UX STRAT Europe 2017 presentation by Martin Kulessa, Chief Customer Officer, NOW Mobility Services, BMW: “Turning BMW into a Customer Oriented Mobility Services Provider”
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UX STRAT Europe 2017: Martin Kulessa: “Turning BMW into a Customer Oriented Mobility Services Provider”
1. NOW Mobility Services
Turning BMW into a Customer
Oriented Mobility Services
Provider.
Martin Kulessa, BMW AG
June 15, 2017
2. Welcome.
2
Martin Kulessa.
NOW Mobility Services | June 15, 2017
Chief Customer Officer & UX Manager
NOW Mobility Services
BMW AG
Responsible for customer orientation, customer
satisfaction and the customer experience across all
NOW services globally (DriveNow, ReachNow,
ParkNow, ChargeNow; mainly EU, US, CN).
Focusing on all aspects of the User Experience:
• UX Strategy
• UX Research
• UX Design
11. Digitalization and Connectivity.
Enabling sharing and On-Demand business models.
Digitalization and Connectivity.
Enabling sharing and On-Demand business models.
Digitalization and Connectivity.
Enabling sharing and on-demand business models.
33. ReachNow first BMW entity to have a Chief Customer
Officer and a Manager of Member Happiness.
33NOW Mobility Services | June 15, 2017
Dr. Simon Broesamle
Chief Customer Officer (CCO)
at ReachNow
Kira Thorien
Manager of Member Happiness
at ReachNow
34. All 3 steps of NPS system implemented.
Source: www.satmetrix.com
36. Alexander Lee to ReachNow USA
Huge shout out to your customer service team.
I forgot to stop the rental for over ten hours on
an 11 minute rental and in less than six minutes
on the phone I had my transaction reversed
and recharged for the correct amount!
Experiences like this makes me feel great
about using your service!
Dan Brosseau to ReachNow USA
Spent 5 minutes trying to get the minicooper to unlock... walked over to the
car2go and I was driving in under 30 seconds.
You tell me which one's going to fail
Alex Agpalo to ReachNow USA
The weekend of the 4th wasn't your first outage. There also an outage Jun
17. I tried to use a mini right after the Seattle rock and roll marathon, but
there was technical errors. Luckily there was a Car2Go parked next to it that
was available. When we arrived at our destination there was another person
on his cell phone standing next to a reachnow BMW. He ended up taking an
Uber.
- feeling annoyed.
Customer feedback of the month presented
to the Management - Closing the Loop.