Tata Motors focus on customer satisfaction, to woo back buyers

The company had faced issues related to customer satisfaction in its after sales and service resulting in poor perception

Tata Motors is going all-out to please customers, right from buying experience to after sales service to enhance satisfaction, as it looks to overcome past issues and claw back to a dominant position in the domestic passenger vehicles market.

Buoyed by the response to its latest compact sedan Zest that managed to pip Honda's Amaze in October sales, the company is also integrating its 'quality process' in the entire product planning system from early design stages right up to the final vehicle.

"We have studied trends in customer complaints at every touch point and have worked closely with the quality team in the manufacturing facility on repair quality feedback," a Tata Motors spokesperson told PTI.

In the past, Tata Motors had faced issues related to customer satisfaction in its after sales and service resulting in poor perception.

The quality teams have helped the service team to resolve repairs in the most effective manner. The move helps in a revamped customer complaints management programme that is backed now by a post-resolution feedback system to ensure lasting resolutions and customer satisfaction, the spokesperson added.

Further, the company has worked on the supply side by re-working its logistics management system for speedy spare parts delivery. It has also has enhanced its distribution warehouse network with development of a warehousing facility in Pune.

"DHL has been earmarked as the Logistics Service Provider for promoting a world class logistics experience to all supply chain channel partners," the spokesperson said.

Besides, Tata Motors has also been working to enhance customer engagement it its dealerships by upgrading over 150 showrooms to improve ambiance and show-room experience.

"We will continue to focus on our national presence and continue to look at our internal and partner audits to fine-tune our customer service strategy to offer more services, quick turnaround times and enriched overall experience," the spokesperson said.

The initiatives being undertaken by the company have started to bear fruit as its latest offering in the compact sedan segment Zest has taken third spot, overtaking the likes of Honda Amaze.

Honda Amaze sold 3,482 units in October while Tata Zest sold 3,524 units during the month.

"With the determination to bring products that offer great vehicle experiences, the quality process is now integrated in our system from early design stages right up to the final product," the spokesperson said.

In the latest JD Power's Customer Satisfaction Index, the company has moved from 6th to the 4th rank.

In the April-October period the company's passenger vehicle sales had declined by 32.32% to 86,802 units from 1,28,263 nits in the same period previous period last fiscal.