MERCEDES-BENZ

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MERCEDES-BENZ
COGNOS DRIVES RESULTS AT MERCEDES-BENZ CUSTOMER
ASSISTANCE CENTER
Mercedes-Benz Customer Assistance Center N.V. (MB-
created in August 1998, MB-CAC was responsible for
CAC) is an independent undertaking within the
providing assistance with breakdowns or accidents—
DaimlerChrysler group responsible for managing contact
twenty-four hours a day, three hundred and sixty-five
with all European drivers of Mercedes-Benz private cars,
days a year.
buses, and commercial vehicles. From Maastricht, in the
Wherever they may be, Mercedes-Benz drivers know
Netherlands, MB-CAC uses Cognos Enterprise Business
they can rely on an answer from one central access
Intelligence (EBI) to keep national organizations and
number. When a call comes in, call center operators
Mercedes-Benz dealers in 17 European countries on top
can see where the caller is located, and in what
of the market, and to gain insight into its own
language they should be answered. The call center
performance and into data quality at source.
operator then switches to the nearest Mercedes-Benz
dealer. They too are available 24 hours a day. The
S I T U A T I O N A N A LY S I S
dealer can then respond quickly to the customer’s needs

DaimlerChrysler was seeking “One Voice to
and later reports back on what the problem was and
the Customer”
how it was dealt with—providing Mercedes-Benz with
• Heterogeneous customer service reporting systems
a potentially valuable feedback loop.
used in 17 European countries
A G O L D M I N E O F O V E R
• Volume of calls logged made for a staggering
T W O M I L L I O N R E C O R D S
amount of data
The MB-CAC now also provides other forms of
• Siebel CRM/Oracle environment was suitable for
assistance and information to customers and the public
operational reporting only
alike—from questions about newly introduced models,
• No clear insight into call center performance or
to requests for input for talks. Ms. Posthuma adds,
customer relationship management
“We record each contact with individual customers in
the Oracle database of our Siebel call center
“At Mercedes-Benz, we want to advise and assist every
application. This amounts to hundreds of
customer in the same way and deliver the same level of
conversations, faxes, e-mails, or letters per day. On
high-quality service,” explains Ingrid Posthuma, a
average, a case entails five contacts. Two years after
research and planning manager at MB-CAC. “No
starting up MB-CAC, we will already have recorded
matter where he or she may phone from, regardless of
over two million contacts, which will all be recorded
their query.”
for reference in reports and analysis; we’ll use this
To achieve quality and consistency in customer
relationship management, MB-CAC centralized its
European customer service organization. When it was

information to keep our commercial organizations in
B U S I N E S S B E N E F I T S
each country informed of the cases that we accept and
• Analysis and reporting tailored to each user’s needs
deal with on their behalf, and of the extent and way in
which their dealers—through some 3,000 European
• Online clicking to the desired level of information
support centers—contribute to this knowledge base.”
• Critical insight gained into customer behavior
As a research and planning department, MB-CAC has
and wants
to ensure that their customers can perform the analyses
they require and therefore, MB-CAC needs to take
• Highly improved data quality
note of its own teams’ performance. This requires a
• Consistency and quality in European customer
high-powered reporting and analysis system. Ms.
contact
Posthuma explains, “We initially investigated the
reporting functions of our Siebel and Oracle call center
“Thanks to our Cognos EBI solution, we now have
software, but found that these were limited to the
much better insight, at both management and
operational aspects of the application.”
operational levels, into our customers’ behavior and
wants,” says Ms. Posthuma. Managers can easily
S O L U T I O N F O R S U C C E S S
make comparisons between national organizations,
dealers, or entities. Each user can progress from his or
• Standardize on Cognos EBI for robust CRM analysis
her own reports to the individual case level. The
and reporting via the Web
organization regularly assesses the information needs
• Begin with a proof-of-concept
of users—and refines PowerCubes—to ensure that the
answers users need are available on demand, so they

Extend implementation of Cognos EBI to
can make better decisions. Ms. Posthuma comments,
organizational performance management reporting
“Our Cognos EBI Web solution is quite ideal because
“Various units within Mercedes-Benz’s European
we can customize a cube or outline a report for each
Customer Relationship Management group had
individual user, without having to change or upgrade
already selected Cognos EBI from a wide range of
the user’s workstation.” Cognos’ built-in security
OLAP vendors,” explains Ms. Posthuma. “Because we
ensures that each user is still only shown the data they
wanted to standardize our software as much as
require, as defined by the central administrator. At the
possible, we only had to look for the best Cognos
other end of the reporting spectrum, the organization
application for our situation. To make reporting
sees a growing need for yet more consolidated
available easily and cost-effectively to our national
overviews, like scorecards, for which they may be able
organizations, we selected Web-enabled Cognos EBI.
to use Cognos Visualizer. Ms. Posthuma concludes,
This solution enables us to make reports available to
“With this we should be able to show all kinds of
our 60 or so managers and coordinators throughout
performance indicators simultaneously in graphical
Europe—with nothing more than a Web browser.”
forms, like geographical maps, which would be
MB-CAC started with a test database in the summer of
especially pertinent to our 17 country concerns. We’ll
1998 to discover what was needed in the way of
continue working on data quality, the importance of
reporting. They then started building Cognos
this is one of the greatest insights that we ourselves
PowerCubes®—multidimensional cubes of aggregate
have acquired, thanks to Cognos EBI.”
data—from the live database. The organization
currently works with a large number of reports,
W H Y C O G N O S ?
varying from overviews of the number of conversations
Only Cognos delivers a complete range of integrated,
to data quality analysis. “I’m frequently reminded of
scalable software for corporate performance
the amount of time and money we save by using the
management. Cognos products let organizations drive
Web since we no longer need to print and dispatch
performance with enterprise planning and budgeting,
reports,” adds Ms. Posthuma. “We’re now installing a
monitor it with scorecarding, and understand it with
Cognos EBI reporting solution in our own department
business intelligence reporting and analysis. Founded
so we can see whether each call center team is supplying
in 1969, Cognos now serves more than 22,000
complete and correctly-entered data.”
customers in over 135 countries.
W W W. C O G N O S . C O M
Cognos, and the Cognos logo are trademarks or registered trademarks of
Cognos Incorporated in the United States and/or other countries. All
other names are trademarks or registered of their respective companies.
(09/03)