Client: Mercedes-Benz Vans
Project: Experience design and product research
Mercedes-Benz Vans are a leading automotive brand working in a fast moving, demanding sector. Their vehicles are known for their capacity for hard work and flexibility of use. However, it’s the after sales service that’s a significant differentiating factor of owning a Mercedes-Benz Van against one of their competitors. A prominent part of this after sales offer is their roadside recovery service, known as MobiloVan.
Working with their lead creative agency, Storycatchers, we’d established that high levels of misunderstanding existed around this important product, and due to these challenges, it wasn’t always promoted as a value added benefit of being a Mercedes-Benz van owner.
We conducted desk based research into the product and its delivery. Combined this with sector and competitor insights, to provide us with a clear understanding of the product benefits and its delivery.
Following this research, we brought together a range of representatives from across the business and from within their dealer network, that are involved in the delivery of this valuable service, for a day long workshop to examine the current experience of delivering and receiving the MobiloVan product.
Working with the group we mapped the current experience delivery over the customer interaction cycle, identifying where there might be opportunities to further enhance the service delivery, for a range of different types of customer profiles.
The workshop not only further illustrated the great value the product could deliver to customers, but also the potential areas where confusion around the product benefits might lie. Identifying areas for review and improving communications to customers on the value of a product
The outputs from the workshop were invaluable insights, product experience maps and actionable tasks to enhance awareness around this core service feature, that further illustrated the premium nature of the Mercedes-Benz Vans product and its edge against its sector competition.