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mercedes benz new service benchmark for aftersales service by engine

Mercedes-Benz Aftersales Model

Developing a new service benchmark for aftersales servicing

The challenge

How do you build a relationship with customers once they have driven off the forecourt? Mercedes-Benz needed to tackle increased competition from independent garages and create a market-leading after sales experience that put service first and couldn’t be copied.

The outcomes

The Engine Service Design Team designed and developed an award-winning service model and experience for Mercedes-Benz dealerships, resulting in increased dealership visits and improved workshop efficiency. We also supported the design of a digital booking and service platform – a first for vehicle aftersales.

Client: Mercedes-Benz Duration: 18 months Retail | Mobility

Mercedes-Benz wanted to develop an after-sales service that would become a new industry standard and make service a reason to come back to Mercedes-Benz, time and time again.

mercedes benz new service benchmark for aftersales service by engine 02

Refreshing the view of customers and operations
Customers found it difficult to distinguish the service from Mercedes-Benz and cheaper independent garages and were increasingly choosing to go elsewhere. Despite the perception of Mercedes-Benz as a trusted brand, this wasn’t translating to their service experience and vehicle maintenance was largely seen as a necessary evil that customers didn’t trust. The Engine Service Design Team helped Mercedes-Benz build a comprehensive view of their customers and how the existing operation influenced the experience they received. Using this information, we developed a significantly improved model for service.

A more personalised service with greater predictability
Engine Service Design developed the first “digital-first” after-sales service, providing an unrivalled, personalised service experience for customers. This included being able to book and track your vehicle through the workshop, equipping staff with live customer information and providing more personalisation during the drop off, pick up and invoicing process. One of the biggest leaps, came from the use of historical data to develop fixed price service packages, removing the stress of unpredictable costs – previosuly a major frustration for customers.

Prototyping and piloting the service
We worked with the brand and a pilot dealership to detail the vehicle servicing experience from the ground up. The Engine Service Design team used a vacant dealership for full-sized prototyping of the experience, enabling us to work through the details and to communicate the ideas to the senior management. Once detailed, The Engine Team worked with three pilot dealerships to run a minimal viable version of the service for 6 months to measure its impact against the existing dealership services and experience. The results showed the service had a comprehensive impact.

“What started as a UK project has been rolled out to other countries and become a new standard for Mercedes-Benz dealerships globally.”


“The pilot site has consistently outperformed the national average since the launch of My Service”

+ 8.1% retail visits

+ 50% customer satisfaction

+ 16.5% retail hours increased

Have a similar challenge? Get in touch with the Engine Team

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Here’s how we do it

Insight to vision

Identify the difference between what you do today and what your future customers don’t yet know they need. Reimagine the future.

Insight to vision

Design to pilot

Unlock new value by imagining, designing and piloting services and experiences your colleagues are inspired to deliver and your customers will love.

Design to pilot

Plan to mobilise

Mobilise your organisation with a plan to change, build or buy what’s needed to deliver new services and experiences.

Plan to mobilise

How we can help


It's working, but not well enough

When legacy issues and disjointed ways of working are impacting your customer experience and critical metrics, you need a trusted partner to guide you.

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Think differently to stay ahead

When you need to think differently to stay ahead, but you’re unsure how to differentiate your customer experience, you need a trusted partner to guide you.

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Do something genuinely new

When you spot an opportunity to disrupt your industry with a new product or service, you need a trusted partner to guide you.

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Customer Driven Transformation

How design-led companies get more of the right services to market faster

engine book customer driven transformation

“For any who seek to improve their services, let this book be your design-led guide. It will enable you to truly transform your service, by staging engaging, personal, memorable and even beautiful experiences.

Download a free copy of the first two chapters of our book.

With this book, the authors show you how to instil an outside-in approach to strategy; moving away from a management approach that’s technology, marketing or resource optimization-led, to one that is customer-inspired and experimental with innovation.