Dealer to retailer
BMW Group UK recognised that service, not product was going to be the differentiator in future. The challenge was to convince a network of independent franchise dealers of the need for change and to become more retail focused.
We were engaged on a wider communications programme over a five year period. In Sydney we brought in outside experts such as Sir Stuart Rose (Ocado), Sir Charles Dunstone (TalkTalk Group) and Matt Britten (Google Europe) to give their views on the future of the industry and retailing in general. At the start of the project there were two customer complaints for every compliment. At the end of the project it had changed to eight compliments to every complaint.