Guest bloggers

Learn the Lesson of BMW’s Customer Journey

I bought a second-hand car recently, and I had it in mind for quite some time beforehand to buy a BMW. I really like BMs. They’re fast, engineered with precision, always reliable, offer fabulous choice in features, and they have a touch-of-class. But the BMW dealership I bought it from and the services I have since used produced a really disappointing experience. Great product, rubbish service.

A tier-two premium brand like BMW evokes expectations of all the things I mention about the product, but I also expect the same high qualities of the BMW services they offer. We know that the drivers of loyalty are not solely dominated by the product experience (NPS data shows this) but also include service experiences which people receive at various touch-points along their customer journey. Let me briefly describe my recent customer journey experience so that you can see how my expectations deteriorated dramatically during only the first 3 months of owning my new car, and why I am now in no haste to continue using BMW services.

Fasten your Seat-belts, and Your Customers’ Loyalty

Soaring fuel prices and the prospect of a world recession are largely beyond the controls of airlines. But a focused strategy to continuously improve passenger loyalty is controllable, and could offer vital protection in this harsh economic climate.