Abstract:

This paper describes the experiences of a local distributor for the firm Mitsubishi when adopting a CS strategy in the fiercely competitive market of the Canary Islands where all the Japanese makes of vehicles have for some time been openly vying with one another, no holds barred. This experience is being used as a demonstration run for the Pan European strategy of Mitsubishi Motor Corporation. The paper describes in detail the complete process through which the results of the quantitative and qualitative CS research carried out both internally and externally have been used in the structuring of a CS Department. It also describes the implementation of actions in all the functional areas of the organisation in order to set up an integrated CS programme. The presentation is illustrated by a video which has been specially made and which shows the major milestones in the process and the elements of communication that have been developed.