Tech-savvy support at dealerships sees customer satisfaction increase

BMW has trialled its Genius programme, ‘Geniuses’ who help educate customers on technology and customisation features available from the carmaker, for 12 months in four sites.

The results reported increased levels of customer satisfaction, showroom traffic and sales.

The programme will be rolled out to 100 of its 147-strong dealership network in the UK by the end of 2013. The programme does not replace sales people with ‘geniuses’, but offers customers up-to-date, tech-savvy ways of engaging with customers who are increasingly mobile and immersed in digital technologies.


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