3:57 am, November 19, 2011
LUXURY car maker BMW is using social networking sites to spot problem trends with its cars early so it can take action.
The firm’s managing director Tim Abbott explained the brand was harnessing the power of sites like Twitter to spot keywords that relate to issues with its vehicles.
A customer services team monitors chatter on social networks – including Facebook – so it can verify if issues are widespread and then alert its dealer network.
‘If a lot of people are mentioning BMW and specific parts failures we can pick up on these,’ explained Abbott.
‘We can monitor how many are mentioned and are then able to gauge if that problem is an isolated incident or if it is part of a more widespread issue.
‘Our teams monitor search terms constantly. It’s a good way for us to know what people are saying about our cars and our brand. In days gone by you’d have to wait for incidents to be reported at dealers or, in serious cases, the news. Now social media lets us listen in to what’s happening live. It’s very useful indeed.’
Monitoring social networks is just one of the ways the car manufacturer is using technology to make life easier for its customers.
One dealership in Norfolk is currently trailing two customer advisers in showrooms who use iPads to help guide customers through the plethora of options.
‘These guys are salaried, so can give unbiased advice on the cars and options customers should be looking at – because they are not commission-based roles the advice can be more impartial,’ explained Abbott.
‘We recently toured the high street and looked at the different retail experiences, especially Apple’s, and we realised it’s these ‘product geniuses’ that customers want to interact with.
‘The exit surveys of customers who have used the service in this BMW showroom are very favourable. It’s a pilot scheme that we may well roll out to other showrooms.’
Abbott added that he feels the motor industry lags far behind the retail industry in terms of technology and customer service, and he hopes these new initiatives will be the start of a revolution in BMW showrooms.
