Why are Mercedes-Benz customers so loyal and passionate? Because the people at Mercedes-Benz are Driven to Delight
In his previous bestsellers--The Starbucks Experience, The New Gold Standard, and Prescription for Excellence--Joseph Michelli revealed customer experience practices and strategies of beloved businesses. Now, in this timely new book, he shares the greatest customer-driven insights behind one of the most iconic brand names in the world: Mercedes-Benz USA.
Driven to Delight reveals:
How Mercedes-Benz USA launched a multi-year program to elevate their customer experience--even though their product was already “best in class.”
How they activated people, improved processes, and deployed technology to emotionally engage customers.
How the Mercedes-Benz approach can jump-start any customer-driven business―by accelerating your commitment to the customer experience.
Filled with exclusive front-seat insights from Mercedes-Benz employees, eye-opening testimonials from passionate Mercedes-Benz fans, and solid nuts-and-bolts advice for creating your own consumer-aligned road map, Driven to Delight
will help you retool your strategies, reignite your customers, and refuel your team for the long haul.
Mercedes-Benz. The name alone conjures images of luxury, innovation, quality, and performance. But in today’s market, you need more than a world-class product to outpace the competition--which is why the executives at Mercedes-Benz USA set a course to create a customer experience in keeping with their legendary cars.
This is the story of how an organization became Driven to Delight
. It reveals the action plan Mercedes-Benz USA used to catapult the company to first place rankings in national customer satisfaction studies while at the same time growing sales and profits. With unprecedented access to company personnel, customer experience expert Joseph Michelli charts the journey the company took and identifies the all-important keys to driving delight in any customer-based organization. You’ll learn how to:
Create a compelling vision for exceptional customer experiences
Identify the ever changing wants, needs, and desires of your customer segments
Map out your key customer journeys and high value contact points
Effectively evaluate customer perceptions throughout their journey with you
Resolve customer needs swiftly and constantly improve your delivery processes
Link rewards and recognition to customer experience excellence throughout your organization
These proven techniques are part of the Mercedes-Benz USA Driven to Delight
culture which sets a new gold standard in customer service, employee engagement, and peak performance. You’ll find step-by-step strategies that can be customized to fit your business model and customer needs. You’ll discover invaluable tools like Vision Mapping, Customer Journey Wheels, Customer-Centric Strategy and Resource Planning Processes --plus 20 Key Questions you can use to diagnose your progress and steer your company in the right direction.
Along the way, you’ll get a rare first-hand comprehensive view of a world-class company in action. You’ll see how a “best or nothing” organization became customer obsessed, mile after mile, year after year. Most importantly, you’ll learn how to ramp up your own customer experience, rev up your customer commitment, and take your customers on a journey that’s bound to delight--the Mercedes-Benz way.About the Author
Joseph A. Michelli is an internationally sought-after speaker, author, and organizational consultant. His books include The Starbucks Experience, The New Gold Standard, The Zappos Experience, Leading the Starbucks Way, and Prescription for Excellence, which hit #1 on The New York Times, Wall Street Journal, and USA Today bestseller lists.
Foreword by Steve Cannon, President & CEO, Mercedes-Benz USA xi Acknowledgments xv 1: Introduction 1 2: Building the Map 19 3: From Promises to Committed Action 41 4: Examining and Refining Every Touchpoint 61 5: Measuring Customer Experience: The Voice of the Customer as a Tool for Change 79 6: Alignment, Accountability, and Tools for the Front Line 99 7: Delight Is a People Business 117 8: Fully Committed to Growth and Development 139 9: Driving Process and Technological Change 157 10: Integrating Processes into Enterprisewide Solutions 179 11: Success Achieved 203 12: How Good Can Good Be? 225 Conclusion: Driving Your Road to Consumer Delight 245 Glossary 255 Bibliography 265 Index 276