Overview: Tata Motors is Indias largest automobile company.

Through subsidiaries and

associate companies, Tata Motors has operations in the UK, South Korea, Thailand, Spain
and South Africa. With over 7.5 million Tata vehicles plying in India, Tata Motors is the
countrys market leader in commercial vehicles and among the top three in passenger
vehicles. It has brands like Jaguar, Land Rover, Fiat, Nano, Indica, Indigo, Manza, Sumo,
Safari, Aria, etc., under its wing.

It has over 3900+ channel partners or dealers across India. Tata Motors
decided to invest in a CRM-DMS (Customer Relationship Management Dealer
Management System), to bring in transparency in the operations and to get
complete control over the business. The dealers were not using a common
software to record pre-sale contacts, leads, sales, purchase, etc. This was
posing a problem to keep track of the sales and purchase reports on daily
basis and manage customers of Tata Motors. Therefore, it decided to deploy
a DMS system to integrate the various functions and standardise the reporting
system.
CRM-DMS software helps to automate and streamline the sales process from
top to bottom - right from the lead creation up to the final order payment. It
delivers integrated sales, marketing, customer service and support automation
solution that encourages an organisations customer acquisition, retention,
and development processes.
Tata Motors wanted a service partner who could provide rollout of the
application as well as online and onsite help to the dealers throughout India.
CMC was chosen as the preferred service partner because of its extensive
experience in providing similar solutions to well-known companies and
countrywide support facilities. The new system helped the dealers to
identify, acquire and retain customers. It helped in managing and coordinating
customer interactions across multiple locations and departments. It also
helped in generating timely MIS (Management Information System) for
better decision making, monitoring, inventory control and standardised
reporting system, among others.

Business Challenge
TML wanted to automate and streamline the sales operations at the dealer
level. It was facing a challenge to get a comprehensive and timely update about
the pre-sales, sales, service & parts, customer contact, purchase, exception
report, stock analysis and profit report, etc. on daily basis. It wanted to have
real-time update about these to take timely operational decisions and plan
future production.
The dealers were not using a standardised reporting system. It was
challenging to keep track of the sales process across the large dealer pool.
Therefore, TML decided to deploy CRM-DMS software at all the dealers
locations. TML partnered with CMC to carry out the rollout, support, handholding
and training for the CRM-DMS software. After the deployment, TML started getting
standardised, comprehensive and real-time report all throughout the supply
chain.

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How we helped
CMC installed the CRM-DMS application on the dealers system and ensured
that it was functional. After the installation, CMC provided helpdesk support
through centrally located support centre. The dealers could create a request
through the CRM application giving details of the area in which they needed
help or call the toll free number. CMC provided infrastructure for the support
centres and provided fixed number of seats at each location. It also provided
service engineers with laptop, data cards and mobiles so that they were easily
accessible and could serve the channel partners on time. CMC provided handholding to the dealers team for a few days till they became comfortable using
the application. CMC provided training to the dealers staff so that they could
enter the required data into the software with ease and confidence. Regular
training is provided henceforth to the dealers personnel for new versions and
updates on the application.

Benefits to the client

End-to-end solution across India: Tata Motors was able to manage its dealers
across all locations in India through one company i.e. CMC. It didnt have to go
to different companies for various solutions. CMC provided end-to-end solution for the rollout, online and onsite support and training of the application.
Cost saving and speed of operations: CMC provided improved efficiency of
operations at less cost. Real-time updates through the application helped in
faster decision making and processing of sales. CMCs cost effective solution

Case Study: CMC helps Tata Motors to automate its sales and services

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like centralised helpdesk to give resolution over call or email helped in reduc
ing project cost. The helpdesk could rectify problems by remotely accessing
distributors system, using their own infrastructure instead of TMLs, in effect
bringing down the cost related to running an office set-up, hiring manpower,
etc. TML was easily able to relocate their own IT officers and engineers to other
projects, saving the company resources.
Complete control over business: Real-time online sales and purchase reports
helped TML to have complete control over the business. It could keep track
of the stock and at various dealer outlets which helped in planning future
production. Control over inventory, sales, collections, financial accounting also made the supply chain management easier. Standardised reporting
system increased operational efficiency and decreased paperwork.
Distributors benefit: The distributors also benefitted from centralised
helpdesk services provided by CMC. The multilingual toll free number could
remotely provide them with timely resolutions. They could call without
incurring any cost. They could reduce downtime by getting immediate
resolution over the call or email.

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Client testimonial
The strength of a team is often measured by the number of milestones it has
mapped. Add to this the efforts put in by the team members and you know the
value of your team.
The CRM DMS project has come a long way, the journey so far has had its share
of ups and downs but I am glad to say we have
emerged ACHIEVERS.

The strength of a team

The contribution from each member makes us

better each day, we look forward to your involvement in making the CRM DMS project bigger and
better!

is often measured by the

number of milestones it
has mapped.

Jagdish C Belwal
CIO, Tata Motors

Great work and thank you for your support on this critical migration exercise.
Shekar Madhusudan
CRM Head, Tata Motors

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About CMC Limited

Incorporated in 1975, CMC is a leading Systems Engineering & Integration
provider in India and a subsidiary of Tata Consultancy Services Limited,
Asias largest software company. Operating out of 20 plus offices globally
and 180 service locations in the country, CMC employs over 10,000 people
worldwide and has a wholly owned subsidiary in the USA
called CMC Americas, Inc.
Over the last three decades, CMC continues to bring the benefits of
Information Technology to improve the productivity of its customers
globally and enhance the quality of their products and services by
combining its wide range of service offerings with its deep vertical
experience in multiple industries. CMCs vision is to deliver turnkey solutions to
solve complex business and societal problems using Technology & Innovation.

For more information contact:

Email: info@cmcltd.com
Website: http://www.cmcltd.com
Corporate address:
Global Head Marketing & Strategic Communication
CMC Ltd.
CMC House, C18, Bandra Kurla Complex, Bandra East,
Mumbai, 400051
India

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