Toyota Motor Philippines: Preparing for the digital revolution with a connected customer experience
A customer-first approach to digitalization
Toyota Motor Philippines Corporation can envision a future in which showrooms and shopping malls are surpassed by customers’ digital devices. With SAP Business Technology Platform and SAP Customer Experience solutions, it is preparing for this transition by enabling the same high-quality experience from desktop to dealership.
| Industry | Region | Company Size |
| Automotive | Santa Rosa City, Philippines | ~3,700 employees |
users of the new customer mobile app in one year.
daily logins to the mobile app.
Vice President, Vehicle Sales Operations Marketing Division, Toyota Motor Philippines Corporation
| Industry | Region | Company Size |
| Automotive | Santa Rosa City, Philippines | ~3,700 employees |
users of the new customer mobile app in one year.
daily logins to the mobile app.
Vice President, Vehicle Sales Operations Marketing Division, Toyota Motor Philippines Corporation
Focusing proactively on the customer with an integrated solution
The largest automotive company in the Philippines, Toyota Motor Philippines Corporation (TMP) manufactures more than 55,000 cars a year, fielding a lineup of 24 Toyota models across more than 70 dealers, including the best-selling Innova and Vios brands. Guided by a mission to deliver “always better cars,” TMP keeps customers’ needs front of mind at all times.
These needs are changing, with digital technology, increasing competition, rising customer expectations, and the COVID-19 pandemic significantly influencing market structures, consumer behavior, and vehicle usage in recent years. Recognizing the importance of “phygital” customers who use digital technology while also accessing physical touch points to interact with the brand, TMP knew it had to evolve its traditional sales and service operations, which were based mainly on dealer showrooms and mall displays.
TMP set out to develop innovative offerings based on accurate data that helps it identify and anticipate customer needs. The company knew digitalizing its sales and service channels would not only support a smooth customer experience but also help improve operational efficiency and strengthen the Toyota brand.
Vice President, Vehicle Sales Operations Marketing Division, Toyota Motor Philippines Corporation
Connecting solutions and mining insights to serve customers better
TMP already used the SAP Sales and Service Cloud application across its dealerships. It knew SAP Customer Experience solutions would help it take its operations to the next level, supporting the innovative tools, products, and services and the consistent experience that today’s customers need.
To kick-start its transformation, TMP mapped out the ideal customer journey that would help it provide the same experience to customers, whether they are interacting through physical channels or on digital platforms. Then, working with SAP Preferred Success services, it deployed SAP Customer Experience solutions to create an integrated customer experience. Underpinning these solutions is SAP Business Technology Platform (SAP BTP), helping TMP connect data and analytics, AI, application development, automation, and integration in one unified environment.
The SAP Commerce Cloud solution enables enterprise-grade e-commerce, while the SAP Sales Cloud and SAP Service Cloud solutions, integrated with third-party systems, help TMP better understand, engage, and serve its customers. Together, these offerings enable scalability across the sales and service business, allowing TMP to manage multiple customer service inquiries more efficiently and increase its customer base. While SAP Customer Data Cloud solutions safeguard identity management, SAP BTP enables customer transactions to flow smoothly to SAP Sales and Service Cloud for greater visibility and a smooth customer experience.
Meanwhile, TMP uses SAP Customer Data Platform to access company-wide customer insights, while the SAP Emarsys Customer Engagement solution further enhances engagement with real-time, scalable personalization. And the company uses solutions from SAP and Qualtrics to collect customer feedback, sentiment, and insight across channels.
Building engagement with innovative offerings
With integrated SAP Customer Experience solutions, TMP can create innovative offerings and deliver the same experience whether a customer is online or offline. The company believes it has now laid the foundation for a future in which consumers make the complete shift to digital channels.
Taking advantage of these connected solutions, the myTOYOTA mobile app offers customers a new experience by letting them manage their needs across a vehicle’s lifecycle. Existing owners can book a service and check repair status, trade in a vehicle, buy accessories, take advantage of service packages, get roadside assistance, and renew insurance. Users can also explore Toyota’s lineup in a virtual showroom, build their own vehicle, get in touch with their nearest dealership, and browse Toyota promotional material.
TMP is continuously updating the app to deliver what customers need. For example, the new myTOYOTA Connect feature lets customers enjoy services from geolocation and trip logs to fuel-level gauges and driving behavior tools for telematics insurance.
Experts from SAP Preferred Success support these improvements, conducting business configuration checks and sharing best practices TMP can use to meet changing business requirements and develop its solutions.
Evolving offerings continuously to deepen customer relationships
TMP is continuing to use SAP Customer Experience solutions to help it better understand customers and exceed their expectations. For instance, the company is exploring how it can personalize digital interactions with customers using the marketing automation features of its new solutions.
These efforts will help TMP maintain its customer focus, delight customers with novel tools and offerings, and sustain its leadership in a dynamic market.