Customer Service in the News!

Toyota's Customer Service Nightmare!

     Anyone within reach of a newspaper or television is aware that recently Toyota has had a public relations nightmare with their customers. They have had problems for a while with gas pedals sticking and now the end result has been a huge recall after several customer complaints and accidents. To make matters worse, on the heels of this recall comes another problem with the brakes on another one of their models, the Hybrid Prius. 

     Not only has this produce a huge financial problem for Toyota, the more dangerous, and much longer lasting issue is the damage to the Toyota brand in the eues of their customers. Evidently people have been complaining about these issues for some time but Toyota has not been responsive in the eyes of the customer. while there are other factors involved in why companies respond the ways that they do, the perception is that Toyota has not acted fast enough or put enough resources behind solving the problem and proving repairs.This issue has two components. The actual repairs required and the customer service issues caused by the entire situation.

     Customers as a rule expect some problems to surface from time to time. while they are not thrilled about having to deal with a problem, they realize that no one is perfect and that problems are part of life. As long as they do not cause serious damage to property or life, and that the problems do not occur with great frequency, customers will put up with an occasional problem. It is when problems occur and a company has no resolution that problems begin.

     In situations like these, companies have to deal with both the reality and the perception of what reality is in the minds of the customer. If the customer perceives their complaints are falling on deaf ears that is their reality. It makes no difference if that is the case at all or if there feeling are based on any kind of reality. Perception is just as strong as reality when dealing with satisfying a customer.

     Generally speaking, the faster the company acknowledges and responds to an issue, the better off everyone will be. customer complaints and customer satisfaction will be less effected and the cost to resolve generally will be less as well. It is when companies lag in their response that problems occur. While it is prudent at times to wait to make certain a problem actually exists before dedicating huge amounts of resulrces to the issue, one must always balance out the costs of such a delay.

     This issue is bound to effect Toyota for a long time. they need to repair the damage to their name and re-establish their reputation for quality and customer satisfaction. this does not happen over night. Many people will look at other manufacturers just because of this negative publicity and the competing manufacturers will also try and take advantage of the situation and try to siphon off Toyota customers and make then their own.

     So, the next time your company is presented with a customer complaint, remember that the faster you respond and address the issue, the less it will cost you in brand damage and loss of customer satisfaction.

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