Europe’s largest Mercedes-Benz dealership embraces digital self-service
23 Feb 2023
Tjekvik’s intelligent check in and check out technology enable Mercedes-Benz of Stockport to improve customer service, boost revenue, and provide additional staff support
Mercedes-Benz of Stockport, Europe’s largest Mercedes dealership, processes up to 150 aftersales jobs each day at its flagship three-storey showroom. With a catchment area that includes the city of Manchester and surrounding areas, the aftersales department services, maintains and repairs a diverse and growing line-up of passenger cars and commercial vehicles. To cater for this demand, the dealership operates 32 service bays and has an experienced team of 13 service advisors, all dedicated to providing a knowledgeable, friendly and premium customer experience.
The challenge: delivering a quality experience on a large scale
As is the case within any aftersales department, there are peak times of day when footfall is particularly high, and the inevitable consequence is the formation of queues as customers try to drop off or collect keys and complete handovers. This issue has the potential to be particularly acute for Mercedes-Benz of Stockport thanks to its sheer scale. Around 120 passenger car customers and 30 commercial vehicle users typically visit the department every day, and queues can easily erode the ‘premium’ experience they might otherwise expect. Even with a team of hosts helping to manage customer flows, the pressure is still on the Service Advisor team to serve customers in a timely manner. Some customers may not be given the attention that they deserve, whilst others may feel the process takes too long.
The solution: digitalising aspects of the handover process
To ensure its customers receive the very best in customer service during these crucial periods, in 2019 Mercedes-Benz of Stockport enlisted the services of Tjekvik, a Danish company that produces intelligent self-service technologies for dealer aftersales departments around the world.
Tjekvik’s technologies let customers check in and check out how, when and where they want - whether it’s at home on their own device, or in the dealership via touchscreen kiosks that are both user-friendly and secure to use. Mercedes customers can typically check in within 60 seconds, far quicker than the traditional method. This rapid check-in process includes the opportunity for customers to provide pre-service instructions, select added-value items, sign their authorisation and securely drop-off their keys within dedicated lockers built into the kiosks. The same technology is used for a pain-free check out process, enabling customers to avoid queues and get on with their day.
Mercedes-Benz of Stockport uses the Tjekvik technology for both passenger car customers and commercial vehicle users. Providing a seamless link between digital and traditional touchpoints, customers can choose how they complete the handover when they visit. All customers are greeted by the host team who confirm if they are looking to quickly drop-off their vehicle or if they would prefer to speak to a member of the aftersales team.
Outcomes: improved customer service; improved upselling
Many Mercedes-Benz of Stockport customers choose the self-service route, and uptake has been very strong. For example, during 2022, 4,704 customers used Tjekvik’s home check-in service, while the Tjekvik technology at the dealership was used by 6,948 customers for checking in, and 3,929 for checking out. The solution was particularly useful during the height of the Covid pandemic, with customers and staff better able to reduce face-to-face contact.
Customers have since highlighted their approval when surveyed. One customer said, “The use of the fast key drop was brilliant, a wonderful experience from start to finish”, while another said, “I dropped my car off via the remote check in and was kept informed of progress throughout. Check out and pick up was easy too. A very positive experience.”
6,948 checked in
3,929 checked out
£38,000 in added value
As well as improving customer service and helping busy service advisors focus on those customers that need attention, Tjekvik’s self-service technology has become a revenue-building tool by upselling products and services during the digital check-in process. The dealership is able to upload details of specific products and services to bring to every customer’s attention. The team at Mercedes-Benz of Stockport have found seasonal products to be of particular interest to customers, with air-conditioning checks popular in the spring and summer months, and winter packs in demand during the colder periods. Service plans are a consistent seller, year-round.
During 2022, Mercedes-Benz of Stockport generated over £38,000 from self-service-driven purchases. Even if customers choose not to buy a product or service during the check-in process, the added awareness can facilitate future sales opportunities.
Ongoing support
The Tjekvik Customer Success team are always working with progressive dealers such as Mercedes-Benz of Stockport to get the very best results. Taking the learning experiences from dealers across the world, Tjekvik hosts custom webinars that offer best practice solutions so dealer staff can build knowledge and skills. For example, as a result of dealer feedback, a subtle change to the messaging recently boosted average monthly home check-in numbers to 50%.
Katherine McLoughlin, Group Aftersales Manager at Mercedes-Benz of Stockport, said: “We’ve always strived to offer a high-tech, convenient and premium experience for our customers that’s befitting of the Mercedes-Benz brand. Our digital check-in and check-out solutions mean customers no longer need to queue at drop-off or pick-up, while our advisors are able to spend more time with those who require personal assistance. We’ve even been able to extend our opening hours, and our positive CSI results demonstrate that our customers appreciate the technology. There’s less pressure on our staff, we’ve become more efficient, and we’ve benefitted from additional revenue. It truly is a win-win for everyone.”
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