#59 Radically Human: How Mazda is Redefining Customer Experience
Experts of Experience
Deep Dive
Why is customer experience a competitive differentiator for Mazda?
In the automotive industry, where many manufacturers build high-quality cars, a distinctive customer experience is crucial. Mazda emphasizes creating more customer delight through the concept of omotenashi, which is a form of radical hospitality. This approach is rooted in the brand's purpose of enriching the lives in motion of those they serve.
What is the concept of omotenashi and how does it influence Mazda's customer experience?
Omotenashi is a Japanese term that translates to radical hospitality. It involves anticipating and working selflessly for those they serve, ensuring that every interaction is personalized and tailored to the individual. Mazda uses this concept to create a more human and emotionally connected customer experience.
Why is human connection essential in today's business environment?
Human connection is essential because it fosters emotional and intellectual bonds, which are particularly important in a society that often feels divided. Mazda focuses on celebrating human potential and creating a sense of psychological, environmental, and financial safety through caring and empathy.
How does Mazda incorporate the concept of human connection into its business practices?
Mazda's philosophy of being 'radically human' means putting people at the center of everything they do. This includes curating experiences that uplift and heighten people, aligning with the company's heritage of creating a close relationship between man and machine. The new brand platform, 'Move and Be Moved,' aims to help people progress in their lives and live more fulfilling lives.
What is the difference between hearing and listening in customer interactions?
Hearing is passive, while listening is an active process that involves visual and behavioral cues. Listening requires triangulating all available information to understand the essence of the individual, their feelings, and their needs. Effective listening creates a connection and allows for more empathetic and responsive interactions.
Why is tonality important in communication and customer experience?
Tonality can significantly influence how messages are received. Mazda focuses on using an approachable and inclusive tonality in its 'Move and Be Moved' campaign to create an uplifting and positive experience. The company also emphasizes the importance of tonality in dealer interactions to ensure customers feel understood and valued.
How is Mazda using AI in its customer experience strategy?
Mazda uses AI across various aspects of its business, including sentiment analysis, data aggregation, media and creative development, and optimization. However, the company is cautious about using AI to replace human interactions, especially in dealer relationships. AI is seen as a tool to enhance human capabilities rather than a replacement.
What is Mazda's approach to sustainability and the UN Sustainable Development Goals (SDGs)?
Mazda is part of a CMO group working on sustainable development goals, focusing on humanized growth that benefits all stakeholders. The company is committed to creating a sustainable environment that benefits society and is aligned with its values of being radically human and continuously improving.
How does Mazda ensure a consistent human-centric approach in its dealer relationships?
Mazda has a strong partnership with its dealers, ensuring shared values and a focus on customer experience. The company provides training and support to dealers, emphasizing the importance of empathy, selflessness, and personalization. Regular communication and feedback mechanisms help maintain a consistent and high-quality customer experience.
What is one piece of advice for every customer experience leader?
The job is never done. Continuous learning and responsiveness are crucial in customer experience. Leaders should focus on iterative improvement and always put humans at the center of everything they do. Empowering the people who interact with customers is essential for creating a positive and consistent customer experience.
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