Toyota GB will centralise its consumer data to develop projects which can improve customer experience through its new ConsumerOne program.

Paula Cooper has been appointed to head up the operation as director ConsumerOne, joining the company’s executive team.

Cooper brings more than 25 years’ experience in the motor industry to her new role.

Her Toyota GB career began in 1991 in the vehicle supply section and has since taken in many different areas of the business, including fleet, sales, after sales and marketing.

Cooper, who has worked at general manager level for the past 10 years, most recently in network development, said: “I am delighted to be given the opportunity to help deliver this exciting new venture, which promises to take consumer insights and harness the potential of new technologies and systems to achieve a more rewarding experience for our customers.

“The team will be working closely with other functions right across the business, including the Toyota and Lexus networks, to ensure we have the ideal platform for quick and effective development and innovation.”

Toyota GB said that ConsumerOne is being introduced to put the changing needs of Toyota’s customers “at the heart of its commercial activities”.

It will centralise consumer data to create a new Single View of the Consumer, delivering insights, data and intelligence that can be used to develop new customer-focused projects.