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JSW Cement Uses Conversational AI to Drive Sales


JSW Cement, part of US$ 12 billion JSW Group, has partnered with Yalochat to introduce AI-based Anytime Anywhere Business transactions for its trade customers. The partnership is part of the company’s larger plan to digitize its sales and marketing operations to provide channel partners ease of doing business by leveraging AI-based digital interventions.

The Yalochat partnership enables JSW Cement to upsell, transact and provide better service to its customers over messaging apps like WhatsApp. This will differentiate JSW Cement as it traverses from current 14 MTPA to 25 MTPA capacity by FY2023, the company said.

Conversational commerce is e-commerce done through various means of conversations and uses technology such as speech recognition, speaker recognition, natural language processing and artificial intelligence. Research has revealed that the ongoing, trusting and personal connections developed between brands and customers through personal conversations leads to better service for the customer as well as new business opportunities for the company. Hence, conversational commerce is emerging as a huge opportunity in driving customer service as well as digital sales.

JSW Cement has digitized the outbound marketing functions through MobileTech interventions. These technologies are enabling the Company’s sales force to seamlessly interact with its channel partners as well as receive orders. It has launched AI-based MobileTech tools specifically designed to facilitate its channel partners the ease of doing business with the Company. These include:

  • WhatsApp-based Dealer Assistance Intervention to facilitate Order placement & transaction-related dealer interactions.
  • Mobile interventions to enable Track & Tracing of dispatched orders
  • Digitized sales planning processes for effective demand management, dynamic pricing management and AI-based demand forecasting for improved lead generation.

“JSW Cement has not only digitized its dealer relationship but is bringing everything they need through WhatsApp. Now the sales force of has been empowered to focus on building meaningful relationships with dealers while technology takes care of the rest,” says Javier Mata, Yalochat & Founder and CEO.

“We have embedded digital interventions across all working practices of our frontline sales workforce and are in the process of extending these to the channels as well. The digital transformation of our sales & marketing operations will help drive efficiency & effectiveness to create frontline impact,” Nilesh Narwekar, CEO of JSW Cement mentions.

Introduction of mobile-tech in Supply Chain equips our sales force with data at their fingertips. This helps them to analyze & evaluate channel performance and enables faster decision-making to support the requirement of our trade network.

Continuing on this journey, we are now extending the benefits of these digital interventions to our dealers and have chosen WhatsApp as a medium to offer conversational commerce services. This will enable them to place orders anytime of the day wherever they are, measure performance, get their account statement, thereby remaining connected with their business.”

JSW Cement has major presence in East, West & Southern regions of India. As part of this digitization initiative JSW Cement is rolling out AI-based MobileTech interventions including conversational commerce services for its Trade Channels across all the markets. This digitization effort combined with its field-force interventions is expected to achieve higher efficiency in business and better customer service to the market.

“Digital Technology is shaping the long-term sustainable growth strategy of all JSW Group businesses. We are in a unique position to deliver integrated home-building solutions to Indian consumers. Our digital transformation will ensure the ease of doing business to our customers through continued improvements in the overall Brand experience combined with efficient operations for well-synchronized and timely deliveries,” says Parth Jindal, Managing Director of JSW Cement.

Going forward, the company is establishing a center of excellence to deliver superior customer service through advanced mobile and AI interventions.

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