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BMW and Mini dealers are inviting customers to rate their service experiences on their websites.
BMW Group has based the system on that used by online businesses such as Amazon and Trip Advisor and described it as the most transparent in the car industry.
“There is no hiding place in a retail environment displaying this kind of transparency. But I am confident that our dealers truly understand the importance of satisfied customers. For those who are not yet rated with four to five stars it will drive their future performance and deliver a more focused customer culture,” said Tim Abbott, BMW’s UK managing director.
“Our new star ratings will help all BMW and Mini customers to make informed choices and inspire all of us to strive towards the ultimate in customer service.”
Customers are given a unique code, specific to a particular sales or service experience, and invited to go online and award a star rating and to make comments. These will remain on the dealer’s website for 90 days.
Chris Mason, Director of Motor Codes, the industry body committed to raising customer service standards, praised BMW: “I am deeply impressed by BMW Group’s star ratings. The system brings a new level of transparency and openness to the retail car showroom and aftersales facility and will be a wonderful resource for customers.”
BMW and Mini dealers have been trialling the system since January 2010. For a dealer to score five stars, they have to achieve a rating between 95 and 100 per cent satisfaction, while at the other end of the scale one star is rated below 20 per cent.