Assignment 2 Elements of Customer Interface

Topics: Mercedes-Benz, Daimler AG, Customer Pages: 14 (1995 words) Published: May 5, 2015
Introduction

Mercedes-Benz is one of the most popular automobile brands in the world. Although, it was known as a luxury brand but it doesn’t stop the consumers from buying it. Originally, Mercedes-Benz is a German automobile manufacturer where it is a multinational division of the German manufacturer, Daimler AG. It was founded by Karl Benz who created the first petrol-powered car which owns the Benz Patent Motorwagen. Their first Mercedes was marketed by Daimler-Motoren-Gesellschaft in 1901. Apart from manufacturing cars, Mercedes-Benz is also manufacturing buses, coaches, limousines, vans and trucks. It has many assembly factories around the globe. Mercedes-Benz comes to Malaysia in 1st January 2003. It was a joint venture between two parties which are Daimler AG and Cycle & Carriage Bintang Berhad which created DaimlerChrysler Malaysia Sdn Bhd, now known as Mercedes-Benz Malaysia Sdn Bhd. The headquarters in Malaysia is located at Menara TM in Kuala Lumpur where it currently employes over 230 employees serves in administration and sales office. Their production plant located is located in Pekan, Pahang. Mercedes-Benz Malaysia has made a total investment of RM120 Million in their production plant and with the collaboration between them and DRB-Hicom Berhad has made the local assembly in Malaysia possible as it assemble some of the world's most coveted passenger cars namely the Mercedes-Benz S-Class, E-Class and C-Class as well as the Mercedes-Benz and Mitsubishi Fuso commercial vehicles. The number of cars sold by Mercedes-Benz Malaysia has been increasing every years especially among the corporate people where they put Mercedes-Benz as a benchmark to display their luxuries lifestyle Elements of Customer Interface and print screen

If an organization wants to create a website, they need to consider some elements before they created it as it will ease the end-user in the future. The elements that need be considered are the 7C’s of Customer Interface which are: a) Context

b) Content
c) Community
d) Customization
e) Communication
f) Connection
g) Commerce
Customer Interface is very important because it provides a platform for the end-user to interact with the organization. Context
Basically, the context is about the website layout and design. Context can be divided into three which are Function Design, Hybrid Design and Aesthetic Design. a. Function Design
Focus on section breakdown, linking structure and navigation tools b. Aesthetic Design
Focus on colors, graphics, pictures and fonts
c. Hybrid Design
Balance the output of giving out information in organize manner while putting up interesting pictures, graphics, colors and fonts. As for the Mercedes-Benz Malaysia website context, it falls under the Hybrid Design. Below are the pictures of Mercedes- Benz Malaysia website context:

The red circle in the picture above indicate the function design of the website where the end-user can search information that they need such as Newsflash, Financial Promotion, Finance & Insurance Tools and so on. With these, the end-users will find it useful as it aid them in searching information that they need. As for the yellow circle, it shows the aesthetic design where it combines the elements of colours, pictures, graphics and font. As we can see that, the font colour used is black where it is contrast with background colour of the pictures. The font says that “Next lead of excellence” where it might attract or create an impression in the mind of the end-users. Thus, the right combination of those elements is important if we want to create an impact in the mind of the end-users.

The picture showed above indicate the integration of both elements of context which are the Aesthetic Design and Function Design where it created the Hybrid Design. In Hybrid Design, not only the end-users are able to obtain the information that they search, they also getting to know what are the things that the organization is really...

Links: It means that it will take user completely outside of the home site. If the user clicks on the highlighted red box, a small pop up window will come out where it takes the user too completely new site which is outside the home site.
Commerce
Unfortunately, Mercedes-Benz Malaysia did not have online payment. Thus, there is no e-commerce for it. The end-users who wish to buy their products need to locate their authorize dealer and bought it from them. But Mercedes-Benz Malaysia provide an online test drive request, below is the examples of test drive request:
After we have filled the form, they will send details information to us regarding our test drive request.
Conclusion
In a nutshell, Mercedes-Benz Malaysia website provided a good customer interface where they managed to fulfil almost all the criteria for an excellent customer interface where the criteria are Context, Content, Community, Customization, Communication, and connection. Their website is friendly user and has sophisticated design which eases their user to use it in searching information that they need. But there are a lot of things that need to be done by Mercedes-Benz Malaysia in improving their website such as giving out adequate information about all their products and services. Therefore, I have a suggestion on how to improve their website. First, need to update all their information regarding their activities such as news about their corporate responsibilities to the social, environment and not what. So, the consumers will be aware about it.
Second, is about their commerce system. Although, we know usually when people want to buy cars, definitely they will find an authorised dealer of the brand they want to buy. Maybe they can introduce new kind of system where the consumers who might have intention to buy their products need to pay a deposit of 3%-5% online so that Mercedes-Benz Malaysia can customize their products properly but if the consumers lost interest in buying their products. They can give back only 1% of the deposit money that has been paid. Online payment only available for their latest model cars for all categories, so they don’t have to worried about the out-dated model of their products. In a nutshell, I can say that Mercedes-Benz Malaysia has a good job in creating their website with a good element of customer interface. So, the users will have good time when they visit their websites in searching the information that they need. Although, we know that most of their products need to be tested tangibly but they need to really customize and utilize the full benefits of the Internet in order to create a good relationship between them and the consumers be it virtually or reality.
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