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Toyota business centres get mystery shoppers

Mystery shopping will be started this year at Toyota GB’s network of business centres as part of a programme to raise standards.

The manufacturer has 86 centres geared to increase sales of cars and light commercials to CV and small business customers.

“The move does not mean we are dissatisfied with the performance of our centres,” says Peter Howarth, Toyota GB national business centre manager. “When we launched the network in 2003, we always intended to introduce mystery shopping to be sure we are meeting the needs of our customers.”

The business centres employ a total of more than 200 dedicated staff. Last year, Toyota achieved a 20% increase in car and LCV fleet sales.

“We have established a sound foundation from which to develop our growing position in the business and fleet market. We now intend to refine the programme,” says Howarth.

One change means that the smallest centres, with a total fleet volume of up to 150 units, will require a member of staff trained in business sales, though not dedicated to them.

“We realise that centres in areas such as Cornwall or the Scottish Highlands find it hard to justify a full-time business salesperson,” says Howarth.

Toyota is increasing the business centre network to 92 and the total staff to manage the programme to more than 300. The number of demonstrator vehicles will rise to more than 500.

Last year, registrations rose by 3% – the 12th annual increase.

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