Jaguar Land Rover:

Towards a Customer
Centric Organisation GROUP -4
Akash Ghosh
Leveraging
Aman Kumar
Customer Anushkar Chauhan
Intelligance and Harshal Kerkar
Data Analytics for Mohit Khemka
Raghunath Prabhudesai
Sustainable Growth
Udita Gupta
What are key changes Tata Motors made to
Jaguar and Land Rover after acquiring these
brands in 2008?

New overseas plants into cost

Customer Centric Approach effective manufacturing and labour
countries like China and Brazil.

An enterprise management platform was

Contracted with Magna Steyr to
created to embrace the entire organisation
produce its vehicles in Austria
and its processes.

Invested heavily in a single global CRM Development of analytical

solution to revolutionize the way the brand techniques and intelligence
interacted with its customers methodologies was also initiated.
What does the customer journey look like in the
automotive industry? Is it changing? Why & how?
The auto industry has come a long way in the past 100 years—and particularly in the last 10 years. Technology
is fueling dramatic changes in how vehicles are manufactured, marketed, purchased, and driven. Or, in the
case of autonomous vehicles, not driven.
Is it Changing? Yes, it is changing.
How you ask, there are three elements that will showcase the changes that took place in the last 10-15 years
Specific preference and buying habit: It’s a process which undertakes in this journey which is
known as customer process in which customer goes through various processes while selecting a
vehicle that has improved and modernized for customer convenience.
Websites have been developed where customers can navigate and find the vehicle of their liking and also
customization is made to filter out the price range in which the customer wants to purchase. HE/SHE now can
schedule a test drive online which was not the case a few years back and changed the customer experience
on a whole new level. And after a purchase is made, customer service follows up which is integrated in such a
way that the system instantly answers customer queries and requirements and drives a high level of customer
engagement.
 Business infrastructure support systems: In recent years the support system in the
automobile industry has gone through various changes. They have equipped with a well-
optimized website and data recording tools are there to collect data of various variants. A CRM
system is developed for customer management and it also handles Back-end infrastructure
support like customer service teams, customer data recording tools, emails, messaging
integration, etc.
 Level of customer experience delivered: According to Deloitte Global Automotive
Consumer Study, 59 percent of consumers say they were never contacted by the
manufacturer after buying their vehicle and 26 percent of customers never hear
from the dealership after the initial purchase. These numbers are changing after the
implementation of CRM systems as the industry is able to provide more accurate
and faster service to their customer. Service gaps are decreasing and it's leading to
an increase in brand capabilities. “A sale starts not ends with the purchase,” Fry
warns. “Providing ongoing support and letting that person know you value their
personal experience is crucial for building brand loyalty and advocacy.
 How has digitalization
transformed automotive
industry?

Gradual shift of Self-driving cars Customer's Digital

attention from the and ride-sharing preference for technologies like
traditional cars to platforms were mobility platforms virtual reality (VR)
hybrids and gaining attention over car brands and augmented
Electric Vehicles reality (VR)
(EVs) changed driving
habits
JLR retaining a Customer
Centric Approach
JLR COLLECTS DATA BASED ON
Customer Voice Before the launch cycle.
Customer Voice After the launch cycle.

JCL follows Successor Model to collect

data and comes up with better versions.
Idea of Co-Creation between Customer and Engineer

Before the Launch After the Launch

To understand the requirement of the To know the voice of the
customer customer
To know the volume required to Understand Product
produce Dependability
At what price the product be to create Monitor sales of Satisfaction
a demand.
 Data Collection to ensure the brand
remains customer Centric

Ethnographic Data Collected from

Research Car

Region Wise Consumer buying style Choice Based With the advancement
Reseach and lifestyle which Points of technologies data
helps in strengthning are collected from car
To attract better profile the relationship During the pre- sensors which helps in
potential customer between the target production phase price relevant
based on the customer and the and volume is decided enhanccements and by
demographics as well brand. based on the research. anlyzing GPS brand
as desires and understand driving
attitudes. behaviour of the
consumer.
Trends and the Future Cloud technology will allow telecoms to operate with
more efficiency as this guarantees scalability and cost-
effectiveness, allowing them to adjust better to market
of Telecommunications demands.

The IoT or the Internet of Things is a technology that

Artificial intelligence that keeps behind-the-scenes
helps ensure minimal downtime for data centers and
operations rolling faster will guarantee business
base stations. The telecom industry will continue to
optimization like never before.
develop its services to improve IoT technology.

In-house software development is crucial in ramping up

Robotic Process Automation will significantly reduce security and productivity. New software (with new tools
error rates and boost customer service/operational and services that shift security efforts) will prevent any
efficiency. technological breach leading to systemwide failures.will
guarantee business optimization like never before.
What types of techniques and methodologies
should JLR use to understand customers better
on a continuous basis?

The importance of the "Voice of

the customer" during the PRE
and POST launch phases has
been emphasized in the process
of Collecting Data through
Customer Intelligence through
Product Lifecycle
 For PRE launch.
Four Years Before the Product Launch – Co-relation
between the customers and engineers began, when the
ideas were in ‘concept clinics’
One Year Before the Launch – Forecasting volumes and
price demand simulations could be performed in ‘Pricing
Clinics’
Carrying out Quantitative Research, Qualitative Research,
Ethnographic Research & Social Media Listing would be
more appropriate in the Pre-Launch Stage.

For POST launch.
Three Years after Launch – Surveys carried out to
measure product dependability to monitor the sales and
service satisfaction. The lifecycle of the product was 7 years
and if the consumer was engaged throughout, it could
shape the evolution of a successor model.

Using Cloud Services, VR Headgear would be more

appropriate in this stage
Smart and big data analytics are the primary customer intelligence
methodologies and techniques that JLR should leverage to understand
the customers.
The different methods are significant in the various stages of the car
launch cycle.
Big Data Analytics
Big data analytics is the use of advanced analytic
techniques against very large, diverse data sets that
include structured, semi-structured, and unstructured
data, from different sources, and in different sizes from
terabytes to zettabytes.

Big data methodology is vital at the growth and

maturity stages. It helps the seller understand whether
the car has been able to address the needs of the
targeted market segmen
Smart Data Analytics
Smart data is a strategic approach to data
analysis. It consists in extracting relevant
information from a mass of raw data to gain
valuable insights. New technologies and the
power of analytics help reduce the time
needed to sort through data and enable
users to access the underlying information
hidden behind the numbers.

Smart data is instrumental in the decline

stage as it allows in the determination of
the point at which the price should be
slashed in the effort to make way for other
new car models.
Conclusion for any customer durable industry using
IT for delighting customers?
Changing from product centric
to customer centric
VoC into account for future product design and
specs
The CRM taking all arms to look like a single
management, makes it more easier for the
customer to raise any issue
CRM does save time of the customer as well as
organisation itself
Improving voice-activated applications and on-
board infotainment
Identifying Potential Buyers
On basis of age, income, gender, occupation
Also, bifurcating the customers region-wise
Product Sales
Proper sales forecast with high precision, along with the preferred models
Giving VR experience of numerous models (with different colour combinations,
interior material, etc) at one single place, which is impossible and very costly with
physical setup
Product Sales
Taking price elasticity into account while forecasting (by using volume against
price for finding the ‘sweet spot’)

BEST
PRICE
Pre-Delivery of the product
Sending the customer proper Qualitative
Info (in form of images) of their order
being processed
Service of the product
Sending the customer proper reminders of the upcoming schedules
Giving provisions to book service online
Consumer behaviour
Researching the consumer behaviour to
produce products for specific customers
Thank
You