BMW has launched a new customer service system that allows buyers to rate their experiences.
BMW and Mini customers will have the opportunity to rate the service they receive on a five star scale, and will be able to write specific comments.
These ratings and comments will then be posted on BMW and Mini dealers’ websites.
‘We are committed to providing the very best service for our customers and believe that this level of openness and transparency is not only desirable but essential,’ explained Tim Abbott, managing director of BMW (UK) Ltd.
‘Our new star ratings will help all BMW and Mini customers to make informed choices and inspire all of us to strive towards the ultimate in customer service.’
The group believes the system ‘to be the most transparent and comprehensive in the industry’.
Customers are given a unique code, specific to a particular experience, and are then invited to give a rating and to make comments. The group says these will remain on the dealer’s website for 90 days, visible to anybody who visits the site.
The motor industry’s self-regulatory body, Motor Codes has welcomed the move. Chris Mason, director of Motor Codes, said: ‘I am deeply impressed by BMW Group’s star ratings. The system brings a new level of transparency and openness to the retail car showroom and aftersales facility and will be a wonderful resource for customers.”
The new system has just gone live, after BMW and Mini dealers have been trialing the system since January this year.
by JAMES BATCHELOR