Data-driven decisions improve support and get businesses back on track
One visualization BMW Group Asia has is the customer retention dashboard. It allows the department to track which customers are most loyal and identify segments that it needs to take action to retain.
Another key dashboard tracks BMW Group Asia's Net Promoter Score (NPS) in each market, helping the business react faster to customer feedback and take necessary actions to improve its processes or services.
These and other visualizations created during the pandemic helped compensate for the fact that area managers were unable to travel and access the usual intelligence gained from dealer visits.
"We rely on this data to manage our business, and in the past, it was all scattered in different databases," said Ferrer. "Tableau helped us bring all our KPIs and metrics into one place so we could review performance online. It was difficult at first, but everyone quickly adjusted to the new normal, and, with Tableau and other digital tools implemented during that time, we've brought the business back to where it was before the pandemic."
Next, BMW Group Asia plans to create external-facing dashboards for dealers. This will improve collaboration between BMW Group Asia and dealers and ultimately allow for better customer relationship management.