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BMW: Branching out but keeping it simple

Date: 02 September 2014   |   Author:


Service focus.

Away from the new products, BMW's new corporate sales boss is looking to enhance customer focus, having recently added an additional two corporate sales managers in an attempt to reduce the number of individual customers each person attends to. There are now nine in place, but Bristow would like to see that rise.

BMW has also recently installed a new customer contact centre, which will help take some of the load away from the corporate sales managers by acting as a first point of contact and dealing with the administration around customer management and demonstrator vehicles.

Bristow feels his background, which includes working for leasing company Alphabet and BMW Financial Services, helps give a wider view of customer needs.

"It helps me see things from a customer perspective. I have not just been within a manufacturer, so I can focus on the customer and how best to serve them," he declares. "And that's not just in the buying cycle, but [also in] relationship management."

That relationship-building extends to the company's Launchpad online dashboard that gives a wealth of model-related information, as well as fleet guides on everything from taking a vehicle abroad to the workings and capabilities of BMW's Connected Drive system.

"We're trying to remind people to keep using it - it's not just a gimmick around when they get their new car. It's got everything you need to know about your car" says Bristow. "Particularly in the user-chooser area. Individuals with a company car have feelings and emotions that are no different to retail customers.

They are a car owner and we should approach them in the same way we engage with consumers."