How does a company establish and maintain a highly differentiated premium brand?
In BMW's case, their global reputation for performance and innovation is closely tied to the quality that is engineered into all of their business operations — from upfront R&D and manufacturing, straight through to sales and servicing.
This commitment to consistent quality is also the fundamental principle that drives BMW's approach to customer care. Katherine Woolsey, telecommunications specialist for BMW Group Canada, has the opportunity to exercise this principle on a daily basis.
"Our business philosophy is based on having every aspect of the BMW experience reflect the highest performance and quality. This extends from our BMW vehicles, showrooms and service facilities, to our approach to customer support.
"Voice communications plays an absolutely vital role for BMW in reinforcing a differentiated customer experience. Whether an individual is making their very first enquiry to a showroom, or a BMW owner is calling our emergency roadside assistance number, the performance of BMW's communications infrastructure is an essential element in our ability to provide premium customer care. There is no room in the BMW brand experience for network downtime."
