m ize driven to delight michelli webinar
TRANSCRIPT
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
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