Disappointed with BMW's customer service

[XXX555]

Lexus requires a pre-towing package be ordered if you ever want an actual towing package on your RX. Kind of like the ipad adapter crap. This is the first example I could think of a similar non-BMW boondogle.

My experience with the (three or four so far) Lexus dealers has been very different than the two BMW dealer's I have experienced. You can guess which is more positive.

Normally, I'd say since BMW is the cock of the walk as opposed to Land Rover, they can afford to be smug and LR needs to be more of a suck up.

But Lexus, when they were the cock of the walk, a year or two ago anyway, always treated us better than BMW so the BMW v. LR analogy does not figure. Even though BMW dealers are independent, they recieve training and have contractual obligations to support the BMW HQ IMAGE.

Ultimately we vote and change the way they do business with our $. We expand our effect by telling/bloging to as many that well listen/read.

[ard]

Originally Posted by XXX555

Even though BMW dealers are independent, they recieve training and have contractual obligations to support the BMW HQ IMAGE.

This point should be expanded, as I believe this issue is the ROOT of the consumer experience at all dealerships.

Those that know- ie own or manage dealerships at very high levels- understand that the business and contractual arrangement between the independent dealer network and the manufacturer is very different for various cars. Lexus was able to create, on a blank slate, a new paradigm for customer service. Others have tried to follow.

Back in the day, BMW was happy just to have a dealer willing to sell their funky little german car...over time, they've tried to infuse more customer-centric metrics into their business relationships, but it is not easy to change entrenched ways. Both within BMWNA and within their dealer network.

As I've spoke to execs on both sides of this equation, it becomes clear how complex this situation can be. We think it is as easy as 'just keep the customer happy"...it is not.

A

[JCL]

Originally Posted by Brian425

JCL, I mention BWNA because I called them to escalate the issue. Instead, I got the same response. Lexus, MB, RR all understand customer service. BMW does not.

If your problem was with the front line customer service people at the dealership, escalation would have meant their manager, on up the chain, and eventually to the dealer principle. It doesn't mean BMWNA. Their customer contact line (IMO) creates a false impression that they have some sort of control over the dealer service process. They have very little control. They can't provide much in the way of variable pricing to reward dealers. They can't withhold inventory allocations. And it is very difficult for them to pull a dealership, which should be the ultimate stick.

How many BMW dealerships have been pulled for poor customer service? Very few. US state laws favour dealerships over manufacturers, and have done so for years. That power imbalance lets poor dealers continue with their poor service.

BMW has created such a strong brand that people see the factory, distributor, and dealer as a single entity. While that is a credit to their implementation of a brand strategy, it doesn't help resolve disputes that cross those boundaries.

I have worked on the dealer end (for a major manufacturer, not BMW), and we also had sub dealers for certain products. Having seen both sides of it, there is very little power to affect the customer service experience on the front line from further up the chain. The top influencer is the dealer principle, and he/she should be the target of feedback. If he doesn't care, then run away quickly.

[motordavid]

Originally Posted by JCL

... And it is very difficult for them to pull a dealership, which should be the ultimate stick.

How many BMW dealerships have been pulled for poor customer service? Very few. US state laws favour dealerships over manufacturers, and have done so for years. That power imbalance lets poor dealers continue with their poor service.

...The top influencer is the dealer principle, and he/she should be the target of feedback. If he doesn't care, then run away quickly.

JCL's points are very well done, imo.
The OP should carry his feelings to the GM/owner and see if that helps in getting some resolve.

My 3 total experiences with BMW dlrs was the selling dlr back in NY, which was OK, a couple trips to Century BMW in Spartanburg, SC, all experiences there absolutely sucked, and a few to BMW of Asheville, all of which left me wondering how those jerks stayed in biz.

I took my dissatisfaction 'up' to the GMs in both Century's and Asheville's cases, and was basically told to get over it, and go away...

So much for responsibility of 'managing', and customer 'care' or, even a modicum of 'we sort of give a crap'...I wouldn't buy a key chain, let alone a car, from either stealer.

I feel better now, and I empathize with the OP, but he sounds rational and I suggest he take it up with dlr GM/owner(s).
GL, mD

[Brian425]

XXX555,
I know from experience that Lexus service is great. It just seems the car never had to go for service. With my LR Discovery and 2 Range Rovers, they were in the shop regularly; but, the dealer did everything possible to make it painless. From picking the truck up for service to providing loaners that were as nice or nicer than what I was driving. My local BMW dealers do not get it.

[motordavid]

I would be pizzed too, but then I have had '3 different dlr experiences', and 2 1/2 of them sucked, so I look at BMW dlrs with a jaundiced eye...

Agree with posters: it is the dlr(s) at fault in terms of could not care less 'service', though BMWNA seems to do little to effect a change/better 'tude toward customers, with less than raved about individual dlrs.

Brooklyn: there are other dlrs to try, though maybe not handy to your situ, and a 'non-selling' dlr may treat you better, or may not.

It amazes me the 'stuff/gizmos & features' that BMW continues to charge for, or 'package' or, make as an add-on option, vs most of the rest of world car manufacturers. Roundel Mag constantly beefs about it; BMW seems to feel that since Biff & Buffy are leasing the ~$80G car, they will cough up for the pricey gizmos that even my wife's Hyundai Tucson makes 'standard'.

Good luck on the 'better experience' search, and you ought to name the dlr, for info purposes, imo.
GL, mD

[4MoJoe]

I'd share the same beef about the cradle/apps/smartphone integration. I don't know why it's not standard on a vehicle in this price range. It also bugs me that I have a LCI E70, but missed pieces that appeared several months later (LED coronas for one).

[muddycharles]

I have both a 2008 Full Size Range Rover and a 2011 X50. The range rover dealer here in Miami is absolutely horrible. They have not fixed issues, then called me to complain when the survey comes back negative.

I have not taken the X50 for service yet because Ive had no problems. Im sure that I can also encounter bad service there.

I would not equate the car to the service at the dealer as they are very different. I would say that IF you buy a car and CARE about service, then buy according to the dealer you have a relationship with........

Sadly that has nothing to do with the car itself.

Funny you complain about an ipod adapter for the X50 - every try to get an ipod working in a range rover? Cost me $750 and all I could do was play 5 playlist that had to be numbered 1-5

Just to keep things in perspective here.

[Brian425]

Muddycharles,
I know that Rover's have reliability issues. Trust me. I started with a 99 Discovery and have had 2 full size Range Rovers, all purchased brand new. I've dealt with a brand new truck leaking power steering fluid on my driveway and other "quirks". The key is that my dealer always made it right.

I did not even try integrating my iPhone with the RR. It was not worth it. BMW claims integration with the phone, it should just work.