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    Case 6-5: Growing Too Fast, Responding Too Slowly: Taylor Mcneal

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    Taylor McNeal
    Toyota faced a crisis when some of its cars experienced sudden unexpected acceleration issues. While Toyota had pledged to prioritize customers, its initial response was slow and it did not fully accept responsibility. This damaged trust with customers. Toyota later changed its approach to focus more on solving problems quickly and putting customers first. It learned to be more responsive to stakeholders and integrate customer feedback into its processes. Toyota should have been more aggressive and visible in its early response to better address customer concerns.

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    Case 6-5: Growing Too Fast, Responding Too Slowly: Taylor Mcneal

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    Taylor McNeal
    3 views9 pages
    Toyota faced a crisis when some of its cars experienced sudden unexpected acceleration issues. While Toyota had pledged to prioritize customers, its initial response was slow and it did not fully accept responsibility. This damaged trust with customers. Toyota later changed its approach to focus more on solving problems quickly and putting customers first. It learned to be more responsive to stakeholders and integrate customer feedback into its processes. Toyota should have been more aggressive and visible in its early response to better address customer concerns.

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    Toyota case study

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    mcneal-6-5

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    Toyota faced a crisis when some of its cars experienced sudden unexpected acceleration issues. While Toyota had pledged to prioritize customers, its initial response was slow and it did not fully accept responsibility. This damaged trust with customers. Toyota later changed its approach to focus more on solving problems quickly and putting customers first. It learned to be more responsive to stakeholders and integrate customer feedback into its processes. Toyota should have been more aggressive and visible in its early response to better address customer concerns.

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    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
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    3 views9 pages

    Case 6-5: Growing Too Fast, Responding Too Slowly: Taylor Mcneal

    Uploaded by

    Taylor McNeal
    Toyota faced a crisis when some of its cars experienced sudden unexpected acceleration issues. While Toyota had pledged to prioritize customers, its initial response was slow and it did not fully accept responsibility. This damaged trust with customers. Toyota later changed its approach to focus more on solving problems quickly and putting customers first. It learned to be more responsive to stakeholders and integrate customer feedback into its processes. Toyota should have been more aggressive and visible in its early response to better address customer concerns.

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    of 9

    01 C AS E 6 -5

    Case 6-5: Growing too fast,


    responding too slowly
    Taylor McNeal
    02

    Background
    - Toyota "Our Commitment to Customers," a pledge
    to "make things right for our customers today and in
    the future."
    -General Motors, proclaimed "A Statement About Us.
    Not From Us."
    CASE 6-5
    03 CASE 6-5

    The Situation
    https://youtu.be/Dtvdva31Daw
    • Sudden, unexpected acceleration of its cars
    • This was not the first incident
    • Five thing were clear
    04 CASE 6-5

    The Problem?
    How Toyota communicated the
    root cause of the errors.
    05 CASE 6-5

    PR Impact
    • Accept responsibility
    • Don't blame the customer,
    dealer or supplier
    • Put customers first
    06 CASE 6-5

    How did Toyota approach the issue?

    • Change the culture from "study the problem" to


    "solve the problem"
    • 1,223 dealers to a lead position in rebuilding trust
    • "Doing whatever is necessary to fix any
    .
    shortcomings"
    07 CASE 6-5

    Lessons
    • Attempting to maintain close control and efficiency
    Learned
    caused too many delays in responding to customers
    and stakeholders
    • They needed to care more about the customers
    feelings
    • Team members needed more training on integrating
    customer needs and feed back into their processes
    08 CASE 6-5

    What could have been done


    differently?
    • Toyota should have been more aggressive in the
    beginning
    • Been more visible.
    TELL IT ALL. TELL IT YOURSELF. TELL
    IT FIRST.
    -.Lanny Davis
    09 CASE 6-5

    Thank you!
    Questions? Clarifications?
    Comments?

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