Take the all-new, all-electric EQS for example. The car is part of the company’s push to go all-electric.
The inside of a Mercedes-Benz – which was historically viewed as a sanctuary from the world – is now more connected than ever, with in-car technology. The 56-inch Hyperscreen dash inside the EQS can, for example, suggest an in-seat massage at the precise moment when the driver is most likely to want one, based on the person’s history of using that feature.
But the brand journey starts long before a customer can sink into the seat of his or her new Mercedes. The company’s personal touch begins on its website, where customers who choose their ideal EQS color and voluntarily share their email address return a few days later to a Mercedes-Benz homepage featuring the car in that color.
That’s where Salesforce comes in.
Mercedes-Benz and Salesforce have become strategic partners, using a management process that has been key to Salesforce’s growth: the V2MOM (Vision, Values, Methods, Obstacles, and Measures). That process led to the companies jointly adopting shared guiding principles that included “getting comfortable with being uncomfortable,” eliminating “meta work” (work about work), and engaging in a good dose of #bemorepirate rule-breaking to end entrenched inefficiencies and adopt new ways of working.
Mercedes-Benz is beginning to use Salesforce Customer 360 to unite its marketing, sales, dealer, and service teams around a shared view of each customer. Among the early results: a 160% year-over-year increase in email click-through rates.
Here are some key takeaways you can apply to your business.