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CRM in TATA

MOTORS SUBMITTED BY:GROUP 2,

SEC X

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Introduction

Tata Motors Limited is an Indian multinational automotivemanufacturing 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

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Product/Services

Products:

Cars & Utility Vehicles

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Product/Services

Products:

Trucks & Buses

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Product/Services

Products:

Military Vehicles

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Product/Services

Services:

Vehicle Finance

Over five decades of expertise in vehicle financing, Tata Motors Finance Ltd., iscompany of Tata Motors Ltd. Established in 1957, they are engaged in financingrange of Passenger Cars and Commercial Vehicles manufactured by Tata Mot

Vehicle Insurance

Tata Motors Insurance Broking & Advisory Services Ltd. was granted a Direct Broby the Insurance Regulatory and Development Authority (IRDA) in May 2008 fo

undertaking Direct Insurance Broking in Life and Non-Life insurance businesses. placed business with all public and private insurance companies to enable offcustomised solutions to customers. As a Total Insurance Risk Solutions provider, TInsurance Brokers play an integral role in managing the portfolios of the customRisk Advisory and Risk Management.

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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 forCRM

Marketing efforts are nearly 30%, hence its imperative tohave excellent CRM to ward off bad sales

Tata Motors Vision

Most admired by our customers, employees, business partnersand shareholders for the experienceand valuethey enjoyfrom being with us

Tata Motors Mission

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

Value

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Major CRM Vendors

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CRM

Operational Analytical

Gives support to FrontOffice business process

(e.g. sales, marketing

etc.)

Any interaction withcustomers is stored incustomers contact

histories, which the staff

can retrieve asnecessary

Gives staff access toimportant informationabout the customer,eliminating need for

individually obtaining itfrom the customer

Designing andexecuting targeted

marketing campaigns

Anabeh

maketo

servi

produ

Managementinformation system (e.g.

financial forecastingand customer

profitability analysis)

Geneuse

CRM

FRAMEWORK

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CRM

Operational Analytical

Phase 1 Focused on capturing customer and vehicle data and automating

routine tasks

Phase 2Captured data was used to improve customer interactions andstreamline product development and planning

Phase 3Now underway, concentrates on tuning the system anddelivering additional value-added services to customers.

IMPACT ON TATA MOTORS

CRM

FRAMEWORK

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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 LandRover

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Loyalty ProgramsTata Emperor and Tata Delight

In Bhubaneswar: Key customers

discounts and 10% on labour 5% on spares Commercial fl

are given priori

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Customer Contact Service

Customer

Comes for

Service

Identification

of Work

needed

Job Cart is

created with

job detail and

VIN No.

Job is C

Ou

Ser

peo

Bi

genera

per

com

pri

Customer

Feedback is

taken on spot

A call is made

against the

job id to the

customer

after 3 days

If the

customer

gives 90/100

The car is

called back

again to

rectify the

mistakes

Job cart is

closed

Job cart is

closed

No

Yes

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Measuring Impact(Service)

JD Power CSIscore

Score of 802 in 2013

improved from 664 in2011 .Currently 4thpos inPassenger carsegment.

CPTVInternal monitoring &target revision periodically

Current target of 8 acrossall DMS in IndiaTracking sources ofcomplaint

IncreasedService

Revenue by 3times in 4 yrsLoyalty program-Customers

Sales & Service camps for topfleet owners with effectiveassessment of size & share ofwallet.Tracking of lost customers &pooling services( upgrades &up-selling, geography change)

Loyalty ProgPeriodic incedisbursementscheque, pack& recognition performance High employmore product

Training EMandatory

training moduWeekly evawith pass maApplicable employees o

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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