Starting with a new service chapter to achieve customer delight
Joy in Action-2021 BMW Aftersales Service Experience Day Perfectly Ended

(Beijing) On Oct. 29th, 2021 BMW Aftersales Service Experience Day was held in Beijing. Under the theme of "Joy in Action", the event is focusing on trending service topics, creating an immersive competition through for the media outlets. In the section of "Joy Experience", the autojournalists acted as "one-day BMW dealer service consultant", learnt about BMW's "Customer-centricity" principle and the service philosophy of "value, convenience, and care" by the completement of 4 innovative missions, namely "service digitalization, sevice on demand, service efficiency and service diversity".

Dr. Clifford Kang, Vice President of Customer Support, BMW Brilliance, said: As a supporter and service provider of customers' car lives, BMW continuously explore and deepen customer experience, providing convenience and creating valuable offers. Customer satisfaction is always the basis requirement for us. In this year, BMW Customer Support department has raised 2025+ strategy, aiming at improving service to a new level, delighting our customers."

The event was held in BMW Beiing Chendebao Network Transformation dealer store. BMW NT dealer stores adopt brand-new innovative concepts and design standards. By integrating exhibition, sales and aftersales services, they enable plenty of Bimmers and customers to enjoy the pure pleasure of car lives. Up to the end of 2021, over 220 BMW dealerships will finish their network transformation progress.

Service digitalization: Enhance experience under the support of digital technology

BMW continues to improve its digital ecosystem, making its "customer-centric" services better than ever. MyBMW APP provides more than 60 tailor-made functions for Chinese consumers, including online appointment, RSA（Roadside assistance）, vehicle pick-up &delivery, etc. So far, the total number of users of MyBMW APP in China has reached 3 million.

It is worth mentioning that the use of "E-workshop" has won great favor of customers. With the exclusive communication group for customers in MyBMW APP, customers can truly receive the real-time maintenance progress and make prompt best decisions according to professional suggestions. Within one year since "E-workshop" was rolled out, 77% of the offline customers have conducted with BMW E-workshop.

As an important part of digital services, e-commerce platform provides customers with great convenience for service booking and purchasing and helps them with a worry free experience. BMW Tmall and JD official stores are convenient for customers to experience seamless aftersales service. In addition to the online digital platform, one of the highlights of BMW aftersales service in digital innovation is the RSU (remote software upgrade), which enables customers to upgrade their vehicles remotely in just 20 minutes.

Service on demand: Earning trust with value

Let basic services match with "rigid demand", is the fundamental principle of "customer-centric". BMW proposes the idea of "service on-demand" and "necessary maintenance", offering both cost-worthy and time-saving services for customers, making every cent count.

CBS（Conditional Based Service）system is the key to BMW’s “maintenance on-demand” service. The system evaluates the maintenance necesity and duration according to the driving mileage, climate change and loss of parts, providing"tailor-made" "nanny-service" to each vehicle. With the reminder of CBS, BMW owners are relived to the largest extend, saving cost and energy on their car maintenance.

To meet with maintenance requirements on different vehicle ages and conditions, except for "SRP(Service Repair Package)" offer covering engine system, air conditioning system and the brake system, BMW also provides BSI (BMW Service Inclusive), Value Service, and Extended Warranty for old and new owners, which are more valuable and highly guaranteed.

Service efficiency: Shorter and colser through efficient works

The improvement of both quality and efficiency is the only way to "customer-centric". Following the faster pace of lives, BMW puts the improvement of service efficiency and quality as priority, tring to get closer to customers.

In the premise of ensuring service quality, BMW rolls out the "service efficiency enhancement project", including 58-min maintenance overtime free of charge, 2-hour SRP and 8-hour B&P promises. Up to now, 434 dealers have joined the activity of "58-min maintenance overtime free of charge ". In addition, the B&P Excellence Authorization project certified 12 BMW dealer stores in 2020, which are leading to deliver Eight Promises to cutomers, acting as role models for the service efficiency improvement throughout BMW dealer network.

In 2021, the sixth Regional Distribution Center of BMW was officially established in Hefei, China. This green warehouse that covers parts delirvery to 7 provinces in the central China can offer DMDC (dealer metro distribution concept) service to local dealers in Hefei and reduce the time cost between BMW and its dealers, as well as BMW service and its customers.

Service diversity: Enriching the joy of driving through diversified products& services

Service diversity is the pursuit of "customer-centric". With years of professional experience in Research and Development, we will continue to bring customers the best experience and more differentiated and personalised new products. The BMW M Performance Parts not only gives the exclusive vehicle an even more eye-catching appearance, but also enables it to achieve even more aerodynamic characteristics. All aerodynamic components including front splitter, rear diffuser, side skirts and rear wing are made of lightweight carbon fibre and elaborately handcrafted. The above-mentioned accessories will provide vehicles with a strong downforce, ensuring stability at high speeds at all times. What’s more, the carbon fibre intake grille, shark gills and rear mirror cover also add up to an enhanced sporty look and performance.

With the BMW M Performance Parts, BMW is organically combining M fans with the after-sales service experience, creating its own BMW M aftermarket tuning community both online and offline. Currently, the BMW M Club China has more than 50,000 M owners and fans, in addition to a large number of spontaneous M owners' clubs. Based on the strong fan base, BMW will further enhance the rapid development of the after-sales service to let more consumers understand and experience the considerate service centered on customers and based on "service quality" with "value, convenience and care" as the core.

Satisfying our customers and improving their brand experience is a never-ending journey.

In the future, BMW Customer Support Department will keep on the "2025+" strategy, take customers as centicity, not only contentate on customer satisfaction, but also on customer delight; continue enriching aftersales product lines as well as servie modes; take electronic service and sustainability to tragetic level, and let the joy of BMW customers as a new trend within the industry.