Monday 8 July 2013

BMW car servicing - a customer experience

The prospect of a car service fills most of us with dread and to be looked forward to in the same manner as a trip to the dentist. We have to plan ahead booking our car in and then working around what this impact on our mobility will mean while certain in the knowledge it will cost more than we would like and we won't know what the big number is until we are presented with the keys to our car after the event. BMW certainly work to make this as pain free an experience as possible by having informed staff answering the phones to book you in and working in the dealerships to take your details and your car. Indeed the general environment is not the worst place to spend a few hours with wifi and refreshments available. So have they done enough to turn around what is at its heart a negative experience and make it better?  Not quite. Why when booking in do I even need to pick up the phone?  Why can't I do that online or even better why can't my car be constantly communicating with the dealer and alerting then ahead of time of any servicing that then prompts the dealer to call me at a time they know I tend to be in the car doing longer journeys based on my driving record from the telematics data they receive. Additionally when I arrive because you know I am coming and my car registration number crossing the forecourt gives you all my customer information can you not be ready?  Welcome me by name, have everything ready and be looking to have me on my way in under two minutes?  Equally when my car is being serviced why can't I have a constant feed of information with video links that allow me to keep up to date with the progress?  I think car dealers have progressed hugely but there is scope to so so much more and make the experience more of an epic one. 

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