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



 

 Quick Facts
INTRODUCTION 
 Automobile Industry
 Ø Largest commercial vehicle
9th largest in the

manufacturer in India.
world
 Ø 2nd largest passenger car
Production: > 2.3

manufacturer.
million units in 2008
 Ø Year of establishment : 1945
Ø Industry: Automotive


India: Asia’s 4th largest



exporter of automobiles Ø Works: Jamshedpur, Pune, Lucknow and

Dharwad
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 of marketing campaigns and

programmes.
 

Ø User friendly interface

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