Alphabet GB has appointed Jean-Michel Barachy as its new chief operations officer, supporting existing plans to enhance its digital transformation.

Barachy has held several international roles within the BMW Group over the past 20 years, during which time he has successfully implemented large-scale IT and customer relationship management systems in Europe and Asia to optimise operational capabilities.

Prior to joining Alphabet GB, Barachy was chief operations officer for BMW Financial Services in Japan, where he oversaw the group’s digital transformation strategy. He has also held several IT leadership positions in France, Germany and China.

Alphabet said his extensive insight into business operations and the IT landscape would help deliver effective and efficient processes, systems and people, ensuring excellent customer outcomes and services across the UK.

Mike Dennett, chief executive officer for Alphabet GB, commented: “The automotive industry is going through a period of extraordinary change, which requires a robust approach while having the ability to flex with new legislation, regulation and customer demands. Jean-Michel has a strong reputation for delivering best-in-class customer service and will be invaluable to help us leverage from new technologies that underpin our go-to-market strategies.”

Barachy said: “The market presents huge opportunities to elevate the customer experience to offer even greater value, from SMEs to major corporate clients.

“Data and analytics are increasingly changing the way we approach the customer experience. By having access to the latest technology, it enables us to create a more dynamic and personalised business relationship.

“I have been fortunate to see first-hand how innovation has enhanced the in-person customer journey across BMW Group, and I am excited to realise the potential of the digital transformation programme in the UK to assist our internal processes and customer interactions.”