An interesting question and the answer is obviously dependent on who the customer is.
However for me, as MD of Clock Creative – a brand strategy and marketing communications agency specialising in B2B clients – the answer was definitely the latter. I was looking for the business proposition offered, not by the brand of the car – a BMW X5 – but by the brand values of the dealership.
What would be the brand experience and the customer journey?
Well, the journey turned out to be a rough ride at the first couple of dealerships. With 2 young children in tow wishing to get a ‘family test drive’, we were kept waiting hours at a pre-booked appointment and treated in a condescending manner. This culminated in a stressful departure after having to entertain impatient and bored youngsters for such a long period.
What an absolute contrast at Williams Bolton.
The customer experience started at the first visit to get a quote where my 6 year old was led to a computer games console and nearby drinks cabinet to keep him occupied and amused. The salespeople spent 2 hours getting to understand what ‘makes me tick’ and discover what my personal needs were from a company vehicle.
After a lot of hard work, they found the right car, with the right spec and at the right price.
They asked me to allow at least an hour when collecting the vehicle, stressing the importance of this occasion.
On the day of the collection a short time after, I had the usual preconceptions of the transaction. Sort out the paperwork, the painful bit where the money exchanges hands and the good bit when you collect the keys and drive away for the first time.
I had something of a surprise however as the paperwork and payment stages went quickly and without a hitch. I was halfway to the car park to change over the kids car seats and remove a boot full of ‘stuff’ when Grant (the BMW salesman) re-directed me to a corridor, at the end of which was a door with my name in a name plate.
The door led to a room, where my new X5 was slowly rotating on a turntable, back lit and spot lit –amazing!
I have to say that the whole process was a pleasure – the showroom is a fantastic environment and the staff are great. This last touch was just the icing on the cake to leave you with a memorable experience of the BMW brand.
Five days later they sent a letter outlining their vision which is ‘the difference is Williams’ asking for feedback on their service. Well for me, they certainly delivered their vision and since collecting the car, I have told virtually everyone I’ve met of my positive experience.
And, as we all know, word of mouth is one of the most effective brand positioning tools of all.
The diagram below is a tool we use to help brands push their customer journey beyond expectations. We call it the ‘Energiser or WOW Triangle’. Most car brands live in the bottom segment and merely fulfill the ‘Essentials’. Some brands provide that little extra and move into the ‘Enabler’ segment. Williams have pushed it much further and to amazing effect.
Understanding the massive ripples this is causing they could take it even further. A phone call after 2 weeks to see if any problems, any assistant needed understanding the gadgets and gizmos? A full tank of fuel? A FOC Valet within 12 months to ‘keep the car like new’. Free car wash while you get the original test/ drive? Bring the test drive to your home? All great opportunities to move up the Energiser or WOW triangle!
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