CASE STUDY: A Culture of Customer First with BMW


BMW was struggling to shift its in-dealership culture to focus on the customer experience while also relying on its brand and products for sales. Service was a growing revenue center that had had little focus. BMW North America was directed to implement retail initiatives from Germany that had to be adjusted for the North American market.

SGEi’s Solution

SGEi developed a case study and overview of the modern luxury consumer and the ideal BMW experience. We identified eight key moments in the sales experience and the customer’s emotional needs at each moment. SGEi then designed and delivered training and tools to implement the new CX strategy at over 400 dealerships in North America. SGEi also provided leadership training to approximately 10,000 BMW managers on how to lead a culture of “Customer First,” whereby the customer’s experience was everyone’s focus, regardless of their position. SGEi also helped roll out the new retail and café experience at all dealerships.


Sales satisfaction scores increased by 15%, and service satisfaction scores increased by 6% in 2015—a year when customer satisfaction fell 3.7% industrywide for other brands.

“SGEi has been an outstanding partner and facilitator of our Customer First program. Their trainers are some of the best in the business and have helped us improve our results and customer experience over the years.”Jacqueline Jasionowski, Customer Experience Sales Manager, BMW of North America

Let’s Work Together


Are you looking for custom training solutions for your company? Let us design a customer experience that is a natural extension of your corporate culture!