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MB USA Offering Bonuses for Dealers With Better Customer Service

Improving customer-service ratings in the United States seems to be one of the top priorities in the upcoming period for the North American branch of Mercedes-Benz.
Kate Upton in a Mercedes-Benz CLA Commercial 1 photo
Photo: MB USA/YouTube
While we have always considered satisfaction surveys to be a waste of time, we are probably part of a very small percentage of people who believe that.

Mercedes-Benz USA, for example, is very much into changing their customer satisfaction ratings a la JD Power and the likes. So much, in fact, that they're offering cash bonuses to the Mercedes-Benz dealers who improve their service ratings the most.

“We’ve languished in the middle of pack the last 10 years” in terms of service, Steve Cannon, head of Mercedes-Benz USA, said in an interview with Bloomberg. “It’s almost cognitive dissonance to say Mercedes-Benz is in the middle of the pack.”

Last year, in an annual dealer's meeting in Las Vegas, no less than $60 million in poker chips were shown on the ballroom stage to represent the bonus that dealerships can earn for providing higher customer service ratings.

Story via Bloomberg
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About the author: Alex Oagana
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Alex handled his first real steering wheel at the age of five (on a field) and started practicing "Scandinavian Flicks" at 14 (on non-public gravel roads). Following his time at the University of Journalism, he landed his first real job at the local franchise of Top Gear magazine a few years before Mircea (Panait). Not long after, Alex entered the New Media realm with the autoevolution.com project.
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