week 12; Customer Relationship Management (CRM)

What's your strategy when you're one of the top automobile companies in the world?

When it comes to BMW, it means using CRM to strengthen communication with your dealer and make it as easy as possible for potential customers to get all the buyer information they need.

We all may wonder how does this great car manufacturing company, which calls itself the "ultimate driving machine"  is able to satisfy its loyal customers?

Bmw wants to keep it as simple as it gets!!!!!!

BMW  is trying to keep it simple as it uses customer-relationship management systems to supercharge dealership parts and service sales.

'Bmw wants to move auto parts, not come up with new programs that complicate the world,” says Grant Paullo, the German auto importer's manager-aftersales marketing and communications.

He cites three objectives for leveraging data to increase revenue and build brand loyalty:

• Transition dealership customers from the showroom to the service department.
• Strengthen customer relations. “But what we see as strengthening the relationship, and what the customer sees, sometimes differ,” Paullo says.
• Reconnect with ex-customers. that's where BMW has  had the biggest success in taking back customers,BMW has spent a lot of time on it. Therefore Grant Paullo also says "Sometimes we've lost customers because of a bad experience, sometimes not."

 As a result  BMW is using company information and data from dealers that they are comfortable with, to better target customers and enhance promotions.

Making the deal and satisfying the customer, also informing the customer with the information and benefits of the product he's buying. (CRM)