TATA HISTORY

Tata Motors Limited is India's largest automobile company, with consolidated revenues of INR 1,23,133 crores (USD 27 billion) in 2010-11. It is the leader in commercial vehicles in each segment, and among the top three in passenger vehicles with winning products in the compact, midsize car and utility vehicle segments. The company is the world's fourth largest truck manufacturer, and the world's third largest bus manufacturer. The company's dealership, sales, services and spare parts network comprises over 3,500 touch points; Tata Motors also distributes and markets Fiat branded cars in India. In 2004, Tata Motors acquired the Daewoo Commercial Vehicles Company, South Korea's second largest truck maker. The rechristened Tata Daewoo Commercial Vehicles Company has launched several new products in the Korean market, while also exporting these products to several international markets. Today two-thirds of heavy commercial vehicle exports out of South Korea are from Tata Daewoo. In January 2008, Tata Motors unveiled its People's Car, the Tata Nano, which India and the world have been looking forward to. The Tata Nano has been subsequently launched, as planned, in India in March 2009.

TOUCH POINTS OF TATA MOTORS Customers experience your brand in numerous ways Products Packaging Price Marketing sales personnel

Each of these contacts or touchpoints molds the customer's impression of the brand.
Some of these touchpoints are obvious Like product performance one-on-one customer interactions such as the product manual monthly statements post-sales support Your brand image creates expectations. It defines who you are, how you operate, and how you're different from your competitors. In essence, your brand image is a promise - a promise that must be kept.
1. Identify your reasons-to-believe. TATA promise is irrelevant if your customers do not believe it. Therefore, your promise must be supported by reasons-to-believe. This will automatically add substance to the promise and define specific expectations for the customer. For example, an automobile manufacturer promises potential customers that Car XYZ is an "intelligent choice for serious drivers." What makes it an intelligent choice? Why should the customer believe this promise?

To address this question effectively, the manufacturer could frame its promise with two reasons-to-believe... sporty performance and safety. These two reasons in essence define "intelligent choice" and clearly set customer expectations. They also give the company specific direction for designing the customer experience through tangible customer touchpoints like vehicle design features, advertising campaigns, dealer sales approaches, and customer service activities. 2. customer touchpoints. Each individual step in your business process contains a number of touchpoints when the customer comes in contact with your brand. Your ultimate goal is to have each touchpoint reinforce and fulfill your marketplace promise. Walk through your commercial processes. How do you generate customer demand? How are products sold? How do your customers use your products? How do you provide after-sales support? This comprehensive trace of your marketing, selling, and servicing processes allows you to create a simple touchpoint map that defines your customers' experiences with your brand. 3. Determine the most influential touchpoints. All touchpoints are not created equal. Some will naturally play a larger role in determining your company's overall customer experience. For example, if your product is SAFARI , then you must target design with comfort more important than package design. Both are touchpoints, but each has a different effect on our customers experiences as a whole. To determine the touchpoints driving your customers' overall experience, your organization can use a wide array of techniques ranging from quantitative research to institutional knowledge. The methods you use will depend on the complexity of your products, commercial processes, and your existing knowledge base. 4. Design the optimal experience. Once you have completed the above three steps to building a brand, you should be able to design your optimal customer experience. Here's how: Determine how to express each reason-to-believe at each key touchpoint. For example, how can you reinforce sporty performance (a reason-to-believe) in product design, at the dealership, and in marketing campaigns (the influential touchpoints)? 5. Align the organization to consistently deliver the optimal experience. A holistic approach to aligning your organization to consistently deliver the optimal experience is essential. Identify the people, processes, and tools that drive each key touchpoint.

Look beyond employees that have direct contact with your customers. The impacts of behindthe-scenes employees are less obvious but no less important. Similarly, the impact of workflow processes and tools (i.e. technology systems) on the customer experience may be less intuitive but crucial to consistent delivery. Identify which activities don't align with your envisioned customer experience. Determine how to address them so that these components can be brought into alignment. The Final Word Every product or service you bring to market yields a customer experience. Is it the experience you intend? Does that experience fulfill the promise you've made to the marketplace? By identifying the people, processes, and tools that drive your customer experience, you can actively design and control your own, unique, optimized experience. The brand promise you make to the marketplace will be kept day in and day out across every key customer touchpoint, building a strong brand.

TATA TOUCH POINT IN FINANCIAL TERM WITH CUSTOMER

Karnataka Bank Ltd has signed a memorandum of understanding (MoU) with Tata Motors Ltd for financing customers intending to purchase commercial, passenger and goods vehicles manufactured by the latter. According to a release issued by the bank here on Saturday, Karnataka Bank would provide hassle-free finance on easy terms to customers availing finance under this MoU. The loans will also be available under CGTMSE (Credit Guarantee Fund Trust for Micro and Small Enterprises) Scheme and no collateral security would be insisted for such loans. It said that the bank has over 480 branches and Tata Motors has over 3,500 touch points across the country. Mr Mahabaleshwara M.S., General Manager (Credit-Retail Finance Division) of Karnataka Bank , and Mr Anil Menon, Head of the Department (Retail and Channel Finance), Tata Motors , signed the MoU in Mangalore recently, the release added.

Tata Motors widely uses Oracle's CRM software

New Delhi, August 30:: Software firm Oracle said its Seibel customer relation management (CRM) software is being used by over 1,500 Tata Motors dealers in about 1,000 dealer locations to help the company get closer to its customers . "Siebel CRM has empowered our dealers and the company to understand our customers better, resulting in greater customer base," Tata Motors head of CRM and DMS project K R Srinivasan said in a statement here. Tata Motors, which has big sales and customer support teams across the country, decided to use an integrated dealer management system (DMS) and CRM solution to meet rising competition from global players and overcome the hurdles of a widely dispersed dealer network, Srinivasan added. "Tata Motors' use of leading edge Siebel analytics tools is providing better information to all of its front-line dealer personnel to improve customer service, based on a 360- degree view of customers, Oracle India, Managing Director Krishan Dhawan said... Tata Motors recently rolled out a Customer Relationship Management (CRM) system, using Oracle's Siebel CRM applications as a web-based centralised dealer management system, in 500 dealer outlets in India and abroad. With the successful implementation of CRM across 500 dealer outlets, Tata Motors is realising benefits throughout the organisation, including increased revenue, productivity and reduced costs, stated a release issued by Oracle. The CRM system helps Tata Motors serve customers more efficiently by drawing upon realtime, centralised customer and vehicle data. From storing this data in different systems, Tata Motors has moved over to using a single integrated system with CRM, it added.