sales and After Sales situation.

Check the Customer information and their relationship with Toyota.

3 4 5 6 721



estaBlish facts anD iDentify caUses

investigate the reasons for the complaint (e.g. vehicle, Sales or After Sales).

Thoroughly investigate the vehicle, parts, and other locations in question to determine the cause(s).

3 4 5 6 721


reappraise serioUsness anD make Decision

verify the gathered data and the complaint handling process again to determine the possibility that the complaint could escalate into a serious complaint.

Based on the investigation results, determine the degree of responsibility and decide how to best handle the matter.

for serious complaints, Dealers should report the incident to Toyota Australia via Smart Process immediately.

3 4 5 6 721



explain Decision to cUstomer

Explain to the Customer the investigation process, results and how the situation will be handled.

3 4 721 5 6


follow Up

Confirm that the action agreed on with the Customer has been properly carried out.

make sure the Customer is satisfied with the outcome.

3 4 5 6 721



reView anD reflect on resUlts to preVent recUrrence

After handling the complaint, review the results and share the information at regular meetings etc.

Actively incorporate the Kaizen principles and review points as examples to prevent complaints and their recurrence.

3 4 5 621 7


customer experience centreph: 1800 869 [email protected]. Box 197, caringbah, nsw 1495

eastern regionph: (02) 9710 3333

southern regionph: (03) 9647 8830

northern regionBrisbane ph: (07) 3307 8555Townsville ph: (07) 4774 9333

central regionAdelaide ph: (08) 8292 8777Darwin ph: (08) 8922 0220

toyota Distributor - waParts & Service ph: (08) 9365 9333Sales ph: (08) 9268 8844

Documents

SeriouS Complaint HanDlinG - Toyotalms.toyota.com.au/content/prodev/PROFESSIONAL... · SeriouS Complaint HanDlinG | PaGE 1 Contents Basic Philosophy 2 What is a Customer Complaint?