{"id":31752,"date":"2026-10-15T17:13:44","date_gmt":"2026-10-15T15:13:44","guid":{"rendered":"https:\/\/www.esii.com\/blog\/bmw-augusta-aragon-concession-automobile-orion\/"},"modified":"2026-10-16T11:24:47","modified_gmt":"2026-10-16T09:24:47","slug":"car-dealership-reception-orion-bmw-augusta","status":"publish","type":"article","link":"https:\/\/www.esii.com\/en\/blog\/car-dealership-reception-orion-bmw-augusta\/","title":{"rendered":"Car dealerships: taking back control of the customer reception with Orion"},"content":{"rendered":"<section class=\"ps-block ps-block--intro\">\n  <div class=\"ps-block__container\">\n    <div class=\"ps-block__grid\">\n      <div class=\"ps-block__content\">\n        <p>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 Arag\u00f3n dealership in Zaragoza, Spain.<\/p>\n      <\/div>\n    <\/div>\n  <\/div>\n<\/section>\n\n\n<section class=\"ps-block ps-block--heading\">\n  <div class=\"ps-block__container\">\n    <div class=\"ps-block__grid\">\n      <div class=\"ps-block__content\">\n        <div class=\"ps-block__body\">\n          <div class=\"ps-block__item\">\n            \n<h2 class=\"wp-block-heading\">Merging sites doubles the workload<\/h2>\n\n          <\/div>\n        <\/div>\n      <\/div>\n    <\/div>\n  <\/div>\n<\/section>\n\n\n<section class=\"ps-block ps-block--paragraph\">\n  <div class=\"ps-block__container\">\n    <div class=\"ps-block__grid\">\n      <div class=\"ps-block__content\">\n        <div class=\"ps-block__body\">\n          <div class=\"ps-block__item\">\n            \n<p class=\"wp-block-paragraph\">Bringing all of BMW Zaragoza\u2019s 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 <strong>chose ESII and our Orion solution to organize customer reception and waiting<\/strong>.<\/p>\n\n          <\/div>\n        <\/div>\n      <\/div>\n    <\/div>\n  <\/div>\n<\/section>\n\n\n<section class=\"ps-block ps-block--html\">\n  <div class=\"ps-block__container\">\n    <div class=\"ps-block__grid\">\n      <div class=\"ps-block__content\">\n        \n<figure class=\"wp-block-video\" style=\"max-width:300px;margin:0 auto;\">\n  <video controls=\"\" playsinline=\"\" preload=\"metadata\" src=\"https:\/\/www.esii.com\/app\/uploads\/2026\/10\/ESII-BMW-Espagne-1.mp4\" style=\"width:100%;height:auto;\"><\/video>\n<\/figure>\n\n      <\/div>\n    <\/div>\n  <\/div>\n<\/section>\n\n\n<section class=\"ps-block ps-block--paragraph\">\n  <div class=\"ps-block__container\">\n    <div class=\"ps-block__grid\">\n      <div class=\"ps-block__content\">\n        <div class=\"ps-block__body\">\n          <div class=\"ps-block__item\">\n            \n<p class=\"wp-block-paragraph\">Roberto Mach\u00edn Goizueta, Deputy to the President, looks back on how the project began:<\/p>\n\n          <\/div>\n        <\/div>\n      <\/div>\n    <\/div>\n  <\/div>\n<\/section>\n\n\n<section class=\"ps-block ps-block--paragraph\">\n  <div class=\"ps-block__container\">\n    <div class=\"ps-block__grid\">\n      <div class=\"ps-block__content\">\n        <div class=\"ps-block__body\">\n          <div class=\"ps-block__item\">\n            \n<p class=\"wp-block-paragraph\"><em>&#8220;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. <strong>Customers had to keep watch for when they would be served<\/strong> and sometimes felt that others were <strong>getting ahead of them in line<\/strong>.&#8221;<\/em><\/p>\n\n          <\/div>\n        <\/div>\n      <\/div>\n    <\/div>\n  <\/div>\n<\/section>\n\n\n<section class=\"ps-block ps-block--heading\">\n  <div class=\"ps-block__container\">\n    <div class=\"ps-block__grid\">\n      <div class=\"ps-block__content\">\n        <div class=\"ps-block__body\">\n          <div class=\"ps-block__item\">\n            \n<h2 class=\"wp-block-heading\">An organized reception from the moment customers arrive<\/h2>\n\n          <\/div>\n        <\/div>\n      <\/div>\n    <\/div>\n  <\/div>\n<\/section>\n\n\n<section class=\"ps-block ps-block--textimage image-left\">\n  <div class=\"ps-block__container\">\n    <div class=\"ps-block__grid\">\n\n      <div class=\"ps-block__img\">\n        <figure class=\"lazy-image\">\n          <img loading=\"lazy\" decoding=\"async\" src=\"data:image\/svg+xml,%3Csvg xmlns='http:\/\/www.w3.org\/2000\/svg' viewBox='0 0 600 600'%3E%3C\/svg%3E\"\n               data-src=\"https:\/\/www.esii.com\/app\/uploads\/2026\/10\/bmwn-retail-kiosk.webp\"\n               data-srcset=\"https:\/\/www.esii.com\/app\/uploads\/2026\/10\/bmwn-retail-kiosk.webp 600w\"\n               sizes=\"auto, 600px\"\n               alt=\"\"\n               width=\"600\"\n               height=\"600\"\n          >\n        <\/figure>\n      <\/div>\n\n      <div class=\"ps-block__body\">\n                                  <div class=\"ps-block__text\">\n            <p>A Keo\u2122 kiosk, powered by the Orion SaaS solution, lets customers check in on arrival and receive a numbered ticket. Knowing they\u2019ve been registered, they can wait comfortably until their number is called on screen. According to Roberto Mach\u00edn Goizueta, the results speak for themselves:<\/p>\n<p><em>&#8220;Since it went live, customers can <strong>check in as soon as they arrive<\/strong> at the dealership and <strong>get a ticket<\/strong>. That way, they know from the very first moment that <strong>we\u2019ve registered their presence<\/strong> and that <strong>we\u2019re ready to take care of them<\/strong>. They can <strong>wait comfortably<\/strong> in the waiting area <strong>until their number appears on the screens<\/strong>, then go straight to the right service advisor\u2019s desk.<br \/>\nThis process has given us a <strong>more organized reception<\/strong> and a much <strong>more comfortable and relaxed experience<\/strong>, for <strong>customers<\/strong> as well as for our<strong> front desk staff and service advisors<\/strong>.&#8221;<\/em><\/p>\n\n          <\/div>\n                      <\/div>\n    <\/div>\n  <\/div>\n<\/section>\n\n\n\n<section class=\"ps-block ps-block--heading\">\n  <div class=\"ps-block__container\">\n    <div class=\"ps-block__grid\">\n      <div class=\"ps-block__content\">\n        <div class=\"ps-block__body\">\n          <div class=\"ps-block__item\">\n            \n<h2 class=\"wp-block-heading\">Smarter appointment management<\/h2>\n\n          <\/div>\n        <\/div>\n      <\/div>\n    <\/div>\n  <\/div>\n<\/section>\n\n\n<section class=\"ps-block ps-block--paragraph\">\n  <div class=\"ps-block__container\">\n    <div class=\"ps-block__grid\">\n      <div class=\"ps-block__content\">\n        <div class=\"ps-block__body\">\n          <div class=\"ps-block__item\">\n            \n<p class=\"wp-block-paragraph\">Roberto Mach\u00edn Goizueta highlights two key strengths in appointment management:<\/p>\n\n          <\/div>\n        <\/div>\n      <\/div>\n    <\/div>\n  <\/div>\n<\/section>\n\n\n<section class=\"ps-block ps-block--paragraph\">\n  <div class=\"ps-block__container\">\n    <div class=\"ps-block__grid\">\n      <div class=\"ps-block__content\">\n        <div class=\"ps-block__body\">\n          <div class=\"ps-block__item\">\n            \n<p class=\"wp-block-paragraph\"><em>&#8220;The system also gives us <strong>real-time information on the customers who have arrived<\/strong> on site. This lets us <strong>identify appointments where the customer hasn\u2019t shown up<\/strong> yet and coordinate with the Call Center from the front desk, so they can call the customer to find out why they\u2019re absent or running late.&#8221;<\/em><\/p>\n\n          <\/div>\n        <\/div>\n      <\/div>\n    <\/div>\n  <\/div>\n<\/section>\n\n\n<section class=\"ps-block ps-block--paragraph\">\n  <div class=\"ps-block__container\">\n    <div class=\"ps-block__grid\">\n      <div class=\"ps-block__content\">\n        <div class=\"ps-block__body\">\n          <div class=\"ps-block__item\">\n            \n<p class=\"wp-block-paragraph\"><em>&#8220;After a period of setup and adjustment, <strong>we\u2019ve managed to automate a large part of the process<\/strong>. [\u2026] As a result, each advisor can <strong>see their scheduled appointments in advance<\/strong> and track the customers assigned to them more precisely throughout the day.<\/em>&#8220;<\/p>\n\n          <\/div>\n        <\/div>\n      <\/div>\n    <\/div>\n  <\/div>\n<\/section>\n\n\n<section class=\"ps-block ps-block--heading\">\n  <div class=\"ps-block__container\">\n    <div class=\"ps-block__grid\">\n      <div class=\"ps-block__content\">\n        <div class=\"ps-block__body\">\n          <div class=\"ps-block__item\">\n            \n<h2 class=\"wp-block-heading\">License plates: a deciding factor<\/h2>\n\n          <\/div>\n        <\/div>\n      <\/div>\n    <\/div>\n  <\/div>\n<\/section>\n\n\n<section class=\"ps-block ps-block--paragraph\">\n  <div class=\"ps-block__container\">\n    <div class=\"ps-block__grid\">\n      <div class=\"ps-block__content\">\n        <div class=\"ps-block__body\">\n          <div class=\"ps-block__item\">\n            \n<p class=\"wp-block-paragraph\">The dealership chose Orion for one key feature: multiple ways for customers to identify themselves on arrival. Roberto Mach\u00edn Goizueta explains:<\/p>\n\n          <\/div>\n        <\/div>\n      <\/div>\n    <\/div>\n  <\/div>\n<\/section>\n\n\n<section class=\"ps-block ps-block--paragraph\">\n  <div class=\"ps-block__container\">\n    <div class=\"ps-block__grid\">\n      <div class=\"ps-block__content\">\n        <div class=\"ps-block__body\">\n          <div class=\"ps-block__item\">\n            \n<p class=\"wp-block-paragraph\"><em>&#8220;Another deciding factor in choosing ESII was adding the <strong>license plate as an extra identification method<\/strong>. About 20% of our customers lease their vehicles, and in many cases their personal phone number isn\u2019t available in BMW\u2019s After-Sales system. This makes it harder to find their appointment and issue a ticket.<br>Letting customers enter their license plate allows us to<strong> find these appointments and check in virtually every customer who comes to the site<\/strong>.&#8221;<\/em><\/p>\n\n          <\/div>\n        <\/div>\n      <\/div>\n    <\/div>\n  <\/div>\n<\/section>\n\n\n<section class=\"ps-block ps-block--heading\">\n  <div class=\"ps-block__container\">\n    <div class=\"ps-block__grid\">\n      <div class=\"ps-block__content\">\n        <div class=\"ps-block__body\">\n          <div class=\"ps-block__item\">\n            \n<h2 class=\"wp-block-heading\">A project built to evolve<\/h2>\n\n          <\/div>\n        <\/div>\n      <\/div>\n    <\/div>\n  <\/div>\n<\/section>\n\n\n<section class=\"ps-block ps-block--textimage image-right\">\n  <div class=\"ps-block__container\">\n    <div class=\"ps-block__grid\">\n\n      <div class=\"ps-block__img\">\n        <figure class=\"lazy-image\">\n          <img loading=\"lazy\" decoding=\"async\" src=\"data:image\/svg+xml,%3Csvg xmlns='http:\/\/www.w3.org\/2000\/svg' viewBox='0 0 600 600'%3E%3C\/svg%3E\"\n               data-src=\"https:\/\/www.esii.com\/app\/uploads\/2026\/10\/keo-bmw-kiosk.webp\"\n               data-srcset=\"https:\/\/www.esii.com\/app\/uploads\/2026\/10\/keo-bmw-kiosk.webp 600w\"\n               sizes=\"auto, 600px\"\n               alt=\"\"\n               width=\"600\"\n               height=\"600\"\n          >\n        <\/figure>\n      <\/div>\n\n      <div class=\"ps-block__body\">\n                                  <div class=\"ps-block__text\">\n            <p>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 Mach\u00edn Goizueta sums it up:<\/p>\n<p><em>&#8220;Overall, implementing the system has brought a <strong>significant improvement in how we organize appointments, track arrivals, coordinate<\/strong> between the front desk, advisors and the Call Center, and in the <strong>overall customer experience<\/strong>.<br \/>\nThe 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, <strong>we\u2019ll have a complete, agile system able to serve virtually every customer who visits our site each day<\/strong>.&#8221;<\/em><\/p>\n\n          <\/div>\n                      <\/div>\n    <\/div>\n  <\/div>\n<\/section>\n\n","protected":false},"excerpt":{"rendered":"<p>Merging sites doubles the workload Bringing all of BMW Zaragoza\u2019s 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 [&hellip;]<\/p>\n","protected":false},"featured_media":0,"template":"","activity":[27],"client":[772],"class_list":["post-31752","article","type-article","status-publish","hentry","client-bmw-augusta-aragon-en"],"acf":[],"_links":{"self":[{"href":"https:\/\/www.esii.com\/en\/wp-json\/wp\/v2\/article\/31752","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.esii.com\/en\/wp-json\/wp\/v2\/article"}],"about":[{"href":"https:\/\/www.esii.com\/en\/wp-json\/wp\/v2\/types\/article"}],"wp:attachment":[{"href":"https:\/\/www.esii.com\/en\/wp-json\/wp\/v2\/media?parent=31752"}],"wp:term":[{"taxonomy":"activity","embeddable":true,"href":"https:\/\/www.esii.com\/en\/wp-json\/wp\/v2\/activity?post=31752"},{"taxonomy":"client","embeddable":true,"href":"https:\/\/www.esii.com\/en\/wp-json\/wp\/v2\/client?post=31752"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}