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Delighting
customers
Our focus on customer
satisfaction has been the
driving force behind the
channel expansion strategy
over the past year.
2011-12 witnessed a surge in terms of pan-India Tata
Motors Service Centres. Workshops have been added
across the nation to improve customer reach. We
have also connected with customers through various
contact programmes organised at channel partners
to improve customer satisfaction. Additionally, Tata
Service Centres are located every 50-70 km along
major highways. Continued commitment to the
customers has resulted in the
establishment of Tata
Alert, a 24x7 call centre.
This allows us to provide
spot service within one hour of a call from a stranded
Tata customer.
The
‘EXCEED’ (Exceeding Customer Expectations
through Enablement of Distribution Network)
programme has a three-step strategy to engage
dealers
, who in turn impact customer delight. The
first step is to promote a partnership with the dealer.
Tata Motors then works to ensure dealer profitability.
Customer feedback is continuously fed back into the
process, while a dealer scorecard highlights areas
of excellence and addresses areas of concern in the
dealer-customer engagement process. Together,
these initiatives create a robust process and ensure
enduring customer delight.
THE‘EXCEED’PROGRAMME
CUSTOMER
FEEDBACK
DEALER
SCORECARD
CUSTOMER
DELIGHT
DEALER
ENGAGEMENT
DEALER
PROFITABILITY
CONTRIBUITION
TO HR
PRACTICES
22
Sixty - Seventh
Annual Repor t 11-12