#152 Toyota’s Secret Weapon: Applying the A3 and Nemawashi for Customer Loyalty

What if the real secret to customer loyalty and transformation isn’t just about great ideas, but about how you build consensus within your organization—before you make a single move?

Too often, even the smartest strategies can get derailed by resistance, misalignment, or simple miscommunication inside a company. That’s why I was eager to dig into the Japanese concept of "Nemawashi," a systematic approach to consensus-building that’s been central to Toyota’s legendary pursuit of customer delight and continuous improvement. Imagine cutting through internal silos and getting people not just to "buy in," but to truly commit—streamlining innovation from inside out. The impact? Smarter, faster, and more sustainable change that sticks.

If you care about transforming customer experience and sparking lasting organizational change, you don’t want to miss this episode with Dr. Graham Hill. He brings not only a global perspective but also hands-on experience as the former head of CRM for Toyota Financial Services—where these very principles drove jaw-dropping results. Dr. Hill’s blend of academic rigor, practical insight, and international expertise makes this a must-listen for anyone looking to break down barriers and drive real, measurable progress.

Here are three standout questions Graham answers on the show:

• What is Nemawashi, and how does it fundamentally change the way organizations drive internal consensus and transformation?

• Why is commitment more important than simple executive buy-in when trying to make organizational change succeed?

• How can the A3 model and concepts like Gemba and Kaizen help teams collaborate more effectively and boost campaign results?

Don’t miss this fascinating exploration—listen and subscribe to the Delighted Customers podcast on Apple Podcasts and Spotify, or find us on all your favorite podcast platforms.

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Meet Dr. Graham Hill

Dr. Graham Hill is a recognized global authority on customer experience, loyalty, and organizational transformation. With an extensive background spanning over thirty-five years, Graham has worked with top brands such as British Airways, Ford Motor Company, the Royal Bank of Scotland, and notably spent over five years with Toyota Financial Services in Germany as Head of CRM. There, he learned firsthand the power of Japanese business principles like Nemawashi, the A3 model, and Kaizen—applying them to drive breakthrough improvements, including a leap from a 5–10% to a 35% response rate in customer campaigns.

He’s also held senior roles at firms like PricewaterhouseCoopers and KPMG Consulting, bringing both rigorous academic and practical expertise to the table. While Graham humbly resists the title of "Japanese culture expert," his immersion in Toyota’s approach has given him a unique perspective on the art and science of organizational change. Today, he’s active on LinkedIn—passionate about sharing what he’s learned and helping others cultivate more collaborative, customer-centric organizations.

Connect with Graham Hill on LinkedIn: Graham Hill

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Show Note References

• Toyota’s Secret Weapon: The A3 Report by John Shook (MIT Sloan Management Review): Read Article

• Culture’s Consequences by Geert Hofstede: Learn more

• Steve Blank’s quote: “There are no facts inside the building.” Steve Blank

• Servqual/ RATER Model: Overview

• 40 Years, 20 Million Ideas: Toyota’s Suggestion System: Book Info

• Tom Fishburne, Marketoonist: Marketoonist Cartoons

• Connect with Dr. Graham Hill: LinkedIn