One of India’s oldest automotive brands, Tata Motors has undertaken a slew of initiatives to stay ahead of the competition in a market that has seen increasing domination of global players
Auto Tech Review interacted with Subhajit Roy, Head – Customer Care (Service and Spare Parts), Domestic and International Business, PVBU, Tata Motors, to understand more about digitalisation, aftersales service and BS 6.
Tata Motors has been aggressive in the manner in which it has been rolling out new products to cater to the evolving consumer sentiments. The company has always maintained a robust product life cycle with regard to its passenger vehicle line-up, which has been demonstrated through path-breaking and highly successful models, noted Roy. These products range from India’s first fully indigenous passenger car, the Indica, to the new-generation cars such as the Harrier, Tiago, Hexa, Tigor, Nexon, and the newly-launched Altroz premium hatchback. A new product that Tata Motors will be unveiling next will be the Gravitas seven-seater SUV.
Tata Motors understands post-sale customer needs that arise during warranty and periods beyond warranty, claimed Roy. And to keep up with these needs, the company has been offering a variety of products and services. As far as service products are concerned, Tata Motors is the first and only OEM to offer company-run annual maintenance contract (AMC) and value care packages to its customers, claimed Roy. This offer is available across all models as per customer-specific needs, with AMC providing protection to customers for any unforeseen maintenance expenses of the vehicle. Tata Motors also offers extended warranty services and roadside assistance, which ensures a safer and secure driving experience for customers.
The company continuously strives towards ensuring customer satisfaction, and in order to achieve this, it facilitates customer relationship building through various activities as well as encouraging employee development in both technical and soft skills. Further, the company has increased the number of service stations across the country and deployed a dedicated grievance management team, informed Roy.
Tata Motors also maintains transparency throughout the service process by leveraging digitisation of all service processes. The procedure of registering repair orders at workshops has been digitised, with workshops designed to promptly respond to customer queries, provide cost estimations and work in sync with the Service Connect app available to customers. This app relays real-time data of service requirements to the concerned aftersales teams. Tata Motors is also in the process of releasing a digital feedback and redressal tool that customers can avail post the delivery of their vehicles from the workshop. The company maintains end-to-end transparency during the entire aftersales process, and the Service Connect App provides an entire rundown of service costs that will be incurred by the customer.
Training is a continuously evolving process at Tata Motors, wherein employees and dealer staff are trained across the company’s eight centres at Pune, Sanand, Chandigarh, Delhi, Lucknow, Kolkata, Chennai, and Bengaluru.
The company trains its field staff and dealer personnel before, during, and after the launch of a product in order to ensure that every individual is up to date with the latest design and technology in the vehicles. For example, over 3,000 dealer technicians were trained during the launch period of the Harrier and upwards of 1,500 of them are in the training process for the Altroz, and the transition to BS 6, revealed Roy. The dealerships comprise highly-skilled diagnostic experts, who also ensure regular training of their members. Additionally, Tata Motors continuously encourages employee skill development at its authorised dealerships.
Tata Motors is still not satisfied with its strong positioning in the commercial vehicle and utility segments of the industry. The company’s renewed focus on the passenger vehicle segment was felt with its Impact Design 2.0 language that was introduced a couple of years back. Since then, there has been a consistent rise in the standard of product quality and design, which is also being backed up by a large network of dealerships and service centres to offer a complete package to customers. The company is aiming to match and surpass the complete product packaging that its global competitors are offering in the country and seems to be moving in the appropriate direction.
TEXT: Naveen Arul