In his latest book “Driven to Delight: Delivering World-Class Customer Experience the Mercedes-Benz Way”, author Joseph Michelli presents a compelling case study and roadmap on how Mercedes-Benz USA, one of the most iconic brand names in the world, transformed and elevated customer sales and service experiences. m-ize, software leader in enabling Connected Customer Experiences, hosted an interactive webinar with Joseph Michelli, New York Times #1 bestselling author. During this webinar you will learn how to: • Create a compelling vision for exceptional customer experiences • Map out your key customer journeys and high value contact points • Measure customer perceptions throughout their journey with you • Mobilize employees and dealers to improve your delivery processes and resolve customer needs swiftly and constantly • Link rewards and recognition to customer experience excellence throughout your organization Webinar recording is available at http://m-ize.com/events/

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

6. Making the
Vision “Seen”

7. Map the
Journey

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

9. Simplify the
Map

10. Empower Customer
LEADership
L
E
A
D
isten
mpathize
dd value
elight

11. Experience
Inside/Out
DaSH

13. Process Improvement
Customer Feedback
Creating
Ownership -
Customer
Experience
Champions

14. Leverage Technology
Customer Effort
Human/Technology Interface
Luxury Doesn’t Mean Slow

15. Sustainment
Offloading
Legacy
Execution

16. Define
Publish
Live

17. THANKYOU
www.themichelliexperience.com