CRM in TATA

MOTORS

SUBMITTED BY:

GROUP 2,
SEC X

Introduction

Tata Motors Limited is an Indian multinational automotive

manufacturing company [Fortune 500]

Headquartered in Mumbai, Maharashtra

Parent: Tata Group

Principal Subsidiaries: Jaguar Land Rover, Tata Daewoo,

Tata Hispano

Joint Ventures: Tata Marcopolo, Tata Hitachi

Products include passenger cars, trucks, vans, coaches,

buses, construction equipment and military vehicles

Revenue: US $38.6 Billion

Profit: US $2.29 Billion

Product/Services

Product/Services

Products:

Cars & Utility Vehicles

Product/Services

Products:

Trucks & Buses

Product/Services

Products:

Military Vehicles

Product/Services

Services:

Vehicle Finance

Over five decades of expertise in vehicle financing, Tata Motors Finance Ltd., is a subsidiary
company of Tata Motors Ltd. Established in 1957, they are engaged in financing entire
range of Passenger Cars and Commercial Vehicles manufactured by Tata Motors Ltd.

Vehicle Insurance

Tata Motors Insurance Broking & Advisory Services Ltd. was granted a Direct Broker License
by the Insurance Regulatory and Development Authority (IRDA) in May 2008 for
undertaking Direct Insurance Broking in Life and Non-Life insurance businesses. It has
placed business with all public and private insurance companies to enable offering
customised solutions to customers. As a Total Insurance Risk Solutions provider, Tata Motors
Insurance Brokers play an integral role in managing the portfolios of the customer through
Risk Advisory and Risk Management.

CRM vision & need

Automobile Industry

Needs of customer include not just the product(i.e. vehicle)

but also the augmented products ( viz. warranty, services,
free gifts etc)

Expectations of the customer extend well beyond the sale.

Hence the customer experience becomes a key factor for
CRM

Marketing efforts are nearly 30%, hence its imperative to

have excellent CRM to ward off bad sales

Tata Motors Vision

Most admired by our customers, employees, business partners
and shareholders for the experience and value they enjoy
from being with us

Tata Motors Mission

To be passionate in anticipating and providing the best
vehicles and experiences that excite our customers globally

Excite

Value
Experience

Major CRM Vendors

IT FACTOR for TATA MOTORS

Largest application in the industry, linking more than 3000 dealers across India and
tracking needs of 35000 active users and 15000 analytics users

Outside-in approach & the use of Siebel make it one of the most sophisticated and
largest Siebel CRM implementation globally

Implementation on IBMs high-end Power 5 servers and enterprise storage.

Dealer

Customer
Seibel CRM
and Seibel
Analytics used
for pre- and
post-sales
operations

Integrated
CRM-DMS

Oracle Seibel
verticals used

CRM

FRAMEWORK

CRM

Operational

Gives support to Front

Office business process
(e.g. sales, marketing
etc.)

Any interaction with

customers is stored in
customers contact
histories, which the staff
can retrieve as
necessary

Gives staff access to

important information
about the customer,
eliminating need for
individually obtaining it
from the customer

Analytical

Designing and
executing targeted
marketing campaigns

Analyzing customer
behavior in order to
make decisions relating
to products and
services (e.g. pricing,
product development)

Management
information system (e.g.
financial forecasting
and customer
profitability analysis)

Generally makes heavy

use of data mining

CRM

FRAMEWORK

CRM

Operational

Analytical

IMPACT ON TATA MOTORS

Phase 1 Focused on capturing customer and vehicle data and automating
routine tasks

Phase 2 Captured data was used to improve customer interactions and

streamline product development and planning

Phase 3 Now underway, concentrates on tuning the system and

delivering additional value-added services to customers.

CRM Framework
CRM-DMS

HORIZONEXT

Oracle Siebel+ Tally Accounting

Software

Introduced in 2013 as next-level

strategy

Sales

To anticipate customer
requirements and deliver exciting
driving experiences

Services

Stands on 5 pillars, 3 of which are

customer-oriented

Spares

enriched customer purchase

experience, consistent and
outstanding service and
technology-intensive aftermarket
support

Analytics
Claims management

Customer Segmentation
Commercial and Utility vehicle
Need based segmentation
Based on tonnage of vehicles required
Specific use of the vehicles
Types of vehicles : medium and heavy vehicles, light vehicles,
small vehicles and busses.

Passenger Car
Price of the cars
Type of vehicles
From Tata Nano to super luxury brands like Jaguar and Land
Rover

Loyalty Programs

Tata Emperor and Tata Delight

In Bhubaneswar:
Key customers get special
discounts and incentives
10% on labour
5% on spares
Commercial fleet owners
are given priority

Internal CRM

Rolled out the CRM for their internal departments such as sales, service and
marketing

This gives the dealers a 360-degree view of the customer and also creates a better
understanding between the departments and employees.

They consolidated their customer and vehicle data into a single integrated system
with the help od Seibel CRM software

This allowed them to access up-to-date customer and vehicle information in real
time.

It also helped them to carry out sophisticated business intelligence and analytics to
help their critical decision making.

Customer Contact Service

Customer
Comes for
Service

A call is made
against the
job id to the
customer
after 3 days

If the
customer
gives 90/100

Job Cart is
created with
job detail and
VIN No.

Identification
of Work
needed

Customer
Feedback is
taken on spot

No

The car is
called back
again to
rectify the
mistakes

Yes

Job cart is
closed

Job cart is
closed

Job is Carried
Out by
Service
people

Bill is
generated as
per the
company
pricing

Measuring Impact(Service)
JD Power CSI
score

Score of 802 in 2013

improved from 664 in
2011 .
Currently 4th pos in
Passenger car
segment.

Loyalty program-Customers

Sales & Service camps for top

fleet owners with effective
assessment of size & share of
wallet.
Tracking of lost customers &
pooling services( upgrades &
up-selling, geography change)

CPTV

Internal monitoring &

target revision periodically
Current target of 8 across
all DMS in India
Tracking sources of
complaint
Increased
Service
Revenue by 3
times in 4 yrs

Training Effectiveness

Mandatory hours of
training module
Weekly evaluation tests
with pass mark 70
Applicable across all
employees of dealership

Loyalty Program- Dealers

Periodic incentivisation with

disbursements of bonus, gifts,
cheque, packages , awards
& recognition based on CRM
performance .
High employee moral with
more productivity.

Conclusion

Key Benefits of an integrated system are

Reach out to all dealers, workshops and distributors

Ready availability of data for analysis and strategizing

Systematic tracking of opportunities(created, lost or booked)

Taking the CRM towards Delight Quadrant

Easy Tracking of Metrics