What is Lexus ?• Lexus is the luxury vehicle division of Japanese automaker Toyota Motor Corporation• Lexus originated from a clandestine flagship sedan project, code-named F1• It is more a customer satisfaction concept than a product
Amenities and programs• Lexus Personalized Settings – Customized electronic settings for each customer• Service Loaner Vehicles – Complimentary loaner vehicle• Roadside Assistance – 48 months from your vehicles in-service date• Elite of Lexus – special award for the dealers• Lexus Owner Welcome – To build a stronger relationship with the dealer
OSB to OSA Transition• The dealer were evaluated on the basis of the OSB or the Owner Satisfaction Budget• Now, they started to think on the implications of the word ‘Budget’ and hence renamed it to OSA or the Owner Satisfaction Assistance• In this, the dealers are made to invest on customer satisfaction rather than the budget• It led to a dramatic rise in the ranking of customer satisfaction surveys
Implications of OSA• Customers were more proud of the service than the product• It was a luxury in both the automobile and the care• Provided custom waiting lounges, free car washes and free pick up and delivery• Consistently ranked at the top of the customer satisfaction surveys
Thus, that ONE word change led directly tothe genesis of the Lexus concept !!