Mazda is striving to improve customer satisfaction through providing a Mazda brand experience that exceeds customer expectations.
Providing the Mazda Brand Experience to Customers
The Mazda Group promotes brand value management. By enhancing its brand value, the Group aims to increase the number of enthusiastic Mazda fans and attain its business growth, thereby consequently enhancing its corporate value. In the Structural Reform Stage 2, a medium-term business plan, the Group sets forth global sales and network enhancement as one of its main initiatives to improve brand value.
With a view to building special bonds with customers in more than 130 countries and regions where Mazda vehicles are sold, Mazda pushes forward with various initiatives in cooperation with local distributors/dealerships to provide customers with a Mazda brand experience in all stages of their car ownership.
Three Approaches to Establish an Emotional Connection with Customers
To establish an emotional connection with customers, Mazda considers it necessary to take into account all touch points, i.e., not only the period during which customers are in possession of a Mazda vehicle, but also the periods before they purchase the vehicle and after they let go of it. Under this belief, the Company has determined three approaches that sales, marketing, customer services, and other relevant divisions should jointly pursue, based on which the Group companies of each country/region implement specific measures appropriate for their local cultures and environment.
－ View customers from a lifelong perspective. In childhood, people ride in their family vehicle, and after growing up, they enjoy owning their own vehicle. Then at an advanced age, they return to riding in someone else's vehicle. It is important to have customers continue to feel close to Mazda and Mazda vehicles over all these years.
－ Continuously maintain the relationship. Always provide customers with excitement and stimulation so that customers can feel a stronger connection to Mazda as time proceeds.
－ Place particular emphasis on Mazda's uniqueness (ex.: strong attachment to Hiroshima, where Mazda Head Office is located, enthusiasm for offering driving pleasure).