Why Mercedes-Benz?

Design Innovation

Marketing Excellence

Best Place to Work

“Best or Nothing”

The Challenge for Mercedes-Benz USA

Lower ranking on JD Power surveys

“Not the Best …”

Greatest Strength = Greatest Weakness

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

• Making the Vision “Seen”

• Map the Journey

• Empower Customer LEADership

• Experience Inside/Out

• Process Improvement

• Leverage Technology

• Sustainment - Legacy/Dynasty

Making the Vision “Seen”

Map the Journey

Detailed Map

Initial ContactTimely, personalized customer inquiry responses

Schedule customer appointments for ease and convenience

Greeted on ArrivalGreet customers by name and make them feel special

Assess Needs and Test DriveExplain vehicle features and technology according to customer's needs

Take DeliveryCustomize the delivery process according to the customer's time and needs

Receive Follow-upPersonal, timely follow-up including customer-specific content

Repairer SelectionEnsure that dealership value is apparent and matches customer expectations

Identify NeedsProvide clear and concise description of work to be performed

Pay ChargesThe charges are fair and customer’s preferred payment process is accommodated

Vehicle RepairWork completed is thorough and explained to the customer's satisfaction

Check-In VehicleRespect customer's time with easy and convenient check-in

Negotiation and Business OfficeRespect customer’s time and ensure full transparency

Online SearchOEM & Dealer websites accurately reflect available dealer inventory

Parts AvailabilityEnsure that required parts are available and that delays are communicated and explained

Pick Up VehicleMeet customer's expectations by making sure it is ready on time and in the condition promised

Customer Thoughts

Customer Stages

Improvement Opportunities 1

PRE-SALES6 MONTHS

AFTER SALES36 MONTHS

SALES1 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

MonthlyBilling

Loyalty AcceleratorCommunication

Introduction toService Dept.

Anniversary Letter

Greeted On Arrival

Assess Needs & Validate

Negotiation

Expectations Setfor Business Office

VehicleAppraisal(Trade-In)

Greeted byBusiness Manager

Financial / Insurance Needs

Assessment & Selection

Customize Finance Options

Review / Sign Documents

ReaffirmDecisions

Trust Transitionback to Sales

Verify Information from Negotiation

VehicleOwnershipTake

DeliveryReceive

Follow-up

Business TouchpointsVehicle 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

PaysCharges Vehicle

Pick-up‘B’

Service

MaintenanceReminder 3

‘A’Service

RoadsideAssistance

UnscheduledService

ServiceThank You 5

InitialContact

Test Drive

Pre-Maturity Contact

Pre-Inspection

Follow-UpLetter

No ContactLetter

Final Vehicle Inspection

OptionsLetter

FIRST ‘A’ SERVICEFIRST 30 DAYS END OF LEASE

Awareness Consideration Intent

AdvertisingPR

Events

Visit OEMWebsites

Perform OnlineSearch

Word ofMouth

Visit DealershipWebsites

(Check Inventory)

Visit 3rd PartyResearch Websites

Visit OEMWebsites

ResearchFinancingOptions

Locate Dealerships& Request for Quote

Visit DealershipWebsites

(Check Inventory)

SeasonalCommunications 2

DealerCommunications 4

Loyalty

VehicleReturn

AccessoriesCommunication

Prepaid MaintenanceCommunication

Lease EndOptions 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

ONEOur 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 20122 Seasonal Communications (e.g., Spring, Summer, Fall, Winter, Holiday, Promotional Events all recurring throughout ownership cycle)3 Maintenance Reminder recurring ahead of regular service intervals4 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

Simplify the Map

Empower Customer LEADership

LEA

D

isten

mpathize

dd value

elight

Experience Inside/Out

DaSH

Process Improvement

Customer Feedback

Creating Ownership -

Customer Experience Champions

Leverage Technology

Customer Effort

Human/Technology Interface

Luxury Doesn’t Mean Slow

Sustainment

Offloading

Legacy

Execution

Define

Publish

Live

THANKYOU

www.themichelliexperience.com