Disney Institute brought in to improve “customer satisfaction and loyalty”

One might not think Mickey Mouse would be a good automotive sales consultant. But, Toyota Canada has brought him in to help dealers improve satisfaction with their customers.

J.D. Power ranked Toyota below average in their last dealer satisfaction survey and the Japanese automaker is trying to bring up its marks by merging their Kaizen continuous improvement methods with “Disney’s best practices, proven methodologies, and business lessons,” says the release.

The result is called “Excellence… Beyond Expectations” and its objective is “to ensure Toyota customers have the most positive experience possible every time they interact” with the brand.

“The intent of this initiative is to incorporate the best of Toyota’s philosophies and techniques with all the learnings from Disney, which we believe is the worldwide leader in customer satisfaction,” said Tony Kelly, Vice President, Customer Services, Toyota Canada Inc. “This will help us bring some fresh perspectives to our customer-first thinking.”

Changes in how dealers interact with customers are expected to happen over the next couple of months.




About Mark Stevenson

Mark Stevenson is a former IT professional turned freelance automotive writer and news editor for Autos.ca. He's a member of the Automobile Journalists Association of Canada and former member of the Texas Automotive Writers Association (TAWA). Mark spends an inordinate amount of time on motorcycles and resides in Dartmouth, Nova Scotia with his two dogs - Nismo and Maloo. You can find him on Twitter and Facebook.