Toyota 2010 Annual Report Download - page 10

TOYOTA ANNUAL REPORT 2010 8
In 2004, GAC Toyota Motor Co., Ltd. (GTMC), was created as a factory that was the culmination of innovative
technology and the latest equipment for that time. The factory was innovative in terms of equipment as
well as the various elements that comprised its overall business approach, such as
Just-In-Time , Jidoka ,
standardization, process management and other Toyota fundamentals.
Kaizen (improvements) were
implemented across the entire business domain by visualizing all vehicle-related operations in the areas of
manufacturing, distribution, sales and aftercare service, a󰮏ecting GTMC as well as dealerships.
These activities have been put into practice as a result of the business revolution that united Toyota’s
cutting-edge IT technology, knowledge gained through dealer operation improvements and
cumulative human resource experience.
Using e-CRB to Strengthen our Connection with Customers
e-CRB (evolutionary customer relationship building) is a suite of IT systems centered on a cutting-edge
customer management system that has signicantly contributed to the standardization of service in the
massive Chinese market.
In 2009, the GTMC agship dealer sold 4,300 new vehicles with the assistance of e-CRB in negotiations
and the strengthening of customer relations. Supporting the ongoing approach of potential customers
as well as regular contact with existing customers, the e-CRB assists with orders by standardizing and
partitioning the various processes involved in sales and service activities and provides integrated
management through IT. e-Dealers use e-CRB to share customer information with GTMC, which has
been introduced at all GTMC dealer facilities.
Toward the Realization of Innovative Customer Relationships
Standardizing Service Quality
State-of-the-Art Developments for the Immense China Market
A Favorable Contact Experience with i-CROP*4
i-CROP, the core of the e-CRB system, provides integrated customer relationship management
and automatically creates customer approach plans for dealers involving periodic inspections and
services, enabling timely follow-ups in conjunction with call centers, the Toyota Car Viewer (TCV)
3D negotiation support system and the Service Management Board (SMB) appointment and work
management system. i-CROP uses customer information to coordinate after-sales customer support,
aftercare service and vehicle replacement support, and provide a sophisticated dealer experience
with a service that thoroughly meets the needs of each customer.
Telematics Service for the Realization of Excellence in Customer Service
As part of our efforts to provide a satisfying ownership experience in China, we developed the
interactive information service G-BOOK, which makes use of an on-board telematics terminal. This
system, which connects to e-CRB via a wireless network, is able to determine specic customer vehicle
information, such as the timing of necessary maintenance. The service regularly gathers information
regarding the status of vehicle operation and is able to determine vehicle speed and location, which
enables it to understand what kind of region the purchased vehicle is being used in. G-BOOK is installed
in high-end Camry and Crown vehicles, and almost all Lexus vehicles (excluding certain low-end
models), and has been increasingly well received as a premium service. From 2010, we are expanding
the application of G-BOOK to include low-end Camry vehicles to increase the penetration ratio.
Extending the
Kanban System to the Customer with the SLIM*6 Management Board
The most advanced and specialized component of the IT system used by GTMC is the Sales Logistics
Integrated Management (SLIM) system, a giant, multi-display management board that displays the real-
time status of production, inventory, distribution and sales at a single
glance. This system extends Toyota’s
Kanban system by alerting users
to excess or insufficient inventory conditions, changing production
and distribution schedules, and allocating inventory to dealers as
necessary. During the global nancial crisis of autumn 2008, the SLIM
management board showed high inventory levels, but emergency
measures were executed with the aid of real-time information that
enabled factory production to proceed without interruption.
Responding to Chinese Customers’ Demand for Shorter Delivery Times with TOSS*7
The Total Order Support System (TOSS) makes further use of SLIM functionality to optimize the receipt
and placement of orders at dealerships. TOSS regulates long-term inventory based on a cautionary notice
regarding the di󰮏erence between the number of ideal orders based on dealer sales performance and
other factors, and the actual number of orders. In China, customers select the vehicles they want from
available dealer inventories, which they then purchase and drive home as-is. Lost sales opportunities
are a direct result of running out of top-selling vehicle inventory. TOSS facilitates high dealer inventory
rotation while responding to Chinese customers’ demands for shorter delivery times.
Customer experience after purchase is categorized into five
experiences: Purchase Experience Delivery Experience,
Owner Experience, Contact Experience, and Service-in
Experience. In each experience, e-CRB provides customers
with exclusive and sophisticated experience.
■
CS Cycle of e-CRB
*1 e-CRB（evolutionary Customer Relationship Building）
*2 TCV（Toyota Car Viewer）
*3 SPM（Sales Process Management）
*4 i-CROP（Intelligent Customer Relationship Optimization Program）
*5 SMB（Service Management Board）
*6 SLIM（Sales Logistics Integrated Management）
*7 TOSS（Total Order Support System）
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1
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2
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3
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5
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TCV
3D Sales Support System
Fast Inspection
Service
Appointment/Work
Management System
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for Owners
Safety & Security,
Remote Diagnostics
Service
Intelligent CR
Management
System
Sophisticated
Service-in
Experience
Friendly & Reliable
Delivery Experience
Satisfactory Purchase
Experience
Exclusive Owner
Experience
Favorable Contact
Experience
Sales Process
Management
System
SPM
SMB Owner Logs
i-CROP Telematics
Express
Maintenance
e-CRB
SLIM Management Board
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