This would help to improve customer relations by bringing those products which are having problems, into the dealerships, so that they can be repaired quickly. If the situation cannot be fixed, then the dealer should replace the vehicle at no cost to the customer. Utilizing this kind of strategy, would allow both Mercedes and its dealerships to be able to improve effective customer communication. Where, it will eliminate the lack of: communication and follow up that often occurs, once the customer has purchased a vehicle.
Another way that this technology could be utilized is: to identify possible design issues. Where, the various CRM tools would help to improve communication and identify specific factors that could be related to product defects. This information is important, because it will allow the company to see if a trend is developing in particular defects. If the problem becomes large enough, this information would serve as an effective way of recalling and repairing those products that are of inferior quality. At which point, the information can be used by company engineers, to address various design flaws in future models. Over the course of time, this would improve the underlying product that is being produced, by allowing various design issues to be rectified quickly, helping to improve the reputation of the company.
Recommendations for the Executive Committee
Mercedes Benz is at a cross road in its business model, where the company has an outstanding reputation for quality and high levels of superior performance. However, when it comes to issues of customer service, the company has been slow to respond to various issues after the vehicle has been purchased. This is problematic, because if left unchecked, it could cause the company to lose market share to competitors. To mitigate the fallout from these events, it is recommended that Mercedes begin addressing customer issues quickly and as effectively as possible. This means that a customizable CRM solution must be utilized. Where, both dealers / the company would use this software, to randomly inform customers about: various issues with the customer and find out what factors are affecting the vehicles that they purchased. This would provide an initial foundation for addressing the various customer issues over the medium to long-term, by identifying what factors could be affecting perceptions. At which point, a strategy can be utilized to consistently monitor and improve customer experiences after the sale of a vehicle.
The impact of using this technology over the three years is that it will help to: improve sales, customer experience and the design process. In a recent study that was conducted by Hewlett Packard, they found that the use of CRM technology, as a part of the business strategy will reduce operational deficiencies by 20%. ("Business Case for CRM," n.d.) This is important, because one could argue that the customer services issues that are being experienced are tied directly to a lack of operational efficiency. Where, the company and dealerships are not communicating, about how they can improve the customer experience and the underlying quality of the product. By implementing the CRM solution...
Com and their continual stream of new updates on key applications. This will be handled by the it teams and the users of the system do not need to have visibility into the details of this. When major new features are being introduced by Salesforce.com then formal application training will be completed to introduce features to the users quickly. Support internally will be handled by the it help Desk which
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Team members should communicate all relevant information to the Project Managers for the University of Arizona Medical Center and the CRM vendor chosen for the project. Issues and risks should be communicated in writing via the Issues/Risk Log or email to the Project Manager. If the issue/risk is urgent, immediate verbal communication of the issue/risk to the Project Manager is recommended. Once the issue is stabilized, written documentation will be developed
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