July 2015 | Kalpana Shah

In for the long drive

For the commercial vehicles division of Tata Motors, innovation is at the heart of customer centricity

Watch this video to know why people choose the commercial vehicles of Tata Motors
For the commercial vehicles (CV) division of Tata Motors, customer centricity is a double-pronged effort aimed at buyers and actual users, the drivers. Ravindra Pisharody, executive director at the division, points out that, contrary to general belief, the commercial vehicles space is more business-to-consumer than business-to-business. “While our customers use their vehicles as part of their business, most of them buy it as if they are buying a vehicle for their own use,” he says.

Tata Motors, India’s first truck manufacturer, was instrumental in bringing in several pioneering initiatives. It is now ensuring that international trends in CV offerings are matched in India. This is a business organised into four broad segments: light commercial vehicles (LCV), mid and heavy vehicles (M&HCV), all-passenger vehicles and buses, and vehicles for the defence sector. The company now has a fifth vertical, customer care, reflecting the ever-growing importance of the people it has been created for.

One big aspect of its customer-centricity is the company’s effort to continuously reduce the life-cycle cost for the vehicle owner. Gaining customer insights and inputs plays an important role for the company. Every new product is based on the findings of quality function deployment and feedback from customer groups. At Tata Motors the customer is not only in the driver’s seat, but is also driving the company’s future strategy.

Customer view
Ninety-five percent of my fleet comprises Tata commercial vehicles. Most of them are the small-sized Tata Ace, but I also own mid and heavy vehicles. As we expand, I will surely think of acquiring a Prima. Tata Motors has a wide network of dealers across Maharashtra and Goa, so my vehicles do not face any problems in case of breakdowns and there are no issues with regard to the availability of spares.

— Shashank Pawar, director, Vaishali Transcarriers

This is a shortened version of the main article, which is part of the cover story about the customer-centricity culture of the Tata group featured in the July 2015 issue of Tata Review. Read the complete article here >>
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