Behind the Wheel
Mercedes-Benz Goes Above And Beyond To Deliver A New Showroom Experience
Getting to the top is the easy part, staying there’s the difficult bit. Since ascending to the top of the premium sales chart here, Mercedes-Benz Malaysia is hellbent on retaining its lead with a new brand presence introduced yesterday at the Cycle & Carriage Bintang facility in Mutiara Damansara; or Autohaus as they’ve dubbed them.
The marque is attempting reinvent the customer experience in purchasing a car by using a combination of personal contact and digital elements in advice, sales and service. They’ll be doing so by integrating four elements; Media & IT, Format, People & Process and Architecture.
Yes, it’s easy to toss around fluff and fancy terms but how does it transform the customer experience?
For starters, the welcome area functions as a single customer experience point with the Star Assistant as the first contact for the customer in the showroom, who acts as the “first face” of the brand.
Say the customer already has an appointment. Then, the responsible consultant is notified of their arrival. Walk-in customers will see the Star Assistant request a Product Expert from the available pool that’ll accompany them to the waiting area to serve them.
The use of digital media will see customers experience the brand virtually and in reality as they walk the “catwalk” display of the Mercedes-Benz range. To emphasize the focus on customers, the entire showroom area will be devoid of permanent workstations.
Short and long-term communication as well as the staging of products is carried out exclusively in digital form by means of media surfaces and mobile tools. Digital media makes for a more intense product experience by enabling the creation of an atmospheric setting.
Setting up a drive-in service reception also illustrates the consistent alignment towards customer requirements and enables optimal customer care together with the integrated customer contact surfaces for sales and after sales.
Leisure facilities for families such as hospitality café are now par for course in automotive service centres but of course things are cranked up a notch in the Mutiara Damansara Autohaus with coffee, meals and even ice-cream for customers.
In order to cover all the regions in Malaysia, Cycle & Carriage Bintang will next upgrade their Autohaus’ in Alor Setar, Ipoh and Johor Bahru before bringing the rest of their 13 outlets up to par; which also makes them the largest Mercedes-Benz dealer in the country.
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