Mazda sized

The Client

Mazda ranks as the fifteenth largest car brand in the world by units, focusing on making cars that enthuse but are also affordable. In 2018 Mazda sold 1.6m vehicles globally.

The Challenge

Mazda North America Operations (MNAO) sought to differentiate itself from other US car manufacturers, not just through its innovative and engaging vehicles, but through the experience it could deliver to its customers through every touchpoint on the customer journey.

The Approach

Strativity helped Mazda design, launch and execute a multi-year customer experience improvement strategy. Strativity secured commitment videos from Mazda Corporation’s CEO and the MNAO Executive team to drive the new program and then developed a branded customer experience platform, followed by co-creation workshops to co-create the ideal customer experience with dealers. Systems to enforce dealer accountability were then created along with inspirational rewards and recognition programs to support the drive for CX. A 36-month CX operating plan was also created, along with 90-day sprints. Finally, Strativity deployed a raft of educational programs to unlock the intrinsic motivation of employees and instill a sense of personal commitment to the program.

The Results

As a result of Strativity’s work, in the service category, MNAO moved from no.12 to no.3 and, in overall performance, MNAO leaped from no.9 to no.3. Mazda is now positioned in the top 3 best performers in customer experience in 2018 (Forrester).