Mercedes Benz's E-Biz Solution: The Factory Delivery Reservation System
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Customer Satisfaction: FDRS'Primary Benefit Contd...
TABLE I
ADVANTAGES OF THE FDRS PROGRAM
| AREA |
ADVANTAGES |
| Strategic Marketing Benefits |
FDRS was expected to improve customer satisfaction and brand loyalty, as it enriched Mercedes' customer's experience.
The program also strengthened the brand image of Mercedes in the US. |
| Cost Savings |
Development of a web-based solution enabled MBUSI to offer the factory delivery program at substantially lower costs, due to less reliance on administrative personnel. |
| Regional Economic Development |
“Package Marketing” the FDRS program with a ride to tourist sites, enhanced the image of Alabama as a tourist destination. |
| DaimlerChrysler AG
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The creation of a similar – albeit smaller – factory delivery system to the European Customer Delivery Center in Sindelfingen, Germany, reflected favorably on the MBUSI business unit. |
Source: MBUSI
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Future of FDRS
In 2000, MBUSI planned to leverage FDRS'platform by adding a range of other services. MBUSI built an advanced platform to create communication links to its suppliers. Through the link, MBUSI provided them feedback on the quality of supplies it received. The dealers and suppliers had a user-ID and password, which the system recognized.
It then routed them into the appropriate stage of the FDRS. The company also planned to extend the innovative system to include transactional applications such as ordering materials and checking order status on the Web. The company expected that the new system based on FDRS, would be more cost-effective than the Electronic Data Interchange (EDI)18 system.
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Exhibits
Exhibit I: Lotus Domino
