BMW rolls out customer-centric after-sales programs in China

BMW held an after-sales experience event on Friday in Shanghai, as part of its commitment to further driving Chinese customers' satisfaction by offering them value, convenience and care.

During the event, the German premium carmaker demonstrated a total of 14 after-sales services that are based on its consideration of specific demands from customers in China.

"Our services are customer-centric, which is a global strategy proposed by BMW AG. We hope to make our after-sales another core competitive edge of BMW, besides its brand and products," said Clifford Kang, vice-president of BMW Brilliance Automotive responsible for after-sales.

Among other services, BMW is offering online appointments, through either its official website, WeChat account or its Connected app, which will ensure customers' vehicles can be serviced as soon as possible.

Customers who have made a reservation online can have their vehicles' lubricant oil checked and refilled in less than one hour, and a free vehicle health check is offered as well, according to the carmaker. BMW is also starting a program for used cars. Among other things, customers can enjoy one free checkup of their secondhand vehicles and one free oil maintenance, no matter where the cars were purchased, so that they will have a better understanding of the vehicles' conditions.

The program has been put in place in more than 200 dealerships in 46 cities, with more expected to join soon.

"Our goal is that used car owners can have access to our services like owners of new cars. It is not a short-term thing; instead, we are making it part of our standard services, so that the customers can feel our care," Kang said.

BMW is also stepping up efforts to add convenience for customers whose cars are being serviced.

It is offering more than 3,800 vehicles to provide customers with mobility services. So far, the vehicles have served more than 138,000 car owners. The carmaker also provides vehicle pickup and drop-off service in the country.

Digitalization is another highlight of BMW's after-sales services. Besides its official website, it now has e-stores on Tmall and JD, along with a WeChat account and an app.

The app, called BMW Connected, is offering a wide range of 17 functions specifically designed for Chinese customers, including service booking, vehicle pickup and drop-off and roadside assistance. It now has more than 1.2 million registered users.

"We have spent quite a lot of time on digitalization, because we want to offer comprehensive solutions through different channels, so that our customers can choose the one they are most comfortable with," Kang said. BMW has also been improving the skills of its after-sales staff on a regular basis and holding competitions to spur them on. It is one of the first automakers to establish a training academy in China. BMW now has four Chinese training centers in Beijing, Shanghai, Guangzhou and Xi'an and 15 training bases in the country.