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Digital Customer Experience

Engineering delightful customer journeys. That’s better.

A leading Indian automaker (subsidiary of a leading Korean car manufacturer) was looking to make inroads in India with a vision to win the hearts of the young car buyers with its futuristic products and dynamic designs inspired by India. While the automaker has revolutionized the Indian automobile industry with its sharp designs, they were looking to cater to the digital customers of today and provide exciting and inspiring experiences that go beyond expectations.
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Challenge

When the pandemic struck India, resulting in lockdowns, it disrupted the traditional automotive sales channels across dealerships. The repercussions of this situation were felt by OEMs as historically Indian car buyers have always preferred buying cars through dealerships rather than online purchases. With changing trends and considerations of social distancing and hygiene, the automaker was ready to make the car buying experience digital. The customer also wanted to do away with the complex paper documentation involved in dealership sales. Tata Technologies, with its series of end-to-end digital service offerings for automotive OEMs, became the preferred choice of the customer to develop such a 3600 digital software platform that would enable transition of its car sales from the traditional to the online mode.  

Solution

In 2020, we introduced our flagship digital customer experience offering, Power of 8, which includes a suite of 8 intelligent digital solutions namely, sCRM, sSales, sDealer, sRelations, sWorkshop, sTrack, sCommerce and sIntelligence. These solutions cover the entire spectrum of services, from creating awareness about the product to making a purchase, delivery, and post-sales service. We proposed the Power of 8 model to the customer for this project.

Tata Technologies Power of 8 offering helped customer to carry out contactless purchasing of vehicles online. It played an integral role in helping the customer achieve leadership position during COVID-19 with higher number of bookings, registered by ensuring end-to-end online car purchasing experience for their customers.

Through the Power of 8 offering, we delivered end-to-end customer experience right from evaluating the car through customizations to booking test drives & completing the purchase through online channels. With 350+ dealerships connected through virtual collaboration, the customer’s online sales platform went live at the peak of the pandemic restrictions, providing a unique online customer experience.

Through this digital retail platform, the customer reported over 1,900 bookings, 1.5Mn clicks and over 20,000 enquiries by July 2020. Thanks to the platform, we successfully executed one of the first such projects in India where the entire car-buying experience was delivered digitally, right from finding a dealership and exploring vehicles in 360o view to transparent and accurate estimation of the delivery. We also integrated the digital platform for leading Indian banks, backed with real time car loan approval processes. Moreover, the customer realized shortened turnaround time by 30%, thereby enabling faster revenue stream.

Highlights

1,900
bookings, 1.5Mn clicks, 20,000 enquiries
360 degree
view of customer journey

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