BMW Malaysia has deployed BMW Product Geniuses, who are trained to give personalised customer experience, to dealerships in the Klang Valley. Introduced for the first time in Malaysia, the BMW Product Genius Programme sees seven BMW Product Geniuses trained and deployed successfully to three dealerships to start with i.e. Auto Bavaria Kuala Lumpur, Auto Bavaria Glenmarie, and Ingress Auto Damansara.
BMW Product Geniuses are meticulously selected and trained within selected dealerships under the close guidance of BMW Malaysia, before qualifying as BMW product and brand experts. Their role complements that of the Sales Advisor, as the Product Genius is focused on acquainting customers with every aspect of the BMW vehicle portfolio – from conducting needs analyses, product presentations to facilitating test drives.
Harald Hoelzl, Managing Director for BMW Group Malaysia said: “Conventionally, stepping into a car dealership can be an intimidating experience for customers, as they may feel pressured into making purchasing decisions before being allowed to familiarise themselves fully with the products. With this in mind, our BMW Product Geniuses are on hand to provide customers with a pressure-free experience. From these highly personalised interactions, we aim for customers to derive Sheer Driving Pleasure from the very beginning of their BMW Ownership Experience.”
“In addition to being a friendly face, the Product Genius is equipped with the expertise to explain and demonstrate the use of each feature and function of a BMW vehicle, and offer insights on product benefits suited to a particular customer’s specific needs. Overall, BMW Product Geniuses occupy a key role as neutral customer consultants, ambassadors for the brand, and knowledge touchpoints within the dealership,” he added.