Mercedes-Benz wants to focus on improving customer experience while expanding its digital footprint, brand marketing and sales chief Ola Kaellenius remarked at the 2015 Automotive News World Congress. He remarked that Mercedes’s customers have “the right aspiration and the right dream.” He also noted that most luxury vehicle customers buy the brand promise since they expect the brand to deliver.
He reiterated that dealerships remain the backbone of the brand’s marketing and sales distribution network – despite Mercedes’ effort to launch pop-up stores and brand centers to improve its customer experience. He said that the dealership experience “in the luxury world still counts.”
Kaellenius, is looking forward to some changes in the dealership -- like the Product Concierge, who is specialist providing customers with information while not selling cars. Mercedes is now in the midst of launching the concierge program in the United States.
Mercedes is also launching the digital service drive, in which customers are greeted with an iPad. Just within 45 minutes, the customer would get through service and billing, making the experience “as seamless as you can get,” Kaellenius said.
He disclosed that Mercedes is launching this service in the US and other parts of the world. On the other hand, the brand is packaging all its services under one banner and one portal -- Mercedes me.
According to Kaellenius, the package includes financial services, car sharing, remote accessibility, connectivity and the ability to monitor the car’s health. Kaellenius assured that Mercedes me won’t bypass dealers.