Improving service consultant performance of BMW Binh Duong employees

Abstract

The luxury car market in Binh Duong has increased from 2019 to 2021 despite the complicated development of the disease. BMW Binh Duong has been operating since 2019 but has had a decrease in vehicle sales while the sales volume of direct rivals Mercedes-Benz Binh Duong and Lexus Binh Duong have increased. Through the research process, BMW Binh Duong has symptoms of (1) decreasing introducing customers and (2) decreasing showroom traffic. Through studying data, documents, information from BMW Binh Duong and qualitative & quantitative surveys, three potential problems were discovered (1) low showroom awareness, (2) poor facilities, and (3) weak service consultant performance. In which weak service consultant performance is the main problem. From there, three potential causes are given (1) Excessive workload, (2) Poor compensation and benefit, and (3) Not well-trained for service consultants. Main causes: not well-trained for service consultant is formed after research and evaluation. BMW Binh Duong's issues can decrease revenue, low profit due to increased costs for finding new customers, and missed development opportunities. To solve this main cause, BMW Binh Duong uses a combination of insourcing and outsourcing. Insourcing to rebuild performance appraisal through the management by objectives method. Outsourcing to hire experts from BMW Asia to train through the service consultant education program.