This is reflected in its business results

In promoting its brand, Toyota has any interest to play the levers of Word-of-mouth. The Japanese world constructor first becoming is in pole position in the ranking on the fidelity of the French public in its claw, prepared by the Office of Council in strategy and management Bain & Company. It distance largely German marks the top of range and especially Peugeot and Renault. Fiat finishing the race in last place.

Starting from the issue would "recommend you your car to a close on a scale of 1 to 10", the firm registered prescribers consumers share and that of the "critics" of the mark displaying on their grille. And has established a score, NPS, making the difference between the two. A the terms of this look, Toyota has a good performance in terms of recommendation (61) and a low rate of bad publicity (4). This is reflected in its business results. Between 2000 and 2005, the brand has doubled its market share in France, at 4.2 of the registrations.

Generally, the firm notes a correlation between the rate of prescription and business performance. "A good customer experience is likely to lead to sustainable growth." Maintain it is not therefore an investment bleeds. "This allows even of their place in a mature market as shown in the example of Toyota," commented Bertrand Pointeau, "partner" of the French entity.

Peugeot and Renault, the results are better on the range of small cars. They show a good level of promotion for vehicles such as the Twingo or the 206. There where the shoe pinches, it is on the upper segments. "The results reflect the historical difficulty in French marks to work the high", said Serge Hoffmann, manager.

In the family of the hexagonal claws, the study does however not looked at Citroën, a heavy weight yet with 13.1 of sales in 2005. Limited to ten marks, it certainly does not purport to be exhaustive and favours, defending Bain & Company, able to conduct international comparisons, including the Germany. Nevertheless, it would have been interesting to know if the reputation of fidelity of the "citroënistes" is checked.

What are the springs of the automotive loyalty The technical qualities and reliability are the first engine of the satisfaction, to comfort. While the amount of the purchase and the cost of use held high to discourage the more client to extol the merits of his vehicle to his friends. "When the perceived reliability is not up to the expectations, the consumer presents then the award in question", note Serge Hoffmann. In either case, the design is not determinative. Probably because it is more personal choice.

In the knotted relationship, there are critical moments to handle. Scores drop sharply between the third and fourth year of possession. Builders warranty is then completed and mechanical problems abound. Asian manufacturers have been the first to systematize the three-year warranty. Costly, longer warranty offers therefore strengthen the chances of réachat.

The delay between two remedies are also crucial. "The incident management is crucial." "Some manufacturers such as Toyota or Mercedes have implemented high-performance tools to test the satisfaction of the customers and were given the flexibility to perform commercial acts," added the manager. But the Japanese, who also ranks in the trio of head in Germany and in the United States, will have to ensure the rise of its network to maintain its level of service. European and French manufacturers must, according to the firm, work on the quality and improve the relationship of the clients with concessions. With the advantage of capillarity of networks, facilitating the proximity.

If manufacturers still have progress to increase loyalty, they remain champions in material from other sectors, including large distribution. "The purchase is involving, infrequent, and people are often of good lawyers for the chosen brand", is Bertrand Pointeau.

All constructors confused, some prescribers are very active. Half of this population recommends its automotive claw 4.3 times per year. The French like to talk about the vehicle that they have acquired or that they will buy. They boast to their knowledge of the negotiations. If they are dissatisfied, they can be tempted to conceal what could pass for an error in judgment.

Marks have any interest to pamper their customers because they are not only the most fans generate a broad word-of-mouth but they are more profitable because they will tend to be less looking on discounts. Do not however believe that when a client against a brand to his relatives, it is lost forever. 28 of the critics the redeem even against 42 for prescribers. A difference of behavior less important that it could have imagined. It reflects well French, often associated with chronic dissatisfaction relative to inertia.