Mercedes Benz


Project: Talking Car

Overview

Mercedes-Benz is a global automobile marque and a division of the German company Daimler AG. The brand is known for luxury vehicles, buses, coaches, and lorries. Their objective was to enhance the customer’s test drive experience.

Venue
New Delhi

Website
www.mercedes-benz.co.in

For Any Query

Approach

Purchasing a car is a big step in any customer’s life. Much more than a material purchase, buying a car is a dream come true for most. This decision is not taken basis a singular factor and requires researching, consulting friends, and most importantly visiting the showroom for a test drive.

At Tagbin, we believe in understanding customer behavior at a grass root level. In this case, it was important to understand the emotions that fuel the decision-making process in the mind of a customer. A test drive is the customer’s first interaction with the car and its features.

Ordinarily this is done with the sales representative, verbally explaining the features of the car, however, our approach to this interaction was slightly different. While driving a car, it is most important that all our senses are focused on driving. Keeping this in mind the talking car was developed as an audio-based device, ensuring that the customer is not distracted by any visual instructions.

Solution

With the aim to create magical experiences, our team created the “ Talking Car”. A unique, intuitive smart car device which explains all the features of the car.

With intelligent use of data, Tagbin enables brands to create relevant and unique personal experiences. The surprise element comes as soon as the customer sits in the car, with a personalized welcome message.


The customer is given a personalized boarding pass, with his name, time of test drive and car module creating a wow at the very beginning of the journey and ensuring instant brand recall. Unlike a sales representative, who may forget a feature/lack energy, the talking car triggers each key feature as the customer uses that specific function.


    Functions:
  • As you enter the car - “Welcome Mr. John ! your future car, the Mercedes C class awaits you!
  • As you apply brakes - “ Your safety is my priority “ and explains the features of the car
  • As you press the accelerator - “ Wow ! you love to ride with the wind ! I can take you from 0-100 in 8 seconds.
  • As the drive comes to an end - “ When are you taking me home, Mr. John ?
  • Post the ride the App effectively captures the customer's feedback, further aiding the sales .

Impact

The talking car has previously worked wonders for 3 automobile giants, effectively contributing to their sales-conversion ratio as well as improving qualitative performance measures.

The talking car also provides the brand with analytics about the sales executive performance, customer feedback, most loved car/features of car etc which helps to take much-informed decisions.