The project will involve 3,000 staff at more than 100 Mercedes outlets across the region, and it is the first time the luxury car manufacturer has offered the service on a regional level.
Similar initiatives in Europe and North America are on a single-market, country basis.
The project centres on encouraging after-sales service teams to compete with their colleagues at other outlets across the region. It will include the introduction of a customer satisfaction index measurement as a means of standardising customer feedback on a team's service, which would allow them to determine which after-sales service team is the best.
But while Mercedes chiefs said the exact details of the incentives offered to staff and the structure of the initiative are still being developed, they added the positive competition among staff would ultimately benefit customers.
"What we are doing is to work with our brand," said Dr Rainer Thiel, president and CEO of DaimlerChrysler Southeast Asia. "We represent the top of the luxury cars, and in this case, we are working to intensify (our) relationship with our customers. The focus is to bring the brand experience to a higher level."
Launched in Singapore in May, the scheme will be rolled out across Mercedes outlets throughout Southeast Asia over the next few months. Despite facing intense competition from other luxury car brands in the region, Thiel said the move was not reactive. "We are always acting in a proactive way; we do not want to wait for other initiatives from other companies," he said. "An important part now is our after-sales activity."
Troels Bjerg, vice-president of development and sales organisation/service and parts Southeast Asia, said the initiative would provide a consistent approach to handling after-sales customer service. "What we want from our side, is that we want everybody to learn from best practices," he said. "(We want them) to pick up ideas from staff wherever they are in our organisation."
Funding for the initiative is expected to remain at present levels, according to Bjerg, but he did not rule out expanding the initiative to North Asia and the Greater China region should demand demonstrate the need.
"It is too early to say now, because it depends on the creativity of the 3,000 people who are attending that programme," said Bjerg. "We need to see the measurements first, before we start to develop further programmes."