Customer experience strategy
for flagship Mercedes-Benz dealership

2014

Keywords: Branded customer experience,
retail strategy, service design, innovation

Located in the heart of Germany’s capital, Mercedes-Welt am Salzufer is one of Mercedes-Benz’s largest dealerships in its home market and an important reference point for their brand. Mercedes-Benz wanted to create an up-to-date brand experience that would strengthen brand perception and provide a customer experience aligned with the brand’s premium claim. Here’s how we helped Mercedes-Benz achieve that goal.

In order to create a positive, holistic, on-brand experience, we collected multiple perspectives. To better understand today’s car-buying journey and current customer experience, we conducted in-depth interviews with customers and observed them during the research and purchase process. We used mystery shoppers to get a better sense of the purchasing experience and, with the help of our trend and foresight partner LHBS, we collected examples of customer-experience best practices from both inside and outside the industry. To better grasp the internal perspective, we conducted qualitative interviews and quantitative surveys with employees and the management team. Finally, we ran a service-experience safari in collaboration with the client’s team.

Based on the data, we identified the main areas in need of improvement together with the client’s cross-disciplinary task force. In a series of co-creative workshops we defined the central target groups and the main strategic message of the flagship dealership. These workshops also resulted in a retail strategy with a dedicated vision for customer experience centered around two goals: ensuring that the dealership caters to car buyers’ needs in all offers and encounters provided, while embodying the premium character of the brand. To deliver on our strategic goals, we created a panorama of ideas, ranging from small improvements to radical innovation. 

The overall concept provides clear and actionable guidelines regarding exhibition, facilities, sales, repair services and events. Integrating architectural, process, and service-design improvements, as well as signage, employee behavior, team management, and communication measures, the concept results in a truly holistic brand experience.

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