WEBVTT

00:00:03.003 --> 00:00:05.805
A pleasure to have today
Bernd Körber with us,

00:00:06.072 --> 00:00:09.876
he's leading product marketing
and brand management for the BMW Group.

00:00:10.643 --> 00:00:15.215
BMW for years already has been known
to really drive customer experience,

00:00:15.415 --> 00:00:18.351
think about customer needs,
and kind of show innovation here.

00:00:18.785 --> 00:00:23.456
What does customer-centricity mean today
and in the future for the BMW Group?

00:00:23.890 --> 00:00:25.625
There needs to be a consistency.

00:00:25.625 --> 00:00:29.696
So what you experience in terms of a brand
in the communication,

00:00:29.696 --> 00:00:31.197
what you experience in the car,

00:00:31.197 --> 00:00:33.333
what you experience
as a customer in the service

00:00:33.333 --> 00:00:36.002
needs to be consistent,
and it needs to be differentiated,

00:00:36.002 --> 00:00:38.438
and it needs to be in a specific BMW way.

00:00:38.905 --> 00:00:43.143
OEMs, not only BMW, but OEMs at scale,
have invested tons of money,

00:00:43.143 --> 00:00:48.848
time, attention to revolutionize
the car, to electrify the car.

00:00:49.182 --> 00:00:54.220
We just recently did a study
to prove again that for many customers

00:00:54.387 --> 00:00:58.091
the experience of how they buy
the car has not yet changed so much.

00:00:58.525 --> 00:01:00.660
How is it going to change for consumers,

00:01:00.660 --> 00:01:03.963
how they feel, the purchase of car,
the experience around the car?

00:01:04.431 --> 00:01:07.100
I would say first of all, in the core of

00:01:07.100 --> 00:01:11.704
when we made the decision that we say
we move in Europe

00:01:12.405 --> 00:01:15.275
into a driving model
for MINI and later on for BMW

00:01:15.275 --> 00:01:18.845
is that we say we would like to provide
a better customer experience.

00:01:18.845 --> 00:01:21.981
That was the main driver,
because in essence what we would like

00:01:22.248 --> 00:01:26.853
to establish is a direct relationship
with the customer and then driving

00:01:26.853 --> 00:01:30.390
from there the necessary information
and data to provide a better service.

00:01:30.890 --> 00:01:32.959
We have something, for example, Proactive Care,

00:01:33.593 --> 00:01:35.662
when it comes to service aftersales,

00:01:36.296 --> 00:01:40.500
where you say also during life cycle
you have a continuous relationship

00:01:40.900 --> 00:01:43.703
with the customer.
You have the possibility of cars

00:01:43.703 --> 00:01:47.941
to be what we call always fresh,
and then you have a consistency

00:01:47.941 --> 00:01:51.845
when it comes to customer experience
on a totally different level.

00:01:52.345 --> 00:01:55.715
Staying close to consumers,
staying close to dynamics in the market

00:01:56.483 --> 00:01:57.851
requires a lot of information

00:01:57.851 --> 00:02:00.320
and obviously big data, advanced
analytics, AI

00:02:00.687 --> 00:02:03.690
is the technology to kind of process
all this information

00:02:03.690 --> 00:02:05.091
and make sense out of that.

00:02:05.091 --> 00:02:08.628
First of all, I would say to
leverage AI

00:02:08.862 --> 00:02:11.531
you have to have an organization
that is global,

00:02:11.931 --> 00:02:14.868
you have to have an organization
that has an antennas when it comes

00:02:14.868 --> 00:02:17.804
to product management. For example,
what do customers want in China?

00:02:17.804 --> 00:02:19.772
What do customers want in the US, etc.?

00:02:19.772 --> 00:02:22.475
So you can have all
AI capabilities in the world,

00:02:22.475 --> 00:02:25.145
you can have a consistent platform,
you can have the tools on top,

00:02:25.512 --> 00:02:29.983
if you're not set up as an organization
to have a good outside-in, where you have

00:02:30.583 --> 00:02:34.320
good people who also leverage and use
AI in the market

00:02:35.054 --> 00:02:39.993
in our regions, sales regions
to bring that to the decision making

00:02:39.993 --> 00:02:42.662
when it comes to products, comes
to communication, it's of no value.

00:02:43.563 --> 00:02:45.598
Let's take all these
puzzle pieces together.

00:02:45.598 --> 00:02:48.468
It feels like the way
consumers will experience

00:02:48.468 --> 00:02:51.804
automotive sales in 2024
and beyond will change.

00:02:52.172 --> 00:02:57.510
Maybe Gen AI, AI, maybe the way of
go-to-market, direct-to-consumer models,

00:02:57.911 --> 00:03:01.247
or just the focus of customer-centricity of OEMs

00:03:01.447 --> 00:03:05.852
as a counterbalance to electrifying
the car will totally kind of change

00:03:05.852 --> 00:03:07.253
the priorities here.

00:03:07.253 --> 00:03:11.157
We are looking forward to discuss with you
and to experience this change together.