Mercedes sized

The Client

Mercedes-Benz is ranked no. 8 in the world’s top brands, up against Google and Apple. In the US, the Mercedes-Benz dealer network consists of more than 360 independent dealerships and over 25,000 employees.

The Challenge

Mercedes was struggling to rise above no. 9 on the J.D. Powers Sales Satisfaction Index with most key rivals sitting above it on the ladder. MBUSA wanted to turn around their disparate network of dealers, become no. 1 in luxury car sales, deliver the best customer experience in the world, and shift the mindset of employees to enable them to deliver the experience.

The Approach

Strativity Group helped MBUSA to baseline their current customer experience and to develop a new customer strategy that leveraged their brand and distribution assets together with a unique team member activation strategy. This involved qualitative and quantitative research to understand and validate a range of organisational challenges and became the basis for refreshing the MBUSA customer strategy and experience execution model to drive and sustain consistently exceptional experience delivery across the 360-strong dealer network.

The Results

As a result of Strativity’s work, MBUSA gained the no. 1 position on the J.D. Power Sales Customer Satisfaction Index rankings, together with double digit growth in sales for three consecutive years, while employee engagement improved by 10% in 12 months and in targeted areas by 20%.