Case Study on BMW's consumer relationship approaches and its initiatives

2. TABLE OF CONTENTS:
▪ HISTORY
▪ INFORMATION
▪ BMW-CRM
▪ BMW- INITIATIVES
▪ CONCLUSIONS
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3. HISTORY:
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Bavarian Motor Work (BMW) AG was founded in
1916 Headquarter: Munich, Bayern, Germany.
One of the “German Big 3” automakers
BMW’s marketing slogan since 1970s : ”THE
ULTIMATE DRIVING MACHINE”
Leading manufacturer of aero-engines during
WW1 & WW2
BMW model 3/15 PS (1930)

4. INFORMATION:
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5. BMW- BENEFITS OF CRM
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BMW wanted to use their CRM to analyse data on existing customers,
as well as trying to tap into potential customers.
PROSPECT MANAGEMENT:
Increases effectiveness of
prospect follow up
BMW’s Road-to-a-scale :
1. Face-to-face meeting
2. Test drive
3. Sale

6. BMW CRM
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MANAGEMENT REPORTING:
1.Enables benchmarking at staff level in
dealerships
Eg: enquiry level walk-in or phone
MARKETING MANAGEMENT:
1.Allows marketing manager to
create target group of customers
for specific marketing projects. Eg:
regular postal and electronic mails,
SMS, mails

7. BMW CRM
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BMW teamed up with Legacy Lifestyle to create a luxury loyalty scheme, the Owner’s Circle:
•The Owner’s Circle lets BMW Owners track their car's financing and maintenance, as well as
strengthen the post-purchase relationship between the vehicle owner and manufacturer.
•Owners of new or old BMW's are now able to register their vehicles online using only their vehicle
ID number, and then check the status of a new car order; view the maintenance history of a used
car; get reminders regarding service milestones.
*Complementary services relating to the products are particularly important in the BMW Group's
CRM.

8. BMS- INITIATIVES
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The intent of the BMW Group goes well beyond the
normal objective of "customer satisfaction". For a
premium brand manufacturer like the BMW Group,
the goal is "customer enthusiasm".
It aims to continually surprise its customers in the
most positive sense of the word through CRM.

9. Fin.
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All this
together - the
superb product
substance, the
outstanding
processes and
extremely high
level of
flexibility in
dealing with
customers -
forms the
basis for
excellent CRM
at BMW.

10. PRESENTATION DESIGN
This presentation uses the following typographies and
websites :
▪ Titles: Barlow Bold
▪ Body copy: Barlow Normal
LINKS:
https://www.timesofmalta.com
https://www.expertmarket.co.uk
https://www.fontsquirrel.com/fonts/barlow
WIKI PEDIA: BMW
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11. CREDITS
DONE BY THE STUDENT OF M.N.W.C.
SY.B.M.S:
NAHEEDA FATIMA KHAN
(2018)
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THANK YOU!