2017+ BMW Aftersales (brand narrative)
Project
BMW Aftersales had long been communicated as a collection of individual offers: service, genuine parts, accessories and repairs. The client wanted to move away from selling single services and, for the first time, understand aftersales as one holistic customer journey that accompanies every BMW driver throughout the life of their car.
Approach
In an age of digital assistants, their way of thinking and speaking became the model for the brand: BMW Aftersales was defined as a companion. A brand that actively accompanies its customers, knows their needs and proactively suggests the right service at the right moment, connecting every touchpoint from the workshop to the app.
Result
No. 1 premium brand in the J.D. Power Germany Customer Service Index 2018
+29 points customer service satisfaction 2017–2018, from 4th to 1st place
