Examining and Refining Every Touchpoint


When Steve Cannon shared “The Standard” with the dealer network early in his time as president and CEO, he offered a promise that would fundamentally change the way everyone at Mercedes-Benz USA understood the customer experience. His promise was, “Every touchpoint in the brand will be examined and refined.” While this is simply stated, the process of examining, let alone refining, customer touchpoints was anything but easy.

Before we explore the process that Mercedes-Benz USA leaders put in place to secure ...

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