Siebel Automotive To Man CRM At Tata Motors
In order to strengthen dealer relationships and improve operational efficiency and effectiveness, Tata Motors has deployed Siebel Automotive- a comprehensive suite of eBusiness applications that allows organizations to manage, synchronize, and coordinate all customer touch points.
Commenting on this development, K. R. Sreenivasan, head - CRM and dealer management system, Tata Motors, said, “Siebel Automotive has allowed us to get real time 360 degree view of the customer and his vehicle for better and faster decision making.”
“Within the first year of implementing the Siebel solution, we have seen improvements in customer satisfaction, revenue, and operating cost reductions through productivity improvements, and these benefits are expected to increase further over time,” added Sreenivasan.
Tata Motors selected Siebel Automotive due to its robust partner management capabilities needed for managing its huge dealer network. The ease of integration between Siebel Automotive and Tata Motors’ dealer management and ERP systems was also a critical factor in the company’s decision process.
Says Srinivasan, “We are currently in the first part of a three-phase deployment. The implementation is being handled collaboratively by Siebel, TCS and Tata Technologies.”
Speaking on the challenges encountered in the deployment Srinivasan said, “As in the case of any new technology adoption, the challenges were primarily managing the aspect of change and training the users.”
Siebel Automotive has been closely integrated with a wide array of back-office applications, including applications for inventory management, fulfillment, and parts location. Pricing and tax calculations can be adjusted for each dealer’s requirements.
The solution is currently in use by 500 sales and service personnel. Implemented in a phased manner since July-Aug 2004, the customer relationship management (CRM) solution is expected to be deployed at Tata Motors’ entire network of 250 dealer organizations in India by the end of 2005.
Once the current phase is completed, the company plans to deploy marketing, call center, business analytics, and captive finance modules. Ultimately, Tata Motors intends to create an open portal for customer self-service, enabling car buyers to manage product configuration and place orders online.
Tata Motors works through a network of dealers located across the country to sell its vehicles. In recent years, this number has expanded by 50% to its current pool of 250 dealer organizations.
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