CRM LIVE PROJECT

ON TATA MOTORS
GROUP 5
YOGESH SINGH(20192263), SAKSHI SHARDA(20192341), K. PARTHA SARADHI (20192234),
SUBHASISH DAS(20191108), POORNIMA TU(M20193807),SALONI VIJAY(M20191540), SWAPNIL
KAMPTIKAR(20191111), SUBHAM PAUL(20192254)

9/10/20 CRM
Contents
ABOUT AUTOMOBILE INDUSTRIES ................................................................................... 2
ABOUT TATA MOTORS ......................................................................................................... 2
TATA MOTORS PRODUCTS AND SERVICES ..................................................................... 3
TATA MOTOR SERVICE ......................................................................................................... 3
EXSISTING CHANNEL ............................................................................................................ 4
WHY CRM NEEDED ................................................................................................................ 4
TATA MOTOR APPROACH TO CRM .................................................................................... 4
IMPLEMENTATION OF CRM:- .............................................................................................. 5
CRM IN TIME OF COVID – 19 ................................................................................................ 6
COMPARISION OF TATA MOTORS AND MAHINDRA ..................................................... 7
RECOMMENDATIONS: ........................................................................................................... 8
REFERENCES:- ......................................................................................................................... 9

1
ABOUT AUTOMOBILE INDUSTRIES
This industry comprises of large number of Companies which are in business of Design,
Manufacturing, Marketing, Selling motor vehicles, etc. It has a major contribution in the Economy
of our country by comprising 7.1% of the total GDP of India

The automobile industry was established in India from 1860s by replacing the horse carriages.
USA and Japan were the global leaders in manufacturing these automobiles of that time. Later to
that, India also started manufacturing by upgrading facilities in the country and now India is the
top 4th country for manufacturing automobiles.

Earlier, this industry was only focusing on selling more and more units of automobiles. But as we
know that time changes. Now, in order to be on the top, companies are giving after sales services
as well as maintaining a better relation with their customers and turning them to loyal customers.

ABOUT TATA MOTORS

Type: Public

Founded: 1945

Headquarters: Pune, Maharashtra, India

Industry: Automotive

Revenue: INR 3.02 Lakh Crores

Employees: 82,797

Parent: TATA Group

Established in 1945, Tata Motors’ presence cuts across the length and breadth of India. Over 8
million Tata vehicles ply on Indian roads, since the first rolled out in 1954.

The company’s manufacturing base in India is spread across Jamshedpur (Jharkhand), Pune
(Maharashtra), Lucknow (Uttar Pradesh), Pantnagar (Uttarakhand), Sanand (Gujarat) and
Dharwad (Karnataka). Following a strategic alliance with Fiat in 2005, it has set up an industrial
joint venture with Fiat Group Automobiles at Ranjangaon (Maharashtra) to produce both Fiat and
Tata cars and Fiat powertrains. The company’s dealership, sales, services and spare parts network
comprises over 6,600 touch points, across the world

Tata Motors Limited is India’s largest automobile company, with consolidated revenues of INR 2,
32,834crores (USD 38.9 billion) in 2013-14. It is the leader in commercial vehicles in each
segment, and among the top in passenger vehicles with winning products in the compact, midsize

2
car and utility vehicle segments. It is also the world's fifth largest truck manufacturer and fourth
largest bus manufacturer.

Tata Motors is equally focused on environment-friendly technologies in emissions and alternative

fuels. It has developed electric and hybrid vehicles both for personal and public transportation.
The company is engaged in engineering and automotive solutions, automotive vehicle components
manufacturing and supply chain activities, vehicle financing, and machine tools and factory
automation solutions.

TATA MOTORS PRODUCTS AND SERVICES

Tata entered the commercial vehicle sector in 1954 after forming a joint venture with Daimler-
Benz of Germany. Tata launched the Indica in 1998, the first fully indigenous Indian passenger
car. In 2008, Tata Motors acquired the English car maker Jaguar Land Rover, manufacturer of the
Jaguar and Land Rover from Ford Motor Company. In June 2010, the company inaugurated the
factory for the Nano mini car at Sanand, in the western state of Gujarat. On 8 March 2017, Tata
Motors announced that it has signed a memorandum of understanding with Volkswagen to develop
vehicles for India's domestic market.

Tata Motors Have a wide variety of products as vehicles according to different category: -

 Passenger & Utility Vehicles:- Tata Sumo, Tata Safari, Tata Indica, Tata Indigo, Tata
Marina, Tata Winger, Tata Magic, Tata Nano
 Commercial Vehicles:- Tata Ace, Tata 407 Ex and Ex2,Tata 709 Ex, Tata 809 Ex and Ex2,
Tata 909 Ex and Ex2,Tata 1109,Tata Starbus.
 Concept Vehicles: - Aria Roadster, Aria Coupe, Tata Indiva, Tata Xover, Tata Prima.
 Military vehicles:- Tata LSV, Tata 2 Stretcher Ambulance, Tata 407 Troop Carrier, Tata
SD 1015 TC.

TATA MOTOR SERVICE

Tata car owners can now get their cars serviced at their doorstep. Service can be booked online
through Tata Motors’ website. Tata Motors has rolled a new initiative called Tata Care Mobile
Service Van with which trained mechanics can undertake routine services and minor repairs right
at your doorstep. Currently, it can be availed at 42 locations in 38 cities across India.

Tata car owners can avail this service by visiting Tata Motors’ website and booking a time slot of
their choosing. Tata’s rivals such as Maruti Suzuki and Hyundai too offer similar doorstep car
servicing options. Also Tata Motors has provided the option of Tele-calling service where
customer’s doubts and issues can be resolved. Tata Motors also uses its CRM system to inform
the customers of the newly avail offers and also to obtain the feedback from them.

3
EXSISTING CHANNEL
As far as Tata Motors is concerned and in the current automobile marketing system, the dealer
orders cars in advance in a `push' system driven by the Tata Motor’s agendas, and there after the
dealer has to bend the customer's requirements to existing stock. Tata Motors first ship the products
to their depot from where it is taken to a local distributor, who then supplies to the retailers in that
region, and finally sell it to the end customer. In some cases, where the Tata Motors does not
operate its own depots, it employs a carrying and forwarding agent (C&F), who then supplies to
the local distributor. The roles of the above mentioned players in the distribution channel are
extremely important because most of the retail stores could stock only 5–10 units of a given stock
and often stock competing brands of Tata Motors together in a small space. As a result, it is the
distributors and sales agents, who have to convince the retailer on stocking their products as well
as making sure that their items are sold in a timely fashion at the retail stores.

WHY CRM NEEDED

To address competitive challenges and due to its robust partner management capabilities needed
for managing its huge dealer network., Tata Motors began standardizing its customer-facing
business processes companywide, laying the foundation for stronger dealer relationships,
improved operational efficiency and effectiveness, and a better customer experience. This posed
numerous challenges, as it involved working with 500 dealer organizations and more than 1,600
locations staffed with more than 10,000 salespeople across India. So, because of the following
reasons, CRM is necessary:- Need to Centralized customer data base, Better and improved
communication with dealers and customers, Increase the customer retention and profits rate, Better
feedback on product and services quality, Better cost management, More effective marketing
campaign

TATA MOTOR APPROACH TO CRM

Tata Motors was using a manual Dealer Management System (DMS) in which every dealer
managed details at the beginning. There was no common database and distribution systems were
not standardized. To have all customer-centric transactions on one common hosted system, Tata
Motors rolled out a CRM system. Tata Motors integrated Customer Relationship Management
(CRM)—Dealer Management System (DMS), initiative has crossed the significant milestone of
covering 1000 locations in India and abroad. Being implemented in phases since 2003 the
combined on-line CRM-DMS initiative now supports over 15,000 users, within the company and
among its channel partners in India and abroad, to conduct all customer-facing transactions. The
project uses Oracle Siebel CRM applications as a Web-based centralized DMS. The project has
improved demand forecasting, planning, logistics management as well as inventory management.

4
It is based on a B2B model with channels where a single application works for users from multiple
organizations.

Tata Motors has built its DMS using Oracle’s Siebel verticals and uses Siebel CRM and Siebel
Analytics for all pre and post sales operations. The unique outside-in approach adopted by Tata
Motors and the extended use of Oracle’s Siebel CRM makes it one of the most sophisticated and
largest Siebel CRM implementations globally. The real time availability of customer and product
information is enabling the company and its channel partners to improve response time and
customer service.

The success of this complex implementation extending across geographies is being made possible
by strong partnerships with CMC, IBM, INCAT & Tata Technologies Limited (TTL), Oracle,
Mercuri International, The implementation on IBM's high-end Power5 servers & enterprise storage
is the largest centrally hosted implementation of Siebel CRM worldwide within the automotive
industry. Tata Motors has also partnered with IBM to become IBM's first automotive on- demand
client in India, taking benefits of the Global Service Delivery Centre based in Bangalore.

IMPLEMENTATION OF CRM:-

Its CRM-DMS initiative, which has cost Tata Motors about Rs35 crore to date, has enabled the
company to connect with 1,500+ dealers online and has allowed it to monitor finances and
inventory at the dealer level, and services, spares and complaints at the customer end. CRM-DMS
has helped Tata Motors enormously in getting a firmer handle on its business. The system was
implemented in three phases, the objective being to achieve success in one before moving on to
the next:

Phase 1: focused on capturing customer and vehicle data and automating routine tasks.

5
Phase 2: this data was used to improve customer interactions and streamline product development
and planning

Phase 3: now underway, concentrates on tuning the system and delivering additional value-added
services to customers.

The CRM-DMS platform has been integrated with a wide array of back-office applications,
including inventory management, fulfilment and parts location. Pricing and tax calculations can
now be adjusted for each dealer’s requirements. The comprehensive sales and reporting
functionality built into the Siebel solution allows Tata Motors to distribute sales targets directly to
its dealers and roll up sales numbers across the country in real time. Transactions between the
company and dealers, which earlier took up to 60 days, are now completed online and sealed in
under seven days.

The implementation of an SMS capability means that the system directly pings the customer when
the job card is closed on the system and his vehicle is ready. The company can also now track each
vehicle right through its operating lifetime, giving it valuable insights on product performance over
time (earlier this was limited to the warranty period, after which scant information was
forthcoming). With a product line spanning commercial, utility, and passenger vehicles, Tata
Motors is on the road to forging ever stronger relationships with the people who have bet their
money on the company’s products through this system.

CRM IN TIME OF COVID – 19

TATA Motors have been constantly working towards staying in touch with their customers during
this difficult time. For instance, their call center executives, product specialists and dealer staffs
are constantly engaging with potential buyers through phone calls, WhatsApp video calls,
messages and emails etc. to provide them with essential information during these times.

 They launched CLICK TO DRIVE, which is an end to end digital sales initiatives, that has
taken their passenger vehicle product sales online. It has been integrated with all TATA
Motors dealers from more than 750 outlets across the country.
 Organization introduced Long tenure EMI schemes (up to 8 years)
 TATA Motors has launched a #ThankYouIndianTruckers campaign in this pandemic.
 On After sales font they extended the warranty and free servicing period for their
customers.
 Made their website more attractive and every information about their products are available
over there. Introduced 360 degree product view and demo drives. This model is minimizing
the amount of physical contact and interactions of customers reduced.

6
  Customers can explore and discover their products with the innovative digital brochures
that they have made available on their CLICK TO DRIVE Platform and the video brochure
help customer’s discover each car and its features in great details.

COMPARISION OF TATA MOTORS AND MAHINDRA

In AUTOMOTIVE industry , Companies focus upon the needs of customer, not only providing
the tangible product i.e. Vehicles but also augmented product such as warranty, customer service,
providing more services than competitors, Promotional offers, free vehicle check-up, etc. & now-
a-days almost every big company use CRM software in collecting data on consumers & their
transaction, providing them customized service.

CRM initiatives by Mahindra & Mahindra Ltd., has announced the launch of ‘UDAY’, an
exclusive CRM program for the Mahindra small commercial vehicles portfolio in 2014. A first of
its kind initiative in the small commercial vehicle segment, UDAY endeavors to partner with
customers on their path to progress and prosperity. UDAY follows Mahindra’s Rise idea to derive
positive change in the lives of commercial vehicle owners. As part of this 11 program, customers
will be provided with a wide range of financial as well as nonfinancial benefits which consist of:
personal accident insurance policy for vehicle owners worth Rs. 200,000, 10% discount on labor
and 5% on spares parts, a mobile recharge of Rs. 100 and a unique referral scheme with benefits
of free service coupons for introducing potential customers to the Mahindra series of commercial
vehicles. The recommended benefits are applicable to both the referrer and the referee. Excepting
these monetary benefits, customers can access to With You Hamesha vehicle Service and Health
Check-up camps organized by the company.

The M&M has targeted exclusively for the Small commercial vehicles portfolio through CRM,
While TATA has a huge portfolio under its wing.

Mahindra has embarked on a digital transformation journey to deliver an industry-leading

connected customer experience, connected employees experience and an intelligent dealer
engagement in 2019. To achieve its digital vision, Mahindra in partnership with Salesforce,
Sitecore and PwC India will move from various solutions to a single unified platform to provide a
holistic, coherent and connected view of its customers by capturing all customer data in one place.

The deployment of Salesforce Sales Cloud, Service Cloud and Marketing Cloud with Einstein
Artificial Intelligence and the Salesforce Lightning Platform will deliver an Omni-channel
consistent with One Mahindra digital experience. It will focus on growing the company's target
customer base, leveraging AI-driven insights, and provide personalized recommendations. Most
importantly, this will offer a seamless customer journey from online to retail. In addition, by
collaborating with dealers it will offer guided selling consultation, proactive customer service, on-
the-go connected vehicle services. The latter will come with real-time vehicle diagnostics with
linked predictive maintenance services delivering a unified customer journey. The new digital

7
journey focuses on innovating and digitizing the entire customer experience through integrated
sales, service, marketing and engagement capabilities, for a connected and immersive experience.

The automotive industry has gone through a lot of major changes in the past few decades.
Companies need to get the most out of disruptive technologies to meet customers’ demand for
always-on and intuitive experiences, reshaping value chains with faster time to market. A good
experience begins when companies connect with customers at the need recognition stage with data.
While the two companies use varying software, both invested heavily towards the CRM. To have
competitive edge over the market competitor. Both have a huge portfolio targeting different
segments. The main purpose of CRM for both is to capture the customer as soon as need arises.
The implementation of M&M’s salesforce CRM software recently in 2019 is still under
development. The new found effort for CRM initiative in the digital world helps us realize its
significance to a company and the edge it can provide in the harsh market.

RECOMMENDATIONS:
 CRM should customer oriented, they should converse the positioning, evolvement and
objectives of the client relationship.
 Tata motors can use 360 diploma consolidated customer view.
 There is no online salesforce for the Tata motors, so it can be implemented.
 Online product exchange options will also improve the customer relationship with the
brand.
 Shared client statistics is very important to ensure every client dealings is with same degree
of care whilst leveraging the equal statistics across all departments, geographic area and
channels.
 Customer loyalty programs like auto cad card should be implemented.
 SMS alerts for campaigns, special discount offers, due dates.
 Dealer socket- it is an All-in-One shop for auto industry marketing and the software allows
multiple departments to involve in the sales saving a lot of time.
 VinSolutions- it is capable to integrate other software with true leadership value and it is
specially designed by the experts for auto industry sales.
 Dominion sales center- it allows the dealers to generate the most profitable client base and
customer relationships.
 Dealer Peak- it is an easy to use platform which also allows the integration for lead
Management.
 In order to make sure the return on investment we need to understand and identify hard
behavioral indicators, and soft-attitudinal indicators.
 It is important to track the new customer acquisition.
 It is important to demographic analysis and profitability of current and potential customers,
including their behavior patterns.

8
  Analyze customer behavior, including attrition, turnover, outstanding balances, payment
terms, and collections.
 People indicators like percentage cross-trained, employee satisfaction, employee retention,
suggestions per employee.

REFERENCES:-
https://www.tatamotors.com/

https://www.cxotoday.com/news-analysis/siebel-automotive-to-man-crm-at-tata-motors/

https://www.moneycontrol.com/india/stockpricequote/auto-lcvshcvs/tatamotors/TM03

https://crmdms.inservices.tatamotors.com/WORKSHOP/start.swe

https://auto.economictimes.indiatimes.com/news/commercial-vehicle/lcv/mm-introduces-
exclusive-crm-for-small-commercial-vehicle/35480681