BMW is a global company with offices around the world.
But even though we have offices in over 20 different countries, our headquarters is located in North Rhine-Westphalia, Germany. We have been manufacturing BMW cars since 1994 and have grown to be one of the world’s top auto manufacturers.
Wrong? Well, not entirely wrong, but not fitting as well. While most of us are probably aware that there is much more than just making great cars and selling them—BMW is taking an extremely active role in helping its customers grow their business. It not only manufactures its luxury automobiles but also works with local car clubs and dealership management companies to give its customers the best experience possible. Even if you only know about BMW from sightseeing tours or a quick look at its website, you should try it.
The primary purpose of this article is to introduce you to BMW’s “Customer Relationship Management (CRM)” system, or “Customer Experience Management (CEM).” The best way to do this is to talk about how it works. Since BMW has been at the forefront of CRM and CEM for some time, they are one of the most experienced companies when it comes to helping their customers grow their business.
BMW CRM, or CEM, is a company-wide process that helps companies get better at managing customer relationships. It was first introduced in 1989 by Dr. Klaus Quandt and has developed into a highly effective tool for improving a company’s bottom line. In fact, according to one study conducted by McKinsey & Company, “the average return on investment [ROI] on CRM investments can range from $8 to $10 per dollar spent.” In other words, spending money on CRM and CEM can improve your bottom line by as much as ten times.
How Does It Work?
Before we dive into the details of BMW’s system, let’s first look at how it works in general. The best way to understand how this system works is to think of it as a computerized version of the old-fashioned process we all learned in elementary school.