Borneo Motors Delivers a Higher Level of Service with iTRUST

Written by Cheryl Tay on . Posted in Cheryl Tay News | Latest Industry News

In our endeavor to deliver the incredible customer experience for customers, Borneo Motors has introduced yet another first of its kind to the local automotive industry with the launch of the locally-developed iPad application, iTrust. Customers can now enjoy a more personalized vehicle servicing experience with enhanced interactivity.


iTrust is expected to up the ante to deliver the ultimate customer experience, enhancing trust levels between customers and Toyota. Partnering SingTel for this project which spanned a year, Borneo Motors infused more than 40 years of expertise and experience to develop this comprehensive application.

Mr Lee Han Kheng, Vice President of Global Enterprise Mobility, SingTel quipped: ‘As the leading mobility and ICT player in Asia Pacific, SingTel offers a comprehensive suite of managed mobility services that includes mobile security, advanced communications and collaboration, and mobile applications development. We are pleased to work with Borneo Motors to deliver an innovative solution for its Aftersales customer service. The iTrust underlines SingTel’s commitment to delivering solutions that help our customers improve salesforce productivity and provide an enhanced customer experience.’

As most customers are not inclined to understand the technicalities of their Toyota’s servicing requirements, iTrust will enable the salesforce to explain the intricate details with clarity of visual and audio aids.

With iTrust, customers can expect a more interactive experience with diagrammatic illustrations, embedded videos and images of a Toyota’s internal components and systems. For instance, customers will be able to view videos of comparative testing, such as the video of a Toyota Genuine Brake Pads alongside that of a counterfeit part.

Contents can be personalized to individual servicing needs’ and servicing intervals. This redefines the customer experience by enabling effective knowledge transfer, thereby empowering customers to make more informed decisions.

Traditionally, a customer with limited knowledge has to rely on the technician’s recommendations for change of parts. iTrust shifts the power of the purchase decision back to the customer, as customers will gain visibility on the deteriorated part and be educated by the salesforce on the implications of wear and tear and make a more aware decision.

Mr Melvin Low, Director of Aftersales – Parts & Service Division, Borneo Motors surmises, ‘As an industry leader, we are proud to pioneer a breakthrough solution which defies traditional servicing standards. iTrust will be a game changer in our pursuit to create the ultimate customer experience. Harnessing technology, the App elevates our service delivery to a whole new plane, distinguishes us from our competitors and most importantly, fosters customer-centricity. It revolutionalises customer engagement by imparting product knowledge via an interactive platform. As its name suggests, we are committed to enhance customer experience and imbue
a culture of Trust befitting our customers.’

Four main Toyota Service Centres in the Borneo Motors Aftersales network have successfully integrated the iTrust in their operations since January 2013. By end March 2013, the remaining 3 satellite centres will follow-suit.

Cheryl Tay

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Singapore’s only female full-time motoring and motorsports photojournalist. Independent automotive consultant and prominent local motorsports personality Cheryl Tay is uniquely passionate about all things cars and motorsports. She also has a strong passion to share her interest and knowledge, hence having a dream to become the ‘Oprah Winfrey of cars and motorsports’ and create a multimedia platform for her sharing. - A female in a male-dominated world, Cheryl Tay is Singapore’s only female full-time motoring journalist and motorsports blogger and she regularly writes for prominent titles in Singapore, Asia and internationally. (See full list of titles that Cheryl Tay writes for here.)

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