Al Mulla Automotive - Mercedes
A pioneer in the luxury automotive industry, Mercedes-Benz is one of the most reputed and celebrated marques in the world.
The brand’s slogan “The best or nothing” aptly describes its ethos and DNA. In 2018, Al Mulla Automobiles Co. was chosen by
Daimler AG as the new distributor for Mercedes-Benz in Kuwait. An alliance that was created with the vision of always keeping
customer first, it is a perfect pairing based on common core values and the drive to offer the best customer experience.
January 2019 saw the inauguration of the first Mercedes-Benz passenger car showroom, followed by the opening of the Commercial
Vehicles showroom in March 2019. In May 2019, the first Mercedes-Benz Pre-Owned Certified car showroom was launched in Kuwait.
Business Needs & Challenges
Al Mulla Automotive - Mercedes uses Kerridge Autoline to run its operations. This system requires
the registration of customer details and requires many fields, including but not limited to Name of
customer in English and Arabic, Civil ID Number, Date of Birth, Gender, Nationality, Area of residence, etc.
The customer registration process is a time-consuming operation. customers want to be served as soon
as possible and this process was taking a long time. In order to make the process faster, receptionists
usually compromised the quality of the data by ignoring some of the details. This process is also error-prone.
Lots of customer records had incorrect or missing details.
Characteristics of a viable solution
A viable solution should have the following capabilities:
- Ability to use a customer's Smart Civil ID for registration.
Ability to read customer's data from the Smart Civil ID and populate the related fields in the
system automatically, with little-to-no interaction from the receptionists.
- Account for fields that require special handling, like the residence area, nationality, etc.