BMW TEST DRIVE
How do you optimise a test drive E2E journey across multiple channels and systems?
The Challenge.
When customers conduct a test drive, it involves more than just scheduling an appointment. Online booking, internal systems, and dealership processes all need to work together seamlessly.
This involved multiple workstreams, including online, CRM, customer portal, as well as retail and back office, each with its own dependencies and planning cycles. What was missing was a shared foundation: a common view of the end-to-end journey, clearly defined processes across teams, and a unified roadmap to align requirements and priorities.
Approach: E2E Customer Journey Analysis.
The starting point was the big picture. The customer journey was examined end to end, from initial awareness to the test drive at the dealership. Request, booking, dealer interaction, and communication around the appointment were treated as one connected flow, not as isolated steps.
In parallel, the underlying systems were mapped out. Online, CRM, customer portal, as well as dealership-side solutions and their data flows. Audience interviews, analytics, and hands-on test drive experiences with competitors added depth. Looking at all of this together revealed where handoffs break down, information gets lost, and processes drift apart.
Approach: Roadmap & Requirements Engineering.
With the full picture in place, the friction points surfaced. Whitespots and painpoints became visible where previously only parallel requirements existed. This led to a cross-functional roadmap.
Together with the workstreams, requirements were refined and translated into concrete solutions. The outcome was a set of clear requirements with defined flows and target states. What had been scattered started to take shape. Processes became clearer, dependencies visible. Parallel initiatives turned into a flow that worked as a whole.
Our role.
Support for the internal process owner—both operational and structural across all workstreams:
- End-to-end journey blueprint across all workstreams
- Roadmap and requirements
- Requirements engineering in Jira
- Support during refinements and alignment between business and development
- Creation of top management and steering committee decks to support decision-making
Outcome.
- End-to-end journey blueprint as a shared reference for all teams—with interfaces, data flows, and clearly defined responsibilities
- Prioritized roadmaps across all four workstreams—aligned, realistic, and actionable
- Implementation-ready requirements in Jira—process flows, user stories, and acceptance criteria for all involved teams
- Coordinated delivery across online, CRM, customer portal, and retail/back office—without silos
- Steering committee decks enabling top management decisions based on clear data and priorities
Our services.
CONTACT
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