Stellantis, a world-leading automobile and mobility provider, has worked with Tata Consultancy Services to change the customer experience journey with a more simplified and tailored sales and service experience across channels.
The carmaker wanted to modernize its historical customer relationship management tools, which needed to be flexible enough to respond to changing business models. Its brands include Fiat, Jeep, RAM, Peugeot, and Citroen. TCS was selected as Stellantis’ key partner to help them drive this transition and rethink customer engagement on the Salesforce platform.
TCS used its contextual knowledge and experience gained from similar successful customer care and recall outreach transformations carried out for Stellantis in North America and Europe to help more than 1,000 dealers in Brazil and Argentina migrate from an old CRM platform that supported customer care processes to an omnichannel platform based on Salesforce. The platform reimagines the entire customer journey and delivers data on each client’s demands, recurrence, and history.
“The TCS solution and implementation, combined with the adoption of Salesforce in customer care services, enabled an omnichannel integration. The biggest beneficiaries are the customers. They will have a more structured relationship with us throughout their entire life cycle. TCS was a key partner in this journey. They had a strong understanding of what we wanted to change in the global project and the flexibility to deliver in the midst of the pandemic,”said André Souza, CIO, Stellantis Group in South America.
“We have helped Stellantis and all of its brands in Brazil and Argentina integrate their digital customer relationship channels through WhatsApp, social networks, dealership websites, and phone customer service, on a single Salesforce platform. We enhanced visibility by bridging the gap between the automobile company and its dealerships, and improved how the brand interacts with their customers at various touchpoints across different channels,”Marcelo Wurmann, CEO, TCS Latin America, said.
Salesforce Service Cloud for Fiat Chrysler Automobile customer care agents and business users; Salesforce Customer Experience Cloud for customer interaction (self-service); dealership collaboration; case management; and an industry-first implementation of Salesforce Marketing Cloud for outbound recall outreach were all part of the 18-month multi-cloud transformation. Knowledge management and connected vehicle integration were also on the implementation roadmap, as were global standard processes scaled to more than 20 lines of business and a common ecosystem that connects more than 60 suppliers and divisions in Brazil and Argentina, the company’s two largest markets in South America.
Stellantis has been able to increase consumer relations, anticipate demands, and provide tailored experiences thanks to the platform.
“Salesforce Partner Innovation Award winners such as TCS work relentlessly to enable their customers’ success. TCS’ initiative and ability to deliver results illustrates how Salesforce partners are integral to creating value and enabling digital transformation in our new work-from-anywhere world.”said Tyler Prince, Executive Vice President, Alliances & Channels, Salesforce.
Salesforce recently named TCS as a winner of the 2021 Partner Innovation Award for Stellantis’ customer engagement transformation.