BMW Financial Services

Improving the Lease-End Process

About BMW Financial Services

The BMW Financial Services group offers financing for retail and lease BMW customers, along with vehicle protection products and exclusive benefits that make the overall BMW experience exceptional.

Business Challenge

BMW was looking to improve the customer experience and increase retention through the implementation of an intelligent automated digital lifecycle marketing and communications platform. The solution offered customers relevant content and personalized communication that helped streamline the lease-end process, while allowing for a more proactive and predicative communication cadence.

Business Objectives

Provide secure, self-service account management

Increase customer retention/loyalty & satisfaction

Increase upselling & cross-selling rates

The Solution

ChannelNet used personal URLs (PURLs), or customer microsites, to create a cadence of lifecycle marketing communications that start with a warm welcome and then focuses on the lease-end period. The customer simply clicks on the PURL link in a Welcome email, and is taken to his or her personalized website. This approach enables customers to easily check their lease terms and review end-of-term information. Content, promotions and messaging change depending on the time frame associated with where the customer is in the lease-end process.

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