Morris Garages has created a state-of-the-art customer service model that can serve as the bible for all consumer brands
By Vishnu Anand
Morris Garages (MG), the British automotive giant, is all set to launch what it calls the first ‘Internet car’ in India. The car, called MG Hector, is a result of technology horsepower from at least 14 large enterprise IT companies ranging from Cisco to Cognizant. Slated to be the smartest car India has ever seen, MG is leveraging the best brains from the world to disrupt the consumer experience and customer delight model, that is currently being followed across the consumer electronics and automobile marketplace.
The first step in the MG model is to integrate the Dealer Management System (DMS) and its service centres. The second step is to move the ownership of business experience from the dealer to the buyer. Currently, your purchase decision is hugely dependent on the knowledge, expertise and panache of the dealership or the customer relationship officer. By offering all the information across various online and offline platforms, a brand can first feed an interest in the buyer and make their retail touch points a ground for hands-on experience and final purchase. Hence, the experience is owned end-to-end by the buyer.
Three-pronged approach to customer management
In order to make this possible, MG has created a three-pronged approach to customer management. One, while you are fishing for your product. Two, while you are using the product and three, while you are enjoying the ownership of product.
- For stage one, MG relies heavily on social and digital media, search keyword optimisations, web searches and email communications. Of course, depending on the product, these can be tweaked for offline channels as well.
- For the second stage, MG pushes out custom offers, assisted learning and discovery modules, a smooth offline handover process, and a custom experience walk through. For a car obviously, the walk through will be in the form of an assisted test drive.
- The third stage is where the real customer delight kicks in. With loyalty rewards, an agile, user-friendly app, and service bookings in real-time, the customer is constantly offered options and channels for after-sales support. This stage can be directly replicated for any product since service operations and maintenance is common for most products, whether it is an air conditioner or a TV or a high-end car.
While on paper, this ‘three-step strategy’ sounds exciting, the backend muscle – both in terms of technology and manpower – might need support from partners and associates. Since MG is in the business of premium cars, the company has leveraged the services of SAP, Cognizant and Adobe Experience Cloud. Depending on the nature of business, brands can choose their ‘experience partners’ and truly transform their customer experience with this model.
This story has been submitted by Vishnu Anand. He is working as a technology and business journalist under the guidance of veteran journalist Anand Parthasarathy (Ex-The Hindu)