Case Study: How Mercedes-Benz USA Fosters Customer Centricity Among All Employees

In 2011, Mercedes-Benz USA (MBUSA) embarked on a customer experience (CX) transformation to align the quality of its customer interactions with the promise inherent in its tagline: “The Best Or Nothing.” Along the way, the team at MBUSA learned important lessons about how to ensure customer obsession and deliver superior customer experiences. Their story serves as a case study for CX professionals at other companies who face the challenge of synchronizing all the players and processes in their customer experience ecosystems. This report describes how MBUSA transformed its culture to become customer obsessed, how its dealers engaged their employees to deliver better experiences, and some of the tools and programs used to drive CX improvements.