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Tata Motors-CRM & DMS
Monday, June 18, 2007
Earlier, Tata Motors was using a manual DMS in which every dealer managed
details. There was no common database and distribution systems were not
standardized. To have all customer-centric transactions on one common hosted
system, Tata Motors rolled out a CRM system. The project uses Oracle Siebel CRM
applications as a Web-based centralized dealer management system (DMS). The
project has improved demand forecasting, planning, logistics management as well
as inventory management. It is based on a B2B model with channels where a single
application works for users from multiple organizations.
Currently, the project has been deployed at over 1000 channel partner
locations in India and abroad, with training being provided to 14000+ users. The
benefits of the project include improved workflow and faster escalation of
customer grievances with quicker resolution. With the DRM application, invoice
generation is done through an e-dealer, the pricing and taxation is based on
dealer-specific formulae, and vehicle allotment is against orders and not
quotes. The integration with field service module features include inventory
management of vehicles and spares through use of FS inventory, service order
management etc. Tata Motors used a central data center with a combination of
VSATs and VPNs which covers 1600 touch points in India.
| Project Specs |
| Business problem: No common
customer database, non-standardized, distributed systems
IT solution:
A CRM application was deployed
Impact:
Collaborative sales and service with channel partners
Implementation partner: TCS, Oracle, IBM
Project Head: K R Sreenivasan, Head CRM & DMS Project, Tata Motors |
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