IMC1 – RAC Customer Service Forum

Steve Settle

Previously Lexus

Keeping customers on side: Turning your customers into advocates

How do you get customers to be promoters of your business? Loyalty is important, but how can you turn loyal customers into advocates? In this workshop Steve Settle, ex-customer service director for Toyota GB, looks at how to focus on the things that are really important. Steve will look at making sure you get the basics right, on the role that surveys play in this process, and on how to keep your customers onside, even during the most difficult circumstances. Steve will give advice on delivering what customers really want, converting customers into promoters and getting your team to understand how important feedback is and how it can be used to get even better results.


Steve Settle is an independent automotive consultant. Having spent 36 years with Toyota, the last seven as customer service director, he oversaw the Lexus brand and customer service at a time when it consistently topped the JD Power survey for best customer service. Steve was also instrumental in defining the approach that Toyota took during the 2010 large scale product recall, developing the strategy that helped protect the brand in the UK.