BMW｜Smarter Services, Warmer Connections

Source: © BMW Group Media

With Smart Workshop and Service Go at its core, this project helps BMW realize the “S (Services)” pillar of its global ACES vision — Autonomous, Connected, Electrified, and Services.

By integrating automated communication and process monitoring, BMW’s after-sales operations achieve greater efficiency, transparency, and customer satisfaction.

Solutions	Smart Workshop End-to-end workflow monitoring with proactive delay alerts, ensuring real-time visibility into service progress. Service Go LINE-based one-touch notifications and automated push messages to enhance communication efficiency and transparency.
Background	BMW’s Taiwan dealership network places digital transformation and customer experience at the heart of its operations, aligning closely with the brand’s ACES (Autonomous, Connected, Electrified, Services) strategy.
Challenges & Pain Points	High workload for Service Advisors (SAs), handling large volumes of customer interactions daily. Traditional communication tools fail to provide timely updates on repair progress. Delayed or unclear information often leads to customer complaints and dissatisfaction.
Project Outcomes	Communication efficiency significantly improved, reducing delays and complaints. Service Advisors freed from repetitive tasks, enabling more meaningful customer engagement. Enhanced service transparency, strengthening customer trust and brand affinity.

Client Background

BMW has established a robust dealership network in Taiwan, with a highly standardized and structured after-sales process.

Globally, BMW promotes the A.C.E.S. (Autonomous, Connected, Electrified, Services) vision to drive intelligent mobility and digital transformation.

The “S” (Services) pillar focuses on leveraging data and technology to improve service quality and operational efficiency.

Cruisys’ implementation of Smart Workshop and Service Go represents the practical realization of this vision in the after-sales domain.

Challenges

In Taiwan, BMW’s Service Advisors (SAs) face a much heavier workload than their European counterparts — typically handling 10 to 15 vehicles per day, compared to 4 to 5 in Germany.

The high service volume leads to complex workflows and frequent communications.

Relying solely on phone calls or manual tools often results in delayed updates, miscommunication, and lower customer satisfaction.

Without real-time monitoring or alerts, management also struggles to track potential delays and ensure service quality.

Solutions

Cruisys connected BMW’s after-sales journey through Smart Workshop and Service Go, establishing a unified digital communication and workflow management system.

Smart Workshop – The Operational Hub

Digitizes and visualizes the eight key service stages, forming a complete tracking and analysis chain:

Case Creation → Reception → Preparation → Repair Execution → Delivery Preparation → Service Completion → Customer Follow-up → Analytics

Each stage is supported by automation and positioning technology to deliver:

• Real-time progress updates Vehicle status automatically refreshed at every stage

• Proactive delay alerts System monitors each stage’s duration and issues warnings if thresholds are exceeded

• Process transparency All work orders, bays, and progress visible in real time

Service Go – LINE-based Customer Communication

Integrates Taiwan’s most widely used messaging platform to build an automated, seamless communication journey:

• One-click notifications Appointment reminders, repair updates, and pick-up alerts.

• Automated push messages Triggered at key milestones, e.g., “Repair Started,” “In Cleaning,” “Ready for Pickup,” “3-Day CSI Follow-up”.

• Member engagement Consolidates service history, loyalty points, and coupons to extend each service into an ongoing relationship.

The guiding philosophy behind Smart Workshop and Service Go is not to replace people with technology, but to relieve Service Advisors from repetitive tasks, enabling them to focus on meaningful interactions and customer care.

Project Outcomes

• Reduced complaint rates

  Delays and unclear updates were key sources of VOC issues; transparent progress and real-time alerts have significantly reduced them.

  
  

• Greater customer peace of mind Timely notifications at every stage increase visibility and eliminate uncertainty.

  
  

• Improved SA productivity One-touch operations and automation free SAs from repetitive follow-ups, allowing more time for high-value engagement.

  
  

• Higher retention potential With continuous touchpoints and follow-up communications, one-year return visits are expected to increase notably.

*Note: This case study focuses on qualitative improvements in workflow and experience. Exact internal KPIs are confidential and not disclosed.

“Once communication becomes reliable and transparent, complaints naturally decrease. SAs spend less time explaining and more time caring for the customers who truly need attention.”

—— Service Department Manager

Conclusion

In after-sales service, success depends not only on parts and work orders—but on whether information reaches customers accurately and on time.

By combining process monitoring with automated communication, BMW reduces complaint risks, improves satisfaction,

and allows people to focus on communication quality, rather than the mechanics of message delivery.

Looking ahead, this model will extend to pre-sales scenarios with Sales Go,

bringing proactive engagement earlier in the customer journey and forming a complete lifecycle management loop.

Want to see how Smart Workshop and Service Go can transform your after-sales operations? Contact us to explore the best implementation path for your business!

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