Customer Experience Management to Leverage Customer Loyalty in the Automotive Industry

This paper presents an investigation on the current market conditions in sales based in the automotive industry and a new approache triggered by the digitization in this industry. Various studies prove that the behavior of the customers has changed drastically. By this customer experience, management becomes a central strategy in the digital age to reach long-term customer loyalty and enterprise growth. It is therefore necessary to adapt the function of the car dealers and, in general, innovative sales formats and technologies for communication with the customer. This paper describes how Daimler AG is reacting to these market changes with the concept of “Mercedes Me”.