Seamless Customer Experience and Highest Data Protection Standards Realized – BMW Motorrad Case Study

BMW Motor­rad is a brand of BMW AG and is rep­re­sen­ted in nume­rous coun­tries around the world. For world­wi­de sales, BMW Motor­bike pri­ma­ri­ly reli­es on an indi­rect sales model through inde­pen­dent dea­lers. This case stu­dy illus­tra­tes how BMW Motor­rad imple­ments a com­pre­hen­si­ve and seam­less custo­mer expe­ri­ence while ensu­ring the hig­hest data pro­tec­tion stan­dards against the back­ground of the Gene­ral Data Pro­tec­tion Regu­la­ti­on (GDPR).

BMW Motorrad’s aut­ho­ri­sed dea­lers are in direct con­tact to custo­mers and inte­rested par­ties on site. Their tasks inclu­de con­sul­ting, offe­ring test dri­ves, car­ry­ing out ser­vice work and pre­pa­ring indi­vi­du­al offers inclu­ding financing.However, inte­rested par­ties usual­ly per­cei­ve the various BMW Motor­rad touch­points as one com­pa­ny. They do not dis­tin­guish bet­ween the manu­fac­tu­rer BMW Motor­rad and the legal­ly inde­pen­dent dea­lers who pre­sent them­sel­ves with the brand and the pro­ducts. The chal­len­ge is to deli­ver a con­sistent­ly high qua­li­ty and a con­sis­tent custo­mer expe­ri­ence that custo­mers expect from a brand like BMW Motor­rad. This also inclu­des a seam­less tran­si­ti­on bet­ween online enqui­ries and the con­ti­nua­ti­on of com­mu­ni­ca­ti­on by dealers.In spi­te of the indi­rect sales model, many inte­rested par­ties often first obtain infor­ma­ti­on online about dif­fe­rent models, offers, etc. befo­re purcha­sing a motor­cy­cle. BMW Motor­rad deter­mi­nes gene­ral cour­se of com­mu­ni­ca­ti­on and is the­re­fo­re often the first point of con­tact for poten­ti­al custo­mers who are inte­rested in a motor­cy­cle or sui­ta­ble access­ories online.

For that rea­son, with the “Request for Con­tact” form BMW Motor­rad has crea­ted an easy way to link enqui­ries from inte­rested par­ties with the dea­ler that suits them. Dea­lers are often embed­ded in a very gra­nu­lar, e. g. a head office and many small bran­ches, and have vary­ing degrees of con­nec­tivi­ty to the cen­tral BMW IT infra­st­ruc­tu­re. One chal­len­ge was to ensu­re that dea­lers with dif­fe­rent requi­re­ments and skills were equal­ly invol­ved in the pro­cess. The pro­ject was imple­men­ted with BMW Motor­rad and rol­led out glo­bal­ly.

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