SITUATION

BMW Group Norway faced a complex challenge that was both strategic and operational. On the one hand, the ambition was to raise customer experience and customer loyalty to a level that could match the best BMW markets in the Nordic region. On the other hand, the organisation was operating in a market marked by increased competition, price pressure and structural change in the automotive industry – including electrification, new business models and rising customer expectations.

Although BMW Group Norway already had a strong focus on quality and customer experience, it lacked a unified, data-driven basis for decision-making that could create a shared direction across the importer and dealers. Customer insights existed in fragmented form, and it was difficult to get a clear overview of how BMW performed compared with its competitors, and of which elements of the customer experience actually mattered most for satisfaction and loyalty.

At the same time, there was a clear need to ensure that customer insights did not merely become a central management tool, but could also be translated into concrete action locally at each dealer. BMW Group Norway wanted a structure that could both support strategic priorities at national level and give local dealer teams a clear, relevant and action-oriented basis for their day-to-day work with customers.

The challenge was therefore to establish a shared approach to the customer experience that could connect strategy and execution, strengthen collaboration between the importer and dealers and, at the same time, ensure that investments in the customer experience contributed directly to both customer loyalty and business development.

SOLUTION

In 2022, BMW Group Norway implemented its own CX concept, ONE BMW – inspired by the Danish approach. Loyalty Group became the partner for designing and implementing a unified Voice of Customer programme based on the official national AutoIndex survey and developed in close collaboration with the four Norwegian BMW dealer groups.

The work was based on the national AutoIndex survey, which gave BMW Group Norway a solid and comparable picture of its performance and development relative to its competitors. The insights created a clear basis for prioritisation and made it possible to focus efforts where they created the most value – work smarter, not harder.

As a next step, an unofficial dealer-specific AutoIndex survey was integrated as a central part of the ONE BMW CX plan. Each dealer received individual results and analyses, enabling local teams to work in a structured way with their own unique action plans and improvement initiatives. 

Loyalty Group supported the entire process with analysis, reporting, workshops and follow-up at both the importer and the dealers, so that customer insights were translated into action – both nationally and locally.

RESULTS

The collaboration with Loyalty Group has given BMW Group Norway and its dealers a significantly stronger and more coherent foundation for working with customer loyalty and business development. With AutoIndex as a shared point of reference, the customer experience has become a strategic matter based on rich data and insights.

The national AutoIndex insights have enabled BMW Group Norway to understand its own performance from a competitive perspective and identify the areas of the customer experience where improvements have the greatest impact. This has provided a clearer strategic focus and ensured that resources are used where they contribute most to both the customer experience and the business.

At the same time, the unique dealer-specific AutoIndex survey has created a shared yet locally relevant basis for decision-making at each dealer. Dealer teams now work in a more structured and targeted way with customer insights and translate the results into concrete action plans that can be followed up and adjusted over time. This has strengthened local ownership and made improvement work more operational and tangible in everyday work.

Across the organisation, the work with AutoIndex and the ONE BMW CX plan has contributed to a shared language about the customer experience and a higher level of CX maturity. Customer insight has become more action-oriented, priorities clearer, and collaboration between the importer and dealers stronger. Overall, this has created better alignment between strategy and execution and laid a solid foundation for a lasting improvement in customer loyalty and business development.