Toyota Dealer Turns Customer Complaints Into Loyalty

A systematic approach proves successful.

Will customers return if they complain about your products? Yes, according to Dan Warshawer, operations manager of Michael's Toyota in Bellevue, Wash. He has found a systematic way to handle customer complaints that he says has led to higher sales and even referrals.

The i-Sight Complaint Handling Software from Ottawa, Canada, lets the Toyota dealer record, track and manager every complaint. In addition to recording cases, the complaint system can be searched via customer, department or other relevant details.

Once it is entered in the system, each new case is automatically brought to the attention of everyone at the dealership who needs to know about it - be it the business manager, the parts manager, the service manager, the controller, the operations manager or the owner explains Warshawer.

In cases where the customer has contacted Toyota directly, prompting an email from the manufacturer to the dealership, the information can easily be transferred directly into i-Sight to ensure that it receives the appropriate attention.


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