DRIVING ACTIONS FROM INSIGHTS
Responsiveness on the road has long been a highly touted trait of BMW’s driver-centric vehicles. But BMW Japan knew that responsiveness from dealerships had even more potential to create BMW customers for life.
Before implementing Qualtrics, BMW Japan was collecting customer feedback at all of their 84 dealerships, but was finding it difficult to drive real change. Between their complex 30 question survey and a strong internal focus on monthly KPIs, BMW Japan was concerned that the focus on the actual customers was being lost. In response, with Qualtrics, BMW Japan drastically reduced their survey to 3 simple questions to focus less on aggregate scores and more on individual customer experiences. As a result, employees now actively listen to the voice of their customers in real-time and are intensely focused on understanding root causes for customer complaints. Based on this understanding, each dealership now regularly implements targeted action plans to pro-actively improve future experiences for each customer.
BUILDING A PROGRAM FOR THE FUTURE
BMW Japan invested in Qualtrics Experience Management. Within just three months, and with hands-on support from the Qualtrics team based in Japan, they transformed their research program into a full-scale customer experience management program that allows them to easily deliver real-time insights to the corporate team and the entire dealer network.
Today, the moment customer feedback comes in that needs to be actioned, a ticket is created and routed to an owner who can reach out to address the issue. Employees have become even more enthusiastic about closing the loop with customers to solve any raised issues. In fact, 90% of customer feedback is now responded to in less than two days.
In addition to distributing customer feedback and assigning actions in real time, BMW Japan has unlocked other efficiencies in their program as well. Their 30-question post-sale survey was cut down to just 3 questions per customer with Qualtrics’ advanced branching logic-improving survey response rates. Also, since Qualtrics offers a personalised experience for every user in the organisation, individual dealers don’t have to dig through an organisation’s worth of data to quickly discover the root cause of customer experience issues at their own locations.
Now that BMW Japan’s dealer employees have been empowered to respond to customers’ needs and expectations in the moment, they’re doing it with enthusiasm. And the results speak for themselves.