BMW and Mini network honoured with customer award

BMW and Mini network honoured with customer award

21/03/2012 in News, All News, Car Manufacturer News

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The Institute of Customer Service has honoured BMW Group UK for its commitment to excellent and innovative customer satisfaction.

The ICS has presented the prestigious Kcom Customer Feedback Strategy Award to BMW Group UK's first customer director, Richard Price, recognising in particular the customer service system in operation in all BMW and Mini UK dealerships that allows every customer to rate their experience on a five star scale and write specific comments on dealer websites.

"This award recognises our commitment to providing the very best service for our customers and there is absolutely no doubt that satisfied customers drive the success or failure of businesses,” said Tim Abbott, managing director of BMW Group UK.

"We are determined to put the customer at the heart of everything we do and Richard’s appointment to the new role of customer director is key in making sure this is a fundamental part of our overall business strategy."

With eleven categories, award submissions are scored against pre-set criteria by a panel of industry experts and finalists are assessed by an independent group of judges selected for their business knowledge and acumen.

Price added: "We are delighted by this award, particularly as BMW Group was the only automotive organisation across all categories to make it into the finals. Our star ratings, a first of its kind in the automotive industry, help all BMW and Mini customers to make informed choices and inspire everybody in the company and in our dealer network to strive constantly to provide better customer service."


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BMW’s share of the market has been in decline since 2012, but it is still one of the most successful brands, with almost 6% market share.

In 2013, it launched its i electric car sub-brand and is making the i3 and i8 available to purchase, initially through 47 dealers (business sales specialists) of its near 150-strong network, with the remainder able to carry out diagnostic and body repair work.

The i cars have renewed interest in plug-in vehicles and BMW will be seeking to buy back cars at the end of the initial lifecycle to avoid doubt over residual values.

It is also entering the MPV segment this year with the 2 Series Active Tourer, giving it a rival to the Mercedes-Benz B-Class and Ford C-Max, a niche as yet untouched by its big rival Audi.

Dealers rate the BMW franchise highly, while the new products are likely to bring new customers to the brand.

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Mini UK

Beside every BMW dealership lies a Mini showroom and although they’ve been busy selling more cars every year since 2009, market share since 2011 hasn’t kept pace.

This is likely to improve in 2015 with the introduction of the first five-door Mini hatchback, whose third generation was launched recently.

It will arrive in showrooms later this year, and while much of its appeal will lay in its driving dynamics, character and quality, it is a much more practical car than the three-door.

More rear legroom and boot space will ensure the Mini hatchback range can be put on the shopping lists of those who want a small car with five doors. The Mini’s huge range of customisation options and accessories should ensure it’s as much of a hit as the three-door model.

The larger Countryman and Paceman will also be revised later this year, which should help maintain their appeal.

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