Promoting customer centricity at MAN Truck & Bus

Case study Man Truck Bus
We helped MAN improve their ratings along important customer journeys, and increase market share in Germany, through the successful CustomerFirst initiative.


The aim was to put the customer at the centre of any action within the MAN organisation, understanding that a positive customer experience is key for any future success. There was a need to better understand the customer and constantly improve the service and quality provided by MAN.


The main target of CustomerFirst was to gather real-time customer feedback for the most important touchpoints along four specific customer journeys, and forwarding it to more than 3,000 employees to notice, review and act according to the provided feedback. Push emails in case of critical feedback (Hot Alerts) ensure that people can act very quickly and solve customer issues. A state-of-the-art reporting system enables everyone to see all necessary information at a glance.


Frontline staff now better understands their customers and the whole MAN organisation significantly improved the way of working with customer feedback on all levels up to headquarters – especially when it comes to critical feedback. An analysis shows that customer centricity pays off, as workshops with Customer Experience KPIs above average are more profitable than workshops with low Customer Experience scores.


External benchmarking surveys prove the success of the program, as MAN was able to significantly improve their ratings along the most important customer journeys compared to all main competitors. As another result,  MAN significantly improved the performance in their main market (Germany), becoming no. 1 in market share in Q1 2019.

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