Scots BMW and Mini dealers go public 10 | 11 | 2010
ALL BMW and Mini dealerships in Scotland now display customer ratings on their websites. The pioneering move towards public transparency is part of a customer service system which allows every customer to rate their experience on a five-star scale. Not only that, but customers can include specific comments.
The ratings are automatically submitted to BMW UK and individual dealers cannot edit them. The comments then remain visible on the dealers' website for 90 days.
“We are committed to providing the very best service for our customers in Scotland and the rest of the UK and believe this level of openness and transparency is not only desirable, but essential,” Tim Abbott, managing director of BMW (UK), explained.
“Our new star ratings will help all BMW and MINI customers in Scotland to make informed choices and inspire all of us to strive towards the ultimate in customer service.
“Just as we strive to bring ever-better products to market, we are determined to ensure our customer service is constantly evolving too and that everybody visiting our dealership — whether to buy or have a car serviced — is entirely satisfied with the experience.
"There is absolutely no doubt satisfied customers drive the success or failure of businesses. It has to be our ultimate goal.”
BMW's system gives customers a unique code, specific to a particular sales or service experience, and invites them to ascribe a star rating and to make comments.
BMW and MINI dealers have been trialling this system since January 2010 to perfect both the website operation and learn how to respond quickly and effectively to the ratings and comments made.
For a dealer to score five stars, they have to achieve a rating between 95% and 100% satisfaction, while at the other end of the scale one star is rated below 20%.
“There is no hiding place in a retail environment displaying this kind of transparency," Abbott continued. "But I am confident our dealers truly understand the importance of satisfied customers. For those who are not yet rated with four to five stars it will drive their future performance and deliver a more focused customer culture.”
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Jim McGill