2022

Customer Relationship Management

SUBMITTED BY:
Team 07

Ashish Chhillar (20PGDM010)

Shorya Solanki (20PGDM043)
Lucky Mishra (20PGDM082)
Mehak Raghuvanshi
(20PGDM084)
Rahul Goyal (20PGDM092)
Rashi Dhir (20PGDM095)
Table of Contents
1. About TATA MOTORS .................................................................................................................................2
• MISSION ...........................................................................................................................................3
• VISION ..............................................................................................................................................3
2. SCOPE & LIMITATIONS....................................................................................................................................4
3. TATA MOTORS CRM Objectives......................................................................................................................0
4. TATA CRM Features ........................................................................................................................................0
5. TATA MOTORS CRM Process ..........................................................................................................................1
6. TATA MOTORS SOCIAL CRM ...........................................................................................................................2
7. CRM Success ...................................................................................................................................................2
8. CONCLUSION ..................................................................................................................................................3

1. About TATA MOTORS

Tata Motors Group (Tata Motors) is a $34 billion organisation. It is a leading global automobile
manufacturing company. Its diverse portfolio includes an extensive range of cars, sports utility
vehicles, trucks, buses and defence vehicles. Tata Motors is one of India's largest OEMs offering an
extensive range of integrated, smart and e-mobility solutions.
Tata Motors is one of the world's largest vehicle manufacturers and is part of the USD110 billion
Tata group, which was founded by Jamsetji Tata in 1868. By providing new mobility solutions
that are in accordance with clients' objectives, we believe in 'Connecting Goals.' We are India's
biggest manufacturer, and we are continuing to shape the Indian commercial vehicle landscape by
introducing cutting-edge powertrains and electric solutions that are packaged for power and user
comfort at the lowest life-cycle costs. Impact Design underpins our new passenger cars and utility
vehicles, which provide a greater balance of performance, driveability, and connectivity.
• MISSION
We innovate mobility solutions with passion to enhance the quality of life
• VISION
By FY 2024, we will become the most aspirational Indian auto brand, consistently
winning, by
• Producing higher financial returns
• Advancing long-term mobility solutions
• Meeting and exceeding customer expectations
• fostering a highly engaged workforce

Tata Motors, India's leading industrial manufacturer, began deploying Siebel CRM in 2003 as
part of their web–based, centralized dealer administration system. Because it has a large team of
sales and customer support workers distributed across the country, the company decided to
deploy an integrated dealer management solution and Siebel CRM to improve management
 performance. To stay up with global competitiveness, solve the needs of a cyclical economic
climate, and overcome the obstacles of a geographically dispersed dealer network, the dealer
management system and Siebel CRM solution were implemented. Tata Motors and its dealer
locations have one of the most extensive Siebel CRM implementations in the automotive sector.

2. SCOPE & LIMITATIONS

The core theme of all CRM and relationship marketing perspectives is its focus on cooperative
and collaborative relationships between the firm and its customers, and/or other marketing
actors. CRM is based on the premise that, by having a better understanding of the customers’
needs and desires we can keep them longer and sell more to them.
There are three parts of application architecture of CRM:
· Operational - automation to the basic business processes (marketing, sales, service)
· Analytical - Assists in the analysis of customer behaviour and the implementation of
business intelligence
Co operational - ensures the contact with customers (phone, email, fax, web...)

Improving customer service

CRM’s are claimed to improve customer service. Proponents say they can improve customer
service by facilitating communication in several ways:
• Provide product information, product use information, and technical assistance on web
sites that are accessible 24 / 7
• Help to identify potential problems quickly, before they occur
• Provide a user-friendly mechanism for registering customer complaints (complaints
that are not registered with the company cannot be resolved, and are a major source of
customer dissatisfaction)
• Provide a fast mechanism for handling problems and complaints (complaints that are
resolved quickly can increase customer satisfaction)
 • Provide a fast mechanism for correcting service deficiencies (correct the
problem before other customers experience the same dissatisfaction)
• Determine how each client defines quality, and then develop a service strategy for
each customer based on their unique needs and expectations.
• Use the Internet to track client interests and adapt product offerings accordingly
• Engage in collaborative or real-time customization via the Internet

3. TATA MOTORS CRM Objectives

TATA Motors focuses on best customer experience across the network. The major reasons
for TATA Motors to perform best in its CRM are:

• Cyclical nature of automotive demand

• Competition from new entrants
• Manage, synchronize, and coordinate interactions with 777 dealers and their million
vehicles on road
• Improve operational efficiency
• Platform for providing better customer experience. while strengthening its position as
a world-class automotive brand

With these objectives in mind TATA motors has deployed Siebel Automotive, a customer
relationship management (CRM) solution. Currently in use by thousands of sales and
service personnel, the Siebel CRM solution is expected to be deployed to TATA Motors'
entire network of dealer organizations in India, with more than 3000 locations and huge
sales and service executives expected to use Siebel Automotive.

4. TATA CRM Features

Some of the unique features of the CRM employed by TATA Motors are:-

• Support for multiple organizations – offer data access to multiple

organizations while respecting each organization's security and privacy.

• Can be readily distributed through the Internet

• Contains sophisticated partner management features, which is perfect for

Tata Motors' extensive dealer network.

• The user-friendly interface has made training Tata Motors' 10,000+ dealer
sales staff much easier.
Serving a nation of 3.3 million square meters required a creative communications solution as
well. With over 1400 sales and 1800 service touch points around the country, the firm wants
to create and execute efficient modern dealership models to improve customer experience and
convenience while also expanding penetration & increasing quality across its network.

5. TATA MOTORS CRM Process

Three key phases:

1. Customer Acquisition - This is the procedure for luring a buyer to make their first
purchase. Our customer has been found.
As we all know, the purchase price isn't the only cost to consider when purchasing a vehicle.
It may not be cost-effective to maintain because some of the often used spare parts are rather
expensive. Customers can expect excellent after-sales service from Tata Motors. When
compared to other segments, the affordability of spare parts is most competitive in the
economy segment..

2. Customer Retention – A customer of the company returns for a second purchase. They
keep them as a customer. It's more likely that you'll purchase a similar product or service, or
the following level of goods or service.
Financial incentives, such as lower prices for bigger volume purchases or lower prices for
long-term customers, are common ways for consumers to get emotionally engaged to a firm.
It also provides long-term customers either steady prices or lesser price spikes in compared to
new consumers.
Customer Extension - Customers frequently return to tata motors to make purchases.
Customers are introduced to items and services that may or may not be entirely related to
their original purchase. These are purchases that aren't required. Naturally, once committed
clients have purchased them, the goal is to keep them as customers for other products or
services.

Within the two-year warranty period, TATA Motors offers free service to consumers who
own Tata cars.
For the third and fourth years following purchase, TATA motors offers an extended paid
warranty package marketed under the slogan "Forever Yours."
The extended warranty programme serves to develop customer relationships while also
increasing revenue from the sale of replacement parts, accessories, and automotive-related
services.
6. TATA MOTORS SOCIAL CRM

• Tata Motors has built its DMS using Oracle’s Siebel verticals
• Tata motors actively handles their customers problem and tries to
solve those at the earliest.
• Having presence on different social platforms like Instagram, twitter
they are approaching to customer in terms of solving their issues and
relationship building.

7. CRM Success

• Increased revenue growth from both higher vehicle sales and a rise in the company's
after-sales parts business
• Integrating Siebel Automotive improved dealer management system ensured that
dealers would immediately see the value in the solution.
• Improved demand forecasting, planning, logistics management, and inventory
management
• Overall reduction in quality-related costs due to faster product performance feedback
8. CONCLUSION
Tata Motors is expanding in its products, sales and service network, as well as remodeling,
developing, and deploying modern dealerships, all with a customer-centric approach which
anticipates client wants.
The company intends to build and implement efficient modern dealership models to improve
customer experience and convenience while also growing penetration and driving excellence
across its network, which has over 1400 sales and 1800 service touch points around the
country.
In the sales and customer welcoming spaces, there is air conditioning and Wi-Fi. These
facilities are also open 24 hours a day, seven days a week to serve the region. Because of our
properly qualified and experienced people, the entire process of purchasing and owning a
Tata Motors commercial vehicle would be hassle-free.