August 5, 2010
Interesting fact: A raft of academic and industry studies show that customers who complain and have their complaint successfully resolved bring in more money to the company than it costs to fix the problem.
In the topsy-turvy Toyota World, however, it’s the customers who are already happy that get the red carpet treatment and big bucks. Have you heard about Nick and Sharyn Davis, from Parker County, Texas? You will soon. According to The Weatherford Democrat, the Davises are among the lucky winners in a Toyota advertising campaign, touting “real people with real stories about their Toyotas. And, the Davises are part of those real people.”
A crew of nearly 100 from an LA ad agency and a catering truck descended on the Davises’ remote ranch. And, after signing the couple up to the Screen Actors Guild, and a 12-hour shoot, the checks started rolling in. By keeping it real for Toyota, the Davises have made $23,000 and counting.
Gee, we’ve got real people with real stories about Toyotas and we didn’t have to pay them a dime. They keep calling us, frustrated because after they’ve suffered a crash after their Toyota took off on them, or merely a very frightening experience or multiple events with different drivers, same car, Toyota writes them a nice letter explaining that nothing is wrong with their vehicle and to please pound sand.
These are the inconvenient real stories – the ones that can’t be explained by floor mats, driver error, or sticky pedals. Check them out (more to come…) These Toyota and Lexus owners are out of considerable cash, afraid to drive a vehicle with a dangerously unpredictable streak and conscience-stricken about selling the vehicle to another victim of Toyota’s decision to roll the dice on SUA.
Unlike the Davises, there’s no check in the mail.