Within the framework of the “Best Customer Experience” marketing and sales strategy, Mercedes-Benz is aligning its sales and marketing organization with changing customer requirements.
Best Customer Experience is part of the Mercedes-Benz 2020 growth. The growth strategy is designed to ensure that our Mercedes-Benz Cars division will play the leading role in the premium segment worldwide by the end of the decade.
Every customer is unique, has different requirements and uses different communication channels. BCE aims to meet customers individually – from the first contact through consultation and the test drive to purchase and after sales service. Additionally, we want to address new target groups while maintaining the brand loyalty of established customers. To this end, Mercedes-Benz is using new sales channels and digital touchpoints as innovative interfaces with the brand. Various sales formats with new, digital channels and digital elements, as well as new roles in retailing, supplement the services offered at traditional Mercedes-Benz dealerships and showrooms.
The centerpiece of Best Customer Experience is the range of mobility and other services offered by Mercedes me. With the digital platform and service brand Mercedes me, we are providing innovative services, products and lifestyle offerings going beyond the car itself. Various Mercedes me Stores have opened around the world since 2014. New temporary formats such as special events and pop-up stores have also been created.
In addition, the “She’s Mercedes” initiative was launched in 2015. This program is designed to help Mercedes-Benz address women in a targeted manner and significantly increase its proportion of female customers over the medium term. Along with the provision of a new community and inspiration platform, the initiative also includes networking events, training programs for sales personnel and measures to increase the proportion of women in the sales workforce.
Our focus here is on creating a seamless customer journey. We also offer our customers and anyone interested in the brand customized support and service solutions tailored to their individual needs — throughout the entire life cycle of their vehicle. Our focus is always clearly on customer utility — and that pertains to vehicle connectivity systems as well.