Nissan Ambassadors
In a particularly competitive environment where car manufacturers have to combine product innovation and competitive tarification, Nissan Europe chose to differenciate themselves by placing customer experience in dealerships at the heart of their strategy.
To make this ambition reality, the Japanese car manufacturer created a role entirely dedicated to this dimension: the Nissan Ambassador, whose mission is to embody and enrich the experience lived by visitors at the dealership.
Our proposal
In this context, TAKOMA supported Nissan Europe both in the definition of this new role and its deployment, through the design of an ambitious training program, fully face-to-face, as well as the deployment of a pilot program in five European markets.
Our roles
- Creating a 100% face-to-face program around themes of change, hospitality, and the Japanese values of the brand – concluded by a certification
- 7.5 days of face-to-face training, 2 days of coaching and several individual projects
- A pilot program in 5 European markets and 50 serving Ambassadors
- Ceremony to recognize the employees certified in France
Results
- Pilot graded 8.4/10
- Level of total trust in dealership management going from 52% to 85%
- Real impacted mesured on the e-reputation of dealerships and conversion rate from tryouts to sales
- Program continued after pilot on G5 markets
