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BMW Kicked off Aftersales Experience Day in Shanghai

(SHANGHAI) The BMW Aftersales Day kicked off at BMW Experience Shanghai with the theme “Your Trust, Our Mission”. As an ideal platform through which BMW demonstrates its aftersales services to the public in 2018. The BMW Aftersales Experience Day innovatively presented a total of 14 aftersales service programs, in an aftersales feast that is visually and audibly pleasing and highly engaging. This thoughtfully prepared event spoke volumes for BMW’s customer-centric direction that are based on the quality of work and with “value, convenience and care” at their core.

In the customer-oriented Aftersales Day, BMW demonstrated a series of services including 58-minute oil maintenance, “Welcome Home” program, mobility service, and digitalization solutions, which showed BMW’s thoughtfulness of potential customer needs and its concrete actions to always provide customers with industry-leading “Maintaining Joy” aftersales services.

58-minute oil maintenance: save customer’s time with efficient basic services

In view of the short customer stay in store and their fragmented spare time, BMW introduced the 58-minute oil maintenance service. It is only 58 minutes’ time from arrival at store for oil change to departure. Meanwhile, there are multiple ways to schedule an oil service appointment, including BMW Connected app, BMW Customer Service Center’s official WeChat account, BMW aftersales service hotline and BMW official JD.com flagship store, so that customers can make an appointment in a way most convenient to them. An arriving customer will have priority and have their oil changed by reserved oil change technicians. As part of oil service, BMW’s aftersales technicians will have a comprehensive health check of the car and generate a special “health report” to keep the owner informed of the conditions of their car. Before the car with oil changed is returned to the customer, the car will be washed with priority so that the customer can leave the dealership as if in a brand-new car.

“Welcome Home” program: thoughtful care for used car owners

In view of the steadily expanding group of used car owners, and the generally unsatisfactory used car aftersales services facing the industry, BMW Aftersales introduced the “Welcome Home” care plan for all BMW used car. By incorporating the service into BMW’s standard after-sales service system, BMW is able to provide high-quality original services to all used car owners. Currently, BMW has offered the “Welcome Home” plan at more than 200 authorized dealerships in 46 Chinese cities to continuously improve the aftersales services in the used car industry. Subsequently, it will promote the plan nationwide.

Mobility services for exclusively convenient experiences

BMW Aftersales not only provides original high-quality BMW care and repair services, but also offers diversified exclusive car services, including mobility car, customer pick-up and drop-off, and car pick-up and delivery. Currently, BMW has served a total of more than 138,000 people for more than 700,000 days through various types of cars. As of September 2018, the BMW aftersales service network has more than 3,800 courtesy cars. BMW’s comprehensive courtesy car service has become one of the industry-leading luxury brand aftersales services.

Innovative digitalization strategy by multiple platforms

While continuously expanding services and refining individual service items, BMW Aftersales has been introducing innovative ways to serve customers, plotting a blueprint of digital development of the auto aftersales industry. In 2014, BMW introduced the auto digital retail concept, which led a new trend of the auto aftermarket and laid a solid foundation for the establishment of BMW’s digital aftersales service system. After four years of development, BMW Aftersales has established its leading position in manufacturer owned channels, mainstream third-party e-commerce platforms, and high-traffic social platforms, and launched a series of digital solutions including BMW Connected app, BMW Customer Service Center’s official WeChat account, and BMW flagship stores on Tmall.com and JD.com, to make the BMW aftersales services an integral part of customers’ everyday life in the mobile internet era. In addition, BMW has developed the industry-first car care big data system which helps dealers provide car care and repair services in a more orderly and efficient way for an even further improved customer service experience.

Internally driven to build a sustainable aftersales brand

As an ancient Chinese saying goes, “A long journey can be covered only by taking one step at a time”. In BMW’s aftersales service system, emphasis has always been placed on continuously training high-caliber technicians, who have been an inexhaustible source of power driving the BMW aftersales service development. Since 2006, the BMW National Aftersales Competition of Excellence has been held biennially to evaluate and incentivize BMW’s aftersales service specialists nationwide. On November 6 this year, the final of the 2018 BMW & MINI Aftersales Competition of Excellence was held in Xi’an. Behind the top-level talent in various fields has been the strong support of the BMW Training Academy which has played a crucial role in training the aftersales specialists, and they also reflect the rapid progress of BMW Aftersales in advancing brand localization, service localization and talent localization.