Audience Contact Analysis - Assignment Example

Audience Contact Analysis Introduction Toyota Company is among the world’s leading automobile companies which dealwith the design and manufacture of Moto vehicles and spare parts. The automobile industry is very competitive and for any company to be successful there must employ excellent business strategies. The Toyota Company has the largest market share in the automobile industry which is partly contributed by their marketing skills among other reasons. Toyota Company is unique since it dominated a highly competitive market and for this reason selected it as a case study on the customer contact point’s topic.

Consumer contact points used by the Toyota CompanyThe messages that are sent by the organization to its existing and potential customers are called contact points they are also defined as any tools used to distribute the marketing message (Hammond 195). The Toyota Company has been in operation since 1937 and has grown from a simple company into a multibillion Company worth 397.05 billion yen (as of May 2014). Marketing excellence has been the backbone of their success. Their major contact point is their website that gives all the company details as well as shows their wide range of products.

The website is user-friendly and provides their customers with a wide range of information (Hammond 195). The website operates an online help desk to ensure that any new customers can have all their questions answered. The website helps retain the existing customers due to the high-quality amenity it offers to them.The company spends over 14 billion dollars every year on advertisements. Unlike other companies, their marketing department has the highest number of employees as compared to the other departments.

They advertise themselves on television often and also use billboards in strategic points all over the world. They have a distinct company logo which they show in all their adverts, and it acts as a mark of class to their products. Their brand has gained popularity in the market due to their high-quality products and hence their name markets itself.The Toyota Company runs a Toyota exhibition twice a year whereby they showcase all their products. In such exhibitions, the company interacts with its existing customers, and this helps build a healthy relationship between them.

The exhibition also brings potential customers since they are not discriminative on who attends the exhibition and do not charge any fee. Apart from exhibitions, another contact point is their warehouses that are often in open space. Customers are allowed to visit the warehouses and view the vehicles. The layout of the warehouses is attractive, and this prompts the customers to purchase their products. The company has many car shops all over the world, and they ensure that their employees in those shops are friendly to their customers.

The company trains their employees every year on customer relations, and this helps them to serve their customers well. The sales people, therefore, have excellent customer handling skills. The company also operated a 24hours telephone line service which customers can use in case of any inquiries.Integration of customer contact pointsThe main goal of customer contact point is for the company to have a forum with their customers and listen to their needs as well as maintain a healthy relation.

The Toyota company has many customer contact points but they all seek to achieve one mission but in different ways. Different customer contacts points target different groups of people but there are all integrated since none can work independently. The Toyota company educates all their customer service agents as a whole and are trained to provide the same service but through different contact points. The same information that a customer will receive while visiting an exhibition is similar to that in the company’s website.

Therefore, all the contact tools work under a similar mission and goal and hence they all collaborate in achieving the bigger dream of the company.Effectiveness of a company’s brandA company brand is defined as the long lasting impression created by an organization to its customers. A company’s brand acts as leverage on all the customer contact points since the main interaction is between the brand and the customer as opposed to the labor force in a certain contact point and the customer.

The effectiveness of any contact point is hence determined by the customers brand which consequently depend on how well the service or good serves the customer’s needs. Works CitedHammond, James. Branding Your Business. London: Kogan Page, 2011. Print.