Women driving performance in the material handling industry

Female leadership in action

SOUTH AFRICA: A team of women are at the forefront of redefining industry standards at Toyota Material Handling, a division of CFAO Equipment where most of the company’s six core divisions are led by women.

Bianca Smit (pictured above), National Operations Manager at Toyota Material Handling, strategically oversees six core divisions: Rental, Aftermarket, Parts, Customer Relations, Technical Support and Procurement, most of which are led by women, reflecting the company’s commitment to inclusive leadership. 

This female leadership complement – made up of National Rental Manager: Dineo Mokoena; National Parts Manager: Nicole Holder; Aftermarket Business Process Analyst: Salisha Jackson; and National Customer Relations Manager: Ferial Leech – reflects Toyota Material Handling’s commitment to diversity, operational excellence and empowering women in roles they have traditionally been underrepresented in.

The organic rise of female leaders is testament to Toyota Material Handling and CFAO Equipment’s inclusive culture, where leadership is determined by skill, experience and passion, rather than gender.

Smit says having women in leadership positions happened naturally. “I’ve been with the company for 22 years, and throughout my career, I’ve had the privilege of working under strong female managers who helped nurture my growth. We’ve always placed value on hard work, experience and dedication to the business.” 

Similarly, Leech, Holder and Mokoena, who have garnered 23, 18 and 10 years in various roles at CFAO Equipment, have progressed through the ranks, harnessing their administrative strengths and empowering themselves to grow in the business. Their success is underpinned by a collaborative environment that encourages mutual support and a focus on delivering the best possible outcomes for the company and its customers.

Smit’s team has a clear vision: to become an invaluable support structure for customers by providing tailored solutions that meet their needs. Their vision has been instrumental in ensuring that all departments, despite their different strategic objectives, operate cohesively with the customer’s needs at the core.

Smit says the team’s drive to enhance customer satisfaction through streamlined, efficient processes has seen the business move away from a decentralised structure – where its main branches in Gauteng, KwaZulu-Natal, Eastern Cape and Western Cape – operated independently, towards a unified approach that ensures customers receive a consistent, high-quality experience across all touchpoints.

“Our focus has been on standardising operations, which means that whether our customer is speaking to a team member in Cape Town or Johannesburg, they can expect the same experience and service. We’ve worked hard to eliminate gaps and inefficiencies to ensure this.”

Dedicated to customer relations

The introduction of a dedicated Customer Relations department six years ago was a game-changer for Toyota Material Handling. The department plays a critical role in keeping customers engaged and informed, as well as scheduling regular meetings to review service schedules, load testing and fleet performance. This proactive communication has brought the division closer to its customers and allowed for faster, more efficient issue resolution.

The focus on customer service extends beyond simply delivering equipment. The division also offers comprehensive fleet management and optimisation. Tailored solutions such as fleet analysis, invoicing by the hour and fleet swap suggestions mean Toyota Material Handling customers gain expert guidance on how to optimise their fleets.

“In some instances, we manage fleets of up to 1,000 machines for a single customer, and the personal connection we maintain with them is crucial to our success. Our team is always on the ground, with regional representatives meeting customers regularly and providing insights that help improve fleet efficiency. It’s all about understanding the customer’s needs and delivering tailored solutions.”

Toyota Material Handling’s operational strategy is built on long-term relationships with customers, rather than short-term sales. In addition, the company’s rental fleet has become a cornerstone of its success. 

“We pioneered the global introduction of long-term forklift rental contracts, which enables us to seamlessly deliver aftermarket services, ranging from full servicing, maintenance and parts. This integrated business model not only enhances operational efficiency but also drives sustained value for both our customers and our company,” explains Smit.

With a national presence in 14 locations across South Africa, Toyota Material Handling is well-positioned to continue its growth trajectory and deliver on its promise to provide unparalleled customer support across the country. 

“We’re not simply selling forklifts; we’re building sustainable networks with our customers by living the Toyota philosophy. Through Kaizen, we continuously refine how we serve, and through Genchi Genbutsu, we stay close to the source, right there in the field, face-to-face with our customers. 

“We believe in ‘listening with our eyes’, observing operations, understanding challenges firsthand, and responding with solutions that are grounded in reality, not assumptions. This deep engagement fosters trust, drives innovation and ensures that our partnerships grow stronger over time,” concludes Smit.

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