'Certified Service Advisor'

Module 1: Successful in the role of a service advisor

Subtopic 1: Customer orientation

Customer orientation is ...

... the extent to which a company is able to:

 understand its customers;

 be receptive to its customers;

 meet its customers' requirements.

Summary: Customer orientation is the alignment of one's own behavior to the

requirements and needs of one's customers.

Aims: Customer satisfaction (and customer excitement) and long-term customer retention

December 1, 2011 Slide 2 Mercedes-Benz Global Training

How customer expectations arise

Word-of-mouth Company
Requirements Experiences
communication communications

Expectations

December 1, 2011 Slide 3 Mercedes-Benz Global Training

Comparison process

Perceived quality of
services

Comparison of perceived quality of

services with expectations

Not fulfilled: Fulfilled: Exceeded:

dissatisfaction moderate satisfaction excitement

December 1, 2011 Slide 4 Mercedes-Benz Global Training

 Consequences of satisfaction or dissatisfaction

Not fulfilled: Fulfilled: Exceeded:

dissatisfaction moderate satisfaction excitement

Negative word-of-
mouth Recommendations
Customer migration Complaints Loyalty
comments to others

Highly likely
Not very likely

December 1, 2011 Slide 5 Mercedes-Benz Global Training

 Customers' requirement levels...

• Basic factors
• Are taken for granted by customers but are not explicitly mentioned
• If these requirements are not fulfilled, this leads to strong dissatisfaction
• If these requirements are exceeded, this is not acknowledged

•Performance factors
• Are explicitly demanded
• If these requirements are not fulfilled, this leads to dissatisfaction. If they are exceeded,
this increases the level of satisfaction
• If the requirements are simply met, this leads to a moderate level of satisfaction
-> a similar service can be received elsewhere

•Excitement factors
• Are not expected and are therefore not demanded
• If they are present, this has a disproportionately large positive impact on the level
of satisfaction
• If these are not present, then there is no negative impact on the level of satisfaction

December 1, 2011 Slide 6 Mercedes-Benz Global Training

 J.D. Power Benchmark study

• J.D. Power is a market research institute that conducts an internally financed, external customer satisfaction survey.

• In Europe this study is split into four parts:

- vehicle quality
- vehicle image
- upkeep costs
- satisfaction with the authorized workshop

• The survey is conducted in written form

December 1, 2011 Slide 7 Mercedes-Benz Global Training

Note: this section needs to be updated
and adapted to the local market

December 1, 2011 Slide 8 Mercedes-Benz Global Training

Comparison – how is customer satisfaction measured?

External survey Internal CSI survey on behalf of MBVD

•Conducted by J.D. Power •Conducted by the

(an independent, internally financed market research institute commissioned
Note: this section needs to be updated
survey for
various sectors) •Based on the content of the questions asked by
and adapted to the local market
•Questionnaires are completed in writing
the J.D.Power
survey

•Scaling of the results •Telephone interviews (10 to 12 minutes)

•A maximum of 1,000 points can be achieved

•The results are given high-profile

media exposure

•The results are only communicated internally

December 1, 2011 Slide 9 Mercedes-Benz Global Training

 The Mercedes-Benz CSI After-Sales

• Internal survey on behalf of MBVD

• Survey participants are owners of a Mercedes-Benz passenger car or MB commercial vehicle (truck or van).

Note: this slide needs to be adapted to the

• All survey participants need to have visited a Mercedes-Benz workshop within the past three months.

• All model series, age groups and all types of workshop visits are taken into account.

local market
• The survey covers drivers of both new and used vehicles.

• The survey is conducted over the telephone.

• Measurable (statistically significant) survey samples are analyzed for each retail outlet/site.

• The total size of the survey sample for each authorized dealer includes:
- Mercedes-Benz: a minimum of 30 answered questionnaires per year and dealership.

December 1, 2011 Slide 10 Mercedes-Benz Global Training

Note: this section needs to be updated
and adapted to the local market

December 1, 2011 Slide 11 Mercedes-Benz Global Training

Note: this section needs to be updated
and adapted to the local market

December 1, 2011 Slide 12 Mercedes-Benz Global Training

 MB Service & Parts brand model

Succinct positioning statement for Succinct positioning statement for

:
Passenger Cars: Commercial Vehicles:

‘My Service’ ‘Trucks you can trust’

Succinct positioning statement for the

parts and accessories business

‘Part of your success’

-

December 1, 2011 Slide 13 Mercedes-Benz Global Training

 We give our customers the
feeling that they are something special.

We treat our customers with

the greatest respect.

Guiding principles for dealing with customers

We assure our customer
We assure our
that they have chosen the best
customers that they
have chosen the best.

We give our customer the certainty

that they are in the best of hands

December 1, 2011 Slide 14 Mercedes-Benz Global Training

Guiding principles for handling retail customers

I give our customers the feeling that they are something special
1. • I welcome customers immediately and address them by name and title in a friendly and personal way.
• I show our customers that I am pleased to be able to serve them at Mercedes-Benz.
• I rise for our customers, approach them, meet them on their grounds, and ensure that they are accompanied to the next point of
contact.
• I always meet our customers on the phone in a personal way and with a smile in my voice.

2. I give our customers the certainty that they are in the best hands
• I feel responsible for the wishes of our customers and their problems until they are solved, and I take care that they are dealt
with most expediently and in the best possible manner.
• I ensure that each activity and each step is completed and done correctly.
• I take the time to give individual advice to our customers and offer them products and solutions tailored to their needs.

3. I treat our customers with the greatest respect

• I strictly adhere to agreements.
• I devote all my attention to our customers and, in our talk, create a pleasant and discreet atmosphere.
• I do not let our customers wait unnecessarily.
• I show our customers what we do and keep them continuously informed so that they can understand what we do and what
personal benefit they get from that.
• I apologise for any mistakes made and accept responsibility for them.

4. I assure our customers that they have chosen the best

• I support the products and services of Mercedes-Benz.
• I consistently educate myself to be always a competent contact for our customers.
• I always gear my efforts towards a long-term relationship with our customers.

December 1, 2011 Slide 15 Mercedes-Benz Global Training

December 1, 2011 Slide 16 Mercedes-Benz Global Training
•Back-up (CSI for vans and commercial vehicles)

December 1, 2011 Slide 17 Mercedes-Benz Global Training

Note: this section needs to be updated
and adapted to the local market

December 1, 2011 Slide 18 Mercedes-Benz Global Training

Note: this section needs to be updated
and adapted to the local market

December 1, 2011 Slide 19 Mercedes-Benz Global Training