Case Studies |
BMW New Zealand
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“GoldMine enables us to get a snapshot of the
environment incredibly quickly and make informed
decisions so we can provide better service to
customers than before, and it helps us to prospect
in a more intelligent way”
-Tony Rogers, Marketing Services Manager
SMRM_GMCE_case study_BMW_APAC_EN-AU.pdf
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Customer Profile
BMW is the leader in New Zealand’s luxury vehicle niche, with a 24.5 per cent market share. Worldwide the BMW Group produced more than a million vehicles in the year 2004, with New Zealanders purchasing 1600 of these.
BMW Group New Zealand works with a network of 12 authorised dealers throughout the country, importing cars and providing sales and marketing expertise, parts and service support, warranty
management and service planning. The national office maintains a comprehensive database of all existing customers.
Business Need
BMW had a goal of moving from a sales-based company to a truly customer-centric enterprise. Its existing customer database system was a Unitrac contact management system, which did an
admirable job of holding information about customers and tracking all activities and tasks connected to them.
But the company had decided to focus on customer relationship management - a business strategy built around the concept of being customer-centric, where the main goals are to optimise
revenue by improving customer satisfaction in every interaction at all levels of the company.
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