Mercedes-Benz Financial Services’ Chief Digital Officer Rodolfo Dominguez gives a presentation at the 2017 Auto Finance Summit in Las Vegas late October.
LAS VEGAS — Mercedes-Benz Financial Services is slated to launch a “customer insight community” within the next year, designed to engage current and former customers throughout the captive’s entire idea-to-prototype technology development process, Chief Digital Officer Rodolfo Dominguez said at the 2017 Auto Finance Summit.
While Dominguez did not share specific ideas or prototypes that would be featured in the new platform, he referenced the My MBFS app as one example of a product that came from the company’s Digital Transformation Office. In November 2016, the captive upgraded the app to include biometrics, which allows customers to use their fingerprint to log onto the app.
The customer insight platform will involve “current customers, former customers, lovers and haters — you name it — because we want to capture all of those perspectives,” Dominguez told attendees at AFS. “We want to engage them throughout the entire journey and really involve them in this [creative] process.”
About 500 customers will be apart of the insights community to start. “We have signed an agreement, and we are incubating a data solutions center,” Dominguez said, adding that the community has the ability to scale globally.
MBFS has “talented people, but we can only know so much about what customers want,” he said. “We need to engage those customers in this process to really know what they want.”
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