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BMW Hellas

The BMW Group is the most successful premium manufacturer in the automotive industry offering their customers a “highly emotional and personalized brand experience”. With this in mind BMW Group Hellas asked PRC Group and Converge and SPSS to assist them in generating a successful result from deploying the brand’s CRM strategy in a way that will significantly enhance customer experience, increase awareness of their products and services, showcase their innovative approach to customer centric communications and increase operational efficiencies.

This project started in 2009 with primary objectives to create and deploy a successful and measurable project supporting BMW’s specific requirements of:

  • Database Cleansing, Unification, Maintenance & Management
  • Database handling and Migration
  • Data Mining
  • Use of Goldmine CRM System
  • Strategic Consulting on CRM activities to help increase loyalty, acquire prospects and support ad-hoc marketing activities.
  • CRM training

In addition Converge carried out the customization of CRM, maintenance of bases of data, creation of predetermined reports. Import of clean data and finally creation of lists for marketing activities for BMW.