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Mercedes-Benz wanted to optimise ROI across its CRM processes, with a particular focus on direct customer interactions across 18 European markets. The business also wanted to understand whether customer-initiated enquiries were being handled appropriately, while benchmarking performance against key competitors – Audi, BMW, and Lexus – to provide crucial context.
Skopos designed a cross-market programme blending real customer feedback with mystery shopping evaluations. Recruited and trained participants made enquiries about test drives and vehicle information across the dealership network, enabling a clear view of how consistently CRM processes were applied in practice.
The research uncovered both strengths and weaknesses within the CRM programme – highlighting best practice as well as gaps where dealerships were not following the correct protocols. These insights directly informed targeted training interventions, helping to restore consistency, improve customer response, and ultimately deliver stronger customer experience ratings and higher sales performance.
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