Expectations were in fact exceeded during a recent experience as a member of the MINI community.
The synchronous and asynchronous community experience were integrated. I could hardly believe it. I found a marketing organization, sales force and customer service ecosystem truly aligned. Now for someone like me, who is seeped in community. this is noteworthy. Why you ask? Because more than anything, MINI approaches the buyer’s journey through building high trust personalized relationships. What, trust you say? Yes, they approach the car buying discussion with full disclosure. They assess quickly asses your needs and personalizet he experience through actions and words. In fact, Barry Bell, my MINI motoring representative in Reno has 26 years’ experience and shared with me that he believes the car buying experience should be anything BUT complicated.
It becomes obvious that the workforce education, sales process, leadership training and post sales support are aligned. Yes, I love the Mini Owners Lounge. Not to mention their talent acquisition process. Yes, they hire down to earth people who sell a motoring experience.
From the threads the motoring representatives ‘sport’ to the dealer decor and throughout the web, it’s consistent, fabulous and fun. They create an experience whereby you can hang out online with likeminded individuals in the owners lounge so brag, swap pics or share stories. If you prefer the in person experience, ask your dealer or search online to find a local MINI motoring club. In fact, I’m smacking my lips as I enjoy my MINI chewing gum while I think about warm weather and cranking up the numbers on my top-o-meter. It’s a gauge that is all about fun. It keeps track of how many hours you have been ‘driving topless’. Taking my kids to school should be fun, right? So this is why MINI was the right choice for me. Hand gestures, the nice one’s are all about the MINI cult or click. You keep one thumb hooked under the steering wheel with the other four up to acknolwedge their MINI style and get the same acknolwedgement back. It is truly about ‘many’ smiles, warm hearts and camaraderie.
As a busy working woman, I appreciated how they infused the process with fun. They provided me with ‘many’ options which allowed me to customize my ride. In fact, if you build your car, they simulate the warehouse and virtually allow you to see your car while in production. You are able to lurk on the manufacturing process, which in and of it psychologically get you more attached to the car pre-delivery. In fact, you can track it with GPS on the container if needed and soon I imagine FOURSQUARE will allow you to stamp where your ‘vehicle’ is in route and allow others to join your in the brand experience. From the customer service agent that checks in pre-sale, to the delivery process, it’s integrated, it’s seamless and it’s FUN.
Simply said, if you want to be ‘transported somewhere’ – check out the MINI motoring experience for both the physical and emotional transportation.’’
The Lauren Klein 
