Nissan 2004 Annual Report Download - page 32

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Nissan Annual Report 2003
30
Nissan’s new models have been the
engine that powers the company’s growth.
It is sales and service, however, that ties
the customer more closely to the Nissan
brand. Helping to enhance the positive
response and service is the Nissan Sales
and Service Way (NSSW), a global
initiative to firmly establish the unique
Nissan method of customer care and
relations as one superior to other
automakers.
This means a bond with the customer
beyond stereotyped customer care; it
means knowing intimately the varying
lifestyles involving automobiles and needs
that the customer may not even have
noticed, and then to provide personalized
care and service that matches the
individual customer—and to do so in a
swift and responsive way.
The ultimate goal is to place Nissan
product in the top three in the industry in
the Sales Satisfaction Index/Customer
Service Index by 2010. To support this, the
new Global NSSW Division was created in
April 2003. This division is wholly
dedicated to NSSW, and has global
responsibility for planning, implementation
and training. Another development is the
renovation of 10,000 worldwide Nissan
dealerships for a common Nissan
visual identity.
Deeper Local Roots
In order to ensure profitable growth in its
global markets, Nissan made a number of
steps that will strengthen its position in a
number of markets. In Japan, the company
opened Carest Makuhari in Chiba
Prefecture, and announced the upcoming
construction of Carest Murayama, Tokyo,
scheduled to open in summer 2005.
Carest reflects Japan’s increasing desire
for comprehensive super-stores, and
EVEN THE BEST PRODUCT CAN’T SELL ITSELF; SALES IS THE PLACE WHERE
THE ONE-TO-ONE CONNECTION IS MADE WITH THE CUSTOMER. NISSAN’S
NEW RANGE OF EXCITING, ATTRACTIVE PRODUCT CAN DRAW THE
CUSTOMER TO THE SHOWROOM, BUT IT IS PROFESSIONAL, COURTEOUS
SERVICE THAT ENSURES THAT CUSTOMERS FIND BUYING AND DRIVING A
NISSAN CAR A REWARDING EXPERIENCE—AND ONE THEY WILL REPEAT.
Closer Ties to the Customer
MARKETING AND SALES
2,633
2,5972,771
3,057
3,600
’00 ’01 ’02 ’03 Nissan
180
Target
Other Markets
26.9%
Japan
27.4%
US
28.0%
Europe
17.7%
Global Sales Volume
Fiscal years 2000–2003
(Units: 1000s)
Contribution of
Key Regions to Net Sales
Fiscal year 2003
Carest Makuhari, one of Nissan’s new total automotive retail stores