Tata Motors Limited has created a new vertical focussing on passenger car customers promising a new enhanced and delightful customer experience.

The automotive major has laced together a series of initiatives around this vertical headed by Rajalakshmi Vijay, Head-Customer Experience, Passenger Vehicle Business Unit, as a part of its Horizonext initiative launched in June 2013.

This vertical has a mandate to delight customers be it when they come to shop for new car, or experience the customer care and service post the car sales and during the ownership of the car, Rajalakshmi Vijay, said.

Speaking on the sidelines of the launch of its latest car Zest sedan in Hyderabad, she told Business Line that this is common theme that would run across the entire passenger car line up beginning with the Zest sedan.

“We have empowered more than 3000 sales staff network with new dress code, and handheld tablet devices. They will facilitate visitors to the sales outlets and to the customer care outlets to take informed decisions. A technical call centre has been created to assist these members in explaining even some of the technical queries people may have,” she said.

The focus of this initiative is to look at the softer part of customer’s buying experience where even small things matter as to how they get treated when they come scouting for a car. A lot of inputs have been incorporated from the Tata group entity Taj hotels on customer care, she said.

As an extension of this initiative, the company has developed a smart tracker system for service related works. This helps a customer track the progress of service of the vehicle from various stages right from handing over the vehicle to what stage of service it is currently in.

These customer executives now span a network of over 470 showrooms and 584 workshops. They have been trained by team leaders referred to as Dronas, she said.

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