2018 BMW & MINI National Aftersales Service Competition for Excellence
Concluded Successfully

Xi’an - On November 8, the final of 2018 BMW & MINI National Aftersales Service Competition for Excellence successfully concluded in Xi’an, Shanxi province. The competition that represents the highest level of aftersales services of BMW and MINI was held by BMW China Training Academy every other year, aiming to improve the operational level of dealers so as to deliver higher quality aftersales services for the customers. BMW and MINI have long taken the lead in the area of aftersales services, as the professionalism - “Credible, Professional, Passionate and Innovative” of BMW and MINI aftersales staff are consistently embodied in their daily work. BMW and MINI continuously gain customers’ trust with their customer-centric aftersales service.

“By enhancing practice through competition, 2018 BMW & MINI NASCE is not only a test of participants’ skills, but also a platform to upgrade their service capability. By delivering customer-centric aftersales service, BMW is to win customers’ trust with ‘quality’ as its foundation and core of ‘value, convenience and care’. Only by building aftersales services as the core pillar of corporate development can we increase customer’s satisfaction, and enable the brands and dealers to make steady progress and continue to lead the industry,” said Clifford Kang, Vice President of Aftersales, BMW Brilliance.

Rigorous assessment delivers professional strength

The competition kicked off in May and lasted six months, covering nearly 20,000 aftersales personnel from 585 dealers nationwide. It is composed of the elite skills competition and knowledge-based competition. The former assesses the 11 core posts including aftersales service manager, parts manager, workshop manager, M&E service advisor, Body and Painting service advisor, M&E technician, Body technician, painting technician, etc., and 33% of them are Post-90s. 279 final participants from 5 regions gathered in Xi’an to demonstrate their best strength and challenge for the highest achievements of national levels.

Facing the increasingly younger aftersales service employees, this competition has integrated gamification into learning scenarios for the first time, and launched the online task-based contest simulating Beijing-Munich self-driving tour. The trainees are required to complete six learning sections and 652 micro classes. The content covers the core points of after-sales services including new models and new energy. During the six-month contest, over 20,000 participants logged in online contests for 40 thousand times, and 2,819 aftersales employees completed online learning tasks every day on average. The novel human-machine and person-person contests enabled the employees to share their learning results, make progress together and maintain the enthusiasm for continuous learning. 3 million times of knowledge PK were held in the six months.

As an important part of the BMW & MINI aftersales service training system, the competition focuses on key business points, and comprehensively evaluates the professional skills of the competitors by reproducing real aftersales service scenarios and processes. This year, the new energy section was added to the competition to address future challenges.

After fierce competition, a total of 13 awards were offered to 7 core posts. In order to acknowledge those dealers having worked in BMW or MINI for more than 15 years and made outstanding contributions in aftersales services, 37 of them were also granted the Aftersales Service Long service.

Beyond-expectation Service Experience originated from AS professionalism - “Credible, Professional, Passionate, Innovative”

The core elements of the BMW and MINI aftersales professionalism lies in customer-centricity and improving their satisfaction with high-quality services. Service advisors focus on customer needs in an all-round manner, technicians constantly optimize their work, and the management team controls the general direction. In a word, they embody the customer-oriented value in their routine work. It is the goal of every BMW and MINI employee to stick to the professionalism, and deliver warm service beyond the expectation of customers.

“I always treat the car of the customer as my own, because being responsible to them is also responsible to myself,” said Ms. Liu Ping, the aftersales service manager champion of 2018 NASCE.

Talent development with sound training system

The growth of the aftersales staff is indispensable with the sound training system. As the world-leading luxury car brands, BMW and MINI are dedicated to cultivating excellent aftersales talents, so they keep optimizing their personnel training system. BMW China Training Academy provides comprehensive training support for dealers from four aspects - evaluating, cultivating, developing and retaining. So far, it has 4 training centers and 15 training bases in China. With the annual training scale of 600,000 person-days. BMW China Training Academy continuously provides high-level service talents, and is committed to helping dealers provide better service and realize high customer satisfaction.