BMW needed to evolve its after-sales experience and build a digital channel capable of strengthening customer relationships beyond the vehicle purchase. The challenge was to create a premium digital experience aligned with BMW’s global standards, one that would drive loyalty, increase Customer Lifetime Value, and position the app as a primary touchpoint between BMW and its customers.
How did we approach the challenge?
We conducted in-depth research to understand the business, customers, internal processes, and existing digital ecosystem, engaging strategic stakeholders, operational teams, and more than 40 BMW customers. Our research included discovery and design thinking sessions, mystery shopping, customer journey mapping, and analysis of workshops and after-sales processes.
Building on these insights, we defined a digital value proposition grounded in the needs of both customers and the business, prioritizing features based on impact, feasibility, and customer value.
We then designed the official BMW Peru app for iOS and Android, with the ambition of turning it into a one-stop digital destination for the customer relationship. The experience brought together a document wallet with alerts and notifications, maintenance scheduling, vehicle history, test drives, e-commerce, SOS accident alerts, and other key services.
What impact did it have?
The project established a new digital relationship channel for BMW, delivering a premium experience aligned with its global brand positioning while strengthening loyalty, after-sales engagement, and customer relationships.
Beyond the app itself, the project helped BMW identify strategic business opportunities, uncover critical customer experience gaps, and establish a scalable digital foundation capable of continuously evolving with the needs of the business and its customers.