« Overall, implementing the system has brought a significant improvement in how we organize appointments, track arrivals, coordinate between the front desk, advisors and the Call Center, and in the overall customer experience. »
Twice as many appointments, a reception area under pressure and customers who feel others are cutting in line: that was the situation at the BMW Augusta Aragón dealership in Zaragoza, Spain.
Merging sites doubles the workload
Bringing all of BMW Zaragoza’s operations together on a single site nearly doubled the number of After-Sales appointments. Despite expanding the vehicle drop-off area and the customer waiting areas, managing the order of service became difficult at peak times. To meet this challenge, the dealership chose ESII and our Orion solution to organize customer reception and waiting.
Roberto Machín Goizueta, Deputy to the President, looks back on how the project began:
“Despite this expansion, the high number of people coming to the site every day made it hard to properly manage the order of service, especially during peak hours. Customers had to keep watch for when they would be served and sometimes felt that others were getting ahead of them in line.”
An organized reception from the moment customers arrive
A Keo™ kiosk, powered by the Orion SaaS solution, lets customers check in on arrival and receive a numbered ticket. Knowing they’ve been registered, they can wait comfortably until their number is called on screen. According to Roberto Machín Goizueta, the results speak for themselves:
“Since it went live, customers can check in as soon as they arrive at the dealership and get a ticket. That way, they know from the very first moment that we’ve registered their presence and that we’re ready to take care of them. They can wait comfortably in the waiting area until their number appears on the screens, then go straight to the right service advisor’s desk.
This process has given us a more organized reception and a much more comfortable and relaxed experience, for customers as well as for our front desk staff and service advisors.”
Smarter appointment management
Roberto Machín Goizueta highlights two key strengths in appointment management:
“The system also gives us real-time information on the customers who have arrived on site. This lets us identify appointments where the customer hasn’t shown up yet and coordinate with the Call Center from the front desk, so they can call the customer to find out why they’re absent or running late.”
“After a period of setup and adjustment, we’ve managed to automate a large part of the process. […] As a result, each advisor can see their scheduled appointments in advance and track the customers assigned to them more precisely throughout the day.“
License plates: a deciding factor
The dealership chose Orion for one key feature: multiple ways for customers to identify themselves on arrival. Roberto Machín Goizueta explains:
“Another deciding factor in choosing ESII was adding the license plate as an extra identification method. About 20% of our customers lease their vehicles, and in many cases their personal phone number isn’t available in BMW’s After-Sales system. This makes it harder to find their appointment and issue a ticket.
Letting customers enter their license plate allows us to find these appointments and check in virtually every customer who comes to the site.”
A project built to evolve
Very satisfied with the results, the dealership has decided to entrust Orion with other stages of the customer journey, starting very soon with appointment scheduling for vehicle pickup. Roberto Machín Goizueta sums it up:
“Overall, implementing the system has brought a significant improvement in how we organize appointments, track arrivals, coordinate between the front desk, advisors and the Call Center, and in the overall customer experience.
The project has evolved step by step since it was launched, and we believe that with license plate identification and the full rollout of scheduled vehicle pickup appointments, we’ll have a complete, agile system able to serve virtually every customer who visits our site each day.”
