German auto giant BMW puts customer satisfaction first with new project

Service on-demand

BMW proposes the idea of "service on-demand" and "necessary maintenance", offering both cost-worthy and timesaving services for customers.

A Conditional Based Service system is the key to BMW's "maintenance on-demand" service. The system evaluates the maintenance necessity and duration according to the driving mileage, climate change and loss of parts, providing a "tailor-made nanny-service" to each vehicle. With the Conditional Based Service, BMW owners are hugely relieved, saving costs and energy on their car maintenance.

To meet with maintenance requirements on different vehicle ages and conditions, BMW offers a Service Repair Package that covers 10 repair items including engine system, air-conditioning system and the brake system. It also provides BMW Service Inclusive, Value Service, and Extended Warranty for old and new owners.

Service efficiency

With the premise of ensuring service quality, BMW rolls out the Service Efficiency Enhancement Plan, including 58-minute maintenance overtime free of charge, two-hour SRP (service repair package) and eight-hour B&P promises.

By now, 434 dealers have joined the activity of "58-min maintenance overtime free of charge". In addition, the B&P Excellence Authorization Project certified 12 BMW dealer stores in 2020, which are delivering the Eight Promises to customers, acting as role models for the service efficiency improvement throughout the BMW dealer network.

Sustainable service

"Sustainable development is the core strategy in BMW Group and BMW China, and the aftersales service is an important part of the whole value chain of sustainable development. We set goals in the latest customer support development strategy and the made plans for a lower proportion of carbon emissions by 2026," Kang said.

The carmaker has set up ReLife Point in Cangzhou, Hebei province and more than 60 percent of its dealers' warranty old parts will be taken to the center for recycling processing.

The group also resorts to the China-Europe Railway Express and electric trucks to deliver parts and automobiles, to help reduce carbon dioxide emissions in its logistics sector.

All the projects and tools are available via BMW Network Transformation dealer stores, which have brand-new innovative concepts through design, service process upgrades and the integration of digitalized facilities.

More than 220 BMW dealerships will finish their network transformation by the end of this year.

Satisfying the customers and improving their brand experience is a never-ending journey. In the future, the BMW Customer Support Department will continue to enrich aftersales product lines and service models, make efforts to improve the aftersales services of electric vehicles and further promote sustainable development, the carmaker said.