Toyota to reap the benefits of integrated customer dialogue

It takes a deep understanding of customer needs as well as the right tools to deliver the right message to the right person at the right time. Toyota has experienced the importance of this over the years and has therefore been among the market leaders focusing on integrating customer dialogue. In December, the globally renowned car manufacturer chose to enter strategic cooperation with Agillic, in order to strengthen and expand their marketing efforts.

Together with its agency PeopleGroup, Toyota has been focusing intensively on developing a close and relevant dialogue both with potential customers and with existing customers, who might not be looking to acquire a new car, but simply have an interest in the brand. Toyota has found all of this in Agillic’s integrated dialogue marketing platform, which covers all interactive media channels.

"With their multi-channel platform, Agillic are able to deliver exactly the solution we need to increase customer dialogue – something we have been looking for for a long time," said Marlene Tolstrup, Senior Specialist One-to-One Marketing at Toyota.

"We wish to serve our existing and potential clients the best way possible. This requires the ability to deliver the relevant information to each individual customer, i.e. to execute a personalized dialogue at the right time and via the most relevant channel, including email, SMS, internet and mobile web browsers. Further, Agillic's integrated platform makes it possible to automate the dialogue across the various channels. This allows us to be utterly efficient in our customer communication. At the same time, this gives us a unique opportunity to consolidate cooperation with our agency, PeopleGroup, as they gave the ‘thumbs up’ for Agillic in the first place. Having now received training in the use of the platform, they are delighted. Based on this, we expect that our digital dialogue marketing will actually be strengthened at several levels. "

Proper communication and good service is what ultimately creates greater loyalty. Agillic has built the Agillic Dialogue platform around this principle.

"Considering Toyota's international reputation of quality and efficiency, our cooperation with them is virtually a global approval of our platform. The same applies to PeopleGroup, who demand a lot from their partners. The very second Toyota wishes to personalize their customer dialogue, it takes more than simply sending an email. Therefore, Toyota must be able to reach their customers through any of the interactive media channels the customer uses at a particular moment. Subsequently, the dialogue should be continued through the most appropriate channel for the optimal response. This requires both the necessary integration between media channels and a personalization engine, which will ensure the relevance of each message for a particular customer, "said Peter Vilsholm Schlegel, Director of Strategy and Business Development at Agillic.

In February, Toyota is launching the new Avensis model, and this product launch is the first campaign run in collaboration between Toyota, PeopleGroup and Agillic.

"Our plans to work intensively with multi-channel dialogue marketing mean that we will eventually integrate our entire 'universe' in a wide dialogue programme. We want satisfied customers, and such customers deserve the best service. That starts with dialogue," Marlene Tolstrup concluded.


For further information on the cooperation between Toyota and Agillic, please contact:

Marlene Tolstrup - Senior Specialist One-to-One Marketing, Toyota at +45 40 85 03 95

Simon Aaen Vaala - Account Director, Agillic at +45 40 11 24 33