Bayerische Motoren Werke AG, commonly referred to as BMW, is a German multinational which produces luxury vehicles and motorcycles. In 2015, BMW was the world’s 12th largest producer of motor vehicles, producing 2M+ vehicles.
BMW was impacted by challenges including political uncertainty, a cooling global economy, rising production costs to meet regulatory requirements, exchange rate effects and rising raw materials prices. Leadership determined that these existential threats needed a non-traditional response and elected to compete more rigorously in the burgeoning experience economy.
Strativity partnered with BMW in deploying the most comprehensive CX program that BMW has ever undertaken – BMW CX Evolution – anywhere in the world. Leadership from over 350 BMW centres attended a 1 day ‘in-market’ event; CX action planning workshops were held at nearly 200 dealerships in a 3-visit per dealer program. The tools that were utilised included M/PWR Principles (designed to inspire every individual working at BMW to elevate their CX performance by Making every client interaction: Powerful, Wonderful and Rewarding); an Ultimate CX Workbook (building from BMW’s ‘Co-Creation’ event and structured around the 7 stages and 33 touchpoints of the customer journey).
BMW posted its annual global sales figures for 2019, up 1.2 per cent compared with 2018. This was an all-time record high for the group, and its 9th consecutive annual record. It leads global luxury vehicle manufacturers in NPS with a score of 40.