In this in-depth video interview, Aalok R. Pradhan, Head of Customer Delight at TVS Motor, delves into the evolving landscape of customer experience (CX) and how TVS is leading the charge with innovative CX strategies. With his extensive experience in designing service policies and strategies around customer experience, Aalok shares valuable insights on how the company is leveraging CX to enhance customer acquisition, retention, and overall satisfaction.
Aalok explains how the definition of CX has expanded beyond traditional touchpoints like call centers and is now embedded throughout the entire customer journey. He emphasizes the importance of both customer acquisition and retention, noting that in a world where product differentiation is shrinking, the only true differentiator for companies will be the experience they provide. Through examples, Aalok outlines TVS’s approach to customer retention, which focuses on being accessible across multiple channels and engaging with customers in real-time. For instance, TVS aims to respond to customer concerns on platforms like YouTube within seven minutes, regardless of the time of day.
He also highlights key performance indicators (KPIs) for measuring success in CX, such as average wait time and Net Promoter Score (NPS) at different touchpoints. Aalok discusses the company’s commitment to post-care services, like roadside assistance, and how every interaction is designed to reinforce customer trust and loyalty.
When it comes to customer acquisition, Aalok underscores the importance of understanding customer needs and preferences, which is achieved through a robust voice of customer (VOC) feedback system. By tailoring their products to customer needs, TVS has been able to successfully introduce vehicles like the TVS IQ, one of the top-selling electric vehicles in India.
Aalok also addresses the complexities of the automotive customer journey, particularly in the Indian market, where there are multiple touchpoints and stakeholders involved. He explains how TVS has re-engineered its customer journey to minimize pain points and provide a seamless experience. With a dedicated CX design team, TVS has segmented the customer journey into three key phases: the exploration stage, the purchase process, and post-purchase care, each with its own set of micro KPIs.
Towards the end of the interview, Aalok discusses the role of artificial intelligence (AI) in shaping the future of CX. While he acknowledges the potential of AI, he also highlights the importance of striking the right balance between AI and human interaction. He shares examples of how AI can enhance efficiency, but also stresses the need for human empathy, especially when dealing with complex customer issues.
This comprehensive interview provides a behind-the-scenes look at how TVS Motor is redefining customer experience in the automotive industry. Whether you’re a CX professional, a business leader, or just curious about the future of customer experience, this conversation with Aalok R. Pradhan is sure to offer valuable takeaways.
Watch the full interview to learn more about TVS Motor’s customer-centric strategies and how they are transforming the automotive industry with a focus on delivering exceptional customer experiences.
