An employee at the BMW Brilliance Automotive Ltd Tiexi plant installs an instrument panel on an assembly line in Tiexi, Liaoning province. (PHOTO / BLOOMBERG)

BMW is prioritizing quality across its value chain to ensure the German carmaker maintains and improves customer satisfaction. It aims to achieve this by implementing excellent quality management in research and development, production, supply chain and aftersales service.

Providing customers with intimate, superior services and ensuring vehicle safety for customers has long been the mission pursued by BMW, the carmaker said

Customer satisfaction has always been the foundation of enterprise survival and the key to victory, the carmaker said. To improve customer satisfaction, BMW has made great effort to connect with customers and provide attentive services.

In September, BMW renamed its aftersales services department, customer support, which aims to strengthen customer-oriented services and create a brand worthy of customer trust and following.

Kang Bo, vice-president of Customer Support of BMW Brilliance said: "The renamed BMW Customer Support will continuously optimize its services through upgraded digital technology, provide customers with the best brand service experience, and make BMW's aftersales services the future customer experience benchmark in the automobile industry and a well-known service brand.

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"BMW will constantly innovate its customer services, accelerate digital development process and let more consumers know and experience its customer-oriented services which take 'service quality' as the cornerstone and 'value, convenience and care' as the core."

Customer lifestyles and car habits have changed in recent years, with higher demand for innovative digital services.

To meet the new trend and under the guidance of the customer-oriented concept, BMW Customer Support promotes the digital process and connects online and offline platforms.

In addition to the digital solutions launched before, including BMW official WeChat account, BMW Tmall and JD flagship stores, the brand launched My BMW App last month.

The automaker said it will introduce a remote upgrade service to allow customers to automatically upgrade and install software on their cars

The new app is not only for BMW car owners but also BMW enthusiasts to select cars, services and social events. The carmaker aims to create a "social brand experience" and strengthen the emotional link between customers and the brand.

The automaker said it will introduce a remote upgrade service to allow customers to automatically upgrade and install software on their cars.

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Based on Chinese customers' experiences, the carmaker launched the all-new BMW Network Transformation Project, which utilizes a digital management platform and the BMW Joy Service mini program to allow dealers involved in the project to strengthen communication with customers, update maintenance progress, shorten waiting times and improve customer experiences.

One of BMW's dealerships in Shenyang, Liaoning province, taking part in the project, is benefiting from improved digital services.

Customers can use digital platforms such as WeChat to make appointments at the dealership for services such as oil changes or regular car maintenance. The dealership offers a 58-minute vehicle "health check".

The carmaker has also launched the BMW and MINI Service Experience Officer and the BMW Joy Index projects to provide customers with long-term channels to provide effective online feedback, listen to customer voices, solve customer problems and improve service quality.

Providing customers with intimate, superior services and ensuring vehicle safety for customers has long been the mission pursued by BMW, the carmaker said.

When customers encounter emergencies, they can issue rescue requests through multiple channels using the car's infotainment system and aftersales hotlines. BMW road rescue teams will provide 24/7 services to ensure the safety of customers and vehicles.

The BMW road rescue real-time monitoring platform can locate vehicles encountering problems and guide customers to eliminate some faults. In the case of emergencies, it can also help customers make calls to the traffic police, insurance companies, trailers and ambulances.