Luxury car maker Mercedes-Benz wanted an independent assessment of customer perception about the service its UK retailers provide, with a report identifying what works well and areas for improvement. The overall aim: to help it identify ways to improve customer perception and corporate reputation.
Igniyte audited the 25 Mercedes-Benz retailers to assess how each was presented and perceived online, the audit examined all channels and sentiment from local automotive sites, Google My Business, Yell, Facebook, Twitter and many more.
The audit identified the best regional practices across the group. There were varying levels of customer perception about dealerships – from reviews, local reach and site listings to after sales. We monitored the sites for three months to examine sentiment and trends.
Igniyte gathered and analysed all of the data, presenting a 12-point action plan of recommendations to Mercedes-Benz to improve the consistency of the retailers’ online presence and manage the after-sales service.
Each dealership received a personalised report and recommendations as well as an overarching 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 understand the impact and to improve the customer experience and raise perceptions.
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