Rybrook BMW


Video mystery shopping benefits us because seeing is believing, so when you show somebody how they interact with customers, how they act when they are asking questions and when they’re communicating, video is far better tool for communication for employees than any other medium. For me it’s all about it making it easy and being able to deliver the objective that we’re trying to achieve and tern has helped us deliver that every single time.

Gareth Thomas, Dealership Principal, Rybrook BMW


Rybrook BMW is based in Worcestershire, Shropshire and Warwickshire. They are well established with over 40 years of experience working with the BMW brand as an Authorised BMW retailer. They are renowned for offering the highest levels of customer service when selling new and used BMW cars. They pride themselves on exceeding the customer’s expectations and are exceptionally pleased that loyal customers return to Rybrook for all their sales and service needs time and time again. Customer satisfaction is at the heart of everything they do.

The Proposal

The management team at Rybrook BMW, headed up by Dealership Principal Gareth Thomas wanted to ensure all staff were able to achieve their goals and to be recognised for their success. In order to maintain high standards, it is necessary for all staff at BMW Rybrook to understand the way in which a memorable BMW customer experience should be delivered.

The automotive mystery shopping brief was designed to record the customer experience and to enable staff to directly learn from their interactions with customers whether that is at the reception desk, on the test drive or when negotiating the sale. The experience for the customer is paramount in delivering long term repeat business.

Building a strong rapport with the customer enables Rybrook BMW to sell premium vehicles based on the needs of the customer. The video mystery shopping audits looked at sales techniques implemented within training sessions and the value of interactions between staff and customers during the test drive phase.

The Results

BMW Rybrook – has seen an improved performance across all categories measured. Rybrook currently boast enviable customer service ratings of 4.7 out of 5 stars for service on new car sales and 4.6 out of 5 stars for after sales service.

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