The challenge

In the automotive industry, unique selling propositions will only take you so far - it’s the quality of the products that really counts. A manufacturer must try to provide a complete service to keep its customers from the grasp of its competitors. This requires intensified aftersales support and services and a strategic shift toward customer-driven business processes. Against this background, a project was initiated to centrally manage a CRM solution for the Mercedes-Benz passenger car division. DaimlerChrysler opted for a solution to be rolled out all over Europe, based on SIEBEL’s standard software. It also incorporates a central Customer Assistance Center in Maastricht currently connected to seven national organizations. The system includes the application kernel and additional functionality for the participating Market Performance Centers (MPCs) and other units. In addition, life cycle management processes ensure the ongoing development and expansion of the system. A further step was to introduce a Web-based customer database to support sales for a strategic target group and product segment.

The T-Systems solution

Once the solution had been implemented, a process in which T-Systems had been involved from day one, the systems house won the application management contract for the CRM solution. The contract was awarded on the basis of T-Systems ’ cost-effectiveness, its excellent organization, and its in-depth understanding of DaimlerChrysler’s customer-driven processes and structures. T-Systems provided DaimlerChrysler with a comprehensive application management plan for the system, including four sub-projects: Service Agency, Solution Providing, Life Cycle Management and Change Management. This is a Europe-wide solution integrating several channels (call center, marketing campaigns and dealers). Another project that is part of the CRM Solution Center is a worldwide Web-based customer database for a top-of-the-range product soon to be introduced.

The distance between the user helpdesk (in Weinheim, Western Germany) and the other members of the project team in Stuttgart, Southwest Germany, posed significant challenges. With carefully selected tools and processes, this problem was overcome.

Customer benefits

On the basis of its profound knowledge of DaimlerChrysler’s customer relationship management processes and structures, T-Systems was able to provide a tailored CRM solution with tangible mid- and long-term benefits. DaimlerChrysler now conducts a large proportion of its customer acquisition and loyalty campaigns using the CRM system. By providing ongoing support and development, the CRM Solution Center has already played an important role in solving a number of problems and ensuring that marketing campaigns are executed efficiently.