Mahindra & Mahindra Ltd. (M&M Ltd.), a part of USD 20.7 billion Mahindra Group, announced its partnership with Salesforce, the global CRM leader. Together, both companies will deliver a first-of-its-kind Digital Transformation project in the Indian automobile industry, focused on innovating and digitizing the entire customer experience value chain.
Mahindra has embarked on a digital transformation journey to deliver an industry-leading connected customer experience, and an intelligent dealer engagement. To achieve its digital vision, Mahindra in partnership with Salesforce, Sitecore and PwC, will move from various solutions to a single unified platform. This will provide a holistic, coherent and connected view of its customers by capturing all customer data in one place.
According to Veejay Ram Nakra, Chief of Sales & Marketing, Automotive Division, M&M Ltd said, “At Mahindra we have always been at the forefront of disruption with the customer at the epicenter. Disruptions necessitate innovative 360-degree digital platforms to address the rapidly evolving needs of our customer at various touchpoints. Hence we partnered with Salesforce to reimagine the entire customer experience.”
Mr. Nakra further elaborated, “This digital journey focuses on innovating and digitizing the entire customer experience through integrated sales, service, marketing and engagement capabilities, for a connected and immersive experience. This is the start of an exciting journey for us and we look forward to setting new standards of digitization for the Indian auto industry.”
Sunil Jose, SVP and Country Leader, Salesforce India, said, “As technology and digitalization transform traditional industries, a 360-degree view of the customer, transparency and the right access to the right information is vital. More and more automotive companies are using the cloud to achieve benefits throughout the value chain, such as faster time to market, more flexible collaboration and data sharing. We are proud to be a technology partner for Mahindra to enable the team deliver a true 360-degree view of its customers.”
Achyut Jajoo, Vice President and Chief Solutions Officer, Salesforce Automotive, said, “New types of technologies are changing the way people interact with the world around them, and they are beginning to expect similar experiences while both driving and shopping for their cars. Salesforce Customer 360 empowers Mahindra and Mahindra and their dealers to connect with, acquire, engage and retain their customers in new and powerful ways by analyzing data coming from a multitude of sources – digital channels, the car, dealer systems, and internal systems – and deliver outstanding customer experiences. We are excited to be a part of this journey and look forward to driving more transformations for a diverse country like India.”
The deployment of Salesforce Sales Cloud, Service Cloud and Marketing Cloud with Einstein artificial intelligence and the Salesforce Lightning Platform will deliver an omni channel consistent with One Mahindra digital experience. It will focus on growing the company’s target customer base by leveraging AI-driven insights and providing personalized recommendations.
Most importantly, this will offer a seamless customer buying journey from online to retail. Further by collaborating with dealers, it will offer guided selling consultations, proactive customer service, on-the-go connected vehicle services and real-time vehicle diagnostics. The latter will come with linked predictive maintenance services, helping deliver a unified and enhanced customer journey.