CRM Implementation in Automotive Industry

BY:

Abhishek Harbhajanka Shreya Shrivastava Surya Vaidyanathan

Agenda
Ø Introduction Ø Why CRM? Ø CRM tool deployed Ø Why this tool? Ø Method of Implementation Ø How Tata Motors benefited? Ø How Tata’s dealers benefited? Ø Challenges faced Ø Key Strategies used Ø References 
 

INTRODUCTION
 

Quick Facts

Automobile Industry

9th largest in the world
 

Ø Largest commercial vehicle manufacturer in India. Ø 2nd largest passenger car manufacturer. Ø Year of establishment : 1945 Ø Industry: Automotive Ø Works: Jamshedpur, Pune, Lucknow and Dharwad

Production: > 2.3 million units in 2008
  

India: Asia’s 4th largest exporter of automobiles

Ø Ø Ø

WHY CRM?

CRM tool Deployed
 Oracle's Siebel Automotive  Implemented at the dealer level.   Comprehensive sales and reporting functionality.

 This solution helped dealers respond to customer queries

regarding vehicles that aren't in a dealer's stock, but which can be ordered directly from Tata Motors.

 Applications included

§ Inventory management, § Parts location. § Pricing and tax calculations are adjusted for each dealer's requirements.

Why this tool?
Ø Improves demand forecasting, planning, logistics and inventory management .

Ø Offers 360-degree view of customer and vehicle information and streamlines workflow to enhance customer service and improve efficiency.

Ø Enhances product quality and increases revenues from both vehicle sales and after-sales parts business.

Ø Enables Tata Motors to gather feedback on products to improve design or manufacturing quality.

Ø Helps measure the effectiveness programmes.   Ø User friendly interface

of

marketing

campaigns

and

Implementation

How

benefited?

How Tata’s Dealers benefited?

Success Factors for CRM
Ø  Creating

a customer culture

Ø Adopting customer-based measures Ø Introducing effective IT Ø Segmenting customers Ø Developing an end-to-end process 

References
 http://www.expresscomputeronline.com/20050926/management02.shtml  http://www.tatamotors.com/our_world/press_releases.php?

ID=310&action=Pull
 http://www.scribd.com/doc/2876978/tatamotorssiebelcasestudy  http://dqindia.ciol.com/content/industrymarket/focus/2006/106110806.a

sp
 http://www.business-intelligence.co.uk/reports/crm_strat/summary.asp  http://www.tata.com/company/Articles/inside.aspx?artid=SZAxi/HHEQ4=

THANK YOU

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