Toyota Onboarding

New starters at Toyota Motor Europe are immersed in the company’s business ethos thanks to a first-person interactive video tour of the entire customer journey.

Leading car manufacturer, Toyota employs 20,000 people across Europe. The business has a core principle at its heart: Customer First. To Toyota, it is very important that new employees understand this principle and how different functions of the business work together to add value to the customer experience.

Why was interactive video the right move for Toyota?

In the past, the Customer First message was getting lost during orientation days, where each business function gave their own face-to-face presentation. A more integrated approach was needed to help new hires understand the whole customer story.

The need for a new solution came about from a few key challenges:

  • Inconsistent delivery of 'Customer First' message
  • Clarifying how different functions collaborate for success
  • Reassuring and enthusing new recruits about their decision to join


Toyota Motor Europe

European Learning and Development team

"We wanted our new colleagues to really understand what makes Toyota special, how we put the customer first in everything we do and for them to feel reassured that they have joined a great place to work."

How did Sponge’s interactive video solution work?

We’ve worked with Toyota for nearly a decade but this was the first time we’d collaborated on the company’s pan-European induction programme. Spending time at the start of the project analysing the requirements and holding structured interviews with stakeholders really paid off in terms of developing potential ideas in line with expectations.

The solution we proposed was an interactive video tour of the Toyota Customer Journey so new starters could see the customer value chain from beginning to end. As the new employee moves through the interactive video, they can click on hotspots to watch video clips with experts. Quizzes are interspersed in the video so new hires can check their knowledge as they go.

Our experience of working with Toyota meant we were trusted to implement an innovative solution. It resulted in a more engaging and consistent orientation while saving time and money. The interactive video has proved such a great guide to the customer journey that it’s also being used as a refresher for existing staff.

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Toyota Motor Europe

European Learning and Development team

"Sponge really understood our need. They generated innovative ideas that suited Toyota and the way we do business."

Our interactive video onboarding solution delivered genuine results:

  • Consistent and integrated onboarding for all new starters
  • 87% of learners were satisfied and use elearning to get up to speed more quickly
  • 5-hour orientation day condensed into 1-hour experience
  • Time released, enabling experts to give new employees more one-to-one support


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