Disappointed with BMW's customer service

[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.

Ard, There was no way to know about their CS before purchase. I'm not looking for smarmy service. I want a company that understands treating a customer well makes them come back. At RR, the service I get is sincere, not smarmy.

At the end, I'll vote with my $$$ and buy from companies that value my time and money. I love to drive the X5, I'm just really unhappy with BMW service at the dealer and BMWNA levels.

[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