Case Study: Circle BMW

Buyers of luxury cars demand a higher level of customer service, and phone-based interactions are a big part of that. So when Circle BMW’s call recording platform no longer supported the level of service they wanted to provide, they went searching for one that would. Call volume, number of users, accuracy and integration were chief among their concerns. Find out what they chose and why.

At A Glance


  • 100+ employees in total
  • 4 contact center staff at any time
  • Volume of 500+ calls per day
  • Service-driven business
  • Need to provide accurate info


  • MiContact Center Quality Management


  • Enhanced customer service and quality control
  • Expanded training possibilities
  • Increased accuracy of information
  • Seamless integration with existing phone system and ACD solution


Circle BMW in Eatontown, New Jersey is one of the top BMW dealerships in North America. As a high-volume dealer of high-performance cars, they strive to deliver superior customer service, ensuring that the customer experience at their dealership is smooth, efficient and consistent.


Circle BMW has approximately 100 employees with four people staffing the call center at any given time handling roughly 500 calls a day. With that number of employees and volume of calls, providing accurate information and top-quality customer service was an ongoing challenge.

When Circle BMW’s previous subscription-based call recording provider no longer met their needs, they turned to ATC Voice/Data in Atlantic Highlands for a new solution.


With all the options available, ATC recommended MiContact Center Quality Management, the professional interaction management call recording solution
from Mitel. MiContact Center Quality Management automatically records, stores and organizes telephone conversations, providing multiple benefits to any business call center environment. Call monitoring, playback and evaluation, report generation, search functionality and much more can all be conducted through the highly intuitive user interface.


MiContact Center Quality Management’s call recording capabilities allow Circle BMW to train their staff using actual customer interactions, making it easier to meet the needs of their customers.

“MiContact Center Quality Management has been rock solid,” said Dave Reinhold, Circle BMW’s network administrator. “We use it mostly as a training tool. You monitor conversations with customers and you can

tell your people, ‘Rather than saying things this way and possibly giving the customer a bad impression, maybe you should say this instead, and approach the conversation from a different angle.’ It really helps us deliver consistently excellent service to our customers.”

“Many times people don’t recall what they actually said. When you can review the call as it actually happened with them, you get rid of any resistance and it makes the message sink in better with employees,” Reinhold added.

Regarding ATC, Reinhold said, “They really are a bunch of great guys. Whenever I’ve called them, they’ve really helped me out.”

Reinhold was equally impressed with the seamless integration of the MiContact Center Quality Management solution with Circle BMW’s phone system and automatic call distribution package.  
“When you look at everything else, it’s just about as flawless as you can get.”

“It really helps us deliver consistently excellent service to our customers.”

Dave Reinhold, Network Administrator
Circle BMW