2 How does the Customer Journey support those brand values? Lexus is a division of Toyota Motor Sales, USA, and provides a range of distinctive luxury cars.

The company’s vision is to deliver the finest automotive experience. Lexus is proud of, and rigorously protects, its brand. It also works hard to reflect the brand in the design of its sales and aftersales service. One way it does this is by defining what it refers to as the ‘Customer Journey’. This defines the look and feel of the Lexus Centre for the prospective purchaser.

Simon Arbuthnot, the national marketing manager for Lexus (GB) Ltd, explains:

We purposefully do not call them Dealers, but Centres to give them a retailer feel. These Centres put the customer at the heart of the business, and are planned around the customer’s pathway when they visit us. The Lexus Customer Journey incorporates key elements of the brand and maps out the customer’s logical progress through the showroom, from prospect to advocate. It also shows how the staff and the environment can be used to deliver consistently high service at every stage