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Copyright © 2006 Oracle. All rights reserved. Printed in the U.S.A. Published June 2006
Oracle Customer Case Study
“Overall, Siebel business in the late 1990s, it has already captured a 16% share of
Automotive has the passenger market in the country. Helped by economic reforms
transformed our over the past decade, the Indian economy has expanded rapidly
organization and made it and seen dramatic increases in competition. In the automotive
truly customer-centric. sector, all of the largest players worldwide—such as General
Today, our employees Motors, Ford, Toyota, Honda, and Mercedes Benz—are
and dealers are much competing for a share of the market consisting of more than 950
more responsive and can million consumers. This competition, along with the cyclical
serve customers more nature of demand in India’s automotive industry, has made it
efficiently and more difficult to grow revenue and sustain margins.
effectively—drawing upon
“Globalization has changed the entire business environment for
real-time, centralized
our organization,” says K. R. Sreenivasan, head of the customer
customer and vehicle
relationship management (CRM) and dealer management system
data.”
project at Tata Motors. “We have developed strategies to pursue
K. R. Sreenivasan
our goal of becoming a more global company, while continuing to
Head of CRM
and DMS Project grow domestically.”
Tata Motors
Standardizing Customer-Facing Processes
To address its competitive challenges, Tata Motors began
standardizing its customer-facing business processes
companywide, laying the foundation for stronger dealer
relationships, improved operational efficiency and effectiveness,
and a better customer experience. This has posed numerous
challenges, as it involves working with 250 dealer organizations
and more than 1,600 locations staffed by more than 10,000
salespeople across India.
In conjunction with its reengineering effort, TATA has deployed a
robust technology platform to improve the flow of information
across the enterprise. The platform consists of an innovative
dealer management system, which helps individual dealerships
with everything from inventory management and credit reporting
to calculating commissions, and Siebel Automotive, a
comprehensive customer relationship management (CRM)
solution designed specifically for companies in the automotive
industry.
By tightly integrating Siebel Automotive and its dealer
management system, TATA has streamlined transactions and
ensured that dealers capture customer data as a part of their
normal operations. The solution provides a 360-degree view of
customers to the extended organization, with appropriate visibility
controls to ensure that one dealer is not privy to information from
Copyright © 2006 Oracle. All rights reserved. Printed in the U.S.A. Published June 2006
Oracle Customer Case Study
Tata Motors also liked the fact that Siebel Automotive provides
multiorganization support, can be deployed easily over the
Internet, and provides robust partner management capabilities—
ideal for Tata Motors with its far-flung dealer network. Further,
the user-friendly interface has simplified the process of training
Tata Motors’ 10,000-plus dealer sales force.
Copyright © 2006 Oracle. All rights reserved. Printed in the U.S.A. Published June 2006
Oracle Customer Case Study
Tata Motors provides a wide range of commercial, utility, and passenger vehicles
to customers in India and around the world.
Copyright © 2006 Oracle. All rights reserved. Printed in the U.S.A. Published June 2006