The Institute of Customer Service has honoured BMW Group UK for its commitment to excellent and innovative customer satisfaction.

The ICS has presented the prestigious Kcom Customer Feedback Strategy Award to BMW Group UK's first customer director, Richard Price, recognising in particular the customer service system in operation in all BMW and Mini UK dealerships that allows every customer to rate their experience on a five star scale and write specific comments on dealer websites.

"This award recognises our commitment to providing the very best service for our customers and there is absolutely no doubt that satisfied customers drive the success or failure of businesses,” said Tim Abbott, managing director of BMW Group UK.

"We are determined to put the customer at the heart of everything we do and Richard’s appointment to the new role of customer director is key in making sure this is a fundamental part of our overall business strategy."

With eleven categories, award submissions are scored against pre-set criteria by a panel of industry experts and finalists are assessed by an independent group of judges selected for their business knowledge and acumen.

Price added: "We are delighted by this award, particularly as BMW Group was the only automotive organisation across all categories to make it into the finals. Our star ratings, a first of its kind in the automotive industry, help all BMW and Mini customers to make informed choices and inspire everybody in the company and in our dealer network to strive constantly to provide better customer service."