BMW

Overview: Customer relations are increasingly becoming a decisive factor for corporate success. A targeted, interactive, and individual approach to reaching customers and prospects results in an increase of customer loyalty and assists in building long-term relationships. Through a systematic customer relationship management program, customer needs are recognized ahead of time allowing information to flow into the product development cycle for optimization.

Business Goals: The goal of www.meinbmw.de is to develop a long-term customer relationship through post-sale offerings and the generation of qualified customer leads. Personalization, customer service, and company information are the basis for all post-sales BMW eCRM activities. Customers are addressed through vehicle-dependent content with relevant and current information. News postings and a subscription newsletter provide information on the latest developments - a click of the mouse allows users to search dealers and schedule a test-drive. Exclusively available for BMW drivers, the BMW shop offers early-morning traffic reports via mobile phones. Once completed, www.meinbmw.de will be integrated into an overall CRM solution that leverages multiple channels of customer data. By using "Clarify," it will become possible to address customers individually in every phase (presales, sales, post-sales) with any medium. In addition to content delivery, a section of the site named the CarConfigurator offers a "Guided Way" as the initial step in configuring the desired model. Furthermore, the user can store his requested vehicle in a parking space to configure it later, obtain financing information, or search for his nearest BMW partner. The configured models can be printed out to simplify communication to and with a BMW partner.

Business Solution: In response to these goals, DDGlobal engineers conducted an extensive analysis of business processes and user behavior to determine the best design for the solution. The team developed a prototype to validate the usability of the forthcoming site on a screen-by-screen basis before proceeding to the development phase.

Technical Solution: The technologies used in the project were Servlets (JSDK 2.2) on Apache JServ as the application server, Oracle 8i, and secure socket layer (SSL) for administration and job center parts. Many of the advanced concepts that help create powerful, stable and controlled software reside in the backend systems.

Outcome of Engagement: DDGlobal engineers delivered the Web site and supporting technical documentation to BMW and is continuing to provide value to this key initiative. BMW now can go to market with a highly intuitive Web site capable of rewarding visitors with a rich and flexible user experience. Now visitors can easily register, track, and change information about their cars while enjoying control over a wide range of member services. At the same time, the solution will automate an unprecedented number of administrative tasks so that BMW staff can focus their attention on providing first-rate service to customers.

 

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