Mercedes-Benz – Allstars

Agency name: River Marketing
Client name: Mercedes-Benz UK
Category: Dealer/Salesforce/Internal Motivation

BACKGROUND

Mercedes-Benz (MB) is a premium automotive brand, selling passenger cars via a network of 160 dealers in the UK.

We’ve been working with MB and Smart for a number of years to improve their customer service experience by engaging frontline passenger car staff within the retail network.

Since 2003, our main focus has been to create a meaningful dialogue between head office and the network. In 2003, there was no tangible way of engaging retailer staff. Buy 2008, employee engagement rates stood at 85%, and by putting greater emphasis on frontline customer services through Allstars, MB achieved top 6 status in the JD power survey, from a previous position of 22.

We believe that the 2009 programme is worthy of special consideration as we shifted emphasis from participation and communication to ‘business critical measures’. The client wanted to improve customer satisfaction and service levels even further, at a difficult economic time and with a greatly reduced budget. The programme also combines sales and service measures, making it even more of a challenge!

NATIONAL CONTEXT OF THE CAMPAIGN