M ize driven to delight michelli webinar
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The document outlines the customer experience strategy for Mercedes-Benz USA, highlighting the importance of design innovation, marketing excellence, and maintaining high customer satisfaction through improved service processes. It details the customer journey from initial contact to post-purchase support, emphasizing personalized service and timely communication. The strategy also identifies key improvement opportunities based on survey feedback and aims to empower customer leadership while leveraging technology to enhance the overall experience.
M ize driven to delight michelli webinar
- 2. Why Mercedes-Benz? Design Innovation Marketing Excellence Best Place to Work “Best or Nothing”
- 3. The Challenge for Mercedes-Benz USA Lower ranking on JD Power surveys “Not the Best …” Greatest Strength = Greatest Weakness
- 4. What’s In It For You • Forrester Research - 92% Priority • Customer’s Aren’t Getting It - ACSI 9 Year low • HBR Customer Experience Change Management • Product to Experience Shift • Identification of Key Drivers - People, Process, Technology
- 5. •Making the Vision “Seen” •Map the Journey •Empower Customer LEADership •Experience Inside/Out •Process Improvement •Leverage Technology •Sustainment - Legacy/ Dynasty
- 8. Detailed Map Initial Contact Timely, personalized customer inquiry responses Schedule customer appointments for ease and convenience Greeted on Arrival Greet customers by name and make them feel special Assess Needs and Test Drive Explain vehicle features and technology according to customer's needs Take Delivery Customize the delivery process according to the customer's time and needs Receive Follow-up Personal, timely follow-up including customer-specific content Repairer Selection Ensure that dealership value is apparent and matches customer expectations Identify Needs Provide clear and concise description of work to be performed Pay Charges The charges are fair and customer’s preferred payment process is accommodated Vehicle Repair Work completed is thorough and explained to the customer's satisfaction Check-In Vehicle Respect customer's time with easy and convenient check-in Negotiation and Business Office Respect customer’s time and ensure full transparency Online Search OEM & Dealer websites accurately reflect available dealer inventory Parts Availability Ensure that required parts are available and that delays are communicated and explained Pick Up Vehicle Meet customer's expectations by making sure it is ready on time and in the condition promised Customer Thoughts Customer Stages Improvement Opportunities 1 PRE-SALES 6 MONTHS AFTER SALES 36 MONTHS SALES 1 WEEK Reflect on ownershipHave it servicedMaintain itGet to know my carBuy the carFigure out how to pay for itDecide who to buy it fromDecide on which car to buyNarrow listForm a list of candidatesExposed to Brand How Do I Get The Most Out Of It? Will I Buy a Mercedes-Benz Again?What Car Should I Buy? How Do I Get It? MBFS Service Welcome Call / Inception Letter Monthly Billing Loyalty Accelerator Communication Introduction to Service Dept. Anniversary Letter Greeted On Arrival Assess Needs & Validate Negotiation Expectations Set for Business Office Vehicle Appraisal (Trade-In) Greeted by Business Manager Financial / Insurance Needs Assessment & Selection Customize Finance Options Review / Sign Documents Reaffirm Decisions Trust Transition back to Sales Verify Information from Negotiation Vehicle Ownership Take Delivery Receive Follow-up Business Touchpoints Vehicle Service Required Repairer Selection Contacts Dealer Greeted on Arrival Identifies Needs Checks-in Vehicle Receives Estimate Transfer to Loaner Vehicle Vehicle Repair Vehicle Status Update Vehicle Pre- Delivery Pays Charges Vehicle Pick-up ‘B’ Service Maintenance Reminder 3 ‘A’ Service Roadside Assistance Unscheduled Service Service Thank You 5 Initial Contact Test Drive Pre-Maturity Contact Pre-Inspection Follow-Up Letter No Contact Letter Final Vehicle Inspection Options Letter FIRST ‘A’ SERVICEFIRST 30 DAYS END OF LEASE Awareness Consideration Intent Advertising PR Events Visit OEM Websites Perform Online Search Word of Mouth Visit Dealership Websites (Check Inventory) Visit 3rd Party Research Websites Visit OEM Websites Research Financing Options Locate Dealerships & Request for Quote Visit Dealership Websites (Check Inventory) Seasonal Communications 2 Dealer Communications 4 Loyalty Vehicle Return Accessories Communication Prepaid Maintenance Communication Lease End Options Letter Customer Journey VERSION 2.0 3/13 Customer Experience team responsible for alignment of customer journey across MBUSA. Note: The List of Business Areas is not complete. C U S T O M E R ONE Our customer is a first-time buyer who purchases a new vehicle on a 36-month lease from a Mercedes-Benz dealership. Throughout their ownership they are loyal to Mercedes-Benz for service. They encounter two unexpected events shown by a Roadside Assistance Call and an Unscheduled Service. Marketing Sales Office Finance / MBFS Ownership Service 1 Improvement Opportunities are based on JDPA gap to benchmark for CSI and SSI 2012 2 Seasonal Communications (e.g., Spring, Summer, Fall, Winter, Holiday, Promotional Events all recurring throughout ownership cycle) 3 Maintenance Reminder recurring ahead of regular service intervals 4 Dealership Communications (e.g., Vehicle Launch, CPO, Monthly Offers, Brand & Dealership Events all recurring throughout ownership cycle) 5 Service Thank You recurring following any dealership visit
- 13. Process Improvement Customer Feedback Creating Ownership - Customer Experience Champions
- 14. Leverage Technology Customer Effort Human/Technology Interface Luxury Doesn’t Mean Slow