Providing consistent quality after-sales service is the hallmark for Tata Motors. It is one of the key elements that the Company has strived towards in the last three years and has helped the company build a strong brand. Recently, the company grew its passenger vehicle sales by 28% and mustered a healthy market share of 5.9%. One of the reasons cited for this commendable upswing, is the company’s relentless effort and focus on enhancing the after sales experience. Service is an important parameter in a car buying decision and Tata Motors is making huge strides in providing customers the best after sales experience – improved service quality and service offerings
Brand proposition takes time and must be built with care. Tata Motors believes in constantly learning from contemporary trends and evolving needs of customers. New service initiatives under the umbrella of customer centricity are curated basis the profile and preference of the new-age consumers. Irrespective of the distance, customers are offered a car pick-up and drop service. From minor repairs to regular maintenance, customers can avail this special after-sales service to their convenience, which saves them time to personally drive to the workshop. In addition, the company offers a lounge like experience to its customers, making the overall service experience pleasant.
Customers are coming back from the workshop into the showroom, stating their satisfaction with Tata Motors’ service. To ensure consistent quality of service is achieved, the company has been promoting 90-minute-service on appointment (oil change, filters change, coolant, lubricant, etc.), mega service camps and mobile service vans in remote locations. Additionally, increasing its availability to consumers, more than 70 percent of the company’s workshops are operational on Sundays.
In the last one year, honing after-sales services per customer expectations has helped Tata Motors resolve 85% of complaints in less than 48 hours. Moreover, complaints have been brought down by around 20% compared to the previous year. The warehouses help deliver parts and spares within 24 hours across the country. These actively engaging and comfortable after-sales services, have managed to repose customer confidence in Tata Motors’ service.
In the future, Tata Motors plans to increase touch points, use social media, digitization and innovation in handling customer service. At present, the company operates across 630 outlets in 281 cities, with an aim to add 1500 by the end of 2020. Social media platforms have usurped the space for consumer complaints. Hence, the aim is to leverage the digital route actively by reaching out to a gamut of customers, thereby addressing complaints within a span of 24 hours. In addition, the company aims to reduce the turnaround time for service to from 90 minutes to 75 minutes, this year.
Tata Motors jumped to 888 points on the JD Power 2016 India Customer Service Index (CSI) Study, from 849 in the previous year. This is the fastest growth compared to other players in the industry. Currently, positioned second highest, the company continues its thrust towards customer centricity.
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