CRM BMW Style
Just like most hotel chains high end car manufacturers/dealerships have gotten on the customer satisfaction survey band wagon in recent years. This makes perfect sense of course.
A few years ago I understand BMW even paid Peppers & Rogers Group a bunch of money to help them understand their customer service marketing better. Not sure if Peppers and Rogers forgot to tell them, or if they are just too dumb to understand, but customer satisfaction is about more than surveys.
I’m venting a bit about an experience I had today at BMW of Darien CT. In the past two months or so I’ve spent over $3000 between BMW of Sterling VA and BMW of Darien CT on engine service. Yesterday the engine light came on again, the car felt a little sluggish, just a couple weeks after getting it fixed. My wife brought it in this morning. Apparently the engine light was caused by the gas cap not being screwed on tight enough!?!
$120 labor & parts
We were charged $127.20 just to be told that the gas cap wasn’t on tight enough.
I asked to speak to the manager. She said that they still had to run the analysis and that takes over an hour indicating that I actually got a deal. She said she “didn’t know what to tell me”. I’ve got better things to do than to stand and argue with someone at the end of the day.
Interestingly the invoice says “You may receive a call from BMW about the service you received on your vehicle. This is BMW’s means of scoring us. If for any reason you can not rate our service a 5. please contact me (name above) at your earliest convenience”
Well just in case I don’t get the call I thought I would share it here on the web instead. I think I’ll be selling a BMW 323i soon at a bargain price, and I won’t be buying anymore BMW’s.
A tip for BMW and Peppers & Rogers. Try implementing a customer service promise and empowering employees if you dare. This should help your satisfaction scores.
To others out there. I’ve had generally good experience with Lexus previously. I’m thinking possibly about Toyota as well. Does anyone have suggestions on who provides good overall customer value?