DOI: 10.14457/tu.the.2024.210
title: Comparative analysis of CRM implementation in Mercedes-Benz group and Mercedes-Benz, Thailand

description: This study explores the comparative implementation of Customer Relationship Management (CRM) tools by Mercedes-Benz Group on a global scale and Mercedes-Benz Thailand in a regional context. Against the backdrop of the automotive industry's shift toward digital integration, the study investigates CRM's role in enhancing customer lifetime value and customer engagement. By adopting a mixed-methods approach, including cases and qualitative interviews and quantitative data analysis, the study identifies key drivers of CRM success, such as data integration, customer engagement, and service delivery improvements.The literature review underscores the evolution of CRM as a blend of technology, processes, and customer-focused strategies. Foundational frameworks such as Integrated CRM (ICRM) emphasize aligning customer-centricity, advanced technology, and social capital to enhance engagement and satisfaction. Previous studies also highlight challenges in CRM adoption, including data inconsistencies and inadequate user integration, as critical barriers to success.The methodology combines primary data from interviews with CRM users at Mercedes-Benz Thailand and secondary analysis of Salesforce CRM adoption across global markets. Surveys provided insights into CRM performance, while case studies illuminated the impact of CRM tools like Salesforce Marketing Cloud on customer retention and operational efficiency.Key findings reveal that Salesforce CRM has been pivotal in transforming Mercedes-Benz's operations, particularly through the centralization of customer data, real-time analytics, and personalized marketing campaigns. However, regional limitations persist in Thailand, including inefficiencies in workflow management and fragmented data across platforms. These gaps highlight the need for enhanced data synchronization and integration across CRM touchpoints.The study recommends several actionable strategies. These include expanding Omni-channel engagement by integrating platforms like LINE API and Instagram, implementing advanced analytics for customer lifetime value (CLV) prediction, and optimizing automation for workflows. Introducing a rewards-based customer loyalty program and unifying data management systems across dealerships and agents are also proposed to improve customer retention and satisfaction.This study explores the comparative implementation of Customer Relationship Management (CRM) tools by Mercedes-Benz Group on a global scale and Mercedes-Benz Thailand in a regional context. Against the backdrop of the automotive industry's shift toward digital integration, the study investigates CRM's role in enhancing customer lifetime value and customer engagement. By adopting a mixed-methods approach, including cases and qualitative interviews and quantitative data analysis, the study identifies key drivers of CRM success, such as data integration, customer engagement, and service delivery improvements. The literature review underscores the evolution of CRM as a blend of technology, processes, and customer-focused strategies. Foundational frameworks such as Integrated CRM (ICRM) emphasize aligning customer-centricity, advanced technology, and social capital to enhance engagement and satisfaction. Previous studies also highlight challenges in CRM adoption, including data inconsistencies and inadequate user integration, as critical barriers to success. The methodology combines primary data from interviews with CRM users at Mercedes-Benz Thailand and secondary analysis of Salesforce CRM adoption across global markets. Surveys provided insights into CRM performance, while case studies illuminated the impact of CRM tools like Salesforce Marketing Cloud on customer retention and operational efficiency. Key findings reveal that Salesforce CRM has been pivotal in transforming Mercedes-Benz's operations, particularly through the centralization of customer data, real-time analytics, and personalized marketing campaigns. However, regional limitations persist in Thailand, including inefficiencies in workflow management and fragmented data across platforms. These gaps highlight the need for enhanced data synchronization and integration across CRM touchpoints. The study recommends several actionable strategies. These include expanding Omni-channel engagement by integrating platforms like LINE API and Instagram, implementing advanced analytics for customer lifetime value (CLV) prediction, and optimizing automation for workflows. Introducing a rewards-based customer loyalty program and unifying data management systems across dealerships and agents are also proposed to improve customer retention and satisfaction. By leveraging these recommendations, Mercedes-Benz Thailand can align its CRM strategies more effectively with global standards while addressing unique regional challenges. This alignment ensures enhanced customer experiences, fosters brand loyalty, and drives sustainable growth in a highly competitive automotive market.