Mercedes-Benz of Laguna Niguel Monthly
April 2011
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Mercedes Engineered the Car, We Engineered the Experience
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Mercedes Engineered the Car, We Engineered the Experience
Client Focus Groups Steer Positive Change
by Mercedes-Benz of Laguna Niguel

Mercedes-Benz of Laguna Niguel is committed to client satisfaction.
For nearly 40 years, Mercedes-Benz of Laguna Niguel has been successfully serving Orange County. We know consumers have many choices these days and so it was important to us to better understand the needs of our clients and how we may better serve them. Despite receiving continuously high client satisfaction scores, we were seeking more in-depth answers on areas of opportunity.   
Earlier this year, Mercedes-Benz held several focus group panels to explore the shopping, buying and service experience at the dealership. We recruited clients and shoppers alike to uncover a deeper understanding and appreciation for what is working well as well as areas that may need improvement. The good news is we’re doing many things well and the groups reinforced that fact.
We also received feedback on areas in which we could improve. One of which was enhancing the communication of our services and amenities to customers.  For example, several focus group participants mentioned that it would be nice to have WiFi available in the dealership.  In this case, the solution was merely communicating the fact that we actually do offer complimentary WiFi to all our guests, with signage in our guest lounge, at our work station area and on our Internet site at
We realized that we could do a better job of reinforcing some of the more tangible benefits to our clients and therefore developed all new advertising (viewable on You Tube at which directly communicates our advantages and benefits such as:
- Zero-Wait Service Guarantee: With a Service appointment, we’ll have you in and out in 10 minutes or less.
- Mercedes-Benz Courtesy Vehicles: Over 200 available vehicles for any service client with a pre-set appointment
- 22-Acres of Inventory: Many people would be surprised to know the dealership sits on a massive campus with hundreds of hard to find Mercedes-Benz vehicles to choose from
- Complimentary Car Washes: Available to all 5-STAR Members (purchase any new or pre-owned vehicle from Mercedes-Benz of Laguna Niguel)
- Spa Like Amenities: Now serving Starbucks coffee and other refreshments in our Star Lounge.
- 5-Star Certified Pre-Owned Vehicles: Hundreds of vehicles inspected and rigorously reconditioned to the highest standards.
- Exclusive AMG Center: One of a handful of dealers that showcase an AMG Center with a unique allocation of vehicles to view.
- Multi-Million Dollar Expansion & Renovation: When many other dealers are down-sizing, we are expanding and remodeling to offer the best in class environment to visit.  
These are just some of the many amenities and benefits Mercedes-Benz of Laguna Niguel is proud to offer. And, because of the feedback we received, many more exciting enhancements will be rolled out later this year. Stay tuned for more to come.
On behalf of Mercedes-Benz of Laguna Niguel, thank you for your continued loyalty. In return, our commitment to Mercedes-Benz, the Community, and you - our client, is an unwavering plan to always exceed your expectations.
Delivering Five Star Service at One Star Drive – that’s Mercedes-Benz of Laguna Niguel.
Visit us today off the 5 at One Star Drive or online at

The Newly Remodeled Dealership at One Star Drive


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