Customer perception and reputation audit: Mercedes-Benz dealerships


This luxury car maker commissioned Igniyte to audit the local presence and online reviews of a sample of 25 retailers.

Mercedes-Benz wanted to understand customer perceptions of the service provided by retailers across the UK to identify what works well and areas for improvement.


Igniyte audited the 25 retailers to assess how each was presented online across channels including local automotive sites, Google My Business, Yell, Facebook, Twitter and more.

The audit identified best practices and varying levels of customer perception about dealerships – from reviews, local reaches and site listings to after sales. We monitored the sites between November 2015 and January 2016.


We created a 12-point action plan of recommendations for Mercedes-Benz to improve the consistency of the retailers’ online presence and manage the after sales service. Each dealership received personalised reports and recommendations as well as an overall report and plan.

For such a prestigious brand, it was important for Mercedes-Benz to gain this valuable insight, with localised actionable steps to help retailers improve the customer experience and raise their perceptions.

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