April 11,2017


The Chartered Institute of Marketing Ghana (CIMG) in collaboration with Toyota Ghana Company Limited,organized a public forum for the corporate world. This forum was one of CIMG’s thought provoking series dubbed “Evening With” which gives participants the opportunity to interact with and learn fromkey industry players.

The resource person for the forum was the Executive Director of Toyota Ghana Company Limited, Dr. Eric Dako, a business leader with a proven track record of achievements within the automobile industry.  He spoke on the topic: A STEP BEYOND CUSTOMER DELIGHT: THE AUTOMOBILE MARKET EXPERIENCE.With his 15 years of working experience in the Auto Industry and having adequate experience in Marketing, Sales, After Sales Service and Logistics he spoke with great command on the topic aided with practical examples.

 Overview of topic

In today’s competitive business world, the need to retain customers as loyal and advocates for your business has become more important than ever before. Day by day businesses are increasing the extras they give to customers in the name of delighting them to improve their loyalty. Such extras come at additional cost and trims down company’s profit margins. 

Though businesses are suffering with competition and economic downturns, the big question we should be asking is whether business should continue adding extras in the name of delight or find other means of keeping customers as loyal.

Learning outcomes of forum

Although delighting customers is not such a bad practice, participants were provided with alternative means of gaining customers loyalty and trust without adding extra cost to the business. 

Participants were informed that some customers’ primary concerns and expectations included providing fast, efficient, accurate services, high quality products and receiving exceptional customer service experience. 

Businesses were entreated to get closer to the customer by knowing what they wanted and delivering the required core service with excellence. 

The forum offered the participants the opportunity to share ideas on the changing dynamics in marketing using the automobile experience.


The event was attended by the President and Fellows of the CIMG, the MD of Toyota Ghana Company Limited, among other marketing practitioners from various industries and students.