Lexus I Portfolio

Art Direction I Brand Experience Design

CLOSING THE FEEDBACK GAP

Details

Designing a post-service customer
journey for early issue recovery

Strategy

Reframing an existing asset as a post-service communication tool.

Creative Direction

Concept and design of the customer follow-up system.

Customer Experience

Designing a touchpoint for early issue detection and feedback.

Background

The Customer Experience Department identified a recurring issue with negative survey scores, despite the fact that most of them were not related to the actual quality of service.

It was found that:

customers perceived a score of 8/10 as positive;
within the Lexus system, any score below 9 was considered negative;
the scoring logic was not clearly communicated to customers.

Since the survey was conducted by Toyota, the scoring system itself could not be modified.

Additionally, I identified the absence of an intermediate communication stage between service completion and the official feedback process. Even with a high level of service, negative experiences remained inevitable, yet dealerships only became aware of them after the Toyota survey had been completed or after public reviews had already been posted.

Projected Impact

↓ 20%

Improved
Feedback

Fewer low Toyota survey scores and public reviews.

↑ 70%

Issue
Recovery

Negative experiences redirected into direct communication with the dealership.

×3

Response
Efficiency

Earlier issue detection and faster resolution.

Objective

Design a post-service customer journey that would:

explain the scoring system and prepare customers for the follow-up process;
create an additional touchpoint after service completion;
enable early recovery of negative experiences before they turned into low Toyota survey scores or public reviews.

Solution

An existing water bottle tag was repurposed as an additional post-service touchpoint and integrated into the customer journey.

A content and visual system was developed to explain the scoring logic and prepare customers for the follow-up process.
The existing service asset was transformed into an additional touchpoint after service completion.
A direct communication channel with the Customer Experience Manager was designed and integrated through a dedicated chat, enabling issues to be resolved before they escalated into low Toyota survey scores or public reviews.