Apparently, buying a BMW is an investment in your health and happiness – not only because your satisfied with your purchase, but infact your so satisfied that your willing to recommend it to all your friends, or so says Mark Ritson, Associate Professor of Marketing at Melbourne Business School. According to research BMW is doing a better job of taking care of its customers in Australia than any other automotive brand.
Net Promoter Scores (NPS) were the basis of the research conducted, with the new approach finding that BMW achieved the highest results in terms of customer recommendations among automotive brands. Although already adopted by many major organisations in the United States, this study is the first time NPS data has been collected so extensively in Australia.
NPS is calculated by asking a sample of customers how likely they would be to recommend a brand to others. In the survey, 2,000 face-to-face interviews were conducted across Australia to gauge customer loyalty across a number of categories. Ritson claims that an insight into customer recommendations can be used as a solid basis for predicting future business growth.
According to Ritson, the data offers a reminder that customers are key and the companies that don’t get that message will eventually lose out to those who do. The highest NPS scored by any brand represented in the survey across all industries was BMW.
BMW are quick to point out that the only category in which BMW was outscored, was on choice of Australian holiday destinations, with Broome a clear winner. The research can perhaps explain BMW’s rather impressive sales growth in Australia, with BMW sales having grown more than any other European premium brand in the last five years, adding 3,704 units to its tally. (2001: 12,206 vs. 2005: 15,910)
Franz Sauter, Managing Director, BMW Group Australia, says the research underpins what BMW has always strived to achieve with its customers.
“The innovation in design and technology BMW has delivered in the past few years has struck a chord with BMW customers, our target market.
“BMW engineers every car to deliver sheer driving pleasure, and undoubtedly this ensures drivers form an emotional bond with their car,” says Sauter.
One thing I do like to add though is that just because your willing to recommend something doesnt mean its great or even that you like it! I mean we all know “BMW drivers” – and I wouldn’t put it past them to simply recommend a BMW to their friends because they’d like their friends to think that they’ve made the right choice, and that because they drive a BMW, its a good car! Not taking anything away from BMW off course, I’d recommend an M6 to everyone… too bad you have to sell your liver and kidneys to get your hands on one.