The case deals with customer orientation in Mercedes-Benz Italia with a particular focus on customer satisfaction and relationship management policies. The latter directly and intensively rely on the Customer Service Department. Mercedes-Benz employs customer orientation and customer satisfaction as positioning drivers, in a market typically sales oriented. The managerial problem arises from the new strategic goal of BMW: customer satisfaction. Mercedes-Benz Customer Service Manager should decide how to react to this attack and imagine new initiatives to strengthen the customer relationships for the next future. The digital environment might offer relevant opportunities for restoring and refreshing the customer relationships. The case might cover three objectives: 1) To outline the customer orientation policies and their application in a traditionally sales oriented market; 2) To identify new modes to improve blog use and digital world to strengthen the customer relationships, particularly in the area of complaint management; 3) To understand the complexity of a customer satisfaction program, which implies several processes within the company that ask for strong internal coordination, opposed to the silos organization. That is what customer orientation requires. The case is of a problematic nature and is designed to make the participants act as if they were the Customer Service Manager at Mercedes-Benz, designing new customer satisfaction and loyalty programs that allows the company to achieve its goal.
Mercedes Benz: the never-ending challenge of customer satisfaction
ADDIS, MICHELA
2013
Abstract
The case deals with customer orientation in Mercedes-Benz Italia with a particular focus on customer satisfaction and relationship management policies. The latter directly and intensively rely on the Customer Service Department. Mercedes-Benz employs customer orientation and customer satisfaction as positioning drivers, in a market typically sales oriented. The managerial problem arises from the new strategic goal of BMW: customer satisfaction. Mercedes-Benz Customer Service Manager should decide how to react to this attack and imagine new initiatives to strengthen the customer relationships for the next future. The digital environment might offer relevant opportunities for restoring and refreshing the customer relationships. The case might cover three objectives: 1) To outline the customer orientation policies and their application in a traditionally sales oriented market; 2) To identify new modes to improve blog use and digital world to strengthen the customer relationships, particularly in the area of complaint management; 3) To understand the complexity of a customer satisfaction program, which implies several processes within the company that ask for strong internal coordination, opposed to the silos organization. That is what customer orientation requires. The case is of a problematic nature and is designed to make the participants act as if they were the Customer Service Manager at Mercedes-Benz, designing new customer satisfaction and loyalty programs that allows the company to achieve its goal.
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